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Radio Advertising Sales Reps Should Be Selling Podcasts

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The rise of podcasts presents a golden opportunity for radio advertising sales reps. Some of us may think pods are competition, and if your company doesn’t have a solid network of pods, that may be true, but for the larger radio operators who have a podcast network, the reality is that the time to start selling pods is now. Make sure you take this opportunity to your largest clients who aren’t living or dying on any one advertising investment. Here are the latest developments from Q2 and Magellan AI:

Podcasts Spend Surge

With a 22% increase in ad spending year-over-year, the podcasting wave is reaching new heights. The Interactive Advertising Bureau (IAB) forecasts that podcast ad revenues will eclipse $2 billion in 2024. Broadcast radio ad revenues are under $12 billion and dropping.

Too many Podcasts?

Despite over 5 million podcasts being available globally, only 156,000 qualify as active by releasing new content weekly. This group, each with over ten episodes and recent updates, doesn’t sound too overwhelming. Fifteen thousand five hundred radio stations are broadcasting in the USA. That’s millions of hours of potential sponsorship. The average pod is about 45 minutes.

Can Pods Show Me the $?

The top 500 podcasts attract an average of $252,000 in ad spend per month, with even those ranked 501 to 3000 earning a respectable $30,000 monthly. Can you NOT afford to add 30k a month to your billing?

Spots and Dots

Podcasts are not just kicking out traditional 30’s. Advertisers are choosing from 60’s and host-read endorsements to shorter lengths. Advertiser exclusives are not hard to come by as well. Title sponsorship, programmatic, and direct response are also great plays.

Gambling IS a Winner

The gaming industry has seen its podcast ad spending more than triple. Brands like Monopoly Go and Senua’s Saga have successfully tapped into podcasts. Hit those gaming companies up and match them with a gaming pod they can own to drive guests, engagement, and sales.

Be Heard

Podcasts dedicate 9.11% of episode time to ads—growing by 5.95% year-over-year. So, messages are heard without overwhelming listeners. Even a 14-minute-per-hour load on the average radio station is 2x+ as much clutter as pods. If they complain about clutter, remember your pods!

With their proven growth, targeted reach, and engaged audiences, podcasts are not just a trend but a strategic complement to traditional radio advertising. Of course, you need to match the podcast investment with the right client. Clients with several locations, e-commerce-based or in multiple states, can profit. Find more Q2 podcasting insights on Magellan Ai’s website.

Mike Babchik Appreciates the Freedom and Creativity at SiriusXM Mad Dog Sports Radio

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Mike Babchik received an all-access pass when he was invited to attend the championship game of the Arena Football League earlier in the summer. As a longtime listener, the league’s chief operating officer extended the opportunity to Babchik to watch the ArenaBowl between the Billings Outlaws and Albany Firebirds live in a first-of-its-kind endeavor at American Dream Meadowlands, a retail and entertainment complex just outside of New York City.

Throughout the day, Babchik had a chance to meet several consumers of The D.A. Show with Babchik, the new morning radio program nearing its first year on SiriusXM Mad Dog Sports Radio. When the game concluded, he was on the field for the championship celebration and touched the trophy before the winning team, something that, in retrospect, he should not have done. Nonetheless, he relished the day and attended the afterparty to conclude the league’s season while interacting with listeners along the way, an actualization of the tangible impact he has had with the station over the last 15 years.

“Everything about it was so cool,” Babchik said. “It’s so much fun to be out with people that listen to the show that know it so well that are so connected that, yes, they are friends as well as fans and listeners. It’s so amazing to go out and actually perform in front of people because that’s why we all are in the radio business – we’re performers, first and foremost.”

Ahead of a typical episode of the show, Babchik is focusing on sports taking place around the country and other news, analysis and storylines surrounding the leagues. Although he has knowledge about what is taking place in the landscape, he engages in minimal preparation for editions of the program. Rather than scripting what he is going to say, Babchik finds that he comes across in a more genuine manner by reacting to developments or assertions in real time.

“I just think from working in radio for so long and seeing it from all sides, you realize that the success is about being real, and so you don’t want to force anything,” Babchik said. “You just want to truly be who you are – know who you are, know your strengths, know your flaws, and let’s just have some fun along the way.”

Taking an approach of relatability and humility has helped keep Babchik grounded, maintaining an understanding of the mercurial nature of the media business. Working on a new program while continuing to elevate his own profile has afforded him chances to collaborate, experience trial and error and innovate within the dynamic marketplace.

“This business, you could be in it one minute and you could be out of it the next, so I would never think I’m better than anybody else,” Babchik said. “In fact, I’d prefer to think that I’m the king of the unknowns, but now I’m known, which is nice.”

At the behest of his high school English teacher, Babchik began working at a local radio station in an internship that counted towards his grade. A guidance counselor at the school knew personnel at the University at Albany, SUNY, and Babchik was later accepted to the school. Towards the end of his undergraduate studies, he began to struggle and figured that getting another internship in radio would help solve his problems.

“I got an internship at 660 WFAN in New York, and I realized too, early on, especially in high school at this local station, that, ‘What a cool job,’” Babchik said. “You could sit and not stand, and I was very into that, and I could use my mouth and some voice for maybe some good, and I felt like I was pretty good at it.”

Matt Deutsch, a producer at WFAN, took Babchik under his wing during the time he interned at the station. After six years behind the glass, Deutsch joined SiriusXM as an executive producer of its sports content and was part of the launch of SiriusXM Mad Dog Sports Radio in the fall of 2008. Babchik later became a game operator at SiriusXM and had responsibilities of ensuring that local commercials aired during national game broadcasts. Exhibiting his skills and passion for the medium, he earned more opportunities at the outlet, including serving as a producer for the first show on SiriusXM Mad Dog Sports Radio hosted by Christopher “Mad Dog” Russo.

“There’s so much freedom and creativity here that I thought, ‘This is the perfect place for me,’ and obviously I was right because I’m still here today,” Babchik said. “I just think it’s such a great way to connect with people and connect with the audience [and] connect with the fans, and I think SiriusXM does that better than anybody else and they give you the rope to do it; they allow you to be yourself.”

Several years into the job, Babchik began to perceive that he could be at the company for a long time, and he ended up flourishing with the sports talk radio channel. When he was producing Evan and Phillips, a program co-hosted by Evan Cohen and Steve Phillips, he began to find his voice on the air.

Babchik and Cohen later began hosting Morning Men on SiriusXM Mad Dog Sports Radio and established themselves as a dynamic duo on the airwaves. Former NFL guard Willie Colon joined the show in 2021, enhancing the on-air product and sustaining the momentum that had been previously established. Through its various iterations, the show continued to thrive because of the relationship with its fans, and Babchik sought to showcase his strengths by abstaining from pretentious, grandiose avowals of intellect.

“I always thought, ‘Let me tell people how wrong I am,’” Babchik said. “I think that just relates more to everybody who’s listening. The common fan doesn’t get these things right mostly, and the fact that you can watch a game and you can wager a little cash on it and you, most of the time, lose, I think that actually is quite relatable.”

Cohen left SiriusXM to join ESPN Radio last year and be a host of its new morning show, Unsportsmanlike. The Morning Men program continued with Babchik and Colon over the next month before SiriusXM Mad Dog Sports Radio announced lineup changes.

Damon Amendolara, a longtime host at CBS Sports Radio, departed the national outlet after 11 years to join SiriusXM and launch The D.A. Show with Babchik on weekday mornings. Babchik helped Amendolara in acclimating to the new station by fulfilling his role while remaining confident that realizing synergy would be facile. Amendolara utilized elements from the previous iteration of his show on SiriusXM while also being receptive to new ideas and innovations.

“It’s about finding balance and not, ‘Hey, we’re doing this, hard line in the sand,’” Babchik emphasized. “I think D.A.’s been so great to incorporate not only myself into the program today, but also with everybody that’s a part of our show, and it’s been great. I mean, the growth is – you can feel it; you can hear it every single day, week, month – we just get better and better. It’s all about just trusting each other, and I trust him, he trusts me, and we really do – we have the stuff.”

Babchik senses that the culture of the radio station emanates from Russo, who openly excoriates the lineup in a humorous manner. There is synergy between the programs, including repartee with midday host Cody Decker that Babchik posits has transformed into “a beautiful rivalry.”

Eric Spitz took over as vice president of sports programming at SiriusXM last year following the departure of Steve Cohen from the position. Babchik feels that Spitz has made great moves since taking over, and he listens to him when receiving feedback.

In addition to Spitz, Steve Torre oversees SiriusXM Mad Dog Sports Radio as its program director, someone with whom Babchik has a strong relationship. When Torre was on site in Las Vegas for March Madness, Babchik decided to call him live on the air at around 8 a.m. EST. Because of the three-hour time difference between New York City and Las Vegas, Torre’s phone rang at 5 a.m. in the morning, waking him up in his hotel room. Once Babchik asked him how he was doing, he started to scream and yell before hanging up.

“That’s the type of boss that I want,” Babchik said. “Just like the Howard Stern ‘pig vomit’ – I’m not going to call Steve Torre that because he’s got his radio chops about him and he’s a great man – but it’s so much fun to know your program director in such an intimate way that you can have so much fun with them.”

Going forward, Babchik hopes to sustain the growth trajectory of The D.A. Show with Babchik as it approaches its first year on the air. At the same time, he will aim to continue leveraging the SiriusXM brand and platforms to try and aim for other on-location programs. Babchik postulates that the show has demonstrated range beyond the sports genre and aims to continue imbuing other genres within the overall talk format.

“Let’s do man-on-your-street stuff, not just on a media night for sports or in general after a big-time game,” Babchik suggested. “Let’s bring [it] mainstream – how about the Oscars [with] Mike Babchik sitting outside with a SiriusXM mic? I promise you the questions I ask are going to be different than they’ve ever heard before.”

20 Brands In 20 Days: Brooks O’Brian WFMS, Indianapolis

To support the launch of the new Barrett Media, we’ve created a special series titled “20 Brands In 20 Days.” Highlighting successful stations across the country in various formats by conducting conversations with their brand leaders. Up next is Cumulus Media’s Brooks O’Brian. Brooks is PD of Country WFMS Indianapolis. The station we are highlighting today.

Jeff Lynn: Describe the radio station in your own words.

Brooks O’Brian: It is a fun, upbeat station that is very invested in the community and its format.

We’re super active with all the Country concerts and things like that. So, it’s the heart of the Country format.

JL: You have a local morning show talk a little bit about them?

BO: Right before I got here, it was Jim, Deb, and Kevin. Jim was a 35-year-old radio station. He retired just maybe two months before I got here.

Deb and Kevin were 20-year veterans of the show. They are still on it. Now it’s Deb, Kevin, and Matt.

Matt was doing afternoons for us here, and he joined the morning show. He brings a little bit more youthfulness and a different point of view to the show, which is now called “Indy’s Morning Show with Deb, Kevin, and Matt.” And by Indy’s Morning Show, we always say we mean all of central Indiana.

And it’s just super community involved. All the jocks on the morning show are very involved in the community.

Right now, we’re just doing a Clear-The-List promotion for teachers for school supplies. We’re also giving away free backpacks on Monday. We’ve got a whole bunch of backpacks stuffed with things for the students, so parents can drive through, grab a backpack, and head on.

We recently created a signature donut for the Morning Show. We got together with one of our clients, had listeners vote on the different kinds of donuts, and whittled it down to one donut.

Then, the bakery made that donut and put it on their menu. They have three locations around the area. So, they put it on their menu for a month, and we raised money for St. Jude. We ended up raising $1,500.

I just kind of call them a fun escape every morning. They’re upbeat, fun, funny, and active on the phones. Quite honestly, the show relies heavily on listener interaction.

We get a lot of phone calls, and we have a text line, so we get a lot of texts, too. We’re also super active on social media, so all of those play a part in the show every morning.

JL: What about the rest of the station from a community involvement standpoint?

BO: We have three different ongoing, year-round programs. These names may change down the line here, but these were the inherited names.

Hometown Heroes is where we highlight veterans. We set up a meeting with a particular veteran, bring a cool award for them, learn some information about them, and just thank them for their service.

Just a good way to recognize and thank them. And we obviously video it and put it all on socials and talk about it on the air and do all of that. That’s an ongoing one.

Friends and Neighbors is another one. In that one, we just get out into all the different communities. We visit things like fish fries and blood drives and make on-site appearances at many of them.

We just visited first responders, thanked them for all their hard work, and gave them tickets to the Indy 500 race. We also visit offices with heart-shaped pizzas on Valentine’s Day, ice cream, and Popsicle drops through the summer months. Those are just a few of the different May We Thank You events that we do.

We do the St. Jude Radiothon every year for St. Jude Children’s Research Hospital.

JL: Social media, what’s the most important is it still Facebook?

BO: I put them in this order. Facebook is the main one. Instagram is secondary.

We have exposure on many other things, but those are the main ones. We also do podcasting through YouTube channels and such, but that’s where we focus most of our efforts.

I think it’s super important. It’s really a free marketing tool, right? And it’s a great way to connect with listeners.

There tend to be a lot fewer listeners on phones, but they’re much more apt to chime in on Facebook and Instagram in the car.

JL: What kind of role is gold-based music playing for you now?

BO: We did put on some 90s. I just do it every other hour because 90s Country is testing really well right now. Otherwise, we’re around 60% recurrent gold.

And that all fluctuates depending on what kind of new music is coming out and that sort of thing.

JL: I’ve been listening to a radio station in a big, well-known market. I’m not going to mention them. I found, and I went back and tracked it yesterday, that they went four hours and had some change between female artists. There was a Little Lainey, there was no Carly, and there was one Carrie. What are you seeing with female artists?

BO: We just had a discussion about this, and you’re right. Fewer females are getting played. I shouldn’t say there aren’t as many females out there because there are. There are plenty on record labels, right? There just isn’t a lot of connecting yet.

Some of that is the fault of not getting the airplay, and some of that is the music, too, I suppose. But it’s a little bit tough right now.

There are some good ones that are getting awards. They’re a little left of center and maybe not straight on mainstream Country, but they’re out there.

JL: Here’s something I found on your website. I’ll say it this way: Luke Bryan, Dirty Dancing?

BO: It’s a very funny story. I’m more than happy to tell you, as embarrassing as it may be for me. It was Country Radio Seminar a couple of years ago, and when I got into the room, the only seat left was right next to the band.

I sat down in it, and literally, the last text I got was somebody saying, where are you? And I said, I’m in the Luke Bryan suite, but I’m going back to my room afterward. I’m exhausted. I fell asleep while they were playing right next to me. Someone pointed it out to Luke Bryan.

So, of course, he came over and dirty-danced his way up to me to wake me up.

JL: Is there anything else I haven’t covered, or do you want to tell me about the station or you or anything?

BO: We just got nominated for Country Station of the Year for a Marconi. It just came out before you called. It’s a great team here. I’m so happy to be here.

It’s just that I inherited a great team of people who really want to work and be in the community. Quite honestly, that’s what a radio station is supposed to be.

Listen to WFMS here.  Find them on Facebook and Instagram.  Connect with Brooks here.

Nielsen 12+ Spring 2024 Ratings

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Nielsen has released the next round of Spring 2024 ratings.

Spring Ratings

Appleton/Oshkosh

Country WNCY holds on to first 10.3-10.1

Classic Rock WAPL off 6.8-6.1

Classic Hits WVBO falls 7.6-6.1

Corpus Christi

Classic Hits KMXR up 9.1-10.3

Country KRYS drops 8.7-7.6

Rock KNCN falls 7.4-5.6

Fayetteville (Northwest Arkansas)

Contemporary Christian KLRC grows 7.4-7.9

Classic Rock KIGL up 5.7-6.9

Country KKIX falls 9.7-6.9

Fayetteville NC

Urban AC WZFX drops 13.2-10.9

Country WKML off 11.5-7.8

Classic Hits WFLB gains 3.3-4.7

Green Bay

Top 40 WIXX 12.3-13.8

Classic Hits WOGB falls 8.9-7.6

Top 40 WKSZ off 4.7-3.6

Lansing

Country WITL drops 8.7-7.5

Top 40 WJIM off 7.4-6.3

AC WFMK off two full shares 7.7-5.7

Reading

Country WIOV off 5.7-4.2

Top 40 WLAN up 1.8-2.3

Reno

Classic Hits KODS up 5.3-6.4

Classic Rock KOZZ up 5.3-5.9

Rock KDOT down 6.5-5.7

Saginaw/Bay City/Midland

Rock WKQZ up 5.9-6.5

Top 40 WIOG off 6.5-6.2

Urban AC WTLZ falls 5.6-5.0

Shreveport

Urban AC KVMA up 8.8-10.2

Urban AC KDKS also up 6.6-8.1

Urban Contemporary KBTT grows 4.5-6.0

Tyler/Longview

Urban AC KISX drops 8.4-6.9

Country KNUE down 6.1-5.5

Mexican Regional KOYE up 3.4-5.2

Youngstown/Warren

AC WMXY leaps 6.8-9.3

Country WQXK up 5.5-8.0

Classic Rock WYFM falls 10.0-7.2

ESPN Adds Ben Solak as NFL Analyst

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ESPN has announced the addition of Ben Solak as its latest NFL analyst with a focus on game breakdowns and data analysis.

Solak joins the Worldwide Leader after announcing his departure from The Ringer earlier this week. During his time with the digital outlet formed by Bill Simmons, Solak hosted The Ringer NFL Show and also made regular appearances on The Ringer’s Philly Special podcast. He spent three years with The Ringer after previously working for The Draft Network and Bleeding Green Nation, a site dedicated to the Philadelphia Eagles.

In a post to social media, Solak joked “Hello yes I’m very very excited and also not freaking out and also doing fine thank you for asking.”

According to the network, NFL fans will mostly be able to find Solak on ESPN+, while also appearing prominently on podcasts and betting platforms.

With the addition of Ben Solak, ESPN now features 46 writers to cover every NFL franchise in addition to national analysts and reporters. Solak joins a group of national NFL analysts that include Bill Barnwell, Matt Bowen, Aaron Schatz, and Seth Walder.

Throwbacks 102 JAMZ Returns To Orlando

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Audacy has relaunched WQMP (102 JAMZ)/Orlando’s home for Throwbacks. The station was previously 102 JAMZ from 1988 to 2014.

Miguel “Mijo” Irizarry will lead the brand while continuing as Brand Manager and PM drive host for sister Throwback WPOW (Power 96)/Miami and Brand Manager for Radio Libre 790/Miami.

The station was Alternative prior to the flip.

Claudia Menegus, Regional President Audacy Orlando, said, “We’re thrilled to announce the return of this heritage brand and once again give listeners a destination for the hottest Throwback music. Some of these artists and records made 102 JAMZ a local favorite and has stood the test of time as one of the most iconic brands in Orlando. We trust that with Mijo’s leadership, we will create a unique, nostalgic experience for music lovers in Orlando and for every generation to enjoy. Listen to 102 JAMZ here

NAB After Release of Wall Street Journal Reporter Evan Gershkovich: ‘No Journalist Should Face Violence, Fear, Intimidation, or Detainment’

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After more than 16 months in Russian detainment, The Wall Street Journal reporter Evan Gershkovich was released Thursday, ending his long-running saga. The National Association of Broadcasters (NAB) shared its excitement for his release.

In a statement, NAB President and CEO Curtis LeGeyt championed Gershkovich’s release.

“Broadcasters celebrate the long overdue release of journalist Evan Gershkovich, and share in the relief felt by his family, friends and The Wall Street Journal colleagues. We commend the efforts of those who worked to secure his freedom and the unwavering support from journalists worldwide who have continued to tell Evan’s story over the past 16 months,” LeGeyt wrote.

“Evan was wrongfully detained for simply doing his job: reporting the news. This situation serves as a stark reminder of the importance of journalism and the First Amendment. No journalist should face violence, fear, intimidation or detainment for their commitment to keeping the public informed.”

Gershkovich was detained by Russian authorities in March 2023 after being accused of espionage. The Wall Street Journal vehemently disagreed with the allegation, arguing against his detainment and demanding his release. Gershkovich is a reporter covering Russia, Ukraine, and other former Soviet Union states. His detainment came after publishing a story that showcased issues the Russian economy has faced against that of other nations.

During an interview with Russian President Vladimir Putin, former Fox News host Tucker Carlson asked the dictator to release Gerhkovich to him before he returned to the United States. Putin, however, declined. The question from Carlson was widely applauded by those on both sides of the political aisle for having the courage to ask the leader to do such a thing.

The Russians released Gershkovich Thursday as part of the largest prisoner swap since the Cold War. He was one of 24 prisoners changing hands in at least six countries, according to the news outlet.

Libsyn Reveals July Podcast Advertising Rates and Top Earning CPM Categories

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Libsyn has released its data surrounding July 2024 podcast advertising rates, which include the highest and most accessible CPM categories for marketers.

During the month, the average CPM rate for a 60-second podcast commercial was $21.90, according to Libsyn. That represents the slightest decrease from the previous month when rates averaged $21.92. It also was a drop compared to the same month a year ago when the CMP rate was $21.96.

The three highest-ranking categories for delivered podcast advertising were technology ($30), government ($26), and business ($23).

“With the holiday season just around the corner, it’s time for brands and agencies to incorporate podcast advertising into their festive marketing plans. Podcast hosts create an environment ripe for influence and discovery among their engaged listeners. As rising podcast audiences celebrate, decorate, host, travel, donate, and shop, marketers should embrace the valuable podcast ad opportunities to capture the holiday spirit, boost marketing efforts, and drive consumer action,” said Libsyn Chief Revenue Officer Rick Selah.

“With peak seasonal sales around Thanksgiving, Black Friday, and Cyber Monday in November, followed by holiday shopping in December, now is the ideal time to invest in podcasts to achieve unmatched brand recall, positive brand sentiment, and broad, scalable reach.”

Josh Innes Exits KSHE 95

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A big change in St. Louis radio. Afternoon drive personality Josh Innes is out at Hubbard Rocker KSHE 95.

Innes confirmed his departure in a series of tweets earlier today on X. He cited budget cuts as the reason for his departure though Hubbard has not yet made an official announcement confirming that.

Innes joined KSHE in March 2023. He moved to St. Louis from Nashville where he previously hosted the morning show at 105.9 The Rock. Before shifting to music radio, Innes worked in sports talk in Houston at Sports Radio 610, SportsTalk 790, and ESPN 97.5, and in Philadelphia at SportsRadio WIP.

KSHE hasn’t announced yet how they’ll move forward in afternoons. The station has consistently been one of the top rated male stations in St. Louis.

As Barrett Media receives further details, we’ll pass them along. 

Hope Media Group Makes Executive Management Moves

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Hope Media Group is making a series of moves within its executive management.

Tim Dukes has been named President, rising from the role of COO, which he has held since 2020. He first joined Way Media Group and stayed in his position after the merger with KSBJ/Houston, which created Hope Media Group.

Former President and CEO Joe Paulo will remain CEO. Desiree Gonzalez will move up from CFO to COO, and Shawn Hill will rise to SVP finance.

Paulo said, “Healthy things grow, and growing things change. These promotions highlight our commitment to nurturing internal talent and expanding our leadership capacity to drive continued growth and innovation for the ministry.”