California Political Expert Wayne Avrashow is This Week’s Guest on Harrison Podcast. Noted Los Angeles-based, attorney, law professor, author, columnist and political insider Wayne Avrashow is this week’s guest on the award-winning PodcastOne series, “The Michael Harrison Interview.” Avrashow is a regular contributor to RealClearPolics.com and is described by Harrison as “a wonderful ‘go-to’ resource for solid, non-partisan insights about what’s happening in Los Angeles and the entire Golden State.” Harrison and Avrashow take a deep dive into the state’s gubernatorial recall special election, explaining how it works and assessing talk show host Larry Elder’s prospects of becoming California’s next governor. They also discuss the issues of crime, homelessness and exodus of businesses and workers to Arizona, Nevada, Texas and even Florida that are challenging the nation’s most populous state addressing the question, is California losing its mojo? According to Harrison, “Elder’s role in this key recall is of major interest to the talk radio industry because it illustrates the importance and influence of the platform as a staging ground for a political career of consequence – similar to what we witnessed years ago with the rise of Mike Pence.” To listen to this fascinating podcast in its entirety, please click here.
The Radio Agency Points to TALKERS Heavy Hundred as ‘Goldmine’ for Brands Seeking Marketing Leverage. A blog post by The Radio Agency CEO Mark Lipsky highlights an advertising strategy for businesses that he says can be leveraged to dramatic effect with the recent shift in the talk radio landscape. Lipsky points to TALKERS magazine’s 2021 “Heavy Hundred” list as a “potential goldmine for brands looking to get valuable marketing leverage from some of talk radio’s brightest luminaries.” Lipsky goes on to say, “The death of Rush Limbaugh left a vacuum in conservative talk radio with no shortage of would-be successors to entertain Rush’s audience. That creates opportunity for new talk radio advertisers to buy primetime airtime for less than the premium rates that Limbaugh once commanded.” While noting that securing a talk host’s endorsement is not a simple task and requires professional representation, Lipsky explains, “Every market has influential talk show hosts able to present the benefits of your product or service with the earnest credibility of a trusted next-door neighbor. The challenge is securing their endorsements at a fair price that will deliver incremental sales to cover or exceed the incremental cost of their services as spokesperson.” Read Lipsky’s complete blog post here.
WBAL, Baltimore Traffic Reporter Jim Russ Dies Unexpectedly at 57. Longtime Washington, DC and Baltimore radio traffic reporter Jim Russ died suddenly yesterday morning (8/18) at the age of 57. WBAL-AM and WIYY-FM VP and general manager Cary Pahigian writes in a memo to the Hearst Television staff: “Jim is the unquestioned Dean of Baltimore traffic reporting, keeping watch on the roads in the WBAL/98 Rock listening area for the past decade, with many more years of experience at WTOP in Washington and later the service we know today as the Total Traffic & Weather Network. Along the way he helped mentor a generation of traffic reporters in the DC/Baltimore area… NO ONE loved the job of reporting traffic more than Jim did. He saw it as his duty to keep people in Baltimore moving to their destinations as quickly as possible and attacked that responsibility with passion and dedication. The sterling reputation of WBAL as a news and information leader was strengthened throughout Jim’s tenure, and his departure leaves a void both professionally and personally for his colleagues who enjoyed his company and commitment to excellence.”
Cumulus/Westwood One’s Suzanne Grimes Talks About the Value of Radio to Advertisers with Forbes. In a piece by Brad Adgate for Forbes, Cumulus Media EVP of corporate marketing and president of Westwood One Suzanne Grimes answers six questions about the radio industry – from how the hosts who’ve filled the midday slot formerly occupied by Rush Limbaugh to how shifting a portion of media buys to radio provides a lift in return on investment. Addressing the latter, Grimes says, “The acquisition of Arbitron by Nielsen made the introduction of ROI and sales-effect studies possible for brands and marketers. For the first time, Nielsen’s credit card and grocery shopper card data can be matched to Portable People Meters to prove the impact of radio advertising. Across a large variety of categories, Nielsen found that for every dollar of radio advertising, ten dollars of incremental sales are generated. CPG and QSR return three to one. Retail sixteen to one.”
iHeartMedia Selling Portsmouth, New Hampshire Broadcast Facility. According to a story at InDepthNH.org, iHeartMedia is putting its Portsmouth, New Hampshire studios at 815 Lafayette Road on the market with a current asking price of $3.67 million. A number of the company’s Portsmouth stations are located in the building, including news/talk WQSO-FM “Newstalk 96.7.” The piece cites a “reliable source” indicating that the live and local broadcasts will emanate from the company’s Manchester, New Hampshire studios by the fall. The two cities are about 40 miles apart.
Report: Max Kellerman to Move to ESPN Radio Mornings. According to a story by Andrew Marchand in the New York Post, Max Kellerman will be leaving the ESPN television show “First Take” that he currently co-hosts with Stephen A. Smith and is expected to join the ESPN Radio morning drive show with Keyshawn Johnson. He would replace Zubin Mehenti. The report also indicates that Kellerman could also get a one-hour show on the TV side in the 2:00 pm ET hour.
NAB Show to Require Proof of Vaccination. The National Association of Broadcasters EVP of global connections and events Chris Brown announces the organization’s policy regarding attending the 2021 NAB Show taking place in October in Las Vegas. He says, “While the enthusiasm is building, we are keenly aware of health and safety concerns tied to the spread of the COVID-19 Delta variant and want to assure you that we are putting in place a comprehensive, data-driven plan that prioritizes safety and creates a productive environment at these events. We have worked for the past several weeks to finalize protocols that will maximize the experience and safety of all members of the NAB Show community. This process has involved extensive consultation with health and safety experts, gathering feedback from a range of exhibitors and attendees, and review of the safety measures recommended by national and local health authorities, including Nevada Governor Steve Sisolak’s important announcement this week regarding large events. Taking this all into account, we will require all attendees and participants to provide proof of COVID-19 vaccination. We think this is a positive step in reducing the spread of COVID-19 and will provide further details on implementation as well as other safety measures under consideration.”
TALKERS News Notes. A new podcast from Newsweek launches titled, “The Diplomat,” hosted by former Middle East envoy for the Trump administration, Jason Greenblatt. The show is inspired by Greenblatt’s work in foreign affairs with the intent of fostering candid conversations on a wide set of global and domestic issues. “The Diplomat” will release one or two new episodes every week, featuring one or more guests with first-hand experience in a specific arena sharing their stories and insights. The show’s first guests will be former U.S. Ambassador to the United Nations Nikki Haley, former U.S. Secretary of State Mike Pompeo and former U.S. Senator Joe Lieberman…..SiriusXM announces the launch of the SXM original podcast “Huuuge Fan,” hosted by LaChina Robinson. The program features in-depth conversations with some of today’s biggest stars of stage and screen – famous actors, musicians and other celebs who are big sports fans – about their favorite team. Joining rabid sports fans Tracy Morgan, Ashley Judd, Nelly, Michael Bublé and Tim McGraw as guests on the show are Drew Carey, Monica, Adam Duritz, Michelle Williams, Anthony Ramos and many others…..Seven Bridges Radio’s sports talk WJXL-AM/FM, Jacksonville “Jax Sports Radio” inks a deal with VSiN, The Sports Betting Network to bring more than 50 hours of sports betting news, analysis and insights to Jacksonville and Northeast Florida each week. Station president and GM Steven Griffin says, “It’s important for us to be on the cutting edge of the sports betting media revolution and to serve our audience with this new focus on sports betting content. We’re excited to collaborate with VSiN to bring the best programming in the business to Jacksonville’s sports fans and betting enthusiasts. In addition, we’ll feature VSiN’s industry-leading on-air talent on Monday mornings and Friday afternoons, August through January, to offer insight and opinion on the biggest sporting events.”…..Good Karma Brands announces that it has struck a deal with Milwaukee Panther Sports Properties to broadcast University of Wisconsin-Milwaukee Panthers men’s basketball on WAUK-AM/W266DR “540 ESPN” beginning this fall. Scott Warras will continue to serve as play-by-play voice for the broadcasts.
Taliban Takes Afghanistan, Russia-Taliban Relationship, COVID-19 Stats & Mandates, Southern Border Crisis, Newsom Recall, Tropical Storms & Flooding, Western Drought & Wildfires Among Top News/Talk Stories Yesterday (8/18). The Taliban’s takeover of Afghanistan and criticism of President Joe Biden’s execution of the withdrawal; Russia’s relationship with Taliban leaders; the fast-rising number of COVID-19 cases and full ICU beds in several U.S. states and the battle over mask and vaccine mandates; the migrant crisis at the U.S. Mexico border and Arizona Governor Doug Ducey extends the National Guard border patrol for another year; the recall election of California Governor Gavin Newsom and talk host Larry Elder’s chances of winning; the tropical storms dumping rain on the Eastern U.S. and causing flooding; and the drought and wildfires affecting the Western U.S. were some of the most-talked-about stories on news/talk radio yesterday, according to ongoing research from TALKERS magazine.
By Steve Lapa
Lapcom Communications Corp
PALM BEACH GARDENS, Fla. — New and Improved — two of the most powerful words in marketing so effective that the world’s biggest packaged goods marketers use the sell line over and over, generation after generation. So, why is it that when we introduce a new talent to our advertisers we stop at describing “product” (your NEW talent’s) features, skipping over what this NEW talent brings to your advertisers’ investment?
By Steve Lapa
Lapcom Communications Corp
If you work for a medium or large radio group, the inventory on your radio station is most likely available through multiple sources away from the sales team and managers you see regularly.
By Steve Lapa
Lapcom Communications Corp
Your radio station is proud of the great personalities hosting local talk shows. Credibility, creativity, word of mouth, listener loyalty, results, and track record are all or partially in every one of your proposals. You walk the talk on every call.
By Mark Wainwright
Talk Show Host
SYRACUSE — Holland Cooke’s recent commentary on TALKERS TV about local endorsement spots reinforced my long-standing belief in local radio, and it gives me an opportunity to share some thoughts about the success we’ve had doing endorsements in Syracuse.
If I had to narrow it down to one key piece of advice, it would be: Don’t make endorsements just another part of your commercial load. Make them part of your show!
Over time, radio listeners have learned to tune out commercials, either mentally or by actually hitting the button. An entertaining live personal endorsement spot, performed at the start of a stopset, can break that pattern and grab the listener’s attention.
That’s why it’s important that the endorsement be funny, or compelling, or unusual, or crazy, or something other than a conventional straight read. I can’t tell you how many times I’ve heard something like: “It’s 7:20, Ron Radio here, with a word about your local Chevy dealers…” followed by the air personality simply reading a piece of copy. The host might have a good voice and great reading skills, and since there’s a live human element involved, there’s some improvement over just pressing the button to start the spot cluster– but only marginally so. The listener still thinks “commercial!” and proceeds to mentally or physically throw the switch. The client’s money and the host’s time have been wasted.
Meanwhile, my approach has always been that endorsements spots are part of my show. They are program content, with each one giving me 60 seconds — okay, maybe 65 or 70 seconds, sometimes I cheat a little — to show off my personality, my sense of humor, my perspective, or just allow a few rebellious brain cells to make themselves audible for a moment. I’ve used music, drop-ins, sound effects, character voices, bad puns, plays on words, you name it. Sometimes I do a lot of advance preparation, sometimes I totally ad-lib them on the fly. The point is, they’re different, and if I can get listeners to stop thinking “commercial!” and get them thinking “What is he DOING?” or “Where is he going with this?” or “Did he actually SAY that?”, then I’ve earned my talent fee. It breaks the established tune-out mechanism, the listeners start paying attention, and that’s when the client’s name and selling points sink in.
This approach requires some groundwork, and a lot of trust all the way around. Whenever I meet with a potential client, I make sure they understand what they’re getting when they ask for a Mark Wainwright personal endorsement. Not all clients or station salespeople are comfortable with my technique, or they might be hesitant to cede so much creative control to an individual air personality; I’ve had to turn opportunities down — graciously and diplomatically, I hope — when the client’s discomfort was clearly apparent.
Obviously, you also need the station’s management to support you and respect your professional judgement. This approach doesn’t work if the air talent is always second-guessing himself about what the brass will think. Fortunately, the management folks here in Syracuse cut me a lot of slack. And the clients? Once they give me a chance and they see the results, they pretty much let me get away with murder.
It’s very gratifying to have a client tell everyone in town that your live commercials were directly responsible for a big increase in their business, and it’s great to have listeners come up to you at an event like the New York State Fair and hear them repeating the same gags and catch phrases you’ve been using in endorsements. They’re engaged and responding, and the advertisers know it. That’s local radio.
(And the extra money in your paycheck doesn’t hurt!)
Mark Wainwright is the morning drive host at WSYR, Syracuse. He can be emailed at markwainwright@iHeartMedia.com.