The race for attention is never-ending. It’s harder than ever to cut through, and it’s easier than ever to be forgotten. That reality puts immense pressure on news/talk content creators to consistently produce, stay relevant across all platforms, and engage audiences at all times.
Granted, most content creators love what they do and would hardly call it “working for a living.” But they must balance quality and quantity while delivering both at an ever-growing, almost obscene rate. Radio hosts are no longer competing only with other radio hosts; they’re competing on Facebook, X, Instagram, YouTube, podcast platforms, and everywhere else imaginable.
With the rat race unrelenting, finding ways to break through it is imperative. Sometimes that comes from things you can control or strategically plant. Other times it’s simply luck of the draw. In just the last week, three prime national examples have illustrated this reality.
Barrett Media reported that Don Lemon has seen a 73% increase in Substack subscriptions since his January 30 arrest, while also adding 140,000 subscribers on YouTube. Mr. Lemon should cut a commission check to President Trump, who undoubtedly helped the personality’s cause with free promotion of his independent news outlet.
Lemon gets the attention, dabbles with the victim card, and grows his business.
Meanwhile, overseas, Tucker Carlson claimed he was briefly detained at an Israeli airport this week. The U.S. Embassy denied the claim. I’m not going to determine who’s telling the truth, but a quick Google search of Tucker Carlson reveals dozens, if not hundreds, of online publications covering both sides of the story.
Do you think this will help Tucker when he drops his next episode on the Tucker Carlson Network? You bet.
Last but not least, Stephen A. Smith continues to flirt with a 2028 presidential run. He has discussed it on CBS Sunday Morning, on his show, and Bill O’Reilly encouraged him to pursue it on NewsNation this week. No matter what Smith ultimately decides, he has already done his job by directing the news cycle squarely onto himself.
As long as he remains a media star, he’s doing exactly what he’s paid to do. There’s zero downside and plenty of upside. Smith is smart and winning.
Each example shows how personalities continue to battle for attention, hearts, and minds in an increasingly crowded space. Standing out grows more difficult by the day. Some may dislike the tactics, but these three personalities hold different political viewpoints and compete in the digital arena with their own individual shows. All while drawing attention to their platforms to drive views, streams, and downloads.
They’re succeeding and doing exactly what it takes to “win” in media in 2026 and beyond.
The barriers to entry in the media space are lower than ever. Thanks to technological advancements, podcasting, YouTube, and the camera and microphone on your smartphone. However, cutting through still remains more difficult than ever.
It takes consistency, quality, time, and deliberate brand building. Ultimately, finding unique ways to stand out in your space. Whether in local radio or on national digital platforms, this represents the challenge we all face.
Whether you’re left or right, in news or sports, love or hate each of the personalities listed above. If you set your bias aside, you can learn something from every one of them.
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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.
