News/talk radio has long relied on personality, immediacy, and authority to draw in listeners. Yet in an era where attention is fragmented across podcasts, streaming music, and social media, I can’t help but wonder if our format could benefit from something more overt — something that gets people talking, tuning in, and, frankly, leaning into the station.
Think of it like the All Christmas format in music radio: polarizing, yes, but undeniably effective at building excitement, community, and ritual.
Millions of listeners eagerly await the moment the first jingle hits. Others actively avoid it for weeks. Either way, the conversation happens. The question is: can news/talk radio create its own version of that “event,” its own gimmick?
The idea of a gimmick can feel uncomfortable for a format that prides itself on seriousness and credibility. News/talk radio isn’t supposed to chase trends. It’s supposed to inform, debate, and engage.
But let’s not confuse gimmick with fluff. What we’re really talking about is an attention-getting, tribe-building element — something that turns listeners into a community. Maybe it’s a limited-time phone call marathon in November and December. Maybe it’s a rotating guest roster that dares to break the mold, or a week where only certain types of voices — or maybe all voices — are allowed on the air. There are countless ways to experiment without compromising integrity.
One of the reasons All Christmas works is because it’s predictable yet exciting. It signals to listeners: this is happening now, and you want to be part of it. Could news/talk radio create a similar rhythm? Could we give listeners something to mark on their calendars, something that interrupts the monotony of our daily schedules in a meaningful, memorable way?
Right now, many stations differentiate only by host style, local coverage, or commentary tone. That’s effective, but it’s incremental. A real gimmick — a real ritual — could be transformative.
Of course, there’s risk. Some listeners will hate the idea. Some will tune out. But some will embrace it fiercely. The same polarization that makes All Christmas polarizing could work in our favor. It sparks conversation, debate, and buzz — the lifeblood of a format that thrives on being in the public discourse. It’s not about gimmicky stunts for their own sake as much as it’s about creating a reason for people to choose news/talk radio over everything else. To turn casual listeners into loyal fans who spend more time listening and maybe even bring friends along.
I don’t have the answer yet. Perhaps there isn’t a single gimmick that works universally for news/talk radio. Maybe every station has to find its own approach. But I do think the question is worth asking — and worth experimenting with. What can we do that separates us not only from other stations, but from other formats entirely? What can we offer that becomes a cultural moment, a must-hear event, or even a beloved ritual in the way All Christmas is for music radio?
If we ignore this question, we risk becoming background noise. If we lean into it thoughtfully, creatively, and authentically, we might just discover a new layer of engagement. News/talk radio doesn’t need to chase gimmicks blindly, but it shouldn’t shy away from innovation either. The stakes are too high to play it safe —and the potential rewards, if we get it right, are enormous.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
