By many accounts, Dan Bongino is going to return to the news media space. Whether that includes a return to the news/talk radio game, or if it’s just podcasting, remains to be seen.
Should he return to nationally syndicated news/talk radio, it would mark a return to a space he saw great prominence in before departing in March 2025 to join the FBI as its Deputy Director.
Few hosts had the success and influence that Dan Bongino featured before his departure from the space.
With a potential return to the medium on the horizon, Barrett Media spoke to two major market program directors to ask one simple question: what advice would you give to Dan Bongino ahead of his return to news/talk radio?
Both program directors we spoke with were granted anonymity to speak more freely on the topic, and to also not hinder any potential negotiations or sour any relationships should they be interested in carrying any potential programs launched by Bongino in the coming days.
Program Director #1
An experienced news/talk radio leader, this program director took an overwhelmingly positive approach to what they’d said to the host.
“Be yourself,” they said, succinctly. “I believe that talent are at their best when they’re unafraid to be themselves. Being himself got Dan Bongino to where he is now. And being himself got him to where people want to see him return.
“Working in news/talk is show business. And if you’ve been out of the business for any length of time, you can forget what it is that makes you great. I would tell Dan that he’s going to think his first show back is terrible. He might be right. But that isn’t going to last forever. He knows what works for him and what doesn’t, and he’ll be back to crafting the show that he feels good about in no time.”
This program director added that they viewed a potential return to the news/talk radio space as unlikely for Dan Bongino.
“I think he’ll just do podcasting,” they shared. “He’s made his name. He has the following and doesn’t need a syndicator anymore. I always thought he loved his podcast more than his radio show. And when you’re motivated to do what you love to do, you don’t return to the things you didn’t enjoy.”
Program Director #2
This brand leader took almost the opposite approach of the optimistic approach seen by our first program director.
The major market figure stated that they believe there could be a potential uphill battle Bongino will face should he return to national syndication.
“Every programmer wants consistency with their hosts. Even more so when they’re using a national talent. That’s the goal, right? The expectations don’t change just because they’re not in my building,” the Program Director said. “What I need from Dan Bongino is the same thing I need from my morning show: the expectation that you’ll still be here in five years. And I don’t know if he brings that to the table.”
They continued by pointing to the longevity — or perhaps more important to them, the lack thereof — in Bongino’s previous stops.
“He has a history of either quitting or threatening to quit. Look at his time with Westwood (One). Said he would quit when his contract was up, and that he didn’t want to renew it. Threatened to quit if they didn’t change their vaccine mandate during COVID. Quit the Fox News show. Now quit the FBI.
“I don’t say that to disparage the guy. But those are the things that I have to think about when I think about the future of (their brand). If he worked for me, and I wanted to light a fire, I’d tell him that he’s going to have to prove that he wants this more than other hosts knocking at our door. Are you a long-term play? If the answer isn’t yes, I think he’ll struggle to gain traction, unless he comes back with a company like iHeart, who can put him everywhere. And I don’t think that’s what will happen.”
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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.
“Just podcasting” …. Really?