The two leading audio brands in the United States have formed a partnership as iHeartMedia and Audacy announce a new content distribution partnership that will significantly expand the reach of Audacy’s radio portfolio. Effective immediately, Audacy’s collection of more than 240 broadcast radio brands and time-shifted podcasts will be available on iHeartRadio, iHeartMedia’s free all-in-one digital service for music, podcasts and live-streaming radio.
“This is an exciting day for our industry as the addition of Audacy’s stations to iHeartRadio maximizes radio’s presence across the country as the most listened to and trusted medium for audiences and consumers,” said Michael Biondo, president of business development and strategic partnerships at iHeartMedia.
As a result of the partnership, iHeartRadio users will gain access to a wide variety of Audacy programming. That includes 28 sports radio brands such as WFAN in New York, which is the most-listened-to sports station in the country. Listeners will also find seven of the top eight most-listened-to all-news stations in the U.S., including New York’s 1010 WINS, the nation’s leading news station.
In addition, dozens of music stations — including the World Famous KROQ in Los Angeles and Chicago’s 93XRT — will now be part of iHeartRadio’s lineup.
“This move gives our listeners even more opportunities to connect with the stations and content most relevant to them, aligning with our mission to always meet our audiences where they are and enhance their experience,” said Biondo.
Furthermore, through the iHeartRadio app, Audacy content will now be available on more than 500 platforms and 2,000 devices, including smart speakers, in-car dashboards, tablets, wearables, smartphones, virtual assistants, smart TVs and gaming consoles.
Chris Oliviero, chief business officer at Audacy, echoed the enthusiasm.
“We believe in the power of being everywhere, and this partnership is a meaningful step in our strategy to ensure our iconic stations, talent and programming are available wherever and however audio is consumed,” Oliviero said.
The agreement marks a rare collaboration between two of the largest players in the American audio landscape and signals a broader trend toward platform-agnostic distribution in the evolving digital audio ecosystem.
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.
TNT Sports is averaging 360,000 viewers for its presentation of the FIFA Club World Cup tournament across its platforms through Wednesday. Removing midweek afternoon games from the overall metrics, the company is averaging 409,000 viewers for its presentation of the tournament, which includes 32 teams and a $1 billion purse. The largest average audience of the tournament to this point occurred when international superstar Lionel Messi and Inter Miami CF faced the Brazilian Palmeiras on Monday, accruing an average of 676,000 viewers for the presentation and peaking at 875,000 viewers.
Inter Miami, which emanates from Major League Soccer, has taken part in three of the seven most-viewed matches on TNT Sports, which is more than any other club, according to Jon Lewis of Sports Media Watch. The Monday tilt against the Brazilian Palmeiras airing on TNT and truTV was the largest audience for the club on English-language television since Messi joined the club two years ago. Viewership for the Sunday game featuring Inter Miami facing Paris Saint-Germain F.C. is not yet available; however, the game has a storyline in that Messi was facing his former team after the organization had won a UEFA Champions League title.
Aside from games featuring Inter Miami, the top match being aired by TNT Sports featured Bayern Munich facing Boca Juniors on Friday, which garnered an average of 468,000 viewers. Rounding out the top three in the tournament thus far is the game between Real Madrid and CF Pachuca last Sunday, which averaged 391,000 viewers, and Paris Saint-Germain F.C. facing Atletico Madrid two Sundays ago, amassing 378,000 viewers.
TNT Sports is currently in the midst of its first year broadcasting FIFA Club World Cup matches in the United States under a media rights deal through which the division is airing 24 of the 63 matches over the summer. The company will be airing top matches spanning the group and knockout stages along with the final game spanning TNT, tbs and truTV under a sublicensing partnership with DAZN. Towards the end of last year, FIFA inked an agreement with DAZN reportedly worth $1 billion that allows the platform to stream all games for free.
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Ryen Russillo and Bill Simmons have long shared a mutual comfort level when dissecting NBA decision-making on The Bill Simmons Podcast, but a recent social media exchange between the New Orleans Pelicans and Simmons, the two shed light on what happens when those takes get noticed—especially by the teams involved.
During a post-draft episode discussing the 2025 NBA Draft, Russillo pivoted the conversation to a moment that made headlines on NBA Twitter: the New Orleans Pelicans’ official social media account publicly calling out Simmons following criticism of their recent trade involving Indiana’s top selection, Derek Queen.
“What was that like for you that day?” Russillo asked, referring to the moment the Pelicans’ X (formerly Twitter) account quote-tweeted a video clip of ESPN NBA insider Shams Charania reacting to Simmons’ tweet calling the trade “one of the five dumbest trades of this decade” on The Pat McAfee Show, with the biting caption: “This take won’t get you a podcast on The Ringer.”
Simmons met the moment with his signature mix of sarcasm and self-awareness. “I laughed,” he admitted, acknowledging the humor in the team’s comeback.
Russillo joked that the post sounded like something a younger version of Simmons might have written himself, had he worked in digital media today. “You’d be too clever, but they’d be mean,” Russillo said. Simmons responded to the notion that he would have been fired if he were in the role today.
Russillo took the jab in stride, calling the Pelicans’ move “a pretty clear directed f**k you,” with Simmons adding, “I loved it.”
Despite the exchange, both hosts returned to critical analysis of New Orleans’ roster construction. Simmons observed that the team is built like a 2K fantasy roster—talented parts that make little cohesive sense. “They make zero sense together,” he said, questioning how the front office could look at the Western Conference landscape and still project confidence in the upcoming season.
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DeDe in the Morning is returning to Milwaukee. Beginning July 7, DeDe McGuire will once again be waking up Milwaukee on Jammin’ 98.3, weekdays from 5 am to 10 am.
Program Director Don Black confirmed the news, highlighting the strong bond between McGuire and the station’s audience. “We’re thrilled to welcome DeDe back to the Jammin’ 98.3 family,” Black said. “She connects with Milwaukee in a real way — her energy, her humor, her relatability. Our listeners have consistently asked for her return, and we’re proud to deliver.”
McGuire added, “I’m beyond excited to be back on the air in Milwaukee! This city has always shown me so much love. I can’t wait to wake up with y’all again!”
Jamin 98.3 was the first to sign on when the show launched in syndication in 2018. Then the station dropped the show in 2024 in favor of the “Steve Harvey Morning Show.”
DeDe McGuire – Photo DeDe in the Morning
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Just hours after Sen. Thom Tillis (R-NC) announced he will not seek reelection in 2026, Fox News host Lara Trump is reportedly preparing for a high-profile political move.
According to multiple reports, the daughter-in-law of former President Donald Trump is “strongly considering” a run for Tillis’s soon-to-be-vacant Senate seat — a move that could dramatically reshape the Republican primary field before it even forms.
NBC’s Vaughn Hillyard and NOTUS’s Reese Gorman reported over the weekend that sources close to Lara Trump say her candidacy is all but certain. One insider told Hillyard, “I’d put it as high as one could be considering it … The race will be over before it begins.”
This isn’t the first time Lara Trump’s name has surfaced in Senate speculation. Back in 2020, she floated the idea of running in North Carolina before ultimately stepping aside. She was later mentioned as a possible replacement for Sen. Marco Rubio in Florida, but again opted out, choosing instead to launch her own show on Fox News, My View with Lara Trump, earlier this year.
The timing of her potential campaign announcement appears to line up with signals coming from her father-in-law. Just hours before Tillis made his retirement official, Donald Trump hinted on Truth Social that challengers were already lining up to take on the incumbent.
“Numerous people have come forward wanting to run in the Primary against ‘Senator Thom’ Tillis,” Trump wrote on Truth Social. “I will be meeting with them over the coming weeks, looking for someone who will properly represent the Great People of North Carolina and, so importantly, the United States of America.”
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Concerns of a mid-year podcast advertising pullback appear overblown, according to the latest data from Magellan AI.
The top 15 podcast advertisers spent a combined $60.2 million in May, a 16% increase compared to April. The latest numbers suggest renewed optimism from major brands across sectors as they double down on audio as a key part of their media mix.
BetterHelp reclaimed the top spot in podcast ad spending, increasing its investment by 8% month-over-month to $5.8 million. The online mental health platform has consistently been among the top podcast advertisers, maintaining a strong presence across genres with broad national reach.
Amazon followed closely behind, also spending $5.8 million in May after a 17% month-over-month jump. The company’s increased commitment signals a deepening interest in the podcasting space, both as a retail driver and a promotional vehicle for its streaming and tech offerings.
Unilever cracked the top three with $5.1 million in spending, a significant move considering it was not even in April’s top 15. The consumer goods company’s sudden surge highlights a return of big CPG players to the audio landscape.
Toyota reversed its April dip, boosting its spend by 15% to reach $4.7 million. The auto brand’s renewed investment points to confidence in the channel’s ability to drive results, particularly through host-read spots and targeted placements.
FanDuel, the April leader, slipped to eighth place in May as sportsbook spending normalized following a busy sports calendar. Meanwhile, McDonald’s made one of the biggest gains, more than quadrupling its spending to land just outside the top 15.
Nonprofits also saw notable gains. St. Jude’s Children’s Research Hospital grew its podcast ad spend from $68,200 in April to $652,500 in May, marking a nearly tenfold increase.
All told, Magellan AI’s “movers and shakers” list accounted for $8.7 million in additional podcast spend. Sports, comedy, and news remained the most heavily targeted genres, reflecting wide audience appeal and advertiser confidence in key verticals.
The data from Magellan AI follows advertising metrics from the top 3,000 podcasts on Apple Podcasts in the United States. All figures in its data are estimated utilizing a variety of factors.
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The Radio Hall of Fame has announced its Class of 2025, honoring ten iconic broadcasters whose voices, leadership, and influence have helped shape the broadcast industry. The inductees will be celebrated during an in-person ceremony on Thursday, October 30, 2025, at the Swissotel in Chicago.
This year’s honorees represent a wide spectrum of talent, from legacy broadcasters and behind-the-scenes executives to format pioneers and cultural icons. The inductees include:
Tom Carballo (“Mojo”), Mojo in the Morning – WKQI/Detroit
Alice Cooper, ‘Nights w/ Alice Cooper and ‘Alice’s Attic’
Colin Cowherd, The Herd with Colin Cowherd
DeDe McGuire, DeDe in the Morning
Mike McVay, McVay Media
Martha Quinn, The Martha Quinn Show (iHeartMedia)
Bob Lacey & Sheri Lynch, The Bob & Sheri Show
Scott Simon, Weekend Edition Saturday (NPR)
Shelley “The Playboy” Stewart
Julie Talbott, Premiere Networks
Six of the inductees were selected through a national voting process involving over 900 industry professionals. The other four were chosen by the Radio Hall of Fame Nominating Committee. Votem.com managed the vote, with Miller Kaplan’s Andrew Rosen monitoring it to ensure accuracy and confidentiality.
“This will be a special, standing-room-only celebration,” said Kraig Kitchin, Co-Chair of the Radio Hall of Fame. “We’re honoring 11 incredible individuals who’ve made an indelible mark on our business. I can’t wait to celebrate their accomplishments and contributions to the medium we all love.”
Co-Chair Dennis Green echoed the excitement, noting the lasting influence of this year’s class. “These Hall of Famers have entertained, informed, and inspired us. Their work has brought unforgettable moments to listeners across the country. I look forward to honoring their legacies and sharing their stories with the next generation.”
Photo Credit: Radio Hall of Fame Website
The ceremony marks a return to Chicago, home of the Museum of Broadcast Communications, which operates the Hall of Fame. “This year’s class reflects the creative depth and cultural relevance of radio,” said David Plier, Chairman of the Museum. “We’re thrilled to celebrate this group in a city with deep broadcasting roots.”
Tickets for the induction ceremony are now available at www.radiohalloffame.com. A portion of the proceeds serves as a tax-deductible contribution to the Museum of Broadcast Communications.
Imagine if a free agency period existed in the sports media business. How would things change if those covering and commenting on the news were the ones involved in it? Would networks announce signings, counter‑offers, and contract exclusivity periods? How would the financial market change if ESPN, Fox, NBC, CBS, Amazon, Barstool, Netflix, YouTube, X, Facebook and every other company had an open season to hire the best in the business?
It’s fun to think about and discuss but unless there’s a seismic collapse in how talent contracts are structured and in how media rights are packaged, it’ll never happen. For a free‑agency window to work, it would need aligned expirations, opt‑outs, negotiating exclusivity, and league‑style tampering rules. That would require the equivalent of a Players Association, and I don’t foresee that being an option.
Media companies would also have to concede mobility, and talent would have to be ready to relocate. More transparency would be needed with contracts too, something talent, agents, and companies seek to keep private. Right now, leaks and rumors run wild, formal signings and contractual details are mostly unavailable unless it involves higher earning personalities like Stephen A. Smith, Pat McAfee, etc..
If a free agency period existed, it’d be interesting to see if companies value personalities, reporters or play-by-play announcers most. Who offers the most value? Is it the opinion leaders who generate the most attention? The best announcers of the biggest broadcasts? Or those breaking the news who everyone else creates content off of?
As I watch the NBA off-season dominate the daily on-air and social conversation I can’t help but wonder how something like this would work. Would ESPN’s NBA booth be instantly fixed? Would FS1 add more heavy hitters to close the gap against ESPN during the week? Which outlets who aren’t competitive threats today would be tomorrow? How would salaries change if companies had to choose between Adam Schefter, Shams Charania, Stephen A. Smith, Colin Cowherd, Pat McAfee, Joe Buck, Troy Aikman, Tony Romo and Jim Nantz?
If top-tier personalities could be lost tomorrow, it’d reduce brand momentum and revenue. Secondly, if you thought salaries were crazy now, imagine what would happen if everyone was available at the same time. Networks would do things that you never thought possible. The top people would be rewarded, but support staff and lesser known talent would likely be reduced as expenses would have to be balanced in other areas.
In today’s media climate, networks have holdover leverage. Renewals are never a foregone conclusion. If talent are commoditized, holding them hostage becomes easier without seasonal windows. And don’t think the top platforms wouldn’t coordinate. A sealed bond that says “no signing before July 15” would lock in stability while pressuring talent to undercut speculators.
The idea of a media free agency window would make for an incredible drama. Without structure, shared incentive, and enforceable governance though it’s a pipe dream. We’ll continue to see individual situations play out such as ESPN snagging Peter Schrager, Tom Rinaldi leaving ESPN for FOX Sports, and NBC luring Mike Tirico away years ago from ESPN. Those situations might be prioritized differently though if others were free at the same time. Is that better or worse for each highly skilled broadcaster?
The reality is that control is power, and transparency is kryptonite. Sports media companies would do everything possible to fight this because the risks outweigh the rewards. Agents on the other hand would love it for their top people, and dread it for those less vital. Without a collective bargaining agreement to demand windows, companies are in the driver’s seat. Advertisers aren’t going to invest significant resources in personalities and programs that could be gone in an instant. A voluntary agreement among competing networks to coordinate free‑agency windows would also be an antitrust‑nightmare.
It may not be a reality during my lifetime, but it sure is fun to imagine the possibilities. Question is, who’d go first, and command the most?
Correcting a Mistake
Our goal at Barrett Media is to Educate, Celebrate, and Challenge. I love the media business and try to keep the industry informed, inspired, valued, appreciated, connected, and when needed, challenged. My staff and I have relationships in many companies, and we strive to be accurate and fair to all. However, we are human, and sometimes, we make mistakes, myself included. When they happen, I think it’s important to correct it.
Photo Credit: Townsquare Media
Three weeks ago, I wrote a column: Why Do Radio Executives Continue to Distance Themselves From Radio? In that piece, I shared why I felt Townsquare Media was viewed similarly to other radio groups, countering remarks made by CEO Bill Wilson. Townsquare, iHeart, Audacy, and others operate in different markets, prioritizing different opportunities, and delivering different results. Wilson feels Townsquare belongs in a different stock group, supported by the fact that most radio companies receive 75-85% of their revenue from radio. Townsquare meanwhile drives most of its earnings from digital.
I went back and listened to Townsquare’s call with investors this week. Wilson shared that while he’s proud of Townsquare’s digital transformation, he’s still a firm believer in radio. That mirrored similar comments he made on a podcast in 2024. I suggested that his remarks indicated he was distancing himself from radio the way other executives have, and didn’t capture this properly.
Audiences and employees remain confident in radio, but advertisers and investors are less enthusiastic. Bill sees Townsquare as a digital-first media company, and understands that digital offers the larger opportunity for growth. One can debate if Townsquare should be placed in a different stock group from other radio companies but after hearing him speak about his love and belief in radio, I felt it was important to make a correction. I have not met Bill yet and am comfortable challenging decisions but I never want to misrepresent anyone’s beliefs about the business. My apologies to Bill and the Townsquare team for the error.
Last Call on Discounted BNM Summit Tickets
Today is the final day to take advantage of discounted tickets for the 2025 BNM Summit. Tickets are on-sale for $224.99 until 11:59pm ET tonight. Rates increase at midnight to $324.99. They will not be this low again leading up to the show.
The 2025 BNM Summit presented by Newsmax takes place September 3-4, 2025 in New York City at the Ailey Theater. Already scheduled to speak are Glenn Beck, Chris Ruddy, Erick Erickson, Sid Rosenberg, Mike Gallagher, Chris Berry, Drew Anderssen, Mark Simone, Ken Charles and Mary Sandbgerg Boyle. Additional names will be revealed in July and August. For ticket(s) and to reserve your hotel room visit BNMSummit.com.
Quick Hits
I am proud to officially welcome Dylan Barrett to our team as our Social Media Manager. We’re working on refining our social media strategy, and you’ll start seeing some of those changes in August. Additional projects are in the works as well. Dylan joins us as Derek Futterman signs off. Derek did a nice job for us the past few years, and I wish him nothing but the best moving forward in his career.
John Mamola and Garrett Searight were in NY last week. In addition to reviewing our content plans for sports and news media coverage, we visited SiriusXM, Fox News, 77WABC, and ESPN. Connecting with folks we cover, seeing how their operations run, and being reminded of the importance of what we do is always helpful. It was a pleasure being there, and an added bonus running into Mark Simone.
I’m an avid reader and enjoy smart offerings from others who work in or previously spent time in the media business. If you’re similar, make sure you connect with Phil Becker and Jason McCollim on LinkedIn. Both are highly accomplished professionals who deliver interesting perspectives that make you think. Phil’s recent column on Morgan Wallen, and Jason’s connection between Cheap Trick and leadership were excellent.
Congrats to Dave LaGreca and SiriusXM on the launch of Pro Wrestling Nation 24/7. The growth of ‘Busted Open’ led by LaGreca is a big reason for SiriusXM’s investment in pro wrestling talk. I’ve been a fan of the show for over decade, and appreciate SiriusXM’s commitment on continuing to innovate. The surplus of unique, original content offered across the company’s hundreds of channels is impressive.
— SiriusXM Busted Open (@BustedOpenRadio) June 26, 2025
We are two weeks away (July 15th) from celebrating our move to BarrettMedia.com and our expansion into covering music radio. To celebrate, we’re bringing back 20 Brands in 20 Days. The series, which profiles top programmers across the music radio business starts July 3rd and ends July 31st. Already confirmed are Skip Dillard, Kevin Weatherly, Jill Strada, Patti Marshall, and Gregg Swedberg.
It was cool having Ella Langleyfeatured on the website last week. She’s on the fast track to stardom. Thanks to her record label and management team for the assist. Jeff Lynn is working on an upcoming piece on LOCASH too as we’re looking to expand our music coverage to include artists along with radio folks. If there’s an artist you’d like to see featured here, email Jeff@BarrettMedia.com or Jason@BarrettMedia.com.
Speaking of artists, I attended the Avril Lavigne, Simple Plan, We The Kings concert on Friday night at Bethel Woods. I’ve been a Simple Plan fan for over 20 years, which is why Stephanie Eads, Dylan Barrett and I went to the show. As usual, Simple Plan were fantastic. Avril was great too. I love it when you attend a show and the acts deliver above expectation. If they come to your town and you dig their music, check out the show. It’s a good night out.
One of my favorite bands of the past 25 years is Papa Roach. I was hooked the second I heard their debut album Infest, and in recent years, Ego Trip and Who Do You Trust were awesome records. Jacoby Shaddix and company have hit another homerun as their latest single Brain Dead is an absolute gem. It debuted on SiriusXM’s Octane and is now available on YouTube. A must-listen if you enjoy Papa Roach’s music.
There’s more still to be announced but it’s great to see WIP bringing back Wing Bowl. Whether it matches prior events or not remains to be seen but big ideas that generate big audiences need to be leaned into more by sports radio brands. Sadly, there aren’t enough Wing Bowl’s and Ticket Stock’s in the format. This is a great reminder to radio executives and programmers to think big and take some swings.
YouTube is at it again. Over the weekend, emails were sent to NFL Sunday Ticket subscribers that prices were going up again. Those with YouTube TV will see a spike to $420 for the season. Those without it will be required to pay $500. Between Amazon, Peacock, Netflix, and YouTube subscriptions and regular TV access, fans are learning quickly how expensive it has become to watch sports. The wave of public resentment may continue growing but don’t expect rates to decrease anytime soon.
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.
This week, we finish our trip down the rabbit hole of alternative media options Classic Rock stations might use to reach younger audiences. The discussion started with Media Cartographer Evan Shapiro’s supposition that the challenge isn’t a lack of passion for Classic Rock amongst Millennials and Generations A and Z. It’s that they don’t listen to the radio.
Two weeks ago, we explored using podcasts as a vehicle to reach younger people. Last week, we started looking at community building as an option. Seth Resler, Founder of Community Marketing Revolution, talked about how a community is different from an audience and what it takes to develop one.
He personally wasn’t sure if a Classic Rock radio station could drive enough passion to create a community. But fear not, as there is at least one prime example of a station that did just that.
Enter Dave Beasing, current CEO of Sound That Brands and former Head of Content and Brand at Classic Rock 100.3 The Sound in Los Angeles. During his more than nine years overseeing KSWD, Beasing and his team cultivated a community called The Backstagers who were just that. Passionate fans of the radio station, of Classic Rock and of each other.
Proof of the program’s success is that just a couple of months ago, more than seven years after The Sound went off the air, Beasing went to a party where members of the community got together.
“They had a Sound step and repeat banner they had acquired when the station went off the air that had been signed by the entire airstaff,” Beasing says. “They showed me what Joe Benson had written, and I found the message I wrote, too.”
That kind of longevity doesn’t just happen. Beasing says the project grew out of a conversation with his consultant, Fred Jacobs. That led to a survey of the station’s email database. Asking about listeners’ passion for things like radio, concerts, and Classic Rock.
It also focused heavily on how each person used social media. How many followers they had on each platform. How often they posted content, and whether it was original or reposting other people’s stuff.
Out of thousands of people who took the survey, Beasing says they narrowed it down to people who were highly active on social media. With good-sized followings and had a passion for the right things, “everybody scrolls,” he says. “You want to find people who post, tag, show up and shout.”
They invited those people to an event at the station. It was similar to how stations will do a focus group. Or listener advisory board with database members, but this was different.
Instead of the goal being to ask people what they thought about the station and gather information. It was about giving them access to the station and creating an open dialogue.
“They’re meeting the DJs, they’re seeing the studio, they’re taking selfies in the studio,” says Beasing. “We even opened the mic and did a bad break on the air where everybody says ‘Hi,’ and that kind of stuff.”
As these people were already screened to be big-time social media users, they not only posted about the meetup but were eager to join a private Facebook group that included Beasing and the airstaff.
The result was instant camaraderie, “there were half a dozen really key members who were very excited about it and helped build this thing, not only the social media side, but on the social IRL side as well.” He estimates that about half the group is still active on Facebook today, “because they became friends.”
What has also kept the group together is a shared passion. “They love rock music, they love the radio stations that they grew up with. And The Sound was modeled after some of those stations,” Beasing says.
That led to the Backstagers spreading word about the station through social media. “Not out of a feeling of obligation, but a feeling of genuine excitement.
And while members posted about special weekends or about something funny the DJs said, the connection went deeper.
“I’m sure they loved telling their friends what the DJs said to them when they met them. Or that they had an anniversary last week. And two or three of the DJs wished them a happy anniversary.” They felt like they were very much a part of the radio station.
Dave Beasing
That feeling was enhanced by what the airstaff posted in the Backstager Facebook group.
“It might be a story about something that happened in the hallway. Or saying ‘I just found out that Graham Nash is going to stop by tomorrow afternoon at four o’clock. What should I ask him?’” They even got the inside scoop on Nielsen. “When the ratings would come out, we’d give them a report on how we did. Up or down, and thank them for their help regardless.”
And while the Backstagers helped accelerate the brand’s reach on social media, which did lead to opportunities to make additional dollars and may have impacted ratings, Beasing is quick to emphasize that there isn’t necessarily a direct correlation.
“This isn’t a fishing expedition for meters. This is brand building, and you cannot say, what’s the ROI this month?”
But the fact is, strong brands do better in ratings and revenue. And with limited to no marketing budgets, this could be a great way to grow your station’s brand.
And who knows, you just might find a few Millennials who don’t listen to the radio but want to be a part of your community.
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.
Let’s start with reality. Syndication in Country radio is here to stay. And that doesn’t have to be a bad thing. It allows your station to have the best talent the format has to offer while providing a cost-effective option for ownership.
The problem arises when you abandon any pretense of local relevance and let the syndication do all the talking. That disconnect can be deadly.
With Spotify and other streaming services, music is available on demand at all times. The consumer does not have to wait to hear their favorite Lainey Wilson song.
With that, thought, in mind, it is even more critical for Country radio to be as local as possible. So, how do you blend this with syndicated shows or out-of-market voice trackers?
Country listeners are community-driven.
Let’s start with the premise that if you’re not showing up at important local events, you’ve already lost.
You need to support local causes and be visible in the community. Your audience will recognize syndicated talent and someone pretending to care. A connection to the community is the glue that will keep the audience coming back.
Being on the street still matters. And that is true in any market, regardless of size. I have asked countless Program Directors in major markets if boots on the ground still make a difference in PPM markets. The unanimous answer has been YES. If street presence is still vital in Chicago or LA, it is vital in every market.
Hire a part-time street team that can represent you at the County Fair or when the local concert comes to town. Ensure that they have the necessary tools to look sharp. Nice shirts. Not a dirty ratty table cloth underneath a 10×10 tent that is duct taped together, and a prize wheel that is rickety and falling apart.
I am consistently amazed at the tacky presentations I see thrown together at events, coupled with the street team standing around looking at their phones.
Is that the impression that you want your brand to put to the public?
The next step is how you produce it on air.
Local imaging, localized liners, and market-specific production must be more than an afterthought. I’m talking about referencing real businesses, dropping in the name of the local high school mascot, or acknowledging the local weather patterns, not just a generic “Hope you’re staying cool out there.”
Every syndicated host that I have talked to in the past six months, including Big D & Bubba, Bobby Bones and Bryan “B-Dub” Washington, has talked about the time they invest in producing local content and liners for affiliates.
Syndicated hosts should collaborate weekly with affiliate web and social teams. Film short, market-specific videos. Share behind-the-scenes audio. React to local news stories. Your voice can be national, but your face can still be local online.
Syndicated hosts need enhanced tools and clearer expectations concerning local integration. Simply providing a generic show is no longer sufficient. It is essential to offer modular segments, adaptable talk breaks, and timely hooks that affiliates can tailor to their specific needs.
Are you asking for market-specific content?
The most successful Country stations today understand that it’s not about choosing between local and syndicated. It’s about building a hybrid model that sounds seamless, intentional, and invested.
If you are still local in the afternoons and on weekends, let your talent shine at times where the stakes are lower, but the loyalty is stronger.
Use listener calls, texts, and DMs in your breaks whenever possible. Even one local voice or story per hour breaks the network wall and creates an immediate connection.
Make social media more than an afterthought. Stop viewing it as a quota for the number of posts you are required to do each day, and lean into some strong local content.
Follow local hashtags and Facebook groups in your markets. You’ll pick up on inside jokes, civic events, and regional slang you’d never get from a prep sheet.
Build the first break of each hour around something hyperlocal. It can be anything from the weather to a local sports score or road construction. You’re setting a tone — be intentional.
PDs or Brand Managers need to ask themselves daily, does the station sound like us or them?
And while your sound may be syndicated, your soul better be local.
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.
