By Holland Cooke
Consultant
BLOCK ISLAND, RI — “Cumulative Audience” is radio’s version of what newspapers called “Circulation,” back when there were newspapers. It’s the number of people who tune-into your station during the week. Listeners, not listening. How many, not how many “Average Quarter Hours” (AQH) consumed.
We can’t get someone who doesn’t listen at all to listen more
By Holland Cooke
Consultant
BLOCK ISLAND, RI — Twenty years ago, at the TALKERS conference in New York, publisher Michael Harrison declared that “talk saved AM radio and it will save FM.”
Now, can news save FM from talk?
The biggest blade in the Swiss Army Knife?
Non-music stations give listeners plenty of reasons to tune-in.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — What’s “our elevator speech?” they asked. Sales reps at a client station tend to pitch the AC FM with T-Rex numbers, and leave money on the table by under-pitching the news/talk station.
When I wrote, in great big letters on the whiteboard: “Because these are NOT normal times…” the owner proclaimed “That’s it!” and every rep was nodding and scribbling.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — This Civil War now so clearly unfolding around us was roiling long before it erupted on January 6. We’ve seen it coming on stilts. So – regardless of whether or how Donald Trump is held accountable in various predicaments now escalating – expect few minds to change.
By Holland Cooke
Consultant
BLOCK ISLAND, RI — Baseball stations: Exhale. WE HAVE A DEAL. As you read this, Spring Training is underway, and Opening Day is April 7.
We need it. Pandemic-weary and weathering climate change, we’ve been tested. Now, the Ukraine crisis breaks our hearts and inflation busts family budgets. And one of baseball’s best showed me a simple trick that suggests how radio can matter more to listeners in these challenging times.