Category: Advice

Monday Memo: Attention Is Not for Sale

| September 21, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — What’s for sale? Clicks, on Facebook and Twitter. Messages on your phone and computer find you based on what you’ve told the world via your posts. Advertisers are also buying Google keywords. They’re telling (or, if they’re smart, asking) you JUST enough to tempt you to click for more of the pitch.

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Monday Memo: ‘Better Be Nice to the Boomers’

| September 14, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — Until those darn Millennials came along, Baby Boomers – now 56 to 74 years old – were the most-populous generation in history. My Dad marched home from World War II and he and Mom had seven of us. Unlike Millennials, Boomers have a lifelong AM/FM listening habit.

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Monday Memo: Noise Fatigue = News Renaissance?

| September 8, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — Have you seen WGN America’s primetime “News Nation?”  Have you seen promos for the 7:00 pm CNBC newscast Shepard Smith will anchor beginning September 30?  These shows are testing a novel concept: Just tell me what’s happening, instead of how-you-feel-about what’s happening.

“With balance, not biased.”

Though WGN’s slogan is eerily similar to the original FOX News proposition “Fair and Balanced,” the News Nation product actually delivers; unlike “We report, you decide” FOX imaging with which cagey Roger Ailes affirmed the like-minded.  News Nation is very down-the-middle, “News, Not Opinions,” with no arched brows, no mockery.

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Monday Memo: Announcers, You Have Been Replaced… For $47

| August 31, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — They’re testing prices. It was $37 when I purchased, and I would have paid ten times as much for what you will see-and-hear – and I won’t even TRY to describe – at Speechelo.com

Disclosure: I’m a buyer, not a seller. I am not representing this product, and won’t make a dime if you buy it.

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Monday Memo: Emulate Success

| August 17, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — Not an opinion: One voice sustains attention less than two.

  • Philadelphia radio maven Jerry Lee invested good research money learning that two-voice commercials produce better results that single-voice spots.
  • And music stations’ remaining local morning shows tend to be multi-voice.
  • If you’re a local host at a Rush Limbaugh station, and you reckon that his lengthy monologues entitle you to drone on, run the numbers and compare his Time Spent Listening to yours. Keep it moving.
  • Whether you’re an ask-the-expert show or a political talker, one-caller-after-another make you sound popular and authoritative, and certainly habit-forming.
  • Podcasters: Because simply acquiring your work asks so much of the listener, this matters most to you.

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Monday Memo: Say It Shorter

| August 10, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — A dozen years ago, I’d get a laugh during my PowerPoint when I’d caution that “People are pacing in front of the microwave!”

‘Think we were impatient then? Back to the future: My counsel now to broadcasters and podcasters is that “Attention span has become an oxymoron.”  And don’t take my word for it…

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Monday Memo: 2 Magic Words

| August 3, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — Your Mom and Dad were right.  “Please” and “Thank you” will distinguish you, particularly in these coarse, troubled times.

And there are two more “Magic words” broadcasters and podcasters should use as often as possible: “You” and “Your.”

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Monday Memo: About Pottymouth

| July 27, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — Fine. Call me a prude. Because I still cringe when I hear a radio voice say “pissed-off.” What gets lost if, instead, you say “irked” or “miffed” or “dissatisfied” or some other more-specific and safe-for-the-whole-family synonym?

There are lots of common expressions Mom and Dad use, but not in front of the munchkins. But when a single diary or PPM meter represents thousands as Nielsen numbers crunch, every…Quarter Hour…counts. And with advertisers increasingly wary of content that can appear alongside their digital ads, AM/FM radio has nothing to fear from manners.

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Monday Memo: Profiting from the Pandemic, Part Deux

| July 20, 2020


By Holland Cooke
Consultant

BLOCK ISLAND, RI — A month ago here, I outlined six sales tactics my client stations are monetizing. ICYMI: http://www.talkers.com/2020/06/15/monday-memo-profiting-from-the-pandemic/

And since then on my TV show we discussed opportunities now and in the foggy New Normal, with outspoken economist Richard Wolff: https://www.rt.com/shows/big-picture/493746-pandemic-economic-landscape-reshaping/

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