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Understanding The News/Talk Radio Audience Is Key to Surviving in a Podcast World

Peter Thiele
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Understanding The News/Talk Radio Audience Is Key to Surviving in a Podcast World

The art of growing an audience is not based on a wide variety of people who have no common life experiences, values, and socioeconomic backgrounds. One of the challenges of the news/talk radio format is that it is sometimes tough to define who the target audience member is.

The program director may have a strong definition of that person, but unlike a music format, the content is generated by a group of people who may have diverse understandings of what the audience is.

Conservative people is not a target demographic if you really want a large audience. Certainly, over 50% of the people who voted for Donald Trump came from a wide swath of Americans. There were men, women, differing ages, differing races, diverse economic and educational backgrounds as well. Being the station of people who voted for Trump is not a winning strategy. How do I know? It is very simple, there are radio stations and radio shows built on this concept, and nobody has a 50 share.

Most news/talk stations that are focused on current events have 60% to 65% male listenership. I have heard hosts, general managers and sales managers lament this fact. I once had a host who was damned determined to change that narrative. He had a female news anchor and sidekick and was going to show me that I was wrong. The market manager didn’t want me to coach the show otherwise because of some issues in that cluster.

So, I let this experiment run the course of the book. When I received the results from the spring book, I asked the host how he felt the show did? Did he think that the new direction was working with listeners? The host went on and on about how much chemistry he had with the news anchor and sidekick. He said that he knew that the audience was growing.

Sadly, I told him that the audience hated it. He had a show that was 50/50 between men and women, but the male listeners disappeared, and the number of women didn’t grow at all. This host was shocked. I had to basically produce the show for the fall ratings period. By the way, I don’t like doing that. I want hosts to be creative and have fun.

Unfortunately, I couldn’t move on from the show and the host’s instincts were terrible. The Fall Book arrived and that very same host was just a decimal point away from a bonus. Lesson learned for that host.

What is your listener doing with their lives? What do they do for a living? Are they homeowners? Are they married? Kids? Hobbies? Your specific community has certain activities that may be endemic just to your area. What about the college or professional football teams? What about a baseball team? I don’t know. I do know that for my specific market Mizzou football, the Kansas City Chiefs, and the St. Louis Cardinals are a big honking deal. I also know that deer hunting is big. What is your audience up to? What are the kids up to? The spouse? Do you have a design for your person?

Radio is one one-on-one communication. It is about speaking to a specific individual. If you are speaking to a specific person, is it exclusionary? I certainly hope not. If you are a professional 50-year-old man who loves country music, that is great, but that format is not built to appeal to you. Country music is designed to appeal to younger, working-class women. News/talk radio is built to appeal to men. Certainly, there are women and all age groups that love news/talk radio, but the largest part of the audience belongs to men. If you are not focused on your ideal listener, you are dead.

Why is focusing on a specific listener so important? It comes down to this: the market is completely fragmented. There are so many choices that are not radio that your listeners can choose from at any moment in our connected car world. Visit YouTube. There is a channel focusing on tropical fish with 1.66 million subscribers. Photography channel with a half million subscribers. You can go down the line in your personal interests and find channels like that. Hugely successful and tightly targeted. The fish channel isn’t breaking down anything but aquarium stuff. Well, your focus should be on your station’s target listener only. This philosophy isn’t exclusionary at all.

A strong focus allows you to succeed. If your station speaks to multiple demographics, the station will not be speaking with anyone. Music stations have certain advantages because the music is the star. The content between songs is tightly controlled and is brief.

Your show or radio station must be very focused for traction with an audience in 2025. There are too many options that are too easy to access. If the radio station does not interest or entertain me, I have thousands of podcasts to choose from and personal playlists, not just other radio stations.

Focus delivers a consistent message in content that creates uniformity. Just like a rock station isn’t tossing in a Whitney Houston song to appeal to a different demographic that could be listening to their station, don’t do the same thing while discussing something totally out of demo.

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.

Hubbard Radio Seattle Names Nick Beyer Vice President and Market Manager

BNM Staff
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Hubbard Radio Seattle Names Nick Beyer Vice President and Market Manager

Hubbard Radio Seattle has announced the appointment of Nick Beyer as its new Vice President and Market Manager.

A Seattle native, Beyer began his radio career at Hubbard Radio Seattle more than 20 years ago, when the company was still Sandusky Radio. Most recently, he’s worked in senior leadership roles at CRISTA Media and iHeartMedia Seattle.

“I’m incredibly honored to return to where it all began,” said Beyer. “Hubbard Radio Seattle is home, and I can’t wait to work with this amazing team to serve our listeners, clients, and community.”

“I believe Nick is the person to elevate our Seattle cluster to the next level,” added Hubbard President/Market Manager for Phoenix and Seattle, Trip Reeb. “I couldn’t be happier he’s back.”

A Washington State University graduate, Beyer will now oversee MOViN 92.5, 98.9 The Bull, Warm 106.9, KIXI 880 AM, KKNW 1150 AM, and the 2060 Digital Seattle office.

“We are thrilled to welcome Nick back into the Hubbard fold,” Hubbard Radio CEO Ginny Hubbard concluded.

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.

Bruce Logan Named VP/PD for 100.3 The Bull, 95.7 The Spot Houston

BMM Staff
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Bruce Logan Named VP/PD for 100.3 The Bull, 95.7 The Spot Houston

Country Aircheck reports that Bruce Logan has rejoined Audacy as VP/Programming and PD for Country 100.3 The Bull and Variety Hits 95.7 The Spot in Houston.

Logan was most recently OM/PD for Hubbard West Palm Beach, where he oversaw New Country 103.1 and Classic Hits Sunny 107.9. He exited that role in March of this year. (BMM 4/9)

He previously spent five years with the Houston cluster under then Entercom.

Other stops for Logan include Regional Programming Manager at Clear Channel in Georgia, North Carolina, South Carolina and Virginia.

Congratulate Logan here.        

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.

Dana White Hints at New UFC Rights Deal “Leveling Up”

BSM Staff
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Dana White Hints at New UFC Rights Deal “Leveling Up”

As the UFC continues to expand its global footprint, President Dana White says the organization’s next media rights deal could fundamentally change the way fans access the sport—potentially more than ever before.

Currently, the UFC and ESPN are in the final stages of a five-year, $1.5 billion deal for domestic broadcast rights that began in 2019, only to extend the agreement by two years in early 2019, adding pay-per-view streaming rights to the package. Bloomberg reported in June that the UFC is seeking a price tag of a billion dollars annually moving forward. Furthermore, when asked by Sports Business Journal how the talks were going with the agreement wrapping up this year, White said he’s happy with the discourse so far.

Speaking during a recent interview on the Full Send Podcast, White revealed that the company is actively engaged in negotiations for its next rights package, and while nothing is finalized, he hinted at a significant shift on the horizon.

“The world’s going to change a lot in the next year with our rights deals,” White said. “More than likely, we’re going to end up with a platform that is way more global than we are now.”

While White stopped short of revealing specific platforms or timelines, he confirmed the UFC is in the thick of discussions and that the current climate in media could allow for innovative possibilities.

“We’re in the middle of talks,” White said. “We’ll see how it plays out.”

In 2023, Endeavor, the UFC’s parent company, and WWE merged and the launch of TKO, a company that will combine the forces of the two global-powerhouse live-event and sports promoters. As part of the move, Endeavor owns 51% of the company and WWE shareholders will own 49% of it.

Regarding the negotiations, White was asked if the UFC could land on multiple platforms or explore unconventional streaming options. White didn’t hesitate to express his openness.

“Anything is possible,” he replied. “Every year that we’ve done a deal—starting from Spike TV to Fox, and then to ESPN—we’ve leveled up. Each move has made the sport bigger and reached more people.”

The broader context of the media industry appears to be heavily influencing the UFC’s next steps. As traditional television and satellite platforms continue to lose ground, White acknowledged that streaming giants are commanding attention—both from consumers and from UFC leadership.

“Television is dying quickly. Satellite’s dying quickly,” White said. “These streaming services like Netflix—their stock is higher than it’s ever been. They’re killing it.”

The UFC’s partnership with ESPN has been a landmark chapter for the brand, bringing wider visibility and elevating the sport’s profile in the United States. However, White seems to believe the next step could push UFC into new territory—especially internationally.

“The world’s going to change a lot when we do our next rights deal,” he said. “While we’re in this deal, the world will completely change by the time we come out the other side of it.”

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.

FOX Sports 1 Cuts Ties With Joy Taylor, Cancels Speak, Breakfast Ball and The Facility

BSM Staff
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FOX Sports 1 Cuts Ties With Joy Taylor, Cancels Speak, Breakfast Ball and The Facility

Joy Taylor is out at FOX Sports as part of a significant shake-up that will see multiple programs, including FS1’s Speak, come to an end. According to a report from The Athletic, Taylor’s exit coincides with the cancellation of three underperforming studio shows: Speak, Breakfast Ball, and The Facility.

Sources told The Athletic that the shows failed to gain meaningful traction with audiences, which ultimately led to the decision to move in a different direction. Taylor, who had been with Fox Sports for nearly 10 years, co-hosted Speak alongside Keyshawn Johnson and Paul Pierce. Her contract expired and was not renewed.

This marks a dramatic shift in FS1’s daytime programming strategy. The canceled shows were all greenlit under the leadership of former top programming executive Charlie Dixon, who was ousted from the network earlier this year following serious misconduct allegations.

In one of two lawsuits against Dixon, a make-up artist claimed Taylor told her to “get over it” in reference to a reported incident of sexual battery. Taylor has denied the claim.

Breakfast Ball was hosted by Craig Carton, Mark Schlereth, and Danny Parkins. The show represented Carton’s second venture with the network after stepping away from WFAN’s afternoon drive two years ago.

Schlereth spoke to Barrett Media in late April about how Breakfast Ball was aiming for a different style of program that allows the audience a choice for sports on morning television.

“What we’re trying to present is an alternative. Something new, something fresh. Building a show and finding an audience it just takes time,” said Schlereth in late April. “I don’t feel pressure if we don’t make this happen, or if we don’t get a certain rating by this time. I just think of it more from the standpoint of let’s just keep getting together. Let’s just keep having fun, keep creating good content, and eventually my hope is that we find a large audience.”

While nothing official has been released from FOX Sports, there will be some speculation surrounding Carton’s next move, a return to WFAN appears to be a possibility.

Meanwhile, The Facility was a newer addition to FS1’s lineup, launching less than a year ago. The show featured a rotating panel of former NFL players, including Emmanuel Acho, Chase Daniel, James Jones, and LeSean McCoy.

FOX Sports has yet to issue an official comment on the changes, but The Herd with Colin Cowherd and First Things First featuring Nick Wright, Chris Broussard, and Kevin Wildes will remain in their current time slots. FS1 is expected to fill the vacated hours with new programming in the coming months, though no announcements have been made about what shows may replace the outgoing lineup.

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.

Tucker Carlson: Dan Bongino Will Never Be Able to Go Back to His Podcast After Epstien Files Drama

BNM Staff
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Tucker Carlson: Dan Bongino Will Never Be Able to Go Back to His Podcast After Epstien Files Drama

Tucker Carlson says Dan Bongino may not be able to return to his podcast after the fallout from the Epstein Files controversy.

During a recent conversation on the Culture Apothecary podcast, Carlson painted a vivid picture of Bongino’s situation, calling it a “career wreck.”

He explained that Bongino had been thriving, running one of the country’s top podcasts, earning major revenue, and broadcasting from a new Florida studio.

Carlson said Bongino had been working with his wife and “having a great time” before he received the offer to become Deputy Director of the FBI. Despite the enormous pay cut and relocation to Washington D.C., Carlson said Bongino took the job out of love for Donald Trump and the United States.

However, the failure of the Trump administration to release the Jeffrey Epstein files, which many believe will expose child sex trafficking by some of the most prominent names in American and international society, has caused internal strife at the FBI and the Department of Justice.

Over the weekend, it was reported that Dan Bongino had threatened to resign if Attorney General Pam Bondi wasn’t fired for her failure to unveil the files.

Tucker Carlson argued that Bongino got “completely shafted” by giving up his popular podcast and nationally syndicated radio show to join the FBI, only to not be supported by those surrounding him.

“It kind of wrecks Dan’s career,” Carlson shared. “It’s going to be very hard for Dan to go back to his podcast audience and say, ‘I’m telling you the truth,’ when they all think that he’s covering up for Epstein.”

Carlson left a small door open, saying “Things may change,” but remained skeptical of Bongino’s ability to make a media comeback after just a high-profile situation.

Bongino has yet to respond publicly to any of the reporting surrounding his potential blowup with Bondi or threats of exiting the agency. He has also not addressed any of the Epstein-related allegations directly, other than to previously state that it was abundantly clear that the New York financier had died by suicide in 2019.

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.

97.9 FM WGBW Hosts John Maino and Jim Schmitt Depart

BNM Staff
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97.9 FM WGBW Hosts John Maino and Jim Schmitt Depart

After a two-year run, Maino and the Mayor has ended its time on 97.9 FM WGBW in Green Bay.

The Civic Media-owned morning show paired longtime Green Bay broadcaster John Maino with former Green Bay Mayor Jim Schmitt.

The decision to cancel the program came shortly after Station Manager Todd Michaels stepped down. Michaels also produced the show and is leaving radio to begin a new career outside of the broadcasting industry.

“Ultimately, the best laid business plans sometimes don’t accomplish what we believe it will,” a statement from the station read. “This is not only a mission, it’s also a business. We’ll take some of that weight off of Jim and John. They can only do what they do.”

Maino addressed the show’s cancellation online, saying the decision was made by Civic Media and came in light of Michaels’ departure.

Maino, a fixture in Northeast Wisconsin media, and Schmitt, who served as mayor for 16 years, offered a unique blend of local insight and entertainment during the show’s run.

There’s no word yet on what will fill the morning slot on 97.9 FM WGBW. Civic Media is expected to announce updated programming plans in the coming weeks.

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.

Rob Manfred: MLB Baseball Broadcasts Are in Too Many Places Right Now

BSM Staff
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Rob Manfred: MLB Baseball Broadcasts Are in Too Many Places Right Now

Last month, Major League Baseball commissioner Rob Manfred said that he had hopes to resolve the league’s media rights package being abandoned by ESPN by the MLB All-Star Break. With his deadline arriving this week, Manfred still has not officially announced any new finalized details. However, there are reportedly multiple conversations with bidders ongoing.

Manfred was a guest of The Pat McAfee Show on ESPN Monday and clarified what the goal of the league is when approaching its media rights deals.

“We want to sell more games nationally. We think it’s good for our exposure, more broadcast exposure, big game exposure. We also believe that the buyers that are out there are going to be national buyers, particularly the streaming companies,” said Manfred. “Secondly, we need to streamline our offering. We need to get out of the blackout business.”

Additionally, the commissioner referenced when the league officially took over the broadcast rights of the San Diego Padres in 2023 as a sign of success and demand for MLB baseball. According to Manfred, within two weeks of taking over the rights of the San Diego club, over 20,000 subscriptions were purchased to watch Padres baseball.

Furthermore, Manfred continued to explain why his goal is to streamline the ease in offering MLB baseball to fans.

“We are too many places right now,” said Manfred. “We’ve experimented. Apple’s been a great experiment, but we do have a lot of fragmentation. We need to get into a more streamlined model, where a fan knows, ‘Friday, I want to see my game tonight.’ They go to a digital service; they know the game’s there. If it’s not there, it’s going to be one of a couple of national games, and it’s easy for the fans. That’s what it needs to look like.”

When Manfred was named commissioner of baseball in August of 2014, he said the model for baseball when it came to internet delivery was very forward-thinking. Today, however, he acknowledged that the model for distribution has changed, and baseball is adapting with the times.

“We thought we could drive everything to our platforms,” said Manfred. “We got this wrong. We’re just in the wrong place. We’re trying to drive everybody here. The right strategy is to make sure we are where the people are. You got to go, where people are going. And that shift has been a really good thing for us.”

Finally, it’s worth noting that MLB and ESPN mutually opted out of their national broadcast rights agreement this past February. Nevertheless, the two sides have reportedly begun discussions about a new rights deal, with an ESPN direct-to-consumer platform launching this fall.

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.

Veteran Host Sandra Miller Returns to 97.5 WONE Mornings

BMM Staff
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Veteran Host Sandra Miller Returns to 97.5 WONE Mornings

Sandra Miller is returning to 97.5 WONE Akron for mornings. This is the second tour of duty for Miller, who previously spent 22 years with the station.

Miller was co-host and part of Jeff Kinzbach’s “Kinzbach And Company” morning show. When Kinzbach retired in 2020, Miller was let go.

From there, she joined Classic Rock Y103 in Youngstown, where she hosted middays.

Miller replaces Matt Spatz and Amanda Casey, “Spatz & Amanda,” who exited last month. (BMM 7/2)

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.

Jonathan Adler Returns to Milwaukee Radio at 88Nine WYMS

BMM Staff
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Jonathan Adler Returns to Milwaukee Radio at 88Nine WYMS

Milwaukee market veteran Jonathan Adler is back on the air at AAA 88Nine WYMS, where he will also serve as Assistant Program Director while holding down 6 to 10 pm. Additionally, he will host the Saturday request show “Let’s Hear It” from 10 am to noon.

Radio Milwaukee is also bringing Maggie Corry aboard as the station’s deputy executive director. Corry was previously with the company from 2016 to 2022, leading membership and development.

“The additions of Jon and Maggie clearly strengthen our leadership team and will further drive our community-focused storytelling and programming,” said Jordan Lee, Radio Milwaukee executive director. “Even better, both Jon and Maggie are well-known and committed to Milwaukee, and the diverse and growing audience we serve through 88Nine and HYFIN.”

Adler spent the past 19 years in mornings crosstown at Alternative FM 102.1 until his departure this past March. (BMM 3/21).

 “Milwaukee is my home. My goal is to continue contributing to the local media landscape. And expand Radio Milwaukee’s influence in the community,” said Adler.

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.

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