I love radio. I love spoken word audio. And I think if you asked The Daily Wire podcast and radio host Matt Walsh, he’d likely tell you the same.
But sometimes, there are better ways to get a story, an opinion, or a social commentary to the masses other than spoken word audio. And that’s ok!
I can remember once speaking with an account executive frustrated that she couldn’t convince a local floor-covering store to purchase radio ads. She didn’t especially enjoy my response, “They’re really better off buying TV, aren’t they? Flooring sounds like a really visual thing to advertise.”
But it was true. Despite my love and admiration for audio, it wasn’t the best and most practical use in that case.
And the story Matt Walsh wants to tell in his new film Am I Racist? isn’t built for radio or podcasting. And that’s ok!
The Daily Wire has utilized that same mantra in numerous cases in its existence. I think that showcases the adaptability and flexibility digital media outlets operate with compared to the more rigid ways radio, traditional, and dare I say “legacy” media entities approach their content.
Instead of pigeonholing themselves as a podcast brand, The Daily Wire has done numerous different types of content. From writing, to podcasts, to video projects like short-form shows to feature-length films, the company hasn’t shied away from trying its hand at multiple things. There’s something to be said for being willing to dabble in different areas rather than just say “We’re radio, so that doesn’t work for us.”
I’ve often decried the phrase “We’re not in the radio business anymore, we’re in the content business,” because for so many companies, leaders, and brands, it rings hollow. You can say you’re not in the radio business anymore, but when the only content you’re committed to is radio, you’re lying to yourself and to me.
What should really be said is “We’re not in the radio business anymore, we’re in the revenue business.” The Daily Wire finds and competes for revenue in a variety of spaces.
During the opening weekend of Walsh’s film, it garnered just under $5 million in ticket sales. Now, I’m not dense enough to question why Audacy, iHeart, Cumulus, or any other radio broadcaster doesn’t just up and launch a feature film. But I think there is a lesson in wisely chasing revenue when available. In addition to podcasts, in addition to video projects, and written content, The Daily Wire monetized consumer products like razors, on top of its merchandise and branded items, which now account for 10% of its overall revenue.
When you’re in the revenue business, every dollar matters, however and wherever you can get it. Has there been a proof of concept? Absolutely. The new film from Walsh isn’t his first film. His previous offering What is a Woman? was a hot-button topic in 2022 when it debuted. The movie has an IMDb rating of 8.2 stars out of 10. It was — despite the objections from critics of the film, of which there are many — an undeniable hit with its intended audience.
And ultimately, isn’t that what the entire point of the broadcasting business is? To create content that people enjoy that you can also monetize? Matt Walsh and The Daily Wire have been putting on a masterclass in doing just that.
Those are the blueprints I think other media companies and entities can follow: Don’t pigeonhole yourself into one form of content. Because not everything works for your one application. That doesn’t mean don’t be proud of your primary endeavor, because there are still plenty of advantages radio or podcasting provide. But flexibility and adaptability in 2024 is paramount. Those who don’t adapt die.
Don’t be afraid to try new things. Whether it’s jumping into the podcasting space with both feet, creating digital video simulcasts, or even entire new digital video shows, be bold. If it doesn’t work, pivot to something that does. The only way you’ll get there is by trial and error.
And then find your audience, recognize what your audience wants, and serve that audience. They’re likely to show loyalty to you, your advertisers, and your revenue ambitions. It sounds basic, but when you see an entity like The Daily Wire do it to perfection in a variety of ways, like the new film from Matt Walsh, it feels like a chance to highlight the good in the industry.
Garrett Searight is Barrett Media’s News Editor, which includes writing bi-weekly industry features and a weekly column. He has previously served as Program Director and Afternoon Co-Host on 93.1 The Fan in Lima, OH, and is the radio play-by-play voice of Northern Michigan University hockey. Reach out to him at Garrett@BarrettMedia.com.
