99.5 WYCD is shuffling its lineup to move Rob Stone and Holly Hutton to afternoon drive, among other changes.
The Rob and Holly Show will now be heard from 3-7 PM on the Audacy Detroit country station. They will replace Sean “Coop” Tabler in the daypart, who will move to evenings and host from 7 PM to Midnight. Stone and Hutton will remain syndicated through Infinity Networks, with the program airing in the 7 PM to Midnight window.
As part of the changes, Sarah Thomas, who had been partnered with Coop in afternoons, has departed the outlet.
“We are excited to refresh our daily lineup with voices that we know Detroit’s country music fans love,” said Audacy Detroit Senior Vice President and Market Manager Debbie Kenyon. “Bringing the award-winning live and local energy of The Rob and Holly Show to our afternoons and of course Coop, a beloved and familiar voice, back to host Detroit’s Country Nights, allows us to deliver a powerhouse of country entertainment from sunrise to sunset.”
Stone and Hutton had previously been in afternoons at the station, before moving to evenings in 2020 to host nights across the company’s country stations.
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Kirk Herbstreit says ESPN got it right when it came to celebrating Lee Corso’s legendary run on College GameDay. The longtime analyst reflected on his friendship with Corso and the network’s decision to honor his final appearance at Ohio State — the same place where Corso first donned the mascot headgear nearly three decades ago.
Speaking as a guest on The Dan Patrick Show, Herbstreit opened up about his relationship with Corso. Herbstreit described how their bond deepened after Corso suffered a stroke in 2009. What began as a mentor-player relationship evolved into something much more personal.
“When he had a stroke, he went from being the mentor and coach to me just… we never talked about it,” Herbstreit said. “It was just, ‘I’m an Ohio guy — what can I do to help?’ So I just kind of sat there, and if he ever needed a little help, I would help. And if he didn’t, he didn’t.”
Herbstreit added that his small gestures of support towards Corso weren’t about drawing attention.
“I would try to do it as subtly as I could,” he said. “I didn’t really realize people were paying attention to it. I think over time it just became natural. We were two friends hanging out next to each other talking football.”
The veteran analyst’s respect for Corso extends well beyond the broadcast desk. Herbstreit said he was particularly pleased with how ESPN handled the emotional sendoff for the 90-year-old icon, who has been part of GameDay since it’s beginnings in 1987.
“I was really, really happy the way ESPN handled that,” Herbstreit said. “Sometimes, you know, big companies — a lot of people, things move on. But they really did him right with that special they did.”
The network paid tribute to Corso with a weekend-long celebration, culminating in his farewell show at Ohio State — a fitting bookend to his memorable on-air tradition.
“The fact that it was at Ohio State, ironically enough, where he started with the headgear and finished with the headgear — it was a cool, cool experience to be there with him,” Herbstreit said.
Corso’s farewell marked the end of an era for College GameDay, which continues to be one of ESPN’s most influential properties. But for Herbstreit, the moment wasn’t about television history or ratings. It was about friendship, loyalty, and gratitude for a man who helped shape his own broadcasting journey.
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Red Apple Audio Networks has announced it is adding Another Side of Midnight with TJ McCormack to its offerings of nationally syndicated shows.
The program, heard on Saturday and Sunday mornings from 2-5 PM ET, launched earlier this year.
According to 77 WABC, the show has consistently ranked as the top program in the timeslot in the New York market.
“Joining 77WABC and Red Apple Audio Networks is a dream,” said McCormack. “This show is about real life —messy, funny, frustrating, beautiful life. If you’re awake at 3 a.m. and feel like you’re the only one going through something, you’re not. I’ve been there. We talk about politics, culture, addiction, recovery, family —whatever keeps you up at night or gets you through the day.”
In addition to his radio show, McCormack has worked as a stand-up comedian, writer, commentator, and speechwriter for various politicians and elected officials.
“TJ has dominated overnight ratings,” said Red Apple Media and 77 WABC Radio President Chad Lopez. “His authentic voice, background in comedy, and powerful personal journey make him uniquely relatable. He’s bringing something real to the airwaves — and it’s connecting.”
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The Radio Advertising Bureau (RAB) recently appointed a new slate of members to its Board of Directors at its recent biannual meeting.
The Board of Directors meeting was held in Carlsbad, California, where three new members were added to the already established group of members.
Joining the board were Audacy Senior Vice President of Research and Insights Ray Borelli, Skyview Networks President and CEO Steve Jones, and James River Broadcasting COO Lance Knudson.
The existing members of the board include Townsquare Media COO Erik Hellum (chairman), Cox Media President Rob Babin (vice chair), Bonneville International Executive Vice President of Regional Media Operations Scott Sutherland (finance chair), Lenawee Broadcasting Company President Julie Koehn (board secretary), and Connoisseur Media CEO Jeff Warshaw (immediate past chair).
The RAB is the not-for-profit trade association dedicated to advancing America’s radio broadcasters.
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Secretary of Defense Pete Hegseth released new reporting guidelines for news organizations to report on the Pentagon and the Department of Defense, setting a Tuesday deadline for organizations to agree to the new terms. Only One America News Network (OAN) has signed on to the new guidelines. The majority of cable news networks have rejected it.
OAN is the only network to agree to the policies set forth by the Department. Those policies include limited credentials and access to organizations that do not adhere to the new pledge. Employees of those entities that do not agree will be accompanied by DOD officials when they access certain areas of the Pentagon.
Media outlets have until 5 PM ET on Tuesday to agree to the new policy or return their credentials to the Department of Defense.
In a joint statement from ABC News, CBS News, CNN, Fox News and NBC News, the five major networks said, “Today, we join virtually every other news organization in declining to agree to the Pentagon’s new requirements, which would restrict journalists’ ability to keep the nation and the world informed of important national security issues. The policy is without precedent and threatens core journalistic protections. We will continue to cover the U.S. military as each of our organizations has done for many decades, upholding the principles of a free and independent press.”
Newsmax also took a stand against the new press policy for similar reasons.
“Newsmax has no plans to sign the letter,” a network spokesperson told Barrett Media. “We are working in conjunction with other media outlets to resolve the situation. We believe the requirements are unnecessary and onerous and hope that the Pentagon with review the matter further.”
In a company release, Newsmax said the restrictions from the Pentagon and Department of Defense represent an undue limitation on press freedoms guaranteed by the First Amendment. The network warned that the Pentagon’s move will create a terrible precedent in covering future presidential administrations, including Democrat ones.
“Newsmax has long advocated for its First Amendment rights, which include a free press and free speech,” the company said. “We believe those rights extend to all press institutions, even ones we disagree with. We believe Newsmax has the right to publish classified information without permission of the government, and cannot sign a letter that says we do not.”
However, former Congressman Matt Gaetz, who now hosts a primetime show on OAN, shared on social media that the company is “happy to follow these reasonable conditions, grounded in care for our national security.”
“Frankly I’m shocked these weren’t already the rules,” Gaetz added.
Frankly I’m shocked these weren’t already the rules.
It’s the PENTAGON! @oann is happy to follow these reasonable conditions, grounded in care for our national security. https://t.co/gv78Tvg8W0
Gaetz also said in a post on X that the outlets that didn’t agree to the new policies enacted were “dummies.”
On Monday, the Washington Post joined The Atlantic, The Guardian, The New York Times, Reuters, NPR, the Associated Press, HuffPost and the trade publication Breaking Defense as media outlets that have said they will not sign the agreement.
Additionally, NewsNation and The Hill have also not signed on to the agreement with the Pentagon.
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ESPN NFL analyst Peter Schrager may now share the national spotlight alongside the likes of Stephen A. Smith and Chris Russo, but his broadcasting journey began with something much simpler — a childhood fascination with New York sports radio.
Speaking in an interview with Steve Serby of the New York Post, Schrager admitted that before he was a national media personality, he was “Peter from Freehold,” a frequent caller into WFAN’s legendary lineup of hosts. The network’s mix of opinion, authenticity, and energy shaped not only his fandom, but also his eventual approach to connecting with audiences.
“I have a lot of respect for Mike and the Mad Dog and the way that they talked about things,” Schrager said. “The fact that they were able to do it in an unfiltered way was really cool for me, too. I was a caller into their show.”
For Schrager, what began as a listening routine became a blueprint for how he communicates on air today for ESPN.
“Every day after school, I listened to those guys for hours,” he said. “I think it helped form a lot of the ways that I like to connect with the listener, viewer, reader, whatever. They’ve been a huge influence over my career.”
That early exposure came full circle years later. Now a regular contributor to ESPN’s First Take alongside Russo, Schrager admits it’s still surreal to share airtime with someone he once idolized.
“I work with Mad Dog now on Wednesdays on First Take, and I have to pinch myself that I’m actually doing that,” he said. “And then Francesa used to have me on Fridays, and I was over the moon that I was actually talking with him.”
Long before his television career, Schrager was a familiar voice to WFAN’s overnight and weekend hosts.
“Yes, Peter from Freehold,” he said. “I would call in [Joe] Benigno when he was doing the Umberto’s Clam House. I would call in Adam Schein and Tony Paige on late nights, Richard Neer. You name it. I’m a product of WFAN sports talk radio.”
Schrager’s story is a reminder of WFAN’s enduring reach and influence. The station has inspired countless broadcasters and fans alike since its launch in 1987, and its legacy continues through those who once called in — and now help shape the national sports conversation.
For Schrager, it’s more than nostalgia. It’s proof that the passion born from a radio signal out of New York still drives him every day.
Have read Serby's Sunday Q and A for years. Humbled and thrilled to be asked to be the subject of this week's in the @nypost . https://t.co/foLMpxVbtM
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Since launching in August 2009, Beasley Media Group’s 98.5 The Sports Hub has been a defining legacy brand in one of the most passionate sports markets in the country. The radio station has celebrated numerous championships across all four major sports. Quickly elevating to a ratings juggernaut in the industry. Throughout the station’s longevity, Mike Felger and Tony Massarotti have held down afternoon drive, setting their own standard of excellence.
“The last time we didn’t finish first was in the spring of 2011,” stated Felger about the streak of 19 consecutive quarters in which Felger & Mazz have beaten their crosstown competition.
Prior to his time at The Sports Hub, Mike Felger covered Boston sports as a beat reporter for the Boston Bruins before becoming a columnist for the Boston Herald. Considered a scrappy tabloid compared to its competition at the Boston Globe. The time spent in locker rooms, challenging franchises, and understanding the inner workings of organizations helped Felger navigate his role at The Sports Hub.
Sixteen years later, Felger considers the success a combination of luck and a testament to the strength the station delivers overall in meeting the demands of its audience.
“I would say that most of the shows on our station have a similar track record [of ratings success],” explained Felger. “It’s a statement by the station and everyone on it. The city, and their appetite for sports talk in Boston.”
Consistency Is the Key
While there have been many critics within the industry regarding how measurement is tallied with Nielsen, Felger understands the challenges. After historic numbers in previous years, Felger & Mazz have seen declines in rating share despite still being well ahead of their head-to-head competition.
“Even though we’re still number one, the numbers have been down recently from our peak, which we don’t like. We’re still number one, the streak continues, but I’m always conscious of it,” explained Felger. “I’m constantly thinking of radio in general, and the place of terrestrial FM radio. Bigger-picture stuff, even beyond our content and approach.”
Felger says there is constant evaluation regarding how the program is performing. Everything from which stories and topics are discussed to how the program approaches connecting with the audience online. However, he admitted that he considers himself “incredibly lucky and grateful” for the long-standing success of the program, even with the challenges of the industry itself being ever-present.
“When you really boil it down, there are so few people who have a [PPM] meter. If one goes on vacation, or one is off for a week, it can throw it off. That’s kind of scary,” admitted Felger. “The thing we’re most proud of is that it has been 14 years. That sort of shows you that it’s not a fluke. That is something we’re very proud of, and we’re very proud of the continuity on the show.”
Benefits of a Reporting Background
Felger & Mazz have been together on The Sports Hub for over 16 years, with a production staff that has been consistent as well. He noted that not many programs stay together as long as they have. Jimmy Stewart, the show’s executive producer, has been with the program for 14 years. Marc Bertrand was the original update chair on the program before being elevated to a full-time host in 2015. Since then, Jim Murray has filled the role.
The consistency on the program mirrors the consistency in the delivery of its content. Felger insists the show is rooted in sports first. Utilizing the background both he and Massarotti acquired during their years working the beat for the Boston Herald.
“I find there’s real value in having two guys who have been in locker rooms, been on the beat, butted heads with teams, and covered teams. We’ve been around the block, and we can very easily discern when a team is full of s**t,” explained Felger. “There are a lot of modern kids who are bloggers, streamers, or podcasters who don’t really get it the way someone would who covered teams on a daily basis.”
Felger noted that his experience at the Boston Herald has translated directly to his experience hosting afternoon drive on 98.5 The Sports Hub.
“We had to be edgier and tougher [at the Boston Herald]. Sure, more sensational. We took that approach still because it’s in the DNA of the show,” explained Felger. “Yes, we talk s**t and we’re hot-take artists. But it comes from a base of covering these teams. Having a better idea of how the sausage is made than a kid who does it from his living room.”
A self-admitted “sports dork” who grew up reading the sports pages of his local papers, Felger is an adamant critic of how the practice of beat reporting is today compared to when he covered Boston teams.
“I think that beat reporting has gotten softer than it was in my day,” explained Felger. “The beat reporters now, to me, feel like their first inclination is to protect the team. I just know this because our approach on the radio is to be critical. That’s our default. That’s where we start on the show. But now, writers start from a place of protecting the team against people like us. Back in the day, that used to be different.”
Felger admitted his feelings don’t apply to all beat writers and not necessarily always. However, he remains passionate about the honor of the practice and the role it plays in telling the stories of athletes and franchises.
Effects of TV and Social Media
With the success of Felger & Mazz on radio, the duo began a simulcast of their program on NBC Sports Boston in 2010. As part of a partnership with the network, Felger believes the simulcast helps the branding of the show, allowing it to be available on television and reach a new audience. However, he also understands how it could affect their radio ratings in the market.
“We wonder about it. On a macro level, it cannot help,” said Felger. “Anyone who might be listening to us in the car and gets home and turns on the TV, or anyone who could be listening on the radio but has access to the TV, is watching on TV instead of listening on the radio. That takes away radio listeners. In the short-term macro, it does not help.”
With the professional television presentation that NBC Sports Boston provides for Felger & Mazz, the exact opposite could be said about Felger’s Off Air Show, which streams on social platforms. Following every show, Felger is joined in a production studio to discuss either similar topics or more “grab-ass stuff,” as he termed it.
Felger is not a participant on social media on any platform, but the Off Air Show serves as a platform that fulfills a requirement in his contract with 98.5 The Sports Hub.
“I have a social media requirement in my contract. We all do. I am not on social media. I can’t do it, nor stand it,” admitted Felger. “They want us to have a social media presence. While some of the other guys do Instagram, Twitter, or YouTube, I do that. So that’s my contribution to the internet world.”
While for some it may seem like checking a box, Felger enjoys the opportunity to riff on the most random things in the setting of the Off Air Show. While many of his contemporaries insert that type of content into their daily programming, Felger admits the focus must remain on sports for his program.
No Time for Reflection
Winning is everything in Boston. Sports fans around Beantown have enjoyed a run of titles since the inception of Felger & Mazz: three Super Bowls, two World Series titles, an NBA Championship, and a Stanley Cup Championship. In most markets, it would take a century or more to experience the amount of winning the Boston market has seen in the last sixteen years.
Felger believes that because of the lack of recent sports success, the market has somewhat forgotten that winning feeling. He admitted that the streak of glory the city experienced was a once-in-a-lifetime stretch that may never be duplicated.
“The winning around here lasted so long. It wasn’t just the [New England] Patriots,” noted Felger. “I think we just took for granted that it’s not always that way.”
Despite a growing legacy in the medium, Felger admitted he’s not stopping anytime soon. Instead of taking a step back to enjoy and reflect on the program’s standing in the industry, he says no one on the program is close to hanging their jersey in the rafters.
“It’s still the best four hours of my day,” noted Felger. “I really do enjoy the process of it, and I’m incredibly lucky. I grew up as just a sports dork. As a kid, I just wanted to be a sportswriter. To be able to do what I do, I just consider myself lucky. And no, we’re not ready to stop anytime soon. I’m more worried about the industry stopping before I stop—that is really the concern.”
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This Week with George Stephanopoulos is always a target for conservative media members, and justifiably so. The ABC News anchor previously worked for the Clinton administration, so it’s hard to argue that he’s impartial (despite the fact that those same people criticizing aren’t impartial, either, but that’s a different column for a different day.
On Sunday, Stephanopoulos stopped a conversation with Vice President JD Vance after a contentious back-and-forth about border czar Tom Homan and whether or not he allegedly accepted a $50,000 bribe from undercover FBI agents.
For brevity’s sake, the recap goes something like that: Stephanopoulos asked Vance if Homan kept the money. Vance retorted by saying that he didn’t know what Stephanopoulos was talking about, saying that he didn’t accept a bribe, then suggested that Homan could have been paid for services he provided to someone. He continued by deflecting, saying that Homan is only being criticized because he’s being successful, and stated that it would be a more interesting question to find out why Homan is being so roundly criticized for doing his job.
George Stephanopoulos attempted to clarify the answer, pointing out that Vance had failed to answer the question that had been asked. Vance was clearer in his answer the second time, stating that he didn’t believe Homan accepted a bribe, and that there was no evidence he had done anything illegal.
Again, Stephanopoulos asked whether or not Homan kept the $50,000. Vance then claimed ignorance, before Stephanopoulos reiterated the question, with Vance continuing to assert he didn’t understand the question. The Vice President ultimately shared that he did not know the answer to the question, but that he knows that Homan did not commit a crime.
At that point, the ABC News anchor ended the interview. While ending the discussion, Vance attempted to retort. But was cut off, with the show moving to a different topic.
In the aftermath, plenty of reactions poured in, mostly along party lines. On one hand, conservative commenters argued that Stephanopoulos acted unprofessionally by hounding Vance about the topic, especially when the subject of the interview was supposed to be about the situation in Gaza between Israel and Hamas.
On the other hand, commenters shared their beliefs that Vance was purposefully being contentious in an effort to avoid answering direct questions about a member of the Trump administration.
I don’t especially care about Vance’s stances in the matter, because this isn’t a political column, it’s a news media column (although, I do think it’s worth noting that you can’t say you don’t know whether or not Tom Homan kept $50,000, but you’re certain he didn’t commit a crime. I don’t think it can be both.)
I care about the reaction to how George Stephanopoulos handled the interview. And I have one question for those criticizing the ABC News anchor: what else was he supposed to do?
It’s not an exaggeration to say that Stephanopoulos asked the question four times. And Vance continually failed to answer it. Holding someone’s feet to the fire, whether they’re a member of your favorite political party or not, isn’t an indictment on the ABC News anchor’s character: it’s his job. Too many confuse public relations for journalism today. George Stephanopoulos isn’t supposed to be lofting softballs to the Vice President to make him look better. That’s not the gig.
It’s also not the gig to ask softball questions of those Stephanopoulos finds more favorable, either, for the record.
But when you’re interviewing someone who very clearly does not want to answer the question, and their responses range from “he did nothing wrong” to “well, wait, I don’t even know what you’re asking me”, when the question was not strangely worded or confusing, you have two choices: keep asking the question or move on.
That’s it. Those are the options. And since George Stephanopoulos is an experienced news anchor, he moved on. Because it was clear that JD Vance was never going to answer the question. Now, it could be that he truly did not have the information to respond accurately, but he wasn’t ever going to say that, either.
I have no issue with the criticism of any news anchor or interviewer when they truly have acted unprofessionally, when they’ve been slanted, inaccurate, or intentionally attempted to mislead the audience. Furthermore, I think we all should call that out.
But I don’t think it’s fair to simply state that because someone — whose job it is to ask important questions of those in power — followed through with their task, and in the process made a member of one political party look like they were backed into a corner. If you want to criticize the host for not doing that to Democratic lawmakers, I’m here for it and I’ll stand beside you in that criticism.
However, Stephanopoulos didn’t badger Vance. He didn’t attack him. He remained firm and steadfast in asking the same question again and again. It was a question that members of the Trump administration had routinely sidestepped, avoided, and failed to clarify.
Asking it, firmly and fairly, is the job. That isn’t cause for criticism. It should be celebrated, if anything.
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In the category of air talent, radio unicorns are few — those people who defy their market size while thriving in a format that doesn’t sync with their tenure. This time last year on the Barrett Media platform, we chronicled a cross-country trip to visit the world’s cutest grandkids — ours. On that trip, we were exposed to around 100 radio stations. Read about that trip HERE.
The second leg of the journey — covered HERE — ended in the heart of Missouri, where arguably the best-operated cluster of radio holds court: Zimmer Communications.
If you’re not up to speed on this blue-chip outfit, Zimmer Communications — once a major mid-market player — now operates in smaller towns across the Midwest.
The Columbia–Jefferson City brands of Zimmer Communications are led by John Zimmer, a champion of local, live radio and a true legendary broadcaster.
On the programming side, Zimmer Communications regularly assigns a content leader for each of its brands, including Barrett Media colleague Peter Thiele as their News/Talk Format Captain.
Their sales efforts reach beyond spots and sponsorships. Zimmer Communications acts as a plain-wrap agency for dozens of local clients, publishes a mid-Missouri magazine, and employs a half-dozen digital experts along with a robust Creative Services team. They have won a vast number of local, regional, and national awards — so many that if their trophy case were outside the building, it would be visible from the International Space Station.
Their team culture is admired throughout the industry. Zimmer Communications’ tenured talent are often recruited to major markets, with the answer almost always being a resounding “no thanks.”
Which brings us to one of their most loyal — Nick “Cosmo” Schudel — longtime morning anchor for their Top 40 juggernaut Y107. What makes Cosmo a Radio Unicorn is his market longevity, loyalty to Zimmer and the Columbia market, and his ability to remain relevant through decades of evolution.
Like nationally syndicated Elvis Duran — who’s 61 — or what Scott Shannon achieved as he too approached 60, and what cross-state St. Louis legend Guy Phillips accomplished, Cosmo has the knack and talent to stay connected to a much younger audience while chasing Father Time.
On a recent trip to Columbia, we shared coffee, conversation, and reflection on his remarkable career.
*Editor’s Note: Answers have been edited for clarity and length.*
Kevin Robinson: Share with us the beginning of your radio journey and what brought you to Columbia.
Cosmo: Out of the St. Louis Broadcast Center, my first job was — of all places — in Steamboat Springs. I was a 20-year-old kid who never imagined that my first apartment would be 20-some hours away. The company tried to get me to come out on a bus ride for an interview. Nope — I flew! It would’ve been a 26-hour bus trip for an interview!
I was there a year and a half for my first job. I did everything — talent on a Top 40, news, sports — and even took out the trash! It was in a little strip mall with an Army recruiter on one side and a jewelry store on the other.
Three months into the gig, I locked myself out of the station while taking out the trash. I was getting one last cigarette with the last few segments of Casey Kasem on CD and thought, “OK, I’ve got time to prep for the next morning.” But the door was locked. I had to bang on the door of the program director who lived behind the station at 10:45 p.m.! I thought for sure I was fired.
From Steamboat to Sedalia, Missouri — being a St. Louis kid, I wanted to get closer to home. I spent four years there, then got a call to northern Illinois: WDEK and Big City Radio. Big City attempted to cover Chicago with fringe signals. That didn’t work — we all got fired.
I thought, “OK, all right, son of a b***h — what do I do now?” But because I had all this experience doing 20 different things, I got a gig in Rockford at WZOK. It was a fluke. The next day, heading to Rockford, I was just going to drop my folder off in the door slot with my CD and résumé. Some remote tech from the station invited me in and asked me to wait for Program Director Scott Chase. I didn’t have an appointment, but we ended up doing an impromptu interview.
He came out of the studio like, “Who the hell are you, and how did you get in here?” We talked for 45 minutes, and a week later I was hired — got to do a “morning show at night,” and I had a blast with it. That was my goal: a morning show, and I was able to do that at night!
After WZOK was sold, I got the opportunity to come back to Missouri and launch Q103.1 in Jefferson City, and then flip the 106.1 frequency to CHRT. Then the same company that bought Rockford came into Columbia — Cumulus — and I knew the writing was on the wall.
All my coworkers were like, “What are you freaking out about?” I said, “I’ve seen this script. I’ve lived this script.” Contracts and bonus structures were ripped up. I knew where it was going. Luckily, I had no contract. I got in contact with the Zimmer folks, and my original show, Cosmo and JC — which people still talk about — went from being a night show on a Friday to a morning show the next Monday.
Kevin Robinson: Tell me about your two decades in Columbia.
Cosmo: This fall marks 25 years since I moved back here to Columbia — and 21 years on Y107! There are moments I still have to stop and pinch myself, like “Holy crap.” Now I realize that this is my spot! I’m not letting go of it, no matter who my coach is or what format tweaks come from different consultants.
It’s pretty cool here — in Columbia and at a station that believes in local talent and gives us great resources. There are very few buildings where all the morning shows hang in the hallway — talking about what’s going on, bouncing jokes off each other, brainstorming. We’ve got four live, local shows with multiple players. There’s an energy to that, and we compete with each other to keep improving.
I watch Scotty and Shags and Trevor and the other morning shows work so hard to get better and evolve their brands. I’m not getting left behind in that — they help me so much.
Kevin Robinson: What was your best day on the radio?
Cosmo: One of the ones I’m most proud of happened just a couple of weeks ago. A 21-year-old Stevens College student, Aiyanna Williams, was the victim of errant gunfire — some guy got into an argument downtown, fired off 11 shots at random, hitting three people up the block. She played high school volleyball with my daughter.
This happened on a Friday night into Saturday morning — Mizzou Homecoming weekend. That next Monday, we scrapped an entire hour of regular programming and just opened the phone lines. No political talk — that wasn’t the time. I shared my personal feelings, and we had parents and students calling in.
After the Chiefs’ Super Bowl rally shooting in Kansas City. We scrapped everything and said, “We feel like you — hurt, confused, scared — and we’re right there with you.” It’s hard to do morning radio on days like that, but we used our platform for good.
The freedom to do that at Zimmer is great. Too often, shows don’t know how to tap into real emotions because they get so caught up in format and characters. On days like these, we say, “Screw the benchmarks and format.” Radio is for your community.
That raw emotion makes us vulnerable. I’m normally the loud, obnoxious guy on the air, and I tell myself I can’t be the softy crying on the mic — but that’s the real me.
Kevin Robinson: Audio platforms are growing around you, and the target audience is getting further from your personal perspective. What keeps you and your show relevant?
Cosmo: The number one thing is being raw and real. You’re not going to get that from anyone off the radio, no matter how good the podcast or national show is — they don’t even know where Columbia is on a map.
To continue that relationship, we go where the audience is — connected on social, especially in a younger format. I ask my 22-year-old daughter for help all the time.
We also focus on that one person — our P1. What’s their name? Where do they live? What do they do? We even have a picture in the studio — she’s named Emily. Does the content pass the “Emily filter”?
Plus, we have younger women in our building — our Advisory Panel. We ask about imaging, promos, and trends. Every local business can learn from that.
If you’re sitting in a restaurant like Murray’s next door, they know their brand and core customer. If you’re in a format outside your demo, you have to work even harder to stay relevant. Don’t use verbiage that’s not natural — I’m not going to say “squad” because I’d lose more points than I’d gain.
I can be hip and connect to the demo without faking it. I talk about what they’re talking about truthfully. I’m not going to pretend to know a show because it’s on a prep sheet. I’ve got to be authentic.
Kevin Robinson: What’s your best advice for emerging talent ready to dive into radio?
Cosmo: Be really good with your money — save your money (laughs). Do some things I wish I would’ve done. Soak up anything and everything you can. That helped me get opportunities I wouldn’t have had if I’d focused on just one thing.
When new people come to us, we ask them to teach us something we don’t know. We just hired a Mizzou grad — a producer on our talk station — who wants to learn everything. A lot of us veterans are soaking up his knowledge while teaching him what we know.
Be open to learning every aspect of the business: helping with the website, voicing commercials, producing a high school football game. The more you know, the more opportunities you’ll have.
Experience matters less than attitude. You can have 15 years and a résumé full of call letters, but if you’re not a team player — if you won’t help at the food drive or school supply drive, or show up early for the Tiger tailgate — we’ll find someone with half your experience who will.
Kevin Robinson: If you could interview or cohost your show with anyone, living or dead, who would it be?
Cosmo: I think back to David Letterman — a radio guy back in the day. One of my friends would watch Letterman, and I had no idea who that was. This guy was throwing watermelons off buildings and doing stupid human tricks. I’d love to share a mic with him — his timing was great.
I also do play-by-play locally. If I could share a mic on a baseball broadcast with Jack Buck — oh my gosh! Growing up in St. Louis, that would be incredible. My dad had a little transistor radio back when there were only 30 games on TV — it was always on. If I could share a mic with Jack Buck for half an inning, let’s go.
Conclusion
Cosmo shared that he occasionally looked at bigger-market opportunities but feels blessed to have chosen to remain with Zimmer Communications for the past two decades.
When our hour-long chat wrapped up, Cosmo said it best — with spot-on realism:
“Our brand is relationship radio. It’s what connects us. Our spouse, kids friend and coworkers. Relationships define us and it resonates with our most loyal listeners.”
In light of another big-company layoff just last week, clearly, Cosmo chose wisely.
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Few phrases have hurt Hot AC and music radio’s general evolution more than “shut up and play the music.” It’s often said with good intentions, to keep momentum tight and protect music flow, but for Hot AC, it’s a short-sighted mindset.
In a world where listeners can get the same songs on Spotify, Apple Music, or their smart speaker, the one thing they can’t get anywhere else is your station’s personality. Hot AC’s success has always come from the balance of music and mood; it’s not just a playlist, it’s a vibe.
The personalities between the songs define that vibe. When programmers or consultants tell talent to stay quiet, they’re effectively removing the most human part of the station. Music alone can’t build a relationship with listeners—people do that!
The original “shut up and play the music” mantra was a reaction to a time when jocks rambled too long, sometimes making the station sound sloppy. I once worked for an operator who stated out loud, “I like salespeople, they make me money! On-air talent costs me money!” Such a short-sighted way to approach your entertainment operation.
I like to argue that today’s Hot AC talent understand pacing, teasing, and topicality—and if they don’t, it’s up to you to coach them to that end goal. The challenge isn’t to silence them; it’s to guide them toward making content more relevant, personal, and emotionally resonant. Tight, engaging communication is the goal, not muteness.
Listeners don’t turn off when someone talks; they turn off when the talk is meaningless. That’s a big, crucial distinction. A quick, honest observation about something local, a moment of empathy about a rainy Monday, or a witty line connecting two songs are the moments that make Hot AC sound alive. Good programmers know that talk breaks are opportunities to brand the station’s personality, not interruptions in the music.
When consultants push the “less talk” agenda, most will point to research and claim “listeners want more music.” But that’s surface-level thinking. Yes, music is the core, but listeners stay because of connection. If all they wanted was music, they’d already be streaming. What they want from Hot AC radio is companionship—the feeling that the station “gets them” and understands what’s important in their lives.
That happens when a relatable, human voice breaks through and creates a real moment.
The most successful Hot AC brands understand that balance. They don’t fill airtime with fluff, but they don’t erase their talent either. They coach, helping personalities say more in less time with greater authenticity. It’s about smart talk, not no talk. When done right, a seven-second break can make the listener smile, nod, or feel understood—and that’s priceless.
There’s also a strategic layer here for programmers and GMs. Personality builds equity. A well-branded, personality-driven Hot AC station is far more defensible against streaming and AI-driven music services. A faceless jukebox is easily replaced; a warm, familiar voice that feels like a friend is not.
So instead of saying “shut up and play the music,” the better approach is “make it matter.”
Encourage talent to find a hook, a thought, or a shared emotion that fits the station’s tone. The great Hot AC brands of the future won’t be the ones that played the most songs—they’ll be the ones that made the most connections. Because when the music fades and the voice that follows sounds real, that’s when Hot AC wins!
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
