As media continues to move to an on-demand culture, where people can listen to whatever they want, when they want, news/talk radio continues to hopefully learn from what the on-demand culture is all about, while also allowing its audience to sample different topics and issues, and see what drives on-demand listening.
Essentially, on-demand listening can be a focus group for your audience, for free. What gets the downloads? What drives social media traffic and attention online?
It’s not always apples to apples, as there are times when topics play well on social media that may not translate to over-the-air, and vice versa. But it’s another data point to use in your assessment of on-air content and how to break it out on social media.
Which topics and teases in your headlines drive podcast downloads? Can those teases also work over-the-air? Also, if you have regular guests, you will get an honest opinion from at least one segment of your audience on who people want to download and listen to, and who they just keep scrolling past.
There might be a guest that you really like, but if that guest is your lowest-downloaded regular guest on your podcast, it might be a data point to consider when booking the show. These are things to consider and tinker with when you develop your strategy for the show and turn that into digital success.
There’s also valuable insight into how audiences respond to local versus national on-demand content. Many radio hosts often assume national topics drive the most engagement, but podcast data can challenge that assumption. A locally focused episode tied to a community issue, cultural flashpoint, or high-interest personality in your city may quietly outperform a nationally syndicated topic. That’s useful information for stations evaluating where local content still has a competitive advantage, and how to package it for maximum reach.
Another benefit is topic variety. While the news/talk radio lane has traditionally meant politics, is that really the case in 2026? Or should we really just think about it from the standpoint of interesting and topical, while looking at the prism of the daily news environment? What are the issues and topics that combine the news of the day, items that drive engagement, and passions of the host to create compelling content?
It can include stories that intersect with culture, lifestyle, local impact, personal freedom, and issues that connect directly to the host’s passions. The sweet spot is finding topics that blend the news of the day, audience engagement, and the host’s authentic interest into compelling, shareable content.
On-demand platforms reward curiosity, clarity, and selection. News/talk radio doesn’t need to become something it isn’t, but it does need to listen more closely to what audiences choose when they’re given the choice. And at its very core, a listener scrolling through podcast episodes is making a direct choice, and you’re now armed with clear data showing you what hundreds or thousands of your listeners prefer.
Be smart and use that to your advantage. Ignoring that information doesn’t preserve the format. Using it wisely gives news/talk its best chance to evolve without losing its identity.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
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.
