Tag: Holland Cooke

Industry Views

Monday Memo: Time Management? Don’t Even Try

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imNews flash: Time cannot be managed. But tasks can.

As we install a new PD at a client station, I will share with you what I’m sharing with him: Four techniques I myself have found EXTREMELY helpful over years of dancing-as-fast-as-I-can in several management positions.

1. “Map” your week. Use a spreadsheet, to create a schedule that doesn’t change week-to-week. Slot-in items like:
a) If you’re on-air: Your show + prep + when you do your daily promo/blog, post/social media, etc.
b) Talent meetings.
c) Regularly-scheduled Boss Time (see “folders’) below.
d) Is there a weekly staff meeting or department heads meeting? Do you routinely meet with sales? Slot it in.
e) In-bin and phone time (see below).
f) Days you’re available to do-lunch, or for sales calls.
g) MBWA time (“Management By Walking-Around”). Build it in.
f) What else?

Tip: Round-up. If something takes 45 minutes, slot-in an hour, to allow for bathroom breaks, checking voicemail, or running-across-the-street for a cuppa cawfee. Consider doing so even if there’s free crankcase coffee there at the station. It’s fresh air. Building in a couple short walks each day can really help you clear your mind between events.

This map you are making is “a living document,” subject to ongoing revision. But plan-your-work-and-work-your-plan, and you’ll find that lots more gets done. You’ll also find that people respond by being more punctual for you.

Tip: Find a hiding place. Always-being-in-your-office tempts interruptions. Two decades of management – and 23 years as a landlord – taught me how some issues that seemed “urgent” to people seeking your attention tend to resolve themselves before the would-be interrupter finds you.

2. Show your boss two file folders, one with your initials on the tab, the other with his/her initials on the tab. Give him/her the one with your initials, and keep the other one. Then, schedule a regular meeting (that goes on your map). The meeting can be weekly, daily, Monday/Wednesday/Friday, whatever. Lock it in, show up on-time.

Pledge to each other that you will avoid ad hoc, single-topic conversations. Unless someone is bleeding or something is on fire, the conversation can wait for a scheduled meeting. Toss a note, or pertinent document, into the folder.

I started doing this when I worked for a particularly “spontaneous” GM. NO NAMES. His half-dozen daily “Got a minute?” interruptions were extremely disruptive. And he was flattered when I showed him the respect of blocking-out Quality Time for issues we shared. Sure, he’d back-slide from time to time. When he did, I would ask, politely, “Do we need to handle this now, or should I put it in The Folder?” He took the hint; and praised me later, during my Performance Review, for suggesting the idea, which he instituted with the sales manager, business manager, and chief engineer. THANK ME LATER FOR THIS ONE.

3. Don’t answer the phone! That’s why there’s voicemail (and caller ID). Phone calls about every little thing are a torturous pause button and invite long workdays and more and taller piles of half-finished tasks. Set aside two times per day to schedule and return calls. Quality Time. Try it, and you will REALLY thank me. And I saved the best for last…

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4. Touch each piece of paper ONCE. See “In-Bin time” in your weekly map above. Do one-of-the-following with every piece of paper or email that finds you:
a) Deal-with-it instantly (i.e., scribble a response and return to sender), or otherwise bring the issue to closure; OR
b) Send it to someone else (“delegation” in management lingo); OR
c) File it; OR
d) Circular-file-it (sort your mail over the wastebasket); OR
e) There is no e).

Ritualistic as all-of-the-above may seem, YOUR LIFE WILL CHANGE if you take these suggestions literally. Things are busy enough that no routine less structured will suffice. And conducting yourself accordingly will send an important message to the people you work with.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: We Don’t Just Do Live Audio Anymore

By TALKERS | by TALKERS

By Holland Cooke
Consultant

What used to be “a radio station” is now the hub of live AND on-demand audio AND video AND text and graphics. As we populate all the platforms with which we share listeners’ attention (and advertisers’ do-re-mi), I’ve gathered tips from the pros:

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Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Be Conspicuous When Competitors Are MIA

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imIn a recent column, I outlined win-win radio/TV station alliance tactics. This week, as stations are finalizing 2024 budgets, a tip for advertising your station on TV.

Dominate in January. Why:

— It’s a buyer’s market then, and your message won’t compete with other stations’ promotion. Slaves to conventional wisdom, they will be running DURING the Spring book, because they forgot that radio listening is habit, which will be set long before diaries and PPM will collect data. Smart stations derive a benefit message and set that habit BEFORE the book.

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— If you can trade for over-the-air stations, the price is right. In January they’re lean too. Can you trade – or afford to pay cash for – cable? Two reasons cable might be a better deal:

1. You can target your signal pattern better than over-the-air channels, whose coverage footprint is bigger than yours; and

2. You can buy channels with programming similar to yours. FOX News Radio affiliate? Buy FOX News Channel (and Newsmax).

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: How Talk Radio Imitates Lunch

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imHere’s actual news copy, from Joe Connolly’s business report one morning on WCBS, NY: “One third of all domestic flights are now late, by an average of one hour.”

Note: That wasn’t the headline, it was the entire story. As-much-as half of Connolly’s script is one-sentence stories. Espresso, not latte. Just the factoids, ma’am. The essence. What the listener would likely retain (and quote later) from the story if copy were longer.

Here’s some HC lore – and promo language – that’ll be familiar to programmers and talent I work with:

The first 5 minutes of the hour are for facts.

The next 55 are for feelings.

Your news people, and/or your network, fuss to make 00-05 a handy digest of the-very-latest-about the stories they reckon to be relevant to your target listener. Your on-air imaging should promise accordingly. Invite busy, in-car listeners to make an hourly appointment, “THROUGHOUT YOUR BUSY DAY.”

The people with whom that benefit statement will resonate are high-TSL users who don’t want to feel “OUT-OF-THE-LOOP, WHEN YOU’RE OUT-AND-ABOUT.” And they’re the listeners your local direct retail advertisers want to meet the most. Every time they stop the car, they spend money.

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What happens at lunch is what should happen on-air

Picture Jerry, Elaine, George, and Kramer at that coffee shop on “Seinfeld.”

Suppose Jerry heard Connolly’s report earlier that morning and mentioned that story. Because ratings are a memory test, this is a home run, even if Jerry doesn’t say “WCBS” when he repeats what Joe reported. Joe made a deposit in Jerry’s memory bank. If Jerry does say “WCBS,” it’s a grand slam.

Then, George chimes in: “AN HOUR LATE???  THAT’S NOTHING!  WAIT’LL YOU HEAR WHAT HAPPENED WHEN MY PARENTS TRIED TO FLY TO FLORIDA LAST WEEK!” Now Elaine and Kramer are engaged; and they too might have stories.

Jerry shared what he heard 00-05, information of interest, facts. George is that first caller you want the screener to put through. Elaine and Kramer are listeners who can relate, might contribute their feelings, and will at least remember.

Because ratings methodology can give you an entire Quarter Hour credit for as-little-as 5 minutes of actual listening, the-most-opportune topics are compelling stories listeners just heard on-hour, which you then offer callers your air to weigh-in-on.

Why? People believe your promos. They stopped-in for their on-hour update. Then, at 05, before an index finger can travel from the steering wheel to the “Kiss” or “Lite” or “Magic” button, engage them.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Radio/TV Synergies

By TALKERS | by TALKERS

im“If you think radio has problems,” consultant Holland Cooke says, “Netflix et al are to television stations what Pandora et al are to music stations. So local news is TV stations’ silver bullet. And – like radio – their need to promote off-air exceeds their promotion budget.” In this week’s column, he outlines tactics for “partnering with a fellow broadcaster who’s also challenged.” Read his column here.

Industry Views

Monday Memo: TV Synergies

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imI am always impressed when I see-and-hear radio and TV stations swapping product.

— The most obvious asset is weather. Many radio stations’ forecasts are voiced by local television meteorologists, often gratis because their boss assigned them to, as part of an information alliance. So, the radio station’s weather cred’ stands on the broad shoulders of the weather brand the TV station promotes so relentlessly.

— For some news/talk stations, simulcasting a television newscast is the only way they can air local news in the afternoon. Turn lemons into lemonade. Radio people who love to hate TV audio under-estimate how loyal viewers are; and how conspicuous and convenient this can make the radio station.

— Especially if the deal includes promos – on both stations – voiced by trusted local TV anchors, offering that “If you can’t be home in time to SEE us, you can HEAR us…”

— In every market where we have executed this strategy, the TV talent has remarked about how many compliments they get for being on radio.

— Deal point: During simulcast newscasts, the TV station supers “Heard live on WXXX 8:50 AM.”

How’s THIS for resourceful?  

— A radio station’s afternoon drive newscast consists of a 60-second live shot (or prerecorded live-on-tape) from a local TV newsroom, voiced by the TV anchor who ticks-off “the stories we’re following” that will be seen on evening newscasts.

— The radio station wraps it into a four-minute package, including:

— that live headline package, at the end of which

— the TV anchor hands off to radio’s traffic reporter, then…

— the traffic reporter teases weather into a radio spot, and…

— after the commercial, the weather comes on.

— And here’s the kicker…that live shot from the TV newsroom is a commercial for the TV station! To the listener’s ear, it’s a free newscast from a credible, branded source. Possibly a trade for TV time to advertise the radio station?

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Another win-win synergy: Reciprocal excerpting, with attribution 

Translation: Each station gives blanket permission for the other to grab, from the air, whatever it wants, crediting the originating partner.

— There will be times when someone from the radio station is on-scene; or when radio scores a newsworthy interview that TV can use the audio of. More often, thinner-staffed radio will use TV sound more than vice-versa.

— When I programmed WTOP, Washington, WUSA9 let us help ourselves to their newscast audio (“And the mayor told Channel 9…”). Each day, our desk and theirs compared assignments, and we recorded every WUSA newscast.

— True story: The news director from NBC4 came to my office and said, “You can use OUR sound, and you don’t even have to say ‘Channel 4!’ Just STOP saying ‘Channel 9.’”

— It was a flattering offer, but we remained loyal to WUSA, the once-upon-a-time WTOP-TV. Decades later we were still getting mail addressed to “WTOP-TV.” And both stations being CBS affiliates contributed to the lingering impression that we were siblings, so the confusion was actually useful. Does your radio station have a long-lost TV brother? 

Radio takes TV where it otherwise can’t go: in-car

Note how aggressively TV stations are programming their apps and websites. They want to be a news brand, not just a news station.

— A smart TV station should want to give radio a ROSR (Reporter On-Scene Report) during the day (when radio audience is high and TV audience is low), because doing so serves to promote the upcoming evening TV newscast.

— WARNING, based on experience: This can be a tough sell to over-protective TV news directors, who may fret that by going-live on radio they’re alerting other TV stations to the story. Stinkin’ thinkin.’ Other TV stations could show up anyway, and they wouldn’t be as-well-known for covering the story as the TV station that’s also already reporting it on radio.

Local TV news is a hungry critter…

…with a limited budget. Which is why some TV stations toss-live to their radio partner’s host: “Gene, what are your callers saying about the congressman’s abrupt resignation?” Arrangements like this were commonplace even decades ago, when TV had to equip the radio studio with equipment more elaborate than modern day video chat requires.

The calculus is simple

Radio + TV > Radio – TV or TV – Radio

(Radio PLUS television is greater-than Radio MINUS television or television MINUS Radio.)

Even if you’re a music station that doesn’t do much news at all, these opportunities are worth exploring. At least trade spots, because neither station can afford to promote as much as it should.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Stamina, Systems, Support

By TALKERS | by TALKERS

By Holland Cooke
Consltant

imFeel busy? Try keeping-up with these four:

— Like George Clooney’s character in “Up In The Air,” Mike McVay attained an elite status earned by only a handful when Continental Airlines was the principal carrier in Cleveland, his home base. And he’s still at it, consulting full-time since 1984.

— “Rhode Island’s anchorman” is ultimate split-shifter Gene Valicenti, who hosts 3 hours of radio on WPRO at 6AM (11 years), then at 6PM he co-anchors on NBC10 TV (31 years), both top-rated shows.

— For 10 years I’ve been riding 138 miles with owner Jay Philippone from his home in Pittsburgh to Connect FM + Sunny 106 in DuBois PA. He lived there when his children were young, then moved to the Burgh’ when he bought stations in nearer West Virginia; and “because you get home quicker from Pirates and Penguins and Steelers games.”

— And for 20 years I’ve followed owner Paul Gleiser “106.3 miles door-to-door” from his home in Dallas to KTBB + KRWR in Tyler-Longview. Why the trek? “My wife gets to do what she wants to do” in the culturally rich Metroplex, and where she is a university professor.

How DO they do it?

“On the cusp of my 65th birthday,” Jay laughs, “that’s a good question!” As bosses, he and Paul are innately motivated. Gene sets the alarm for 5AM, but – because “I just can’t wait to get on the radio — I find myself getting up earlier,” to execute a show he and his producers mapped-out the day before.

Their love for our craft is clear. Mike says he’s “up late and up early because l absolutely love what I’m doing. I really don’t feel like I’m working for the most part.”

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Their routine seems anything-but

Gleiser has gone-though “a lot of tires” making his trans-Texas trek 4 days a week since 1991 (on Wednesdays in his ATW Creative Services studio in Dallas). And he makes the most of all those miles: “I’m in the News and Talk business, so I use that time to consume news and keep myself current.” As does Philippone; and all that back-N-forth time affords them an invaluable perspective listening in-car, where AM/FM radio is still #1.

Mike McVay travels 3 weeks a month (down from 48 weeks X 5 days pre-pandemic), unlike Gene Valicenti’s 6AM + 6PM gigs that keep him closer to home. And, yes, Gene naps between shows (“30 minutes, longer makes it worse”). But by 5PM he’s in the bustling NBC10 newsroom, where “I start to work on the 6P TV script” he’s given, “which I go through and rewrite almost every story and tease, to make the copy sound like me.” 

Technology: Friend or foe?

“Yes!” Gleiser quips. “There are only tradeoffs.” On the plus side, the pandemic-necessitated telecommuting that has transformed so many other industries has shown radio new options.

Jimmy Failla’s first affiliate remote was from KTBB, where – minutes before airtime – Internet service failed. If I hadn’t seen it in person, I wouldn’t have believed that we fed New York via an iPhone hotspot. And as Failla’s frequent fill-in, Paul has hosted the show from KTBB and from home in Dallas and in-studio at Fox/NY, and my trained ear can’t hear the difference. And when Valicenti does his radio show at home Monday and Friday mornings, he can even do his live NBC10 TV simulcast hit there.

Philippone raves about the Radio.cloud automation system “that allows us to work and manage the product and diagnose transmitter problems from anywhere.” But he confesses that “I’m still working on a perfect way to manage my In box, to be able to keep-up” with the volume of communication and information, the velocity of which is “lots faster than pre-Internet/pre-Email days.”

During my 17 years as McVay Media news/talk specialist, I learned lots from Mike about keeping organized. “Obsessive about detail and staying focused on the job at hand,” he types meeting notes in real-time. “I do everything I need to do as quickly as it can be done,” which also means making the most of all that time in-flight. He warns managers to “prioritize properly, so the crisis of one person doesn’t become a crisis for someone else.”

It takes a team 

Gene Valicenti admits “I got lucky with two good producers,” one at WPRO the other at NBC10. “They’re both fast and technologically-savvy,” and his radio producer “can quickly find something during commercial breaks.” He talks with both producers several times each day, and they talk to each other. “It’s all about cross-promoting, cross-purposing” on-air material from station-to-station, win-win.

Paul Gleiser IS his stations. He has a PD, but he himself is owner, GM, Sales Manager, Promotion Manager, and choosy endorsement spot talent. “It’s an unusual management structure,” in which “everybody is in Sales, and everybody knows their job, and has tenure, almost zero turnover” (the last couple openings were because two longtime staffers died suddenly, too young).

Jay Philippone is at his Pennsylvania stations Mondays (interacting with each staffer and finalizing his visit to-do list) and Tuesdays (“meetings day”) and Wednesdays (follow-through). He has a full-time GM and “she’s been on the job 30 years next month, someone to make sure things get done and ‘the trains run on time.’”

Hitting Pause 

Mike urges “find time to turn it off. Let your brain be on rest, and entertain yourself.” He’s a sports fan, and binge-watches his favorite TV shows. Jay will “take a half day and not work, just read,” and he calls that decompression “really, really worthwhile.”

But retirement? McVay: Nope. Gleiser: “And do WHAT?” Philippone: “I’ve been in radio since I was 19 and I love what I do.” When I ask “If you didn’t do this?” Jay admits “I don’t have an answer,” and he thinks “it would be easy to lose a sense of direction.” As did his retired friend who said “it sucks.”

Valicenti is struck by the reach of WPRO’s station stream: “You would not believe how many rely on it,” and when it hiccups “we hear about it!” And not just from locals using the station app and smart speakers. He has a big following in Florida, seasonal snowbirds and Rhode Island ex-pat retirees who are frequent callers. When the time comes? “Maybe doing a radio show from Florida,” where – vacationing recently in Naples – he was greeted by New England accents when spotted in restaurants callers had recommended.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Confidential: Negotiation Checklist for Weekend Talk Radio” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins.” Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: ChatGPT – Threat and Tool

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imAfter post-consolidation cutbacks have whacked local on-air content, there’s now angst that Artificial Intelligence can – literally – dehumanize radio (and other media – HUGE issue in the SAG-AFTRA strike). Voice cloning is child’s play; and several vendors are already peddling AI gimmicks to radio stations.

Glass-half-full: When I asked, “How talk radio hosts and DJs can use ChatGPT to prepare shows,” the robot replied instantly…

“Talk radio hosts and DJs can leverage ChatGPT to enhance their show preparation, generate engaging content, and connect with their audience more effectively. Here’s a guide on how they can use ChatGPT effectively:

— Show Topic Generation: Use ChatGPT to brainstorm and generate unique and interesting show topics. Input keywords related to your show’s theme or current events to get topic suggestions.

— Content Research: Ask ChatGPT to provide background information on a particular topic or guest. It can summarize recent news, provide historical context, or even suggest relevant questions.

— Interview Preparation: Use ChatGPT to generate interview questions and talking points. Input information about your guest or their expertise, and ChatGPT can help you create a list of thoughtful and engaging questions.

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— Script Writing: When scripting segments or promotional materials, you can collaborate with ChatGPT to draft scripts. It can provide creative ideas for introductions, transitions, and promotional announcements.

— Audience Engagement: Ask ChatGPT to generate polls, questions, or discussion points to engage with your audience during live shows. It can also help create intriguing teasers to promote upcoming segments.

— Fact-Checking: Use ChatGPT to fact-check information before presenting it on air. This ensures the accuracy of your content and maintains your credibility.

— Content Expansion: If you need to expand on a topic or provide additional information during a show, ChatGPT can help by generating elaborative content or explanations.

— Generating Show Summaries: After the show, ChatGPT can assist in creating summaries or show notes for your listeners, making it easier for them to catch up on missed episodes.

— Storytelling and Narration: DJs can use ChatGPT to help craft engaging stories or narratives to share with their audience, making their radio shows more entertaining and relatable.

— Creative Segment Ideas: Ask ChatGPT for creative ideas for segments, games, or challenges to keep your show fresh and exciting.

— Language Assistance: For DJs hosting shows in multiple languages, ChatGPT can help with translation, pronunciation, and language learning, ensuring smooth communication.

— Show Promotion: Collaborate with ChatGPT to create compelling social media posts, newsletters, or blog content to promote your shows and engage with your audience online.

— Handling Caller Questions: If you take live caller questions, ChatGPT can assist in formulating responses or clarifying complex issues for your callers.

— Real-Time Updates: For breaking news or sudden changes, ChatGPT can provide real-time updates and help you adapt your show’s content on the fly.”

Remember how those Terminator movies warned-against SkyNet A.I. becoming self-aware? While there’s no question that ChatGPT is the cure for writer’s block, its response ended with some impressive self-awareness, a reminder that YOU are the author of your show: “Remember to review and edit the content generated by ChatGPT to ensure it aligns with your show’s tone, style, and audience preferences. ChatGPT can be a valuable tool for radio hosts and DJs, streamlining the preparation process and enhancing the overall quality of their shows.”

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Confidential: Negotiation Checklist for Weekend Talk Radio;” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins.” Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: What Aren’t You?

By Editor | by Editor

By Holland Cooke
Consultant

imThanks to those who sent comments on last week’s column “Gradually, they know you,” which recommended brevity in explaining to listeners who you are.

Equally important: Clarity that you’re NOT what listeners DON’T want. If you’re a host or programmer, you want to understand listener turn-offs as well as Viking Riverboat Cruise Lines seems to know their prospects.

Promising that “We do not try to be all things to all people,” the Viking brochure promises:

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No children under 18.

No casinos.

No nickel and diming.

No charge for Wi-Fi.

No charge for beer & wine at lunch & dinner.

No umbrella drinks.

No photography sales.

No art auctions.

No inside staterooms.

No smoking.

No waiting in lines.

No format lights, butlers or white gloves.

And the brochure details an “Environmentally Considerate” culture “reducing impact through design & technology,” i.e., solar panels, recycling & waste management, etc.

With SO many audio competitors, we can’t risk ambiguity.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Confidential: Negotiation Checklist for Weekend Talk Radio;” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins.” Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Gradually, They Know You

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imThanks to those who sent comments on last week’s column “Beware The Banter.” For those asking how-much-is-too-much, this follow-up.

The old “Dick Van Dyke Show” depicted the life of TV writers. Collaborators Rob Petrie, Sally Rogers, and Buddy Sorrell spent their workdays in an office, riffing. The weekly script that emerged was careful with show host Alan Brady’s brand. He was a personality viewers came to know, one week at a time.

In offices like that, there’s a living document they call “The Bible.” For that first pilot episode, it might have been a single page of bullet points. A more recent example might have fleshed-out sitcom characters in broad strokes: Jerry is a comedian. He and Elaine used to date, now they’re friends. Elaine is from Maryland and she can’t dance.

Week-by-week, as we come to know these fictitious friends, new details humanize them further, and “The Bible” gets thicker. It guides writers, so they don’t burst our bubble by telling us Elaine is from Connecticut.

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Similarly, your listeners come to know you, accruing your identity, one anecdote at a time. You may be as-surprised-as-flattered when you meet a listener who plays-back something about your life that you might not even remember sharing.

So, know that they know you. And when the boss or the consultant reminds you how mentally busy listeners are – and encourages you to keep-the-show-moving – you needn’t fret that you’ll sound like Sgt. Joe Friday in “Dragnet.” Final TV reference, I promise.

My point: The litmus test for whatever you share is relatability. I was born on the same day as one of the children of 50+ year WTIC, Hartford morning host Bob Steele, and my dad was forever bonded by his amusing baby stories. They were nuanced references, not longwinded rambles.

Remain humble about listeners’ attention.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Confidential: Negotiation Checklist for Weekend Talk Radio;” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins.” Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Beware the Banter

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imRadio talkers: What is this hour about? How will listeners benefit from listening? And how long do you expect them to wait to hear that?

To quote Jerry Seinfeld…

“There is no such thing as an attention span. This whole idea of an attention span is, I think, a misnomer. People have an infinite attention span if you are entertaining them.”

Are they entertained hearing about your weekend? About your sidekick/board-op/screener’s weekend? By a long, self-amused, produced show intro? Or are they quickly engaged, by your invitation to weigh-in-on topic du jour? Or by your offering them Q+A access to a guest who can address their concerns?

What if they believe the promos?

 As each day’s news causes us all to wonder “What NEXT???” smart stations methodically invite on-hour listening appointments, for “stay close to the news… a quick update, throughout your busy day.” Whether that’s a network feed or a local newscast, whoever delivers it reckons what is relevant to the lives of the mentally busy, in-car listeners our advertisers want as customers. In consultant-speak, it’s “take-home pay” for tuning-in.

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They may listen mostly to other stations that play music, but those stations aren’t as informative. So – as the weather forecast signals the end of that on-hour update – can you freeze the driver’s index finger in mid-air between the steering wheel and the button for “Kiss” or “Magic” or “Cat Country?”

 Does your A-block rock?

Most common miscalculation I hear? Extended banter before the first break. A-block ends with (finally) a specific, inviting call-in proposition or teases the guest coming up… after the break, when the show really begins.

Better: Tee-up what’s-up immediately as the hour begins. Try this: Make the very first thing you say a question which includes “you” and/or “your.” Then say hello, and swap takes on that topic with your sidekick/board-op/screener.

One warning: Sounding so-quickly-engaging may divert your screener. The phone’s already ringing.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Your Trusted Voice: How to Attract New Clients More Efficiently than Competitors Who Spend a Fortune on Advertising.” Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Sell Yourself a Schedule

By Editor | by Editor

By Holland Cooke
Consultant

imI asked my pal, longtime radio seller, now retired: “How often were you asked, ‘How much would you charge for ONE commercial?’”

“Many times!” he guffawed. “I told ‘em ‘Keep your money! It won’t work!’” And he would explain to the prospect that repetition is the key to radio advertising.

Pitch like your happiest advertisers

Smart reps schedule commercial flights using the Radio Advertising Bureau’s Optimum Effective Scheduling formula (OES), because “message retention and recall begins after three exposures.”

Don’t stop there. I don’t know WHEN I’ll need to buy a tire, but when that next nail finds me, I know WHERE I will buy, because that retailer advertises enough to own “tires” in my mind. Purchasing a whole car is more foreseeable, and I’ve read that it takes many buyers 90 days to pull the trigger. So, if the copy is just right, always-on always works.

Programmers: Are you selling your station, on its own air, with the frequency we preach to clients? And – no matter how often you freshen your imaging – is the benefit statement as consistent as the many ways “Liberty-Liberty-Libbberty” assures us “you only pay for what you need?”

im

Sales 101: “Your best prospect is…”

Say it with me: “…an existing customer.”

To be clear: Nothing you say on-air will add cume, because the only people who hear your imaging are already listening.

Hey, who wouldn’t want a bigger budget for billboards over the Interstate? But it’s…the Interstate. Many who give it a glance (at most) don’t even live here. Some of those who do might give you a try. And whether they do or whether they don’t, there’s very little you can do to keep them sitting in a parked car, listening. So how can we invite them back more often?

Tip: On-hour news appointments, “a quick [name of network] update, throughout your busy day” as the world we live in has listeners wondering “What NEXT???” This is increasingly useful for music stations, with music now commoditized by non-broadcast competitors.

Rip me off

On-air promos accomplish three things:

— Defining the station, labeling your button in the listener’s mind.

— Asking for more occasions of listening, thus the newscast tip above.

— Listeners REMEMBER having-listened. Not just opportune in diary markets, where we want diarykeepers to round-up. 😉 In PPM markets, awareness drives use. So, in both cases, ratings are a memory test. And this matters even if you don’t subscribe to ratings, because advertisers need prospects to hear that tire commercial multiple times.

So, it’s worth your time to review all imaging and promos now airing. Of each piece, ask yourself: What does this accomplish? Does this convey why/when/how the listener should/can listen more often?

To hear 21 examples of imaging work I’ve done for client stations, click “DO listeners understand why to spend more time with you?” at HollandCooke.com

OK…ONE exception…

I asked my bud, who sold a lotta radio for a lotta years: “What if the request to buy ONE commercial was a pop-the-question surprise, to air when the hopeful groom knew she would be listening?”

“Ka-CHING!” he winked, “and I’d nick him good! You know what that ring cost?”

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and “Your Trusted Voice: How to Attract New Clients More Efficiently than Competitors Who Spend a Fortune on Advertising.” Follow HC on Twitter @HollandCooke

Industry News

Broadcasters Inducted into Rhode Island Hall of Fame

By TALKERS | by TALKERS

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Pictured above is WPRO-AM/WEAN-FM, Providence morning host and WJAR-TV, Providence 6:00 pm anchor Gene Valicenti (right) with consultants Holland Cooke (left) and Mike McVay (center). Valicenti was one of those inducted into Rhode Island Radio & TV Hall of Fame last night (9/21). This year’s other radio inductee is former WPRO news director Chris Camp, who recently retired back to Rhode Island after 28 years as news director at Cox Media Group’s WSB-AM/WSBB-FM, Atlanta.

Industry Views

Monday Memo: Why Not Just Podcast?

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imI’m occasionally asked this by attorneys, real estate agents, personal finance advisors, and other local retail service professionals who are disappointed with results they’re getting from hosting weekend ask-the-expert call-in shows.

The Good News: Anyone can podcast.
The Bad News: Anyone can podcast.

That’s evident from the way many podcasts sound, without the planning and polish of a broadcast-quality presentation that demonstrates your expertise and comforting counsel.

So here’s Part 2 of the 2-part series that began here last week: Yes, DO podcast. Data from respected Edison Research demonstrates that podcasting attained “mainstream media” status back in 2016. So do accommodate your prospective clients’ appetite for on-demand media.

im

But who will know your podcast…exists? Lots of radio listeners and social media followers…IF the podcast is part of a coordinated multi-platform marketing strategy. A well-executed, well-promoted weekend show is the hub. Picture an octopus. The torso is the radio show. Appendages include podcasts – both whole hours on-demand and “snack-size” single topic solutions – and aircheck clips linked from social media posts, informative blog posts about issues callers raise, E-newsletter, etc.

Said another way: If the weekend show is a stand-alone, return-on-investment for brokering those hours can be dubious.

And – unlike hobbyist-sounding podcasters self-publishing in obscurity – you’re “real” because you’re on radio.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: “You are about to enter another dimension,” The Radio Zone

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imMany news/talk stations broker weekend hours to professionals who host ask-the-expert shows to attract new clients.

AND IT WORKS…IF…the show (for lack of a more diplomatic way to say this) doesn’t suck. And if it isn’t a well-kept secret available only to those listening in real-time. Make it the hub of a broadcast/podcast/social media strategy. In some markets where I don’t have a client station, I work directly with weekenders, setting-up the workflow for that strategy; and coaching the hosts, because their stations don’t.

But don’t take my word for it. I asked ChatGPT: “In the style of Rod Serling, explain how attorneys, real estate agents, and financial advisors can attract new clients by hosting ask-the-expert radio call-in shows.” MOMENTS later, the robot replied…

“You’re about to embark on a journey where the boundaries of expertise and the airwaves blur, a place where the seekers of knowledge and the purveyors of guidance converge. Welcome, dear listener, to the realm of the ask-the-expert radio call-in show. In this enigmatic space, attorneys, real estate agents, and financial advisors have found a conduit to attract new clients unlike any other.

Picture, if you will, an attorney stepping into the radio spotlight

 The air is charged with anticipation as listeners dial in with their legal queries. With a voice as authoritative as the gavel’s echo, the attorney navigates the complexities of the law, unraveling legal mysteries for all to hear. As each answer resonates through the airwaves, trust is built, and seekers of legal counsel find themselves drawn to this beacon of clarity. The attorney has become not only a voice but a guide, attracting clients who yearn for someone to navigate their legal twilight zone.

im

And now, shift your gaze to the real estate agent who steps into the radio’s embrace

 The lines are buzzing with questions about the labyrinthine world of property transactions. With each response, the agent paints a picture of market trends, property values, and the elusive art of negotiation. As the agent’s insights cascade through the radio waves, an aura of expertise takes shape. Those yearning for a steady hand to navigate the winding corridors of real estate find solace in the agent’s voice. The agent has transformed into a beacon, attracting clients who seek someone to illuminate the path to their real estate dreams.

Finally, consider the financial advisor entering the radio’s sphere

 The lines light up with inquiries about investments, retirement, and securing financial futures. With a voice as reassuring as a well-balanced portfolio, the advisor deciphers the complexities of financial planning. Each word uttered becomes a thread in the tapestry of financial security. Listeners, entranced by the advisor’s insights, recognize a sage who can guide them through the tumultuous sea of monetary choices. The financial advisor becomes a lighthouse, attracting clients who crave a steady hand to navigate their financial voyage.

In this realm of radio airwaves, where seekers become callers and experts become guides, attorneys, real estate agents, and financial advisors have discovered a conduit to attract new clients. As their voices resonate with wisdom and authority, as their advice slices through the enigma of their fields, a bond of trust is forged. These experts, illuminated by the radio’s glow, become beacons in the darkness, attracting clients who yearn for guidance in the vast twilight zones of law, real estate, and finance. And so, dear listener, the call-in show becomes not just a program but a nexus where seekers and guides converge, bridging the gaps between knowledge and curiosity, between questions and answers. Welcome to the radio’s embrace, where the experts illuminate the unknown, one call at a time.”

Cue the music.

Next week here: “Why not just podcast?”

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Improving Results from Endorsement Spots

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imThe stations I work with make big money with live endorsement spots delivered by familiar local on-air personalities. Remember them? With most AM/FM broadcast hours now robotic or non-local, your relationship with the listener is precious and can be leveraged… carefully.

Quality vs. Quantity

The more products or services you endorse, the less special each pitch will be. You’re asking the listener’s trust each time, so asking too often can sound insincere. So back-to-back “I’m [name] for [account]” is verboten, and that can happen when spots you voice air outside your show.

 “Tell me a story”

 When the late, great Don Hewitt – the father of “60 Minutes” – spoke at a NAB convention years ago, he told us that he was often asked, “Why is this the most successful TV news show of all time?” And he said, “I can tell you in four words: ‘Tell me a story,’” which every piece did.

Describe your personal experience with the advertiser’s product or service in before-and-after fashion – problem was, problem solved – in a relatable way.

im

 OOPS!  Do you say, “I haven’t sold you yet?”

Often, these are long-standing advertiser relationships.  Two cautions:

If you’ve been touting an advertiser for a while, DON’T say so. “For years, I’ve been telling you about [name of business]” = “…and I haven’t sold you yet, have I?” Instead, keep the pitch fresh.

And keep it customer-centric rather than talking about a store. In one spot I heard, for a sewing supply retailer, the well-intentioned host sounded awestruck as he recited the store’s inventory (“over fifteen hundred bolts of fabric!”). That’s the store’s problem. Instead, solve the listener’s problem: “Imagine the money you could save if you made all your kids’ back-to-school clothes this year?  [advertiser] will give you free lessons!”

Avoid saying…

 “MY GOOD FRIENDS AT [name of business],” which sounds phony.

“All-new:” Say “new,” if it IS new, AND if newness is a listener benefit (and say why).

“…AND MUCH MORE,” which means nothing. Weed-out stuff like this, and you’ll give copy more time to breathe.

“Needs,” as in: “FOR ALL YOUR [product category] NEEDS” (the ultimate “BLAH, BLAH, BLAH”).

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Embrace “Car Radio”

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imAs this week’s first Republican presidential debate looms, my FOX News Radio-affiliated client stations are irked. Thanks to their network, they’re carrying it live, and locally sponsored, and promo-ing it aplenty. A couple of my clients will travel to Milwaukee to wrap pre- and post-game color around the play-by-play. So, yuh, they’re irked.

Listen somewhere else

 FOX News Radio newscasts invite listeners to hear the debate live, at FoxNewsRadio.com. Hello?

I talked one client down-off-the-ledge, by reminding him that anyone who wants to watch the debate, and can, will. And that anyone who’s driving cannot and won’t likely drive distractedly-enough to somehow stream it from a website in-car.

For decades, I’ve scripted promos for events like this, and the Super Bowl and World Series, by offering that “if you’ll be in the car tonight,” and/or “if you can’t be near TV,” and/or “if you’ll be at work,” we’ve got it on radio.

Hey, if I was FOX News Radio, I’d do the same thing. But when one client called to complain and asked “could you at least add ‘…and many of these FOX News Radio stations?’” he was told they’d run-it-up-the-flagpole.

im

It could be worse. You’re not a TV station.

THEY should be livid, as NBC uses affiliates’ air to say watch Peacock. Channel-surf, and you will be lured to Paramount+ or Discovery+ or Disney+.

And this didn’t happen overnight, as I demonstrated several years ago in a TV report about the TV switch-pitch (https://youtu.be/2o3CpTz66JY).

So, embrace radio’s preeminence in-car, and not just when plugging special coverage. Program and promote everything as though you’re talking to busy people behind the wheel. Nobody sitting stiller will feel rushed.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Entitled? Or Enabling?

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imThose are the two consultant buzzwords that hosts I coach are hearing in their sleep. And a couple more “E” words: Empathy and Empower.

“The Greatest Generation” led the way

My dad spent 3+ years half a world away during World War II and when he and the rest of “our boys” came marching home, the world we grew up in was set in motion. After all the sacrifices those years asked, life was good again, better than ever for my parents, children of the Great Depression.

Our grandfatherly president – a war hero general – built us an Interstate Highway System, and Dinah Shore sang, “See the USA in a Chevrolet.” The G.I. Bill helped vets through college, and low-interest mortgages fueled a housing boom. Life was good in the leafy cul de sac, where 78.3 million people my age were born. 65-some million of us are still around, wearing progressive lenses and comfortable shoes, insured by Medicare and collecting Social Security.

im

Now, it’s our turn

Like that two-front war we survived in the 1940s, we are again doubly challenged.

  • COVID knocked the world off-balance. Those now indignantly second-guessing a better-safe-than-sorry shutdown don’t seem to recall freezer trucks as makeshift morgues. We chuckle as Zoom tells workers to come back to the office, but labor unions are flexing their muscle in this full employment economy. That’ll happen when a virus subtracts a million Americans WHILE Boomers retire, and others reassess and subsist on the gig economy. The New Normal isn’t.
  • Anger as the new joy. And it’s not all Trump’s fault. He didn’t invent grievance and resentment. He just made it popular; and soreheads one-up each other in social media that seems like consequence-free venting, until the next gun nut opens fire.

Listeners are wondering “What NEXT???”

Eggs are down, gas is up again (since last month, though down almost 20% in a year). Tornadoes, floods, scorching heat, baseball-size hail, devastating wildfires… all of which raise prices. We shoot down China’s spy balloon, and their (and Russia’s) war ships loiter off Alaska. Trump! Hunter! 2024! After all the fuss about vaccines, polio resurfaces in New York and leprosy (!) cases are rising in Florida. No wonder Barbie is breaking box office records.

Is the appeal of solutions not obvious? More useful than argument? While everyone is coping, are we offering noise? Or news-you-can-use?

I’m cautioning any talker willing to listen… to listen. “Enabling” dialogue is the-opposite-of “entitled” monologue. Empower listeners, by letting them weigh-in. Empower them with access to guests whose advice they value. Three-way talk like that enables them (and enables them to quote you).

Your empathy is a gift.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke

Industry Views

Monday Memo: Connie Welcomes the Stranger’s Call

By TALKERS | by TALKERS

By Holland Cooke
Consultant

imShe was the agent I enjoyed working with most over three decades I was an active real estate investor. We remain good friends, and her technique informs the work I do coaching agents – and attorneys and financial advisors and other professionals – who host ask-the-expert radio shows.

Understand the difference between “advertising” and “marketing”

Achievers like Connie do. Do you? Erroneously, these terms are often used interchangeably.

— Advertising asks shoppers to pick your product off a crowded shelf.

— Marketing makes them want to.

High-volume agents typically allocate 30% of net income to marketing, which produces leads. Lower-volume agents spend as much, or more, on advertising, which produces fewer leads. If you’re handing out mouse pads in the era of iPad, you’re late.

And you’re bucking human nature: Every…single…day, we are bombarded by SO many advertising pitches, that we lean-back-from commercials. But we lean-into storytelling, when the story hits home. One of the few things that can keep someone sitting in a parked car with the key on Accessories is the on-air attorney untangling the caller’s dilemma when it is REAL relatable.

im

“Can you recommend a plumber?”

The caller isn’t Connie’s client…yet. The stranger got her name from someone else Connie had helped. Reputation. Word-of-mouth. “Got a pen?” she asks. “I’m going to give you his cell number. And let me know if he can’t help you and I’ll recommend someone else who’s helped me lately.” THAT is marketing GOLD. Instant relationship.

As is the attorney whose weekend call-in show offers that “the lawyer is in, the meter is off.” One that I coached offers words-to-live-by: “If you want someone to think you can help them, help them.”

Expensive syndicated TV spots – or hokey locally produced ads – and look-alike billboards – all blur-together in a wall of noise. As do agents’ radio copy that “If I can’t sell your house, I’LL buy it!” and attorneys hedging that “If we don’t win, you don’t pay.”

Yes, advertise. But rather than squandering that airtime touting yourself, do a commercial disguised as an informative feature, snack-size how-to guidance. And offer more-about-that in a free download checklist or podcast or other asset on your memorable domain name website. Or “Ask me!” by calling your memorable phone number. Tell ‘em, rather than just trying to sell ‘em, and you’ll sell more of ‘em.

Big-spending competitors look alike. You can sound different.

It’s the oldest, most-proven concept in marketing: Free samples, of your expertise and comforting counsel. Your trusted voice can differentiate you. Done right, these shows have callers asking, “May I call you at the office on Monday?” even before the host invites them to. BUT…

In too many cases, that weekend show is a well-kept secret, under-promoted by the station, and only available in real-time…UNLESS…the radio show is just one element of a coordinated interactive multi-platform strategy, which harvests and addresses your prospects’ relatable concerns via podcast, social media, email, those commercials I describe above, and a voicemail tactic SO obvious that few spot the opportunity.

Lots of work? You bet! An organized production routine is key. Find a producer – a Robin to your Batman – who can keep that conveyor belt humming, and he or she is every bit the hero as Connie’s plumber.

Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download; and “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books. Follow HC on Twitter @HollandCooke