As we approach the holidays, the mindsets and habits of millions of Americans change. Everything is a little out of sorts. Kids are getting set for long breaks. Some are traveling out of town or preparing to welcome travelers. They’re planning their own time off from work, trying to close out the quarter and the year. There’s just a lot happening that isn’t within the normal routine of most Americans this time of year. That doesn’t mean news/talk radio needs to make drastic changes.
Understanding that listeners’ lives are upended during the holidays, often with a more chaotic schedule, is a good reminder, as a radio station, show, or host, not to add more chaos to their lives.
KISS. Keep It Simple, Stupid.
Don’t overcomplicate this time of year on the air with your brand, especially in News/Talk. Many stations will have highly successful fundraisers for great charities. That’s fantastic. Pre-promote, hype like crazy, and bask in the afterglow so everyone at the station, hosts and listeners alike, feels good about what your station accomplished.
Add in some creative, festive imaging if you so choose, but don’t overdo it. Everyone knows what you are. You’re not the music station that flipped to Christmas music through 11:59 p.m. on December 25. Stay in your lane, and don’t get too cute with it.
And as for the content, remember, this is the most stressful time of the year. According to a study done two years ago by the American Psychological Association, “While nearly half of U.S. adults (49%) would describe their stress levels during the traditional U.S. holiday season between November and January as ‘moderate,’ around two in five (41%) said their stress increases during this time compared with other points in the year.”
Know that your audience is stressed, so maybe take the foot off the gas with your 24/7 hot political takes. It’s like those Alex Jones reels you may stumble upon on social media this time of year with the caption, “That one uncle after six beers at Thanksgiving Dinner,” and it’s a 15-second rant of Jones going off about Obama, Trump or aliens. Don’t get me wrong, they’re hysterical — in small doses.
They make for great short-form clips as jokes, but not great long-form content for multi-hour radio shows heading into the holidays, when people want to find a reason to de-stress, not add stress to their plate.
Now, none of this is to say we should stop following the news cycle, President Trump, or any of the other important stories happening in our communities or around the country. But it’s the time of year to have arguably even more balance than usual. Understand the mindset of your audience. They’re stressed. They’re burnt out at the end of the year. They’re figuring out what to get for too many people. They’ve got extended family to worry about.
And while they want your station because they want to know what’s going on, be where they are in your thought process and approach in everything you do this time of year. Share stories with them that make them grateful for what they have. Take the foot off the gas pedal with the hard news once in a while. Find that feel-good story that will stand out, and they’ll want to share it with friends and family over the holidays.
This will separate you, make you stand out and, most importantly, make you human at a time of year when it can be hard to tell what’s genuine and what isn’t.
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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.
