2025 is off and running, and news/talk radio stations are making plans for the upcoming year. As is the case all over the country, in most markets, radio stations are trying to do more with less than they’ve had in recent years.
Some stations didn’t have any significant changes. Still, some saw severe cuts, unfortunately, due to the ever-changing media landscape that media companies of all stripes are trying to work through daily.
One thing I’ve addressed in this column is the renewed focus by all stations to make up some of the lost spot revenue with events, which continue to make a comeback and are great ways to continue to build brand loyalty from listeners. There are ticketed opportunities, sponsorship opportunities, and more for stations to leverage and, depending on the event, make some good money.
Enter: Syndicated hosts.
While some stations are still fortunate with several live and local hosts during prime and even non-prime day parts, many stations have had to figure out how to fit more syndication into their lineup.
And several syndicated hosts are doing a great job for their affiliates. Just look at the list from Barrett Media’s Top 20 National News/Talk Radio Shows. There’s a tremendous amount of talent on this list, and many of these hosts have done great work for their stations.
While some of these hosts are serving hundreds of stations, others are only on dozens of stations, with plenty of room to grow in the years ahead. These shows have opportunities to build strong relationships with their affiliates while also doing everything in their power to gain more through a willingness to embrace some travel and helping their affiliates make money with appearances and events.
I’ve recently seen Erick Erickson promote himself to potential affiliates by noting how he does live events in-market at his own expense for stations that air him live. He also has actively promoted himself as willing to do local ads for any station and willing to meet with sales staff around the country.
Guy Benson has shown a willingness to do the same thing for KCMO Talk Radio since his addition to the lineup in October.
These things are huge benefits to stations during a time of need. And there isn’t just the revenue angle; there’s the age-old benefit of getting to shake hands and kiss babies with the hosts that listeners loyally follow.
Radio’s edge over TV in this category remains mostly consistent. Occasionally, you will see national morning TV shows traveling and meeting listeners out in the field. FOX and Friends does an excellent job of this. But most shows avoid this and miss out on great opportunities.
We often talk about how personalities must be everywhere possible, not just on traditional media. That means social media platforms across the board. Creating opportunities to make memories with fans to keep them loyal at a time when it’s easier than ever to “cheat” on your favorite personalities by sampling a new TV show, different radio show, finding a different podcast or YouTube channel, or anything else in the rat-race that is the content space with an infinite number of options.
So, while syndicated hosts can’t possibly please every station, we know that’s impossible; targeting smart opportunities, using appearances as leverage to add stations, and creating memories to drive rating and revenues in key markets is a can’t-miss opportunity for long-time syndicated hosts, or newer ones hoping to grow their brand around the nation.
Programmers can use their leverage and explore the best fits and opportunities, while hosts can do the same, creating a win for the station and the listener. And ultimately, the bottom line.
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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.
So this is basically the VERY GOOD erick erickson article but in a cliff notes version so you could fill some sort of quota. Have more respect for yourself Pete, Jesus