Last Wednesday (6/18), the Broadcasters Foundation of America held one of its popular Media Mixer events in New York City designed to give “junior people in broadcasting the opportunity to network with executives and to increase awareness or the charitable mission of the BFOA to help broadcasters in acute need.” Pictured above is BFoA chairman and former CBS Radio COO Scott Herman (center) speaking with two attendees.
By Holland Cooke
Consultant
Listeners now expect what-they-want when-they-want-it. And advertisers want their attention wherever they can get it. So, yes, archiving on-air programming for on-demand consumption has value. Respecting how scarce attention is, this tip: In addition to whole-hour airchecks, offer short, single-topic show excerpts, and title them as obviously as possible. Don’t expect listeners to click-click-click through or sit-through an hour-long aircheck for three great minutes about “How to keep Alexa from spying on you.” So post-and-Tweet that. Otherwise, understand how broadcasting and podcasting are cousins, not siblings.
How podcasting is unlike radio: AM/FM broadcasters’ content is mass-appeal, and locally-oriented. But the best podcast topics are “narrowcast” stuff. And you’re on what we used to call “the Worldwide Web.” So going real narrow is opportune. Example?
Do a podcast about gardening, and you’ll get lost-in-the-weeds. Do one about growing vegetables year-round in a vertical hydroponic garden in a closet and you’ll click.
How successful podcasts are like radio: You’re asking for attention. And with so much competition for it now, that’s a big ask.
That’s where professional broadcasters have an advantage over amateurish podcasters. Best practices that radio has spent 100 years proving are techniques that can earn you habitual listening.
More, including what TALKERS publisher Michael Harrison considers the #1 success factor in podcasting, here: http://getonthenet.com/podcasting.html
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. He is the author of “The Local Radio Advantage: Your 4-Week Tune-In Tune-Up” and “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 and connect on LinkedIn.
TALKERS founder Michael Harrison will serve as a featured speaker at the national IBS (Intercollegiate Broadcasting System) conference coming to the Sheraton Times Square hotel in
New York City on Friday, March 1 and Saturday, March 2. Harrison’s address titled, “The Next 10 Years of Media and Popular Culture is…?,” is scheduled to take place between 11:00 am and 12:00 noon on Saturday (3/2). Harrison states, “I have always believed that the future of broadcasting, for better or worse, brews on the campuses of America and this observation is truer now than ever before. I am very excited to bring an array of provocative and pertinent observations, predictions and possibilities, born of my perspective as a future-minded immigrant from the 20th century, to such a vital and dynamic group of young communicators.” See registration, agenda and hotel information here.
Philadelphia sports site Crossing Broad shares a press release from sports talk media personality Tony Bruno that announces the debut of his new sports talk venture, the Tony Bruno Sports Network. The network will feature “The Tony Bruno Show” in afternoon drive (3:00 pm to 6:00 pm ET), along with “The Pete Sheppard Show” (7:00 am to 10:00 am ET), “Defo & Lubie” (10:00 am to 12:00 noon ET), and
“Martinez & Company” (6:00 pm to 8:00 pm ET), with the early afternoon daypart to be announced. The press release states, TBSN will debut October 30th with LIVE programming every weekday with sports talk radio from 7am to 8pm to start. Additional time slots and weekend programming will be added over the following months. TBSN is available to listeners nationwide online via LIVE365.com and on the ‘Tony Bruno Sports Network’ app for Android and iPhone.” Bruno adds, “I want to thank all of my fans who have followed and supported me through the years. I am grateful to everyone who has encouraged me to return and who still want to hear my daily fun approach to sports and current affairs, which has been my forté for over five decades in broadcasting; this time, I’m bringing friends! I hear over and over again that fans are tired of X’s & O’s sports radio. I plan to bring back exciting, sports talk radio again, with a Florida flair. What better place to launch a new nationwide sports network than in Florida, a true melting pot of fans from all over the nation.”
Beasley Media Group Philadelphia vice president and market manager Joe Bell was honored with a surprise celebration of his 50th anniversary in broadcasting at the company’s offices in Bala Cynwyd on Friday (3/10). The ceremony included remarks from CEO Caroline Beasley and proclamations from the Philadelphia City Council and its mayor, the Honorable Jim Kenney, as well as the presentation of a custom gold record plaque and a “Joe Bell 50” Sixers jersey from the 76ers by vice president of sales Paul Blake. Bell says, “I got into the business because it looked like fun. It was fun in 1973 and it’s still fun in 2023!” Pictured above is Bell (at center) surrounded by the staff of Beasley’s Philadelphia radio stations.
iHeartMedia Houston announces that Stan Norfleet is joining KBME-AM, Houston “Sportstalk 790” as co-host of the 10:00 am to 12:00 noon program “Next Up with Stan Norfleet & Chris Gordy” beginning February 13. He takes over for ND Kalu who is leaving broadcasting to focus on his growing real estate business. Norfleet was
an NFL prospect who played football at the University of Virginia and Texas Southern University. Norfleet worked for the Houston Texans and the Houston Rockets before transitioning into broadcasting as a host, analyst, and sideline reporter. iHeartMedia Houston director of AM programming Bryan Erickson says, “Stan brings amazing passion to everything he does. He has strong local ties and we’re thrilled to add him to the team.” Norfleet comments, “It is a tremendous blessing and honor to join the renowned iHeartMedia Houston family. I have long been a fan and avid listener of ‘Sportstalk 790’ and respect the history and contributions of its personalities. My affinity for Space City spans nearly two decades and I look forward to connecting with old friends and new listeners in the market.”
By Holland Cooke
Consultant
BLOCK ISLAND, RI — You might know of the Pareto Principle, also called “The Rule of 80/20,” which states that 80% of sales come from 20% of customers. Ask any retailer. And radio audience measurement bears this out too. 70%+ of listening comes from 20%+ of a station’s listeners.
Because most podcasts are free, many are downloaded
But how many actually get heard? And how many get heard in their entirety?
By Steve Lapa
Lapcom Communications Corp
President
PALM BEACH GARDENS, Fla. — It’s about a three-hour drive, a little less than 200 miles from my home base, to Fort Myers Beach, Florida.
As we experienced strong winds and heavy downpours, Hurricane Ian destroyed most of Fort Myers Beach as well as other communities on Florida’s west coast. Ian tore a devastating path that continued through Orlando and into the Carolinas. Damage estimates are already over $60 billion, the death toll in Florida at 48 and still climbing. Ian is the worst storm in Florida history.