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Salem Radio Network Produces Special on ChosenCon 2024

BNM Staff
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Salem Radio Network Produces Special on ChosenCon 2024

Salem Radio Network is presenting a special week-long series focused on ChosenCon 2024, a convention for fans of The Chosen television show.

Nearly 6,000 fans of the show gathered in Orlando over the weekend. The television series debuted in 2017 and is a four-season show based on the life of Jesus Christ. It streams on its own app as part of a crowdfunding approach, with users making donations to keep the app free for others.

Salem Radio Network Vice President of News & Talk Programming Tom Tradup said the convention is “the linear equivalent of Woodstock for believers.”

The week-long special series will feature exclusive interviews with the series creator, director, and co-writer Dallas Jenkins, actor Davis Amito who plays John The Baptist, executive producer Ryan Swanson, and fans who attended the conference.

‘Dex & Barbie T’ Join B93.7 Greenville SC For Afternoons

BMM Staff
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‘Dex & Barbie T’ Join B93.7 Greenville SC For Afternoons

After a week of teasing “change,” Audacy Top 40 Top 40 WFBC (B93.7)/Greenville, SC has added the Jacksonville-based “Dex & Barbie T” to afternoons.

From 2017 until January 2023, Dex Mitchell and Barbie T Whitmire hosted the morning show at SummitMedia’s Rhythmic Top 40 WHZT (Hot 98.1). In January 2023, they relocated to Jacksonville to host mornings at Cox’s Top 40 WAPE.

Barbie T hosted the morning show at WHZT for a decade, alongside Tone Hollywood and Mike Klein, until Mitchell joined the team. The group then relocated to Jacksonville.

Mitchell’s previous stops include APD and morning host at Saga’s Hot AC WOXL (Mix 96.5)/Asheville. He hosted mornings at Galaxy Communications’ Rock “K-Rock” stations WKRL/WKLL/WKRH/Syracuse/Utica, NY, and evenings at Audacy’s Rock WTPT (Planet Radio 93.3)/Greenville.

NAB Show New York to Feature Podcast/Radio Recording Studio For Attendees

BNM Staff
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NAB Show New York to Feature Podcast/Radio Recording Studio For Attendees

The NAB Show New York is approaching, and the National Association of Broadcasters is preparing a new studio space for attendees who need to record their radio shows or podcasts while in attendance.

The studio will be available on October 9th and 10th in 45-minute increments. It will be equipped to handle both solo recordings and interviews for radio, podcast, reporters, and audio journalists. It will also be open to those speaking on panels and for NAB Show New York exhibitors.

Due to forecasted high demand, the NAB has instituted a first-come, first-serve policy with the studio, with attendees being recommended to sign up in advance by clicking here.

The upcoming show is scheduled for the Javits Center in New York from October 8th through the 10th. Included in the show’s program is the NAB Leadership Foundation Career Fair and the Marconi Radio Awards. More than 12,000 attendees and 300 exhibitors are expected throughout the event.

Laurence Holmes Moves to Afternoon Drive with Matt Spiegel; Marshall Harris to Middays with Dan Bernstein on 670 The Score

BSM Staff
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Laurence Holmes Moves to Afternoon Drive with Matt Spiegel; Marshall Harris to Middays with Dan Bernstein on 670 The Score

As has been the case often lately, Audacy didn’t go far to replace Danny Parkins in afternoon drive on 670 The Score in Chicago. Just a few days after former 670 The Score host Jason Goff, who now does a podcast on The Ringer and will work for the new Chicago Sports Network, said he could not come to terms on an agreement with the company to take the open afternoon slot, the company has moved Laurence Holmes from this midday show with Dan Bernstein and he will now work with Matt Spiegel in afternoon drive.

670 The Score posted on its X account, “We’re thrilled to announce that Laurence Holmes will join Matt Spiegel to form our afternoon show pairing! Their debut show together is today at 2 p.m.”

“We’re thrilled to debut the future of afternoons on The Score by pairing Laurence Holmes with Matt Spiegel,” said Kevin Cassidy, Senior Vice President and Market Manager, Audacy Chicago in a release. “Laurence’s deep knowledge of Chicago sports, coupled with Matt’s existing rapport with our afternoon listeners, promises to deliver compelling, insightful content that resonates with our audience. We’re equally thrilled to welcome Marshall Harris, a seasoned sports broadcaster with deep local ties, to our midday lineup.”

The multi-talented Holmes who has worked in television and as a sportswriter has been a part of The Score since 1998. He has been a producer, hosted weekend shows, and then he joined Bernstein to co-host middays in June 2022.

The station has also announced that former CBS2 Sports Director Marshall Harris will replace Holmes in middays with Dan Bernstein beginning next week. Harris has worked in radio before including at WIP in Philadelphia and also doing fill in work for 670 The Score. Prior to arriving in Chicago, Harris was in television in Sacramento.

670 The Score’s weekday lineup now looks like this:

5:30 a.m. – 10:00 a.m. CT: Mully & Haugh

10:00 a.m. – 2:00 p.m. CT: Bernstein & Harris

2:00 p.m. – 6:00 p.m. CT: The Spiegel & Holmes Show

CBS Sports’ ‘We Need to Talk’ Celebrates 10 Years, Olympic Champion Summer Sanders ‘Humbled’ to Be Involved

BSM Staff
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CBS Sports’ ‘We Need to Talk’ Celebrates 10 Years, Olympic Champion Summer Sanders ‘Humbled’ to Be Involved

CBS Sports’ all-women studio show ‘We Need to Talk‘ is celebrating its 10th anniversary this month. In celebration of the milestone, the show put together two special broadcasts, one of which aired on Sept. 21 and the other which will air on Monday Sept. 30 at 7:00 p.m. ET on CBS Sports Network.

15 women with some incredible backgrounds in sports and sports broadcasting gathered recently in New York to film the episodes and to reflect back on 10 years of the program. The women were made up of current hosts of the show along with some from the past, along with coordinating producer and director Suzanne Smith, and producers Amy Salmanson and Julie Keryc.

When Summer Sanders, winner of four Olympic medals including two gold medals, was first approached about being involved in the show, she told Barrett Media her reaction was, “When can we start and it’s about time!” She liked the idea that the group was put together not just to highlight women’s sports but to give their opinions on everything happening in sports, both men’s sports and women’s sports.

“We all are fans,” Sanders said. “Many of us come from high-level jobs within sports or have achieved the greatest achievements in our sports, so we have valid opinions on every level, and I was excited to learn. This is women who know sports talking about sports.”

As she reflected back on the ten years, she said it is generally the guests they have talked with that standout. She mentioned Gayle King and said, “I love she just inspires other women to speak from their heart…I loved the conversation that she created and her natural curiosity to sport.”

She also really enjoyed meeting and talking to former Yankees manager Joe Torre. “I lived in New York during 9-11 and I had never met him…I got a chance to tell him how important he was to little old me during that time.” She also mentioned Billie Jean King, who is a part of the special broadcasts, who Sanders says is “just an exceptional human being let alone winning congressional gold medals and groundbreaking movements in women’s sports and sports in general. It’s not lost on me how lovely this job is and how humbled I am every time I’m called up to do it.”

When looking at the shift that has occurred over the last ten years or so with more eyeballs specifically on women’s sports, the interest in female athletes in the Olympic Games and more women in play-by-play and team executive roles, Sanders sees it as more about timing, especially with the recent growth of interest in women’s basketball.

“Caitlin Clark has been amazing, but it was the timing of everybody coming together and appreciating and wanting it and building a business, filling arenas, buying tickets. I always ask people, ‘Do you want an action plan?’ Know the names, say the names, buy the merch, wear the merch, buy the ticket, go to the game. Those are your six things.”

As for things she would like to see more of on the show as it looks towards the future, Sanders pointed to something the show used to do, which was going to universities to shoot the show. “I liked bringing it out on campus. I want to find and inspire those next Suzanne Smith’s, the director for the ‘NFL on CBS’ or the next Amy Salmonson, the next producer of our show on CBS. And I think we can do that through our show. I also want to see more Olympic athletes on our show, not just every four years or every two years winter and summer.”

Sanders also mentioned wanting to make sure to highlight sports that don’t get mentioned often, especially with the landscape of college athletics. She is genuinely concerned about the NCAA sports model and wonders what a Plan B would look like for Olympic sports.

As for the opportunity to work with some incredible women, Sanders says, “I will say I love all of them because you know some are polished in television, some aren’t. I love everyone’s take on things and I like to hear what they have to say.”

She talked about really enjoying the opportunity to get to know and work with Tracy Wolfson and said others like Swin Cash inspire her and that Sarah Kustok, “could not be more full of positivity when you are around her, you feel like you are the smartest and most beautiful human on the planet because she makes you feel that way.

“We have Lesley Visser, who is the mama to us all, we owe her so much. I marvel at her all the time. That’s one of our many fearless leaders. How can you not love just being in her presence?”

Sanders says she is incredibly grateful for the opportunity to work on We Need to Talk, with the people who she hosts with and those behind the cameras. She believes the show has made a difference but says she can speak for all of the hosts when she says, “There’s so much more to do, so much more opportunity for women to grow in the business.”

If Younger Audiences Won’t Come to Radio, Maybe Radio Should Follow Charlie Kirk’s Lead and Go to Them

Jason Barrett
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If Younger Audiences Won’t Come to Radio, Maybe Radio Should Follow Charlie Kirk’s Lead and Go to Them

Radio is a great business that too often gets overlooked and undervalued by advertising professionals. Framing the medium as outdated, not cool or a thing of the past may be fashionable in buying circles but millions of people listen daily, and according to the Radio Advertising Bureau, the industry will collect nearly fourteen billion dollars in 2024. Not bad for an antiquated business, huh?

Don’t get me wrong, radio has its share of warts. Fourteen billion sounds great until you consider that fifteen billion was earned in 2023. Future projections show revenue declining too so there’s work to be done. The medium’s intimacy allows brands to earn stronger recall and action from consumers but as a whole, we’ve got to change the perception because that part needs work, and unfortunately, companies talk a big game about marketing but don’t necessarily put their money where their mouths are.

I can praise the industry’s commitment to expanding into video, podcasting, websites, and social media. The collective reach story is also impressive, and one worth reminding buyers of. But if there’s a weak spot for the industry, it’s the inability to capture younger eyes and ears especially where it counts, measured listening. Industry folks will blame that on Nielsen, but everyone shares in it. A quick look at the top-25 metered users in major markets often shows sports listeners aged 35-70. For news/talk it’s even older. You’ll often find more people 80-95 in the top 25 than folks 25 and under.

Younger fans are growing up differently with content than many of us who work on-air and behind the scenes. They listen on their phones, in shorter doses, and when they feel like it. Live and local means less to them than it did to me when I was in my 20’s. They also gravitate to YouTube, TikTok, and Instagram, and if your brand lacks a video strategy, you’re out of sight, out of mind.

When I’ve asked leaders at sports and news conferences about the challenge of finding younger fans, most say they need to be better on digital platforms. They also talk about the need to have younger, and more relatable talent on their airwaves. Both of those points make sense. However, there’s one thing I don’t hear mentioned – escaping the studio to meet young people where they are.

I love ideas that can help others get better. Whether they come from sports, news, politics, music, culture, or elsewhere makes no difference. Last week, I was browsing social media and stumbled across a few videos. Charlie Kirk, who hosts a radio program for Salem Media and works with Turning Point USA, is taking part in a nationwide tour. He’s gone to Texas, Colorado, Nebraska, Kansas, Pittsburgh, and Penn State, and has upcoming stops scheduled at Ohio State, and the University of Montana. “Whether you care about politics and like or dislike Kirk, isn’t important. It’s the idea he came up with that you should be thinking about taking advantage of.”

Kirk is touring Universities, giving students a forum, bringing high profile guests (Vivek Ramaswamy) with him, and video taping the content for social. By increasing conversation, and engaging younger people, the perception of whether they care about politics, news/talk, etc. is being altered. It also shows that he’s accessible, willing to engage with those who disagree, and it allows young people to be seen and heard. Rather than hoping students will find his radio show and engage with him there, he’s going to them. That’s how you raise awareness, create moments, and potentially earn future fans.

As I watched some of the clips I wondered ‘why couldn’t a news/talk radio station in a local market do the same thing?’ Many large cities have 3-5 local universities in them. Wouldn’t it benefit talk radio outlets to talk to tomorrow’s audience? Heck, you could slap a presenting sponsor on the tour too. If colleges won’t participate, find a reason to do a high school tour. It doesn’t have to be focused on the election or politics either. Sports, music, food, community, and plenty of other options can serve as the motivation.

In sports, many younger fans see baseball as outdated and less exciting. How do you change that perception? By building a deeper connection with younger fans. MLB teams can do some of that at the ballpark and on digital platforms, but a speakers tour featuring veteran players can work too. Nobody who watches or listens to Jomboy Media’s baseball content considers it old. It’s because the presentation, and approach to attracting younger fans is prioritized. Leagues can do the same. They have more resources to work with.

Think about this too if you’re in television. How much data have we seen in recent years that shows the average age of viewers rapidly rising? Video and social are important for reaching younger people, but human connection matters too. First Take and College Gameday have been top rated programs for over a decade, and both still understand the value of broadcasting on-site where younger fans are. If national networks can find a way to make it work financially and technically, surely local radio brands can too. Programs supporting play-by-play do this well, but weekday shows can too, and should.

Photo Credit: Charlie Kirk on X at Penn State Tour Stop

I’m not suggesting this is the magic pill that will quadruple your younger audience numbers. Multimedia strategy, marketing, adding fresh talent, and going where younger people hang out are all needed to grow a base. We can create social media profiles and digital content, and tell ourselves that we’ve done what’s needed to stay ahead, but shaking hands, taking pictures, and forming connections in person works too. Do it right, and you may find a new audience, and earn some sponsorship dollars too. That’ll leave us more time to work on repairing our industry’s perception issues.

News Media Shouldn’t Get Too Close to the People They Cover

Perry Michael Simon
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News Media Shouldn’t Get Too Close to the People They Cover

The people on whom you report or about which you talk about? Not your friends. Or to be more precise, even if people in the news media have a friendly relationship with a subject, they better be clear they’ll report and talk about negative things that arise about them.

And, above all, do not send nude pictures of yourself to someone you’re covering. In fact, let’s just say don’t send nudes of anyone to anybody, just to be safe.

Yes, we’re talking about the Olivia Nuzzi-RFK Jr. story, and in the wake of the revelations about the New York Magazine reporter’s suspension for maintaining a relationship with the former presidential candidate and brain worm meal (and let’s not forget, radio talk show host), several journalists took to social media to discuss the conflict-of-interest issues raised therein.

A lot of the comments were restrained, because many of those journalists are, apparently, friends of Nuzzi, but also aware that she did something pretty egregious. A few took shots at her competency and noted that she a) lied to her editor when first confronted, b) had written very influential pieces about Joe Biden’s mental faculties while RFK Jr. was still running against him, and c) was anointed a political pundit without having any experience in politics (except for an internship with Anthony Weiner’s office) or journalism. She may never have learned what’s ethical and what’s not, though perhaps she should have known that by instinct.

But while the news media chattered about Nuzzi’s sins, it’s not like everyone else is much better. Access journalism has always been a thing, and not just in the obvious ways (Maggie Haberman, call on line 2). The Washington press corps has always socialized with the political class, whether at cocktail parties or at the frankly embarrassing Nerd Prom, the White House Correspondents’ Association’s annual dinner.

In some ways, it’s unavoidable, because if you’re a reporter, the people you spend the most time with are often the people you cover, and sometimes you come to like them, and the feeling is mutual. Other times, a politician or press secretary sees someone of whom they can take advantage (and vice versa). And in the age of social media, face it, you’re going to be a Facebook friend or X/Twitter follower of a lot of people in the industry.

A lot of this wouldn’t be an issue if there was still a training process in the news media industry. There isn’t, and because the definition of “news media” includes the internet and social media, where anyone can post anything and declare themselves “journalists,” reporting has become a learn-on-the-job thing.

That’s a plus in that there are no gatekeepers keeping talented people out of the business, and there are many self-declared journalists and pundits who are very good at it, are ethical, and may not have had the opportunity to be heard if not for the internet. That’s bad in that there’s a lot of noise to break through. And, occasionally, you get someone who gains notoriety but isn’t worthy, or never learned what they should and shouldn’t do on the job. Gotta admit though, sending nudes to a presidential candidate is uncharted territory.

I hope.

What Happens When Your Radio Station Gets COVID-19?

Ron Harrell
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What Happens When Your Radio Station Gets COVID-19?

What happens when your radio station gets COVID-19? Observations from being observant. That’s a line I created when I was a college newspaper columnist. It became useful for coaching radio talent through the decades. Be aware of what you see in everyday life and it might provide bits and content for your show.

The process continues when I write this weekly column for Barrett Media… until this week. I became infected with the Covid virus early in the week. Our viral friend from 2020 that changed the world made its way into our home. This is my third date with the virus. I recover normally, but the pattern is predictable. 

The Phases

Day One is the denial phase when I took the home test and swabbed my nose until my eyes watered. “It’s just allergies,” is often heard from my mouth during this phase.

Day Two included a little bit of anger and some bargaining because I didn’t fully believe my home test kit with the two thick lines indicating a positive result. 

So I used that bargaining phase to find a clinic and have a professional tell me this really wasn’t happening. I jumped easily into the acceptance stage when the test came back positive. Great. I’ll be sick for a few days and then get back on the horse as if nothing happened.

Day Three was the sick day. It’s the day I predicted. Fever, coughing, dizziness, sinus, fatigue, loss of time. Great. We got that one out of the way. Here comes recovery! 

Day Four included my first walk outside. My appetite returned. I was paying attention during webinars and Zoom meetings. Yep, I defeated Covid again. 

Day Five. Why did the dizziness return? What happened to my tastebuds? Why can’t I focus? Why did I cancel a weekly client call? There are no sick days for independent contractors. The brain fog moved in and it was thick.

Station Illness

Radio station brands get sick. Sometimes, the healthiest brands struggle through the illness because those stations are unfamiliar with the experience. They don’t know when to seek another opinion or they delay accepting the diagnosis. 

The larger challenge, similar to my Covid episode, is when we think managing a few rough days is all that’s needed before things get back to normal. We make some internal adjustments, fix the music rotations, review and renew the Imaging and Promotions. All of those may be essential and strong moves. Don’t look now, but the fog is coming.

Bluey and Caligula

Let’s return to the line in the opening paragraph. Observations from being observant. Watching Bluey episodes and two documentaries about Caligula will be my memory of the Covid week in September. I didn’t get out and observe life. I read two paragraphs in a dozen news stories and then, squirrel!

My father started training me for public speaking during the third grade. In the second year of the program, we were challenged to create an acrostic speech. It’s the style of composition where the first letter of the word spells another word to develop an overall message.  

My Covid brain was all over the place and sometimes nowhere this week. So, I’m using a standby mnemonic device to share my advice for preparing radio stations for impending illnesses. 

C- Change: This one seems simple. I’m amazed how many times I ask someone dealing with branding or talent issues about needed changes, and their response is one of uncertainty. I get it. Just like Covid, this was round three for me, and I didn’t want to admit it was going to be a rough week. 

Start writing down the problems when you’re healthy. Journal what happens during your brand’s illness and refer to those notes when the illness returns. By the way, I know I’ll get Covid again, but I don’t believe it will be as bad, so I’ll refer to this column next time I’m sick.

O- Organize: Do this when you’re healthy. Organizing during your brand’s pandemic can be chaotic and ineffective. If you’re a music station, have you thought how your brand will be affected during a music doldrums for your format? Are you ready to lose that superstar talent that just renewed their contract? On the positive side, are you organized for the next Taylor Swift tour?

Create the scenarios during the good times and it will prepare your team for the unexpected surprises and chaos. 

V- Validate: Have a trusted circle of advisors who give you feedback on your product. If we seek out professional help or family guidance when our bodies are sick, why do we hesitate to do the same with our professional brands? If you work for one of the big companies, your circle is loaded with battle-tested minds.  Also, why does it have to be a circle of advisors or friends? Can’t it be a straight line?

I- Inclusive: Widen your reach in the hallways. Good leaders see potential in people who don’t fit or who think differently. That person may not be the next leader, but you will need every available soldier fighting for the brand when it gets attacked. If everyone on the team feels like they contribute to the product, they’re more likely to fight for it.

D- Deferment: It’s the act of delaying or postponing. My first choice for D was delegate, but I changed it because so many radio organizations don’t have the staff. So, kick the can down the road. It doesn’t mean it’s not needed and that’s why we defer. It’s not an important program or feature or idea during our road to recovery. Reduce the noise to increase the volume. 

Rest, hydrate, plan, and accept.

Red, Blue, or Purple?  Nielsen Has Them All!

Dr. Ed Cohen
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Red, Blue, or Purple?  Nielsen Has Them All!

Somewhere along the way, we became color conscious in this country. I’m not talking about race or ethnicity, but party affiliation. Republicans are red, Democrats are blue, and if your state is a toss-up, the color is purple and perhaps we can refer to the remaining independent voters using that color. Nielsen has used all three of these colors for years dating far back to Arbitron times and you should know what each color represents.

Red and Blue refer to the Red Book and Blue Book respectively, which are annual publications listing market ranks and population estimates (the shorthand term for population estimates is “pops”). The colors refer to the color of the covers and even though you won’t find printed versions of these publications today, Nielsen still refers to them as the Red Book and the Blue Book.

The Blue Book is the Spring version, and the Red Book is the Fall version. The latest Red Book was released on September 11 and contains the updated market ranks that Nielsen will use for 2024-25. The new pops will go into effect with the October monthly for PPM and the Fall reports in the diary markets. My home market of Bowling Green, Kentucky moved up one rank to 164! Watch out, Evansville…BG is gunning for you next year to get to 163!

Both publications let you see market ranks and are also sorted alphabetically. You can see 12+ pops, black and Hispanic 12+ pops, TSA 12+ pops, and DMA 12+ pops. In other words, lots of useful information. 

The Purple Book is more obscure, and Nielsen Audio has apparently retired the moniker but if you search for “Arbitron Purple Book”, you’ll find links that don’t work. You guessed correctly again that in the days of printed materials, Arbitron used a purple cover for this publication. Today, it’s referred to as “Terms of the Trade” and is a handy two-page document that explains common terms including the simple formulae for important concepts like time spent listening, cost per point, gross rating points, net reach, frequency, etc. In other words, if you keep this handy little document around, you can sound smarter when chatting with others in your cluster. Or if you’ve been in the business for 20 years or more and still don’t know how to calculate TSL, this is an excellent “cheat sheet”.  Download it, print it, and hide it in your desk.

As with most everything Nielsen, the color books are “pay for play”. The documents are available in the Nielsen portal which means no access for non-subscribers. While I’m sure you can get your hands on the market ranks whether you subscribe or not, it’s Nielsen’s right to make the information “client only”. If you are a subscriber and can’t find the documents, ask your Nielsen rep for assistance. Nielsen won’t care if you’re a Republican, Democrat, or independent.

Before wrapping up this week, I want to give a shout out to someone you probably have never heard of: Marla Cralley. When I arrived at Arbitron in mid-1999 to head up diary methods research in the pre-PPM days, Marla was part of the research department. It didn’t take long to figure out that Marla knew her stuff. Early on, I told her to never fear challenging me if she thought I was wrong about a research issue. She did so from time to time and was usually right. She knew how everything worked, knew all the right people in the company that could get things done or give straight answers, had the institutional knowledge, and was one of the best “natural” researchers I’d ever met.

I’m bringing this up because after 48 years, Marla is leaving Nielsen at the end of this week. The “Arbitron Alumni and Friends” Facebook group (over 700 members) had the news. While she could have retired long ago, she loved her job and stayed on. Word is that her position has been eliminated which is truly sad. You won’t see her name in the trades, and she rarely presented to groups, but it was people like Marla that made things happen. She was a stickler for getting things right which sometimes created delays (“Marla, when will I see that report?”), but is someone I respect. She’s one of those people you don’t know but made an impact on radio ratings and therefore, on the industry itself. Marla, you’ve finally made the radio trade press! Have a wonderful retirement even though we both know you’d rather be working.

Let’s meet again next week.

Consultant’s Corner: Mike McVay

Jeff Lynn
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Consultant’s Corner: Mike McVay

Mike McVay is President of Cleveland-based McVay Media, a full-service consulting firm. He began his consultancy in 1984. In 2011, he joined Cumulus Media as Senior Vice President of Programming. In 2018, he left Cumulus and returned to McVay Media.

McVay has won numerous awards for his work, including the Rockwell Award, Lifetime Achievement Award from the Worldwide Radio Summit, Broadcast Executive of the Year, and many more.

Prior to consulting, he programmed in Los Angeles, San Diego, Louisville, Charleston, and Wheeling. He has also owned stations and worked with artists like Reba McEntire, Katy Perry, and Jewel.

He is this week’s featured consultant.

Jeff Lynn: Let’s start with a State of the Union-type question. How do you see the state of the music radio business right now?

Mike McVay: Music radio, and all radio, has intense competition for ones’ ears. That’s the challenge. How do you get your share of listening in a 24 hour day. There is what the DSP’s deliver, Online radio stations, Podcasts, News/Talk, Sports/Talk, YouTube, Television, Video, and Satellite Radio. The rise of spoken word as a format is because of its’ uniqueness. There are plenty of options for music, so a radio station has to be more than simply a music station that plays great songs with fewer commercials. It is difficult to duplicate a streaming music station, without commercials, by doing no more than matching them song-for-song. You need personalities that attract interest and create engagement.

JL: What is the biggest challenge facing the industry? 

MM: Overleveraged operators. The second and third wave of consolidators are bailing water out of a leaking boat. They can’t cut expense quickly enough, they’re without the resources, or stomach, to invest in the product, and marketing to attract an audience. Radio is still a good business. Advertisers use radio. The challenge isn’t one created by most of today’s owners. Some yes, but not all. It comes down to debt. 

JL: I’m not bashing the big companies; they have debt to service. But what can radio do to make the product still attractive with heavy spot loads and so many alternatives?

MM: My belief is that every radio station needs a Superstar. Be they syndicated or local, there has to be someone that’s so good you’ll sit through a long stop-set of commercials to hear what’s next. That is where radio should be focusing their investment when it comes to content. On the personality who is a Star or who has the strong potential to be a Star.

JL: I started in radio, working nights, overnights, and weekends. Those opportunities are not really available anymore. How will we create the next Howard Stern, Ryan Seacrest, or Elvis Duran?

MM: I often hear broadcasters opine that we don’t have a training ground anymore because we don’t have overnights. I believe that there are many more opportunities today for talent to hone their skills. We have the Internet, podcasting, broadcasting schools, the RAB has the National Radio Talent System, and Social Media platforms galore. I coach some talent who started out as influencers. I work with Podcasters who started as hobbyists. There are lots of places to learn … and lots of places where to search for talent.

JL: How important is video to supplement the on-air product and for talent to expand and create their own brand?

MM: Video is important in podcasting. It has some sexiness to it for radio. It isn’t what’s going to attract an audience. Video creates a familiarity for the audience as to who the talent is and what they stand for as a brand. You have to do more than sit there and talk, and that’s the downfall of how most people utilize video.

JL: Social Media algorithms are a moving target, seemingly changing by the minute. What are you advising clients on for an effective Social Media strategy?

MM: Everything I’ve learned about social media has come from Consultant Lori Lewis, my daughter Jai, who handles social media for McVay Media, and what I’ve observed others seem to do successfully. It’s about engaging content, having a regular cadence, and using social media to create or solidify your brand.

JL: Should morning shows, in particular, be supplemented on air with a podcast? And what are some good techniques in building an off-air, on-demand following?

MM: Turning ones morning show into a podcast is smart as it enables the listener to hear a show on-demand. That expansion of access can give you a new/larger audience.

JL: Since you’ve seen both sides of the equation, how do programmers balance the directions coming from a corporate PD or SVP with balancing the art of the intricacies of each local market and meeting the audience’s expectations?

MM: It’s not easy, and much of that balancing act depends on the relationship between the PD and the Corporate Programmer. Having been an Executive VP/Programming & Content for one of the largest companies, my approach was always to explain why scale was necessary, what the objective was in a particular situation, and how corporate would support that programmer. It should be said that there is always going to be some element of failure whether direction comes locally or corporately. That’s mainly because the audience is unpredictable, and the methods of measurement are sometimes insufficient or prone to wobbles. That’s a fact and not an accusation.

JL: What part do you see AI playing in the immediate future?

MM: Writing promotional and advertising copy, providing research and insight, voicing commercial tags, and possibly voicing commercials. Giving a voice to currently unattended dayparts.

JL: Bonus Question: What was the best career advice you were ever given?

MM: Listen and pause before talking. Pay attention to what others are saying and respond thoughtfully. A quote that is often attributed to either Mark Twain or Abraham Lincoln is, “It’s better to say nothing and thought a fool than to speak and remove all doubt.”

Reach Mike by email here.     Or at 440.933.0440 or through McVayMedia.com

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