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How to Build a News/Talk Radio Brand That Actually Means Something

Peter Thiele
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How to Build a News/Talk Radio Brand That Actually Means Something

What is your brand? What differentiates your news/talk radio station from the tens of thousands of podcasts? Can you tell me what makes you essential?

If I ask that question of a news talk host, I get this common and sadly insane answer… I am a conservative Gen Z host who breaks down the issues in my community. That is not an answer. It is a word salad of mediocrity. We all want the Halo Effect. I’ll break that down for you.

Your brand should be an easily digestible theme for your show. It also should be centered around your opinions and observations. Just because you have a radio station’s microphone and transmitter doesn’t mean that you have a successful brand.

In my first program director position, the radio station’s owner and market manager had a line of wisdom: If someone spoke with him about a show and said that the host is just ok, there was a huge problem. The reaction should be a passionate. “I love that show.” “I hate that show.” “It makes me happy. It makes me mad.” There should be some emotional reaction to it.

If he ever heard a bland response, this boss shared his worries with me. He was quizzed about how he hadn’t corrected a host that had an unpopular position, and his standard answer — with a smile on his face — was, “I couldn’t agree with you more. Imagine trying to argue with that host.” It was a smart answer. It also empowered the host to continue with hot takes.

You have likely had a manager tell you — or a host on your staff — to change a position because of complaints. I don’t write about this enough: Be fearless. If you believe it and can support your argument, say it. So, what is your brand? Can you define your brand in a short sentence? What makes your brand new, better, and different?

What is your differentiation? Considering that there are millions of distractions, what is your unique market position? I will give you a hint: Your unique market position should center on your opinions and observations. Because of the glut of available information, just giving the latest update on a committee hearing over tort reform in the legislature is not content, and it is no longer an exclusive avenue for audience interest or growth. I can assure you — unless you are in your state’s capital — zero people at lunch today are discussing the legislature’s dull ins and outs. If people are not discussing the legislature or city council meeting, why are you?

Why are you discussing things that have very limited appeal? We have all done this, but we should really ask ourselves that question. Don’t live by confirmation bias. If someone comes up to you at a restaurant or the grocery store to discuss something that has limited appeal, don’t think that you are speaking to the masses. Here is a little truth bomb: you are likely recognized in public more often than you think. The people who interrupt your meal are quite often unicorns and eccentrics who don’t necessarily reflect the majority of your fans.

Every brand desires the Halo Effect. Your show’s fans or station’s fans probably have some of this. As a cub program director, I worked in a building with an awesome country station. It sounded better than the competition. The personalities were better. But here was the problem — the vast majority of country music fans absolutely adored the station across town. Following normal competitive strategies, my station’s country station added classic country songs. The big brand across town did the very same thing and just mirrored what our little station was doing. The big brand kept chugging along with big ratings and revenue.

When the Halo Effect is built, it is very tough to tell the market to hate what they love. There was a recent news story saying that when people are confronted with facts that contradict their point of view, they often double down on their position.

For news/talk radio, we should focus on building that connection with our audience. The spoken word hosts that I have observed building a strong Halo Effect are Howard Stern, Sean Hannity, and Dan Patrick. Yes, these shows are very different. Next time you speak with a fan of these shows, ask open-ended questions about why the listener loves the show. You will learn that they are entertained and love the opinions and observations of the host. Dan, Sean, and Howard have built the Halo Effect with their audience.

Practical application time. Has your station built the Halo Effect with your audience? I can guarantee that some listeners feel that way. Is it a high percentage of your audience? Be honest with yourself. The worst lie you can ever tell is to the person in the mirror. Don’t live in a fantasyland.

Are your radio listeners evangelists for your show or station? Probably the biggest reason that Apple has done so well is that the users of their products are preachers of the good word to everyone they meet. Are your fans that dedicated? Perhaps in a future column, I will share my ideas on how to build that loyalty. The best way to build the Halo Effect for your show or station is to appeal to your target listener. Too many hosts and stations are focused on the exceptions instead of the majority. In today’s segmented media landscape, the more focused you are on your ideal listener, the more successful you will be.

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.

How iHeartMedia And NBC News Built One Of Radio’s Most Powerful News Operations

Garrett Searight
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How iHeartMedia And NBC News Built One Of Radio’s Most Powerful News Operations

NBC News Radio has quietly become one of the most formidable forces in the radio news world, and iHeartMedia’s Executive Vice President of News, Talk, and Sports Chris Berry, is eager to explain why.

Berry traces the foundation of the partnership back a decade.

“In 2016, we started a partnership that’s been 10 years now, where we provide the distribution and production of the NBC newscasts,” said Berry. “And 24/7 News, which is part of iHeart. It’s really a content partnership with them. We work with them to curate the content. We have a radio producer at the NBC newsroom. So if something happens, breaking news or something else, we’re tied in with NBC, the mothership through that.”

The reach of the operation extends far beyond a simple news feed. Berry describes a robust infrastructure built to serve stations of all formats and sizes.

“We’ve got eight regional newsrooms across the country. And there’s a regional news director in each one of those. So if something happens in Louisville, Kentucky, our regional news director, who is in Cincinnati, would be responsible for marshaling the troops so that we’re providing that content. Not only to iHeartRadio stations, but really to any of our other affiliates out there. We’ve got about 1,000 radio stations in the United States that we provide news to,” the iHeartMedia executive said.

Content volume is equally staggering. Berry points to the 24/7 News Source wire as a cornerstone of the offering.

“We obviously can provide you with stories as they’re unfolding — which I think is great — either through our newscast, or also through the 24/7 News Source news wire, which moves about 10,000 stories a week, which is more localized. We do summaries for local markets. Whether it’s Baltimore or Denver. We do national summaries. We provide sports audio. We’re pretty much in every locker room or clubhouse that’s out there. So if, for example, the Philadelphia Eagles are playing in Los Angeles, we’re going to be in the locker room there and provide the actuality of the coaches and players to the stations that would be interested in that,” stated Berry.

Breaking news coverage is where the NBC News partnership truly shines. Berry said affiliates get the best of both worlds: the newsgathering power of NBC News and the radio experience seen in the 24/7 News and iHeartMedia newsrooms.

“When the war started a month ago, on the weekend, we were able to utilize some of the resources of NBC News so that stations, if they wanted to carry long-form coverage, they had that as an option,” Berry said.

Ultimately, Berry sees iHeartMedia‘s role as a versatile partner for any station looking to strengthen its news presence.

“We’re committed to this,” Berry shared. “We’ve got a great distribution platform through the iHeartRadio stations, but we’re in many ways like Switzerland. We provide content to all kinds of formats, all kinds of stations, and pretty much every market in the United States. And really offer a Chinese menu of options for stations to provide the news that is most appropriate for their listeners.”

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.

With The Late Show with Stephen Colbert Going Away, Did CBS News Miss a Golden Opportunity?

Garrett Searight
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With The Late Show with Stephen Colbert Going Away, Did CBS News Miss a Golden Opportunity?

When CBS announced it would end The Late Show with Stephen Colbert, the network faced a genuine crossroads. It could’ve used that 11:35 PM ET slot to do something bold. Instead, it chose to essentially rent the timeslot out, announcing back-to-back episodes of Comics Unleashed — with Byron Allen buying the time — followed by the comedy game show Funny You Should Ask in the hour after. That’s not a programming strategy. That’s a white flag.

Maybe Comics Unleashed is a terrific show. Honestly, it might be. But there’s a fundamental problem here that no amount of quality can fix — CBS isn’t airing it because the network believes in it. It’s airing it because someone paid to put it there. So should CBS realistically expect a paid-placement comedy program to go toe-to-toe with Jimmy Kimmel and Jimmy Fallon every single night? That’s a tough case to make.

Here’s where the missed opportunity really stings, though. CBS News already runs a re-air of the CBS Evening News on its CBS News 24/7 streaming platform. Why couldn’t that same broadcast — or a version of it — run at 11:35 PM ET on the network itself? Sure, producing a brand-new, half-hour, late-night newscast from scratch probably isn’t financially viable. But it’s hard to imagine it’d cost more than The Late Show with Stephen Colbert did. It’s also hard to imagine advertisers wouldn’t find a late-night newscast more appealing than a paid-placement comedy block.

Two things consistently hold their own on linear television right now — live sports and news. That’s not an opinion. It’s just simply the reality. So why wasn’t a news program the first name on the whiteboard when CBS started mapping out Stephen Colbert’s replacement? The CBS Evening News already airs at 6:30 PM, right after local newscasts wrap up across the country. Doesn’t a late-night newscast at 11:35 PM — again, following local news — fit that same logical pattern? The audience handoff practically writes itself.

There’s also a more creative option CBS apparently didn’t seriously consider. The Takeout with Major Garrett is an established CBS News property with a built-in identity. Expanding something like that into a proper late-night slot — even a slimmed-down version — would’ve at least given CBS News a genuine presence in the window. Instead, the network handed the keys to an outside buyer and moved on.

Now, to be fair, if the numbers genuinely don’t work for any news-based programming — if the production costs outpace what advertisers will pay and what the audience will deliver — then CBS is stuck in an uncomfortable corner.

But if the choice is truly between “take Byron Allen’s money” or “do nothing,” then maybe it’s time to have an honest conversation about whether the network should simply sign off after the local news and fire the transmitter back up at 5 AM. At least that’s an honest outcome. Airing paid programming and calling it a late-night strategy isn’t.

It’s genuinely strange to think we’ve reached a point where a Big Four broadcast network’s late-night plan amounts to “well, at least something’s on the screen.” CBS spent decades building a legitimate late-night brand — from David Letterman to Stephen Colbert — and now it’s essentially subletting that legacy. That’s a tough thing to watch.

The broader issue isn’t just about one timeslot. It’s about whether CBS News sees an opening to matter in a window where it could actually reach people. Late-night used to be where networks made statements. Whether it was Nightline redefining what news on television could look like, or Letterman turning a timeslot into a cultural institution, somebody always cared enough to try. Right now, it doesn’t feel like CBS is trying. It feels like CBS is billing the timeslot by the hour — and hoping nobody notices.

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.

790 KABC Program Director Luis Segura Named PD of 105.9 WMAL

BNM Staff
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790 KABC Program Director Luis Segura Named PD of 105.9 WMAL

790 KABC Program Director Luis Segura has been named the new Program Director of 105.9 WMAL in Washington, D.C.

Segura originally joined KABC in Los Angeles as a producer in 2013 before rising to the role of Program Director in 2023. In 2022, he added PD stripes at 560 KSFO. That station moved to the 810 AM signal under his tutelage.

“I’m incredibly excited to work with the legendary staff of Cumulus’ flagship News/Talk,” said Segura. “WMAL is packed with national names like Larry O’Connor and Chris Plante, and I can’t wait to join the team.”

He steps into the role previously occupied by longtime program director Bill Hess. Hess announced his retirement at the conclusion of 2025.

“We’re excited to have a programmer of Luis’ caliber to take WMAL forward,” said Cumulus Washington VP/Market Manager Jeff Boden. “As an added bonus, he’s spent more than a decade with Cumulus, and I am sure he will hit the ground running.”

“Among our strong field of Cumulus programmers, Luis leapt from the pack as the person possessing the energy and imagination to lead WMAL,” added Cumulus Chief Content Officer Brian Phillips. “Luis visualizes the multi-dimensional future of this big brand. The immense benefit of keeping Luis ‘in house’ is that he will continue to offer expert counsel to our revitalized operations in San Francisco and Los Angeles, as needed.”

In addition to his time at 790 KABC and 810 KSFO, Luis Segura also spent 15 years working at CBS Radio Chicago for B96. Cumulus Media is in the midst of seeking the replacement for Segura for its California news/talk stations.

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CNN to Host California Gubernatorial Primary Debate

BNM Staff
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CNN to Host California Gubernatorial Primary Debate

CNN is bringing a major moment to the 2026 California governor’s race. The network will host a two-hour California Gubernatorial Primary Debate on May 5th at 9 PM ET, broadcasting live from the Los Angeles area.

Anchors Kaitlan Collins and Elex Michaelson will moderate the event. The debate will air on CNN, CNN en Español, and via streaming for subscribers.

It appears as if at least five candidates will qualify for the stage: Republicans Steve Hilton and Chad Bianco, and Democrats Eric Swalwell, Tom Steyer, and Katie Porter. To earn an invitation, candidates must have raised at least $1 million for their gubernatorial campaign and hit 3% support among likely primary voters in two qualifying polls.

The eligibility window closes April 27th at 6 PM PT. Qualifying polls must have been conducted between February 1st and April 27th, 2026.

The debate will also be made available on the network’s website, mobile apps, and connected TV offerings.

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.

Cumulus Media Announces ‘Country Kickoff Concert’ to CMA Fest Week in Nashville

BMM Staff
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Cumulus Media Announces ‘Country Kickoff Concert’ to CMA Fest Week in Nashville

Cumulus Media is bringing two of its Nashville stations together for a high-profile live event ahead of one of country music’s biggest weeks. The company announced that 103.3 Country WKDF-FM and 95.5 WSM-FM will co-present the Country Kickoff Concert on Tuesday, June 2.

The show will serve as an unofficial launch to this year’s CMA Fest in downtown Nashville.

The event will take place at Skydeck on Broadway. A rooftop venue that has become a popular destination for large-scale live performances. Organizers say the setting will offer fans a close-up concert experience in the heart of Music City.

The lineup features a mix of established acts and emerging talent. Chase Matthew, a Nashville native, joins Dustin Lynch, who has delivered multiple chart-topping hits. Rising performers Vincent Mason and Alexandra Kay are also scheduled to appear.

With Broadway’s nightlife as a backdrop, the stations aim to create a high-energy showcase that highlights the genre’s current momentum. The concert also reflects radio’s continued role in curating live experiences that connect artists with listeners.

Travis Daily, vice president of Country for Cumulus Media and operations manager for both stations, said the company wanted to raise the bar for this year’s event. He said the rooftop setting will add a unique element and encourage fans to capture and share moments from the night.

Jennipher Miller, marketing and promotions director for WKDF-FM and WSM-FM, pointed to strong fan response from last year’s event. She said the team focused on building a lineup that blends fan favorites with newer voices gaining traction in the format.

“After seeing the incredible energy the crowd brought last year, and feeling the buzz already building in Nashville ahead of CMA Fest, we couldn’t be more excited to roll out an all-new lineup,” said Miller.

The concert arrives as Nashville prepares for CMA Fest, which draws thousands of fans and industry stakeholders each year. Events like this help extend the celebration beyond official festival programming.

Doors at Skydeck open at 6 p.m. CT. Tickets will go on sale Friday, April 10, at 8 a.m. CT.

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Audacy Announces Two New Women’s Sports Partnerships in Portland

BSM Staff
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Audacy Announces Two New Women’s Sports Partnerships in Portland

Audacy is expanding its presence in women’s sports with a new multi-team partnership in the Pacific Northwest. The company announced it will serve as the official radio home for both the Portland Fire and the Portland Thorns.

The agreement marks the first time both teams will have consistent radio broadcasts in the market.

Under the deal, Audacy’s 910 ESPN Portland will act as the flagship station for the Fire. Coverage begins May 9 when the team opens its regular season against the Chicago Sky. Select games will also air on 105.1 The Fan. Broadcasts will include pregame and postgame shows, along with on-site coverage throughout the season. The added programming signals a broader commitment to shoulder programming and storytelling beyond live play-by-play.

Meanwhile, every Thorns match will air on KNRK-2 (KNRK-HD2). Ten matches will also simulcast on 910 ESPN Portland. Coverage began March 13 with a match against the Washington Spirit. Play-by-play voice Lily Crane will call all Thorns games this season. She will be joined by a rotating group of analysts, including former University of Portland standout Angela Harrison.

In addition to traditional radio distribution, fans in the Portland area can stream games through the Audacy app. Audacy Portland leadership framed the partnership as both a business move and a reflection of the region’s sports culture.

“Our city has long been a leader in supporting women’s sports,” said Ryan Cooley, senior vice president of sales for Audacy Portland. “We’re especially excited to welcome the Fire back to Portland after over two decades.”

Cooley added that the agreement creates more access for fans while continuing to elevate women’s sports across the region.

Michael Whitehead, sports managing director for RAJ Sports, said the partnership aligns with the organization’s goal of improving accessibility and connection.

“This partnership reinforces our commitment to bringing fans closer to the team,” Whitehead said. “It also makes games more accessible than ever.”

The move adds to Audacy’s already sizable sports portfolio. The company operates dozens of sports radio stations and hundreds of digital channels nationwide. It also serves as the audio streaming partner for Major League Baseball and maintains relationships with more than 75 professional and collegiate teams.

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CNBC Adds Justina Lee as Singapore Based Reporter

BNM Staff
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CNBC Adds Justina Lee as Singapore Based Reporter

CNBC has announced the addition of Justina Lee to its growing roster of international newsroom reporters.

Lee, who will be based in Singapore, will cover the financial markets in Asia Pacific, reporting on macroeconomics, stocks, bonds, foreign exchange, and cryptocurrency. She’ll also provide analysis to breaking news and original reporting to CNBC.

“We’re excited to have Justina join us at a time when audiences demand faster, sharper insights into markets across Asia Pacific,” said CNBC International Vice President and Executive Editor Spriha Srivastava. “Justina’s role will be critical to strengthen our real-time markets coverage across the region.”

Justina Lee joins the brand after previously working as the Breaking News Earnings Specialist for Bloomberg. She was a key member of the company’s “Asia Earnings Week Ahead” team.

Other previous stops include working for Dow Jones Newswires and Nikkei.

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.

Zimmer Communications Earns 24 Nominees in Missouri Broadcasters Association Awards

BNM Staff
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Zimmer Communications Earns 24 Nominees in Missouri Broadcasters Association Awards

Zimmer Communications has received a sweeping collection of nominations for the 2026 Missouri Broadcasters Association Awards, with talent and stations across the company’s portfolio recognized in categories spanning air talent, news, sports, commercial production, and community service.

The awards banquet is scheduled for June 6 at Lake of the Ozarks.

On the air talent front, 94.3 KAT Country’s Hilley & Hart and 96.7 KCMQ’s Morning Shag with Shags and Trevor are both nominated for Best Air Talent Morning Show, while 98.7 The Dove’s Natalie Nunn earned a nod for Best Air Talent Excluding Morning Show. Nunn also picked up a nomination for Best Video Content by a Radio Station for her segment attending a BrewCo Holiday Pop-Up.

The company’s news operations generated a strong showing, with 93.9 The Eagle’s Brian Hauswirth nominated multiple times — including Best Hard News Reporting for both a hammer murder story and a deadly downtown shooting, Best Breaking News Coverage, and Best News Series.

KWTO’s Don Louzader is nominated for Best News Anchor, Best Newscast, and Best Breaking Weather Coverage, while 93.9 The Eagle and Y107 jointly earned a Best Breaking Weather Coverage nomination.

Additional nominations include KTGR’s Andy Humphrey for Best Play by Play and Best Sports Report, Clear 99 for Best Podcast, Y107 for Social Media Star and Station of the Year, and 94.3 KAT Country for Station of the Year.

Zimmer Communications as a company is nominated for the Corporate Award for Community Service for its record-setting Miracles for Kids Radiothon.

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.

Stephen A. Smith: Dan Orlovsky Won’t Remain At ESPN “Much Longer”

BSM Staff
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Stephen A. Smith: Dan Orlovsky Won’t Remain At ESPN “Much Longer”

ESPN personality Stephen A. Smith used his platform Monday to deliver a direct message to network executives about retaining top NFL talent. Speaking on First Take, Smith openly questioned whether ESPN is doing enough to keep some of its most respected football analysts. His comments were centered around a discussion where he felt the Dallas Cowboys should have done more to keep ESPN Monday Night Football analyst Troy Aikman within the family of the Cowboys.

Instead, Aikman signed on in an advisor role with the Miami Dolphins. Smith then used the discussion to pivot his comments towards ESPN and several of it’s NFL analysts, including Dan Orlovsky, while also highlighting Ryan Clark and Louis Riddick.

“I’ll say this on national television to the bosses at ESPN. We need to cherish the people that we have,” Smith said. “I don’t think Dan [Orlovsky] is going to be here too much longer, to be quite honest, here in the years to come. Because this man knows his damn football.”

Smith continued by warning his network that competitors could target ESPN’s talent pool. He pointed to Orlovsky’s football acumen as a trait that will draw outside interest.

The longtime host expanded his comments beyond Orlovsky. He suggested that other ESPN analysts could also attract opportunities outside Bristol. Smith specifically mentioned Riddick as a candidate for a front office role in the NFL.

“Somebody is gonna come to their damn senses and give Louis Riddick a GM job or a head of football operations,” Smith said. “He deserves it.”

Smith also praised Clark’s work as an analyst. He described him as one of several high-level football minds currently on ESPN’s roster.

“They’re gonna scoop him up,” Smith said. “We have very elite minds here in the sport of football, right here at this network.”

Orlovsky signed a multi-year extension with ESPN in July of last year. Riddick and Clark are also signed to agreements with the network within the past few years.

However, Smith’s remarks reflect a growing industry trend. Networks face increasing competition for on-air talent as media companies expand their NFL coverage. Streaming platforms and league-affiliated outlets continue to invest in recognizable voices. Smith framed the issue as both urgent and strategic. He made it clear that retaining top analysts should be a priority for ESPN as competition intensifies.

ESPN has not publicly addressed the contract status of its NFL talent.

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