If you work in news/talk radio, then you’re probably getting the same social media algorithm feeds on platforms like X as I am. We are getting beaten over the head with the same stuff: Jeffrey Epstein theories, Big Beautiful Bill intricacies, New York City mayoral candidate Zohran Mamdani’s latest crazy ideas, and more.
I’m not downplaying any of those topics, but as a news/talk radio host, be wary of finding yourself hosting a show that is too focused on the “online right.” These niche topics may work well for podcasts, which are not as broad-based as talk radio shows, and could even be great segments within a multi-hour talk show; however, there has to be more—more topic diversity, local stories, and personal anecdotes.
Don’t overplay your hand based on what your X algorithm is feeding you.
Conservative-leaning folks used to say, “Social media is not real life.” However, in many instances, especially since Elon Musk acquired X and it became a more free-speech platform, many on the right have forgotten that very important concept.
And the data backs it up: 55 million people are on X, according to Oberlo. Sure, that’s a lot.
But that’s only approximately 19% of U.S. consumers. That means that four in five Americans are never on X. Additionally, the number of users has declined from 27% in 2023, according to the same study.
The Jeffrey Epstein story is rich for debate, conspiracies, and “what ifs.” The Big Beautiful Bill will certainly have a major impact on Americans’ lives, and Zohran Mamdani is a radio host’s gift. But they’re not everything.
The guy at the party who goes deep down the rabbit hole on an Epstein theory is probably not the person that, when you leave the party, you say, “I’ve got to hang out with him again.” The guy who goes deep in the weeds on legislation on the Big Beautiful Bill is the one you find the moment to say, “Excuse me, I need to use the bathroom.” And Zohran Mamdani’s story is hyper-focused on New York, but does he matter to other cities? Is he a topic at your water cooler every day?
That’s where living online can be detrimental. Our social media feeds are critical to our jobs, but remember that the algorithms feed you what you’re already looking for—and double down on it.
The goal is to keep you scrolling based on content you’re already interested in. The algorithms may not be aware of your other interests beyond the political news cycle. And if they don’t know that, they won’t feed it to you.
But then comes the vicious cycle, where you get more of the duplicate content, you see the amount of engagement the content receives, and you’re convinced that taking it to your airwaves and doubling down is a formula for success. It’s not.
Put down the phone, go live your life, look around, find stories there, and yes, play the hits. But don’t be the guy at the party that people are faking trips to the bathroom for. Because for radio listeners, it’s much easier. They don’t have to offend you to your face; they just flip the dial.
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Pete Mundo is a weekly columnist for Barrett Media, and the Vice President of News/Talk for Cumulus Media, while also hosting “Mundo in the Morning” and programming KCMO Talk Radio 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. He’s also the owner of the Big 12-focused digital media outlet Heartland College Sports. To interact, find him on X @PeteMundo.
