Besides politics, what’s going on with your audience? Considering that most news/talk radio stations are targeted towards men, what are the dudes doing outside of work and family lives?
I asked ChatGPT and got some good examples. These are important because they allow news talk radio to be more than a one-trick pony.
Golf… It is still very popular. Try getting a tee time on a Saturday or Sunday on short notice — it is very difficult. I am a very casual golfer. The attraction is a few hours away from all of your worries as you get mad at yourself for slicing a drive or three-putting on the green. Golf is a commitment if you are going to be any good at it. I know people who hit a bucket of balls a few times a week. They visit the driving range at lunch or on the way to work. It is cathartic and really helps build concentration.
Fishing… It is an easy activity with little equipment needed. You can technically fish on a whim. You may not be on the shore of your favorite spot for more than 20 minutes, but it allows the participant to focus on things other than financial problems, family dynamics, and work. If your listener catches a couple of fish, it’s dinner! Very healthy activity.
Fitness… When you hit the gym, you help create a healthy body and brain. The stats say that people who work out are happier. Fitness spawns endorphins — those little hormones that automatically make us feel better. If you are feeling kind of sad, hitting the gym can turn that around. I wonder how many people affected by the mental health crisis work out on a regular basis. Most people are sedentary. We work in a studio or at a desk; there is not a lot of movement. I used to work with a guy who would change clothes during his lunch hour and work out. He brought his lunch and worked out for 20 minutes every day.
Outdoor recreation… I know people who go for a motorcycle ride on the weekend to explore their community. There is something very exciting about being on a motorcycle. Many people hike as well. If you own a dog, those critters love being with you — take them on a two-mile hike and they’re happy, and so are you. The beauty of hiking is that you can encounter nature usually close to home. You likely live near a hiking trail.
What about camping? Spend a couple of days away from everything. This is very tough for news talk people. We are hardwired to be connected to the news, and two days without your phone or computer can create anxiety about missing something. I have some good news for you: the Earth rotated before you were born, and it will continue to orbit the sun after you die. Off the grid is a good thing.
Home activities… Little home construction projects are awesome. If you enjoy tinkering around the house, this is a great pastime, and frequently these moments arise out of necessity. You may have a water heater die and have the know-how to replace it yourself. What about smoking meat and grilling? My father would light up the grill before walking in the house every day. Lots of men love this — they brag at the office about the brisket they prepared the night before. What about woodworking or restoring cars? These are very common and make for a great hobby.
How do these activities apply to us? This is what your listeners are doing on a regular basis. When is the last time you referenced these activities on your show or station? You don’t need to use these items as a topic, but if you reference what is going on in people’s lives, you create a deeper level of connection. Perhaps you can recount a moment of frustration over ruining a brisket in your smoker and ask listeners for tips. Yes, that could work as a topic.
Your listeners need to escape their daily grind, and your radio show is that escape. News/talk radio falsely assumes that its listeners are a one-trick pony. There is more to life than the news cycle, the president’s latest social media post, those rascally Democrats, and other frequent topics. We must be multidimensional. Your listeners are very busy — you will get more connectivity by meeting them where they are.
Recounting a bad golf outing is more relatable than bragging about being at a dinner with the governor. Speaking of mental health: if your life revolves entirely around the news cycle and you are unable to focus on other activities, you will not be happy. Don’t lie to yourself. There is so much more to life, and to the lives of our listeners. More people will be participating in these activities than watching or attending a city council meeting, yet I hear talk shows focusing on a city council meeting where ten people showed up to complain about the homelessness problem.
This is all about providing a listener-focused experience.
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Peter Thiele is a weekly news/talk radio columnist for Barrett Media, and an experienced news/talk radio programmer. He currently serves as News/Talk Format Captain for Zimmer Communications. Prior to joining Zimmer, Peter held programming positions in New York City, San Francisco, Des Moines, Little Rock, Greenville, Hunstville, and Joplin. Peter has also worked as a host, account executive and producer in Minneapolis, and San Antonio. He can be found on Twitter at @PeterThiele.
