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Many, if not all, News Talk stations are focused on the election. November 7th begins a new chapter. How do you keep all that cume? Talk show hosts frequently continue the election coverage, even if it is over. The format’s Super Bowl is finished. November 6th, you better be focused on the results. I once had a syndicated host who was on a couple hundred stations at that moment in time. He actually left mid-show the day after the election because he was speaking to a college class. His producer who was not very good, took over the show. Total lack of respect for his affiliates, audience, and employer. Be ready to rock and roll with big guests and bigger takes.
November 7th… Do you have a strategy to keep those people sampling your station? Is the imaging ready to go? You MUST get off election talk unless there is a tie for President. I have already started seeing prognostications of who will be in the cabinets of Kamala Harris or Donald Trump. No one truly is interested in the cabinet of the next President.
If your strategy is to break down the choices for the Secretary of Commerce, you are missing the boat. You must be on the biggest topic of the day. The cabinet nominees must be only involved as a news story. Of course, that can change if a nominated cabinet member attended a lot of P. Diddy parties. As Lebron James says, “There is no party like a Diddy party!” I don’t know about you… I am beginning to think that P. Diddy was not that good of a guy. It may just be me. There is enough in the news cycle to keep News Talk radio occupied.
Don’t focus on legislation. If you want a radio station that is defined by declining ratings and older demographics, start speaking about Senate Bill #325. Please, dear Lord, no one cares about bill filings or potential legislation to be filed. If you have a big issue over legislation, never open up with bill #325.
Discuss the legislation that will raise gasoline taxes by 25 cents per gallon. If you interview one of our employees (Politicians), when that individual brings up bill #325… Tell that employee that real people have not memorized the legislature’s calendar.
Hey, what is going on with actual listener’s lives? Did Uncle Gordy get drunk at Thanksgiving and yell at his wife? What is the most embarrassing thing that you have seen at Thanksgiving Dinner? It could be a frustrating moment when your sister turned off the TV so you can’t watch the game. It could be the aunt who can’t cook who was charged with making the turkey this year. Did the blizzard close the office and force your listener to be home with the family all day?
Lots of people love going to the office to enjoy the solitude away from the fam. No judgement here. Why can’t streets be plowed more efficiently? Do we give snowplow drivers too much respect. What is the hot toy for the kiddos? When was the last time that you mentioned the big sports team on your show? I guarantee you that the majority of your listeners are focused on the trials and tribulations of that local pro football team or pro college players. It’s a big deal.
Why is it that if the husband gets the wife the wrong gift it is a crime worse than the Long Island Serial Killer’s murders? Why is it no big deal that the husband gets socks for the third year in a row? Should you give your kid too much stuff? Did you get your kid an iPad as a babysitting tool? At what age is it appropriate to let your kid to explore the neighborhood? My parents let me out to play at the age of 4. My parents were considered helicopter parents compared to some of the kids in my neighborhood. Bad weather in the winter, how do you keep from going stir crazy? Did you have an argument with the spouse and use it as a show topic? FYI, Stand Up Comedians have been using this as a platform for humorous jokes and stories for generations.
Remember, News Talk Radio is about entertainment. Yes, talking about current events is fun. But it begins with the opinions and the experiences of the host. There is no question that the competitive pressures on our industry are immense. Your radio show or station has something working for it. Your station connects people to their communities.
We live in an isolated society. Check out the census data for your area. I bet that the average household is around 2.5 people. There are a lot of families that have two or three children. There are more people living alone. Your radio station provides connection to the community. Traffic Reports give vital information for commuters. Weather Reports give needed information. The local news is essential.
A News Talk show host is a human that the audience connects to in an intimate way. It is a cosmic connection that allows belonging. Everything on the air should create unique experiences for your wonderful listeners. That is a listener-focused experience.
Peter Thiele is a weekly news/talk radio columnist for Barrett Media, and an experienced news/talk radio programmer. He recently served as program director for WHO/KXNO in Des Moines, IA. Prior to that role he held programming positions in New York City, San Francisco, Little Rock, Greenville, Hunstville, and Joplin. Peter has also worked as a host, account executive and producer in Minneapolis, and San Antonio. He can be found on Twitter at @PeterThiele.
