Monday Memo: News/Talk’s New Fall Season
By Holland Cooke
Consultant
Why we’re already seeing TV tout its coming attractions: They understand how, after Labor Day, routines settle in. Viewers will be ready to re-engage.
Radio stations that treat September as just another month are missing an opportunity to reintroduce our relevance, refresh our programming, and remind listeners why we matter. After a summer of disrupted routines, school vacation, and scattered attention, commutes return, and schedules normalize. And we want to be the soundtrack. How?
1. Make listeners feel like they’re rejoining a conversation they care about. “Back to the grind? We’re back with what matters.”
2. Freshen your lineup or formatics. It’s a great time to introduce new contributors – analysts, columnists, or rotating guests with fresh perspectives. Debut a new segment: deeper dives, listener town halls, daily fact-checks, etc.
3. Update Imaging.Listeners tune to news/talk for clarity. At client stations, we’re refreshing IDs, show opens, transitions. Convey momentum and immediacy, and that you’ve got your listener’s back. Adjust clocks to improve flow and appointment tune-in. Even subtle changes, well-explained and promoted, can feel significant.
4. TV has premieres. Radio can, too. Launch a limited-run podcast series and promote it on-air?
5. Promote like you’re running for election. Off-air marketing money may be scarce, but you have other arrows in your quiver: Daily topical on-air promos explain how listening will be helpful. Use social media to tease what’s upcoming, and to post ICYMI “Feature the Moments that Matter.” Ditto e-newsletters and station app alerts and, and partner mentions via local media or civic groups.
6. Sales! Help advertisers freshen their messages similarly.
Any station, any format, should reassert its role. And – as each day’s events impact everyday life – no other format can command more attention than news/talk. So, welcome back.
Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke