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By Steve Lapa
Lapcom Communications Corp
PALM BEACH GARDENS, Fla. — Do you remember this rule from basic sales training? Radio is a frequency medium. Radio is the more efficient way to deliver a message with high repetition to a qualified audience and for measurable results; your message needs to hit your target audience at least_____times.
How many times should a target consumer hear an audio message to generate response?
Pick a reasonable number that will trigger a purchase cycle, before the message becomes an irritant. Can’t find a number? You are not alone. I think the rules have changed faster than you realize.
Monday Memo: Is Your Imaging Boastful or Benefit-Laden? Noting that “the first Star Wars movie was 44 years ago,” consultant Holland Cooke pleads that “it’s time to retire those whizzing sounds that still litter on-air promos.” And in this week’s column, he cautions against copy clichés that sound equally dated. Read it here.
Pending Business: Survey Says… Radio sales pro Steve Lapa, president of Lapcom Communications Corp, writes in today’s column that the recent NPR/Edison study showing that “connection seekers” and “infomaniacs” are fine with hearing ads is good news for news/talk radio stations, however, poorly executed creative can kill any benefit you station is getting from these groups’ acceptance of ads. Read his piece here.
Ransomware Attacks, COVID-19, Trump North Carolina Speech, 2020 Vote Audits, Biden Infrastructure Bill, Voting Rights Bill, and Immigration Reform/Kamala Harris’ Latin America Trip Among Top News/Talk Stories Over the Weekend. The growing number of ransomware attacks affecting American businesses and utilities; the fast-declining rate of COVID-19 cases in the U.S., the rate of vaccination, and questions about the origin of the coronavirus; former President Donald Trump’s speech before North Carolina Republicans and speculation about his political future; the audit of 2020 presidential votes taking place in Arizona and New Hampshire; negotiations in Congress over President Joe Biden’s infrastructure bill; West Virginia Senator Joe Manchin’s statement he will not back Biden’s For The People voting act; and Vice President Kamala Harris’ trip to Latin America and the related topic of immigration reform were some of the most-talked-about stories on news/talk radio over the weekend, according to ongoing research from TALKERS magazine.
Talk Host Wayne Allyn Root Gets International Press for Political Strategy Advice to Donald Trump. Las Vegas-based, nationally syndicated talk radio host Wayne Allyn Root was among the talk radio hosts to interview former President Donald Trump as he made his first round of media appearances since leaving office. During the conversation, Root suggested Trump run for a House seat in Florida in 2022 and, in his words, “lead the GOP to a resounding House takeover, then become Speaker of the House, and then become Biden’s worst nightmare, block Biden’s agenda for the next 2 years, open multiple criminal investigations against Biden, lead the impeachment of Biden, dominate the news cycle, then be in perfect position to win back the presidency leading into 2024. Trump liked the idea and was clearly intrigued.” Numerous media outlets picked up on the interview and Root got press in the New York Post, TMZ, the U.K.’s Daily Mail, Newsweek, and more.
Salem Radio Network Host Eric Metaxas Loses YouTube Channel. The Washington Times reports that Salem Radio Network talk host and Salem Books author Eric Metaxas has lost one of his YouTube channels for violating the social media platform’s community guidelines. Metaxas’ digital producer Chris Himes tells the paper Metaxas’ YouTube channel was banned after getting three strikes in a 90-day period, the latest apparently was an interview with Naomi Wolf in which she criticized COVID lockdown policies, leading YouTube to conclude the program violated the “medical misinformation policy,” Other programs that were flagged contained content YouTube said promoted, “false claims that widespread fraud, errors, or glitches changed the outcome of the U.S. 2020 presidential election.” Metaxas told listeners to his radio show, “I’m all hopped up. I’m crazy because I got knocked off of YouTube permanently. People don’t realize it — this is a huge financial hit, but you know what, it’s because we’re over the target.”
SRN’s Charlie Kirk Show Added for Early Afternoons at Virginia Stations. Beginning June 21, Salem Radio Networks’ “The Charlie Kirk Show” is joining the program lineup at Monticello Media’s news/talk WCHV, Charlottesville and news/talk/sports WRAD, Blacksburg, Virginia in the 12:00 noon to 3:00 pm daypart. Program director Joe Thomas says, “Since the talk radio format has been built on the ‘Rush Limbaugh Show’ since it launched in 1988 and so has the success of WCHV, needless to say this was the biggest decision of my career. When I arrived here in 2007 the station’s biggest audience was 12:00 noon to 3:00 pm and we’ve built this station around serving the listener. But now it’s time to head into the future and to see what Charlie has already built with Turning Point USA. I know his is the show to continue that… We poured over all the information on all the options out there and there are great folks that will be doing terrific things, I’m sure. However, when I saw the esteem that Rush himself had for Charlie I knew that his show is the one that would meet the needs of Rush’s audience and help bring more of the young folks who Charlie already connects with to the station, and that’s a win-win.”
Dr. Asa Andrew Takes on Diabetes in This Fall’s Season of ‘Reversed.’ This fall, the third season of the reality TV show “Reversed” will air on WGN America and Discovery and in it, Dr. Asa Andrew and business partner Charles Mattocks will take on Diabetes. Dr. Asa Andrew is one of the leading personalities in health radio and television programming (as well as a member of the TALKERS magazine Heavy Hundred). Dr. Asa says, “This is our third season of ‘Reversed’ and the networks have been thrilled with the audience and the message. The show is designed as reality TV with a purpose, presenting the powerful effects of unmanaged diabetes, and the hope of reversal.” Filmed in early 2021 in Costa Rica, this season tells the story of five brave individuals living with diabetes as they work to positively transform their lifestyle choices. The show will have a world-class team of nutritionists, trainers, doctors, therapists, and celebrity guests focused on one common goal – to improve the health and well-being of each person living with diabetes. Dr. Asa adds, “Better health begins with better choices. ‘Reversed’ is about transforming the behavior of those fighting diabetes. Charles and I share a common mission and this is just the beginning. In my years of coaching and clinical experience, ‘Reversed’ is a powerful version of an inspirational office visit to those watching looking for hope and faith to believe that anything is possible for empowering your health.” Find out more about Dr. Asa Andrew here.
Tim Donnelly Show Debuts on ‘94.1 ESPN’ in Norfolk. Today (6/7), the “Tim Donnelly Show” launches on Max Media’s sports talk WVSP-FM, Norfolk, Virginia “94.1 ESPN” in the 12:00 noon to 2:00 pm slot. Donnelly also serves as the executive producer of the “Nick Cattles Show” that airs from 4:00 pm to 7:00 pm. Donnelly says, “The opportunity to carve out my place in the 757 sports landscape is one that I do not take lightly. I understand that the market deserves a host that is dedicated and determined to create a fun, sports-centric escape for listeners each and every time they flip on the radio during their lunch break or hop in the car for a midday drive. I am unbelievably thankful for Keith Barton, Eddie Haskell, Nick Cattles, and Max Media for giving me the chance to bring the show to Hampton Roads.”
TALKERS 2021 a Sellout. The 24th annual installment of the talk media industry’s longest running and most important conference, the Talkers Convention, has reached its COVID-era attendee capacity. TALKERS 2021 will take place between 8:00 am and 6:00 pm on the campus of Hofstra University in Hempstead, NY on Friday, June 11. The event is a presentation of TALKERS in association with Hofstra’s multi-award-winning radio station, WRHU.
POWER PACKED Agenda Set for TALKERS 2021. Because of the timing, per the pandemic, this 24th annual meeting of talk media industry leaders has the potential to be one of the most important radio-centric conventions in recent history. More than 50 industry leaders from talk radio and cable news/talk TV will be speaking during a non-stop day of presentations and panel sessions. Check out the latest updated agenda by clicking here.
TALKERS publisher Michael Harrison says, “We are delighted to be able to join forces again with our colleagues at Hofstra – the site of our very successful 2016 event – to be able to actually present a live conference in an extremely COVID-19 compliant environment which Hofstra is equipped to provide. This convention will be smaller and more streamlined than the traditional TALKERS conventions – with lots of comfortable indoor and outdoor space to spread out, especially in the university’s gigantic state-of-the-art theater. The convention will boldly address key existential issues facing the talk radio and talk media industries at this dramatically critical juncture.” The conference has been limited to a smaller number of attendees and exhibitors than usual and only open to members of the working media and closely associated industries. For the sake of safety, all attendees will be required to comply with COVID-19 regulations in effect at the time of the actual conference regarding social distancing, the wearing of masks, and providing proof of vaccination and/or testing, etc.
Travel and Hotel Information for TALKERS 2021. The full-service Long Island Marriott Uniondale is serving as the closest and best hotel for TALKERS 2021. To reserve rooms, please click here. All New York area airports are a car ride away from the hotel and Hofstra: JFK (18 miles), LaGuardia (24 miles), MacArthur (34 miles), Newark (47 miles). Free and convenient parking information at Hofstra will be posted here shortly.
Convention Information: For further TALKERS 2021 information please call Barbara Kurland at 413-565-5413 or email firstname.lastname@example.org.
By Holland Cooke
Based on 1,500 early-2021 online interviews with Persons 18+ who had listened to radio in the past week, weighted, it’s available for free download here. Included there: video interviews with some who were surveyed, which will make you long for the days when radio funded focus groups.