The Holiday Book is here! Typically, it’s a slower time of year for all formats, minus those who make the flip to Christmas music. But generally, promotions have likely come to an end with the fall book over, and in the Talk Radio world, the news cycle calms down a bit.
But hey, it’s 2020, so that’s not possible.
Still on the docket every day is a Presidential election that continue to have lawsuits being pursued on a daily basis, lockdowns happening in your backyard, a potentially-massive stimulus package worth $1 Trillion on the table, plus anything else that’s taking place in your community.
But with all that being said, while we still have an endless amount of topics to cover, and the news drives our stations, it’s still the time of year where News Talk can show the goodness of its audience and the power of its format with fundraisers and doing good in the community. And if there is ever a time when that’s needed, it’s 2020.
Last week, our Cumulus cluster raised tens of thousands of dollars for Children’s Miracle Network through KU Medical Center. On my local morning show we went wall-to-wall with longform interviews of doctors who have saved children’s lives, their parents and even the kids themselves. Not being able to have these folks in the studio, and instead on the phone, may have taken away some of the intimacy that makes these events so special, but it was still a tremendous event. Our local midday show also hit this hard throughout each hour, and then we continued with promos throughout our syndicated shows as well.
Was there some tune out from those looking for the latest on Donald Trump’s lawsuits? Definitely. But we do this on the first day of the Holiday book for a reason.
And even those who tuned out for the day will appreciate and respect the good we are doing for the community. Heck, some may have even donated and then tuned out. But regardless, there is a long-term play here that should supersede getting every single quarter hour.
The power of these fundraisers, the good they do, and the reminder to the audience that we are more than just having a “great rant” about the latest lockdown orders or Biden’s plan. Radio has always been at its been when it’s helping the community that it’s a part of. And the Holiday book is often the obvious time to have a benchmark event to help a group in need heading into the holidays.
Plus, the News Talk format is well suited for success in these events, due to the demographics of the audience traditionally having a little more disposable income, and the mindset of the audience preferring, and more likely to give to charity vs. those more comfortable with an additional government program.
So while there’s still quarter hours to be had, and possibly new listeners sampling the station due to the chaotic news cycle that just doesn’t want to end, don’t view the good-natured events the station does as impediments to your show or programming. Instead, view it as a chance to show a different side of who you are, what your show is about and the good that is can do for those in need in your city.
For me personally, this was easy. As the father of a two-year old, who coincidentally enough was born the day of our “Children’s Miracle Network Day of Hope” event in 2018, and with another child on the way in May, getting to hear these stories of what these parents and children deal with in Kansas City will tug at anyone’s heart strings. As a parent, you share your thoughts and your personal stories in a way that may not be necessary in the day-to-day topics your show might typically cover. So yes, it may cost you some quarter hours in the short term, but the good will and gains you will get from your P1’s and P2’s, and even those who maybe can’t stand your opinions and content (but who inevitably listen), will not be forgotten. Embrace that.
Pete Mundo is a weekly columnist for Barrett Media, and the morning show host and program director for KCMO in Kansas City. Previously, he was a fill-in host nationally on FOX News Radio and CBS Sports Radio, while anchoring for WFAN, WCBS News Radio 880, and Bloomberg Radio. Pete was also the sports and news director for Omni Media Group at K-1O1/Z-92 in Woodward, Oklahoma. He’s also the owner of the Big 12-focused digital media outlet Heartland College Sports. To interact, find him on Twitter @PeteMundo.
