It’s always a pleasure to feature commentaries from those working in the media industry. Interest and submissions can be sent via email to Jason@BarrettMedia.com. Today’s guest column is from nationally syndicated news/talk radio host and Newsmax television host Todd Starnes. In this exclusive piece for Barrett Media, Todd asks, can make talk radio great again? Enjoy the column.
I’m the guy that was crazy enough to purchase a radio station during the middle of a global pandemic. It has been and continues to be a wild and glorious and somewhat insane journey.
Over the past four years, my incredible team has transformed KWAM 990 AM in Memphis from a pay-for-play station to an award-winning and nationally recognized news radio station.
“The Mighty 990” has become the place where Memphis goes for breaking news. It’s also the flagship station for my nationally syndicated radio show (which broadcasts 12p-3p Eastern for all of you folks scrambling to fill that timeslot!).
The success of KWAM over the past four years is proof that radio is alive and well and contrary to the industry naysayers, I believe there is a path forward to make radio great again.
First and foremost, the news and talk radio industry must invest in local news coverage and local talk show hosts.
“Where Memphis goes for breaking news” is more than just a slogan at KWAM. It’s a promise – a covenant with our listeners that when the you-know-what hits the fan, our station will be on the air.
It’s what iHeart radio stations in Western North Carolina did when Hurricane Helene caused catastrophic damage. The radio stations were the only place citizens could turn for news and a friendly voice to help them through the storms.
Second, we need to get back to practicing excellence in our craft. We should be providing our audiences with an exemplary audio experience. That means putting protocols in place to avoid dead air, over-modulated microphones and my personal pet peeve – spots playing over spots.
Radio stations should embrace their regional flavor, too. It’s time to get rid of cookie-cutter templates and music beds. Memphis has a rich musical heritage.
In its early days, KWAM was home to Johnny Cash and B.B. King and the great blues singer Howlin’ Wolf. So, our production team created a unique “Memphis Sound” for my station. And at the top of the hour, we blow a massive steamboat whistle as an homage to our Mississippi River roots.
What are some unique local elements that you could add to your imaging to kick it up a notch?
I wear two hats at KWAM – owner-operator and national radio host. So, I’m keenly aware of what stations are looking for and what they need out of their national hosts.
My team treats my national show like it’s a local show. We covet our relationships and friendships with the 150 stations that carry my show. Our team understands that customer service is paramount.
From the ownership side, we’ve been so blessed with some incredible affiliate relations folks – from John Sylvester and his team at Fox News Radio to Dennis Green at Key Networks and the crew at Salem Media.
Most importantly, the journey to making radio great again is to make radio fun again. It really is a wonderful, zany and outrageous way to earn a paycheck.
In future columns, I’ll be sharing thoughts about building a local news team, digital content, social media and streaming and recruiting talent in future columns. And feel free to reach out to me if you have any questions. My email is todd@starnesmediagroup.com.
A few years after I left New York City and moved back to Memphis, I got a call from a former Fox colleague. He asked how I was enjoying being the owner of a radio station. I told him I didn’t have much time to talk because I was literally rolling out the dumpster for trash day – during a commercial break on my radio show. It’s a great gig.
Todd Starnes is a nationally-syndicated talk radio host and owner of KWAM News Radio in Memphis. He’s also a Newsmax television host. Starnes is the author of 9 books and the recipient of numerous broadcasting awards from the RTNDA and AP. He serves on the board of directors for the Tennessee Association of Broadcasters. He can be reached at todd@starnesmediagroup.com.
