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Extended Election Coverage Provides Ratings Boost

Six networks combined to draw 21 million viewers at the time of the official announcement that Joe Biden had won the presidency. Fox Sports executive vice president Michael Mulvihill had indicated, via overnight ratings, that the number of households combined across those six outlets increased 78 percent from an 11.5 rating at 11 a.m. ET to a 20.5 rating at noon ET.

Doug Pucci

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As noted in our ratings post from last week, CNN, Fox News Channel and MSNBC all benefited from the protracted proceedings of election results coverage, with close voting total margins in Wisconsin, Michigan, Pennsylvania, Georgia, Arizona and Nevada.

Joe Biden gave a preliminary speech from Delaware on Friday, Nov. 6 at just before 11 p.m. ET when results indicated he would be on the verge of victory. Across six networks (the three major cable news outlets plus the Big 3: ABC, CBS and NBC), 22.2 million viewers tuned in, with CNN (6.27 million viewers) as the top outlet, followed by MSNBC (4.94 million), Fox News (4.21 million), CBS (2.38 million), ABC (2.25 million) and NBC (2.15 million).

Twelve hours later, at about 11:30 a.m. ET on Saturday, Nov. 7, all major news outlets (with CNN as the first) confirmed that the Biden-Harris ticket had officially won the state of Pennsylvania and thus, surpassing the 270 electoral votes needed to secure victory. The aforementioned six networks combined to draw 21 million viewers at the time of that official announcement. Fox Sports executive vice president Michael Mulvihill had indicated, via overnight ratings, that the number of households combined across those six outlets increased 78 percent from an 11.5 rating at 11 a.m. ET to a 20.5 rating at noon ET.

For CNN, the audience figure track went, as follows:

  • 10 a.m. ET: 3.771 million viewers
  • 11 a.m. ET: 5.783 million viewers
  • Noon ET: 7.47 million viewers
  • 1 p.m. ET: 7.181 million viewers
  • 2-3 p.m. ET: 6.108 million viewers

Approximately 35 million Americans tuned in later that Saturday at about 8:30 p.m. ET for the speeches by President-elect Joe Biden and Vice President-elect Kamala Harris. Much like the previous night and that morning, CNN was No. 1, attracting 13.5 million viewers (from 8-9 p.m. ET). MSNBC (9 million from 8:28-8 p.m. ET) was runner-up, followed by CBS (6.15 million). ABC (4.73 million), NBC (4.52 million) and Fox (1.60 million) interrupted their sports telecasts to broadcast the speeches but did not devote the entire 8:30-9:00 p.m. half-hour to coverage. Indicative of those who watch Fox News Channel, FNC (2.99 million from 8-9 p.m. ET) was nowhere near among the most-watched outlets that night.

1.82 million tuned in to the Spanish-language version of Harris’ and Biden’s speeches on Telemundo from 8:30-9 p.m. ET; 952,000 saw them on Univision from 8:28-8:59 p.m. ET.

In late night, NBC’s “Saturday Night Live”, hosted by Dave Chappelle and had featured Jim Carrey and Maya Rudolph in a parody of Biden-Harris speeches during the cold open, averaged 9.06 million total viewers, according to Nielsen’s Live Plus Same Day data. With a 2.62 rating in adults 18-49, the Nov. 7 “SNL” was the top entertainment telecast (excluding news and sports) since the Oscars (5.33 rating) from Feb. 9. Additionally, it’s the highest-rated (again, based on the 18-49 demo) comedy telecast since the series finale of CBS sitcom “The Big Bang Theory” (3.23 rating) from May 16, 2019.

With most of last week featuring coverage of 2020 election results, CNN led all cable networks in both viewers and adults 25-54. For the week ending Nov. 8, 2020 in total day data (from 6 a.m. to 5:59 a.m. each day), CNN averaged 3.57 million total viewers and 1.42 million adults 25-54.

Fox News Channel was in the unusual position of ranking behind CNN, drawing 3.15 million viewers and 897,000 adults 25-54 — still, a potent runner-up in all of cable. MSNBC (2.66 million viewers, 665,000 adults 25-54) took third place.

The three major cable news networks have exhibited significant increases from the week that featured the elections of four years ago (Nov. 7-13, 2016):

  • MSNBC: +146% (2.66 million vs. 1.08 million viewers)
  • CNN: +95% (3.57 million vs. 1.83 million viewers)
  • Fox News: +9% (3.15 million vs. 2.88 million viewers)

Top 30 most-watched cable news programs of Election Week 2020 in total viewers:

1. Fox News Democracy 2020 (FOXNC, Tue. 11/3/2020 9:00 PM, 60 min.) 14.534 million viewers

2. Fox News Democracy 2020 (FOXNC, Tue. 11/3/2020 10:00 PM, 60 min.) 14.397 million viewers

3. Fox News Democracy 2020 (FOXNC, Tue. 11/3/2020 11:00 PM, 60 min.) 13.598 million viewers

4. Election Night in America-Continued (CNN, Sat. 11/7/2020 8:00 PM, 60 min.) 13.503 million viewers

5. Fox News Democracy 2020 (FOXNC, Tue. 11/3/2020 8:00 PM, 60 min.) 13.332 million viewers

6. Fox News Democracy 2020 (FOXNC, Tue. 11/3/2020 12:00 AM, 60 min.) 11.502 million viewers

7. Fox News Democracy 2020 (FOXNC, Tue. 11/3/2020 7:00 PM, 60 min.) 10.253 million viewers

8. Election Night In America (CNN, Tue. 11/3/2020 9:00 PM, 60 min.) 9.728 million viewers

9. Election Night In America (CNN, Tue. 11/3/2020 10:00 PM, 60 min.) 9.319 million viewers

10. Election Night In America (CNN, Tue. 11/3/2020 8:00 PM, 60 min.) 9.181 million viewers

11. MSNBC Special Coverage (MSNBC, Sat. 11/7/2020 8:28 PM, 32 min.) 9.005 million viewers

12. Election Night in America-Continued (CNN, Sat. 11/7/2020 9:00 PM, 60 min.) 8.660 million viewers

13. Election Night In America (CNN, Tue. 11/3/2020 11:00 PM, 60 min.) 8.493 million viewers

14. Election Night in America-Continued (CNN, Wed. 11/4/2020 9:00 PM, 60 min.) 7.923 million viewers

15. Fox News Democracy 2020 (FOXNC, Tue. 11/3/2020 1:00 AM, 60 min.) 7.900 million viewers

16. Election Night in America-Continued (CNN, Wed. 11/4/2020 8:00 PM, 60 min.) 7.797 million viewers

17. Decision 2020 (MSNBC, Tue. 11/3/2020 8:00 PM, 180 min.) 7.630 million viewers

18. Election Night in America-Continued (CNN, Thu. 11/5/2020 7:00 PM, 60 min.) 7.613 million viewers

19. Election Night in America-Continued (CNN, Sat. 11/7/2020 12:00 PM, 60 min.) 7.470 million viewers

20. Election Night In America (CNN, Tue. 11/3/2020 7:00 PM, 60 min.) 7.359 million viewers

21. Tucker Carlson Tonight (FOXNC, Wed. 11/4/2020 8:00 PM, 60 min.) 7.344 million viewers

22. Election Night in America-Continued (CNN, Sat. 11/7/2020 1:00 PM, 60 min.) 7.181 million viewers

23. Hannity (FOXNC, Wed. 11/4/2020 9:00 PM, 60 min.) 6.904 million viewers

24. Fox News Democracy 2020 (FOXNC, Tue. 11/3/2020 6:00 PM, 60 min.) 6.849 million viewers

25. Election Night in America-Continued (CNN, Wed. 11/4/2020 5:00 PM, 60 min.) 6.817 million viewers

26. Election Night in America-Continued (CNN, Sat. 11/7/2020 7:00 PM, 60 min.) 6.796 million viewers

27. Election Night in America-Continued (CNN, Wed. 11/4/2020 7:00 PM, 60 min.) 6.717 million viewers

28. Election Night in America-Continued (CNN, Thu. 11/5/2020 10:00 PM, 60 min.) 6.666 million viewers

29. Election Night in America-Continued (CNN, Thu. 11/5/2020 8:00 PM, 60 min.) 6.607 million viewers

30. The Five (FOXNC, Wed. 11/4/2020 5:00 PM, 60 min.) 6.564 million viewers

Top 30 most-watched cable news programs of Election Week 2020 among adults 25-54:

1. Election Night in America-Continued (CNN, Sat. 11/7/2020 8:00 PM, 60 min.) 5.357 million adults 25-54

2. Fox News Democracy 2020 (FOXNC, Tue. 11/3/2020 10:00 PM, 60 min.) 5.295 million adults 25-54

3. Fox News Democracy 2020 (FOXNC, Tue. 11/3/2020 9:00 PM, 60 min.) 5.284 million adults 25-54

4. Fox News Democracy 2020 (FOXNC, Tue. 11/3/2020 11:00 PM, 60 min.) 5.249 million adults 25-54

5. Election Night In America (CNN, Tue. 11/3/2020 10:00 PM, 60 min.) 4.739 million adults 25-54

6. Fox News Democracy 2020 (FOXNC, Tue. 11/3/2020 8:00 PM, 60 min.) 4.696 million adults 25-54

7. Election Night In America (CNN, Tue. 11/3/2020 9:00 PM, 60 min.) 4.662 million adults 25-54

8. Fox News Democracy 2020 (FOXNC, Tue. 11/3/2020 12:00 AM, 60 min.) 4.654 million adults 25-54

9. Election Night In America (CNN, Tue. 11/3/2020 11:00 PM, 60 min.) 4.369 million adults 25-54

10. Election Night In America (CNN, Tue. 11/3/2020 8:00 PM, 60 min.) 4.360 million adults 25-54

11. Election Night in America-Continued (CNN, Wed. 11/4/2020 9:00 PM, 60 min.) 3.445 million adults 25-54

12. Election Night in America-Continued (CNN, Sat. 11/7/2020 9:00 PM, 60 min.) 3.432 million adults 25-54

13. Election Night in America-Continued (CNN, Wed. 11/4/2020 8:00 PM, 60 min.) 3.421 million adults 25-54

14. Election Night In America (CNN, Tue. 11/3/2020 7:00 PM, 60 min.) 3.388 million adults 25-54

15. Fox News Democracy 2020 (FOXNC, Tue. 11/3/2020 7:00 PM, 60 min.) 3.357 million adults 25-54

16. Fox News Democracy 2020 (FOXNC, Tue. 11/3/2020 1:00 AM, 60 min.) 3.230 million adults 25-54

17. Election Night In America (CNN, Tue. 11/3/2020 12:00 AM, 60 min.) 3.213 million adults 25-54

18. Election Night in America-Continued (CNN, Thu. 11/5/2020 7:00 PM, 60 min.) 3.130 million adults 25-54

19. Election Night in America-Continued (CNN, Wed. 11/4/2020 7:00 PM, 60 min.) 3.068 million adults 25-54

20. Election Night in America-Continued (CNN, Thu. 11/5/2020 10:00 PM, 60 min.) 3.067 million adults 25-54

21. Election Night in America-Continued (CNN, Thu. 11/5/2020 9:00 PM, 60 min.) 3.018 million adults 25-54

22. Election Night in America-Continued (CNN, Sat. 11/7/2020 12:00 PM, 60 min.) 2.941 million adults 25-54

23. Election Night in America-Continued (CNN, Thu. 11/5/2020 8:00 PM, 60 min.) 2.939 million adults 25-54

24. Election Night in America-Continued (CNN, Wed. 11/4/2020 10:00 PM, 60 min.) 2.939 million adults 25-54

25. Election Night in America-Continued (CNN, Wed. 11/4/2020 5:00 PM, 60 min.) 2.877 million adults 25-54

26. Election Night in America-Continued (CNN, Wed. 11/4/2020 6:00 PM, 60 min.) 2.869 million adults 25-54

27. Election Night in America-Continued (CNN, Sat. 11/7/2020 1:00 PM, 60 min.) 2.809 million adults 25-54

28. Election Night in America-Continued (CNN, Thu. 11/5/2020 11:00 PM, 60 min.) 2.778 million adults 25-54

29. Election Night in America-Continued (CNN, Fri. 11/6/2020 9:00 PM, 60 min.) 2.729 million adults 25-54

30. Election Night in America-Continued (CNN, Fri. 11/6/2020 10:00 PM, 60 min.) 2.683 million adults 25-54

33. Decision 2020 (MSNBC, Tue. 11/3/2020 8:00 PM, 180 min.) 2.524 million adults 25-54

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A Message to Radio Leaders About Burnout

While you’re focused on the bottom line, pay closer attention to the people on the assembly line, the talented men and women trying to crank out an excellent product.

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A photo of an exhausted person

Life is show prep. That’s what my Dallas radio co-host Amy Chodroff always said and she was right.

If you do a news or talk radio show you get it, it’s non-stop. You spend every day of your life reading news and considering opinions. You scrutinize reported facts, look for bias, gauge your reaction, and think about how you’ll present it on the air.

This is the only way you can do your job. Your listeners expect you to know more than they do, to inform them, and to offer insights into every situation and with every interview you present on the air.

Life is, in fact, show prep. But if you’re a news or talk radio show host you might have trouble explaining that to some people who don’t understand this because they’ve never tried doing it.

Your bosses, for example.

When I retired recently, this conflict was the tipping point. I had a recent health scare that thankfully turned out to be nothing more than a wake-up call. As long as I could remember, I was getting up at 2:30 AM every day to do a radio news show that aired live from 5 until 9 AM.

By 9:05 AM, I was mentally exhausted, but the boss felt I should put in a full eight hours on the clock, joining the newsroom staff from 9:00 until noon or 1:00 P.M.

More than the extra work itself, dodging that insistence wore me out and took me to retirement. I tried but couldn’t effectively explain that I worked as much at home and wherever else I happened to be as I did when I was in the building.

Life is show prep. And I suppose that can sound like a justification for going home after a four or five-hour shift, but if you’ve never done it, you can’t know the truth.

I got breaking news alerts on my phone while at home with family and in restaurants with friends. I was in daily contact with my co-host and our producer. Text meetings and phone calls between us during weekends were frequent. Show prep doesn’t allow time off between air shifts, even when you’re on vacation.

You may be a sales executive, administration manager, or an engineer thinking, ‘Yeah, I think about work away from the office, too.’ But what you don’t do when you’re in the office is perform to the immediate judgment of thousands of people live, non-stop, four hours per day, five days a week. It’s a never-ending multi-tasking job that requires keeping one eye on the clock, part of your brain focused on the real-time on-air content, while other parts are planning what you must do next and 20 minutes from now and next hour as you’re making notes for future reference.

While all of this is going on, you’re also signaling your co-host, producer, and if you have one your board operator. If you’ve never done all of that there’s no way I can explain that being on the air requires more concentration and energy in four hours than your eight-hour work day does. It just does.

Show prep never ends. Never.

You will read far more versions of various news stories than anyone you know except your on-air partner if you have one. Those stories are rabbit holes and you’ll dive into them, looking for red flags and nuance, double and triple checking your sources because you don’t want to make a fool of yourself. Now more than ever you can trip an information landmine with any single step. Your credibility and career depend on preparing your show carefully but quickly, 24/7.

Now we have this idea that news anchors and talk hosts should have three or four more hours of additional responsibilities after their show ends, as tomorrow’s show prep continues. It’s ignorant and debilitating. Yet, here we are, in the new era of corporate bean counters and the elimination of trained human resources in radio newsrooms filled with empty workstations and only one or two people on duty to answer the phone, gather information, write or rewrite it, record various sources including their own on-air reports while setting up and performing interviews. These under-appreciated magicians often have hourly newscasts to prepare and perform as well.

Radio news staffs are seriously shorthanded. How can a manager improve efficiency? Why, call on people who have just done a four-hour show preceded by an hour or two of in-studio prep and all that work they did at home.

An RTDNA study published a year ago revealed that nearly 70% of news directors reported their staff were overworked and suffering from job burnout.

Ya think?

There is an implied hint of good news in the RTDNA’s most recent look into the problem: Radio news staffing changes are actually increasing slightly. Hey, great! But if you look at the numbers below the headline you’ll be shocked. How do radio news and talk survive?

“The latest RTDNA/Newhouse School at Syracuse University Survey shows the typical (median) radio news operation has a full-time news staff of two for the second year in a row.”

TWO FULL-TIME NEWS STAFFERS!

(Disclaimer: Your numbers may vary, depending on market size and how many news and talk hosts are folded into the count when they get off the air.)

There was a time when providing factual news and the exchange of ideas was a lofty yet achievable ideal. It was so exciting we couldn’t wait to get to work.

In those days, air talent was paid their actual value related to radio station earnings. My salary as a morning news host in Sacramento was five times more than I made in Dallas, 40 years later. The pressure to do more eventually burned me out. Now I know people half my age making less than half of my salary when I started in Dallas 12 years ago. Major market news and talk talents are cashing paychecks equal to or less than what their grandpas made as medium market top-40 deejays.

I don’t have any solutions to the money problems that face every news/programming/sales and general manager each day. I will suggest a thought, though:

While you’re focused on the bottom line, pay closer attention to the people on the assembly line, the talented men and women trying to crank out an excellent product. What would your profit and loss statement look like without them?

Sit down with your program and news directors, news writers and reporters, producers, and show hosts. Show them a little love. Ask them what they need and how you might be able to help. They’ll want you to pay them more and hire more people, you know that going in so think about it now. Is that possible?

You’re smart, which is why you’re the manager. I’ll bet you can figure out a way to do it.

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How News/Talk Radio Hosts Can Use Caitlin Clark to Reach Broader Audiences

This is what’s going on in their lives, and you have an opportunity to connect with them.

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A photo of Caitlin Clark
(Photo: John Mac C.C. 2.0)

Caitlin Clark and Donald Trump have something in common, and I have no idea if it’s their politics. But Caitlin Clark in the 2024 news cycle is Donald Trump circa 2015-16 to the news/talk radio topic selection.

Just like no one had seen anything like Donald Trump in modern American politics, no one has seen anything close to Caitlin Clark in the WNBA.

The WNBA has existed for nearly three decades but has smashed all ratings and attendance records, at least for games involving Clark. Caitlin Clark is bigger than the WNBA, just like Donald Trump when he first burst onto the scene, at least, was bigger than the bubble that was American politics.

The other thing both have in common is that they transcend their respective supposed lanes. Donald Trump was bigger than politics when he entered the political arena in 2015. Caitlin Clark is bigger than women’s basketball. Politics was not the story in 2015; Trump was the story. Now, the WNBA is not the story; Caitlin Clark is the story.

So, if you’re a news/talk radio host and you’re not taking advantage of the Caitlin Clark news cycle, what are you waiting for? As the battle for younger listeners continues in the news/talk space, this is your opportunity; don’t miss it.

Your target, in-demo audience — parents in their late 30s, 40s, and early 50s (think 35-54) — who have daughters between the ages of 8 and 18, are probably talking about Caitlin Clark in their homes, around the dinner table, and when driving them around town to practices and friend’s houses. This is what’s going on in their lives, and you have an opportunity to connect with them.

This doesn’t mean breaking down Caitlin Clark’s box score. I admittedly have no idea how many points she’s averaging per game. But it’s about diving into the cultural issues surrounding Clark in recent weeks. From cheap shots on the court to Olympic Team slights, these topics are opportunities to weave a broad, cultural news topic into a radio format and show that extends beyond the hard news/politics/nuts and bolts news stories.

Undoubtedly, those are important, but they remain a lane that isn’t necessarily growing, especially in the coveted 25-54 demographic.

And with a news/talk host’s ability to understand the current cultural and political climate likely better than your competitor on the sports talk station, you have a topic and angle unique to your town and potential listening audience.

In the last two weeks, the most calls we’ve received on a single segment came during a topic on Caitlin Clark being shoved by Chennedy Carter, which went viral two weekends ago. Men, women, young, and old all wanted to chime in and had an opinion. And it came on a Monday morning when most of us in the chair can attest that the phones are usually slower than later in the week. You had sports mixed with culture and race bubbling into one topic that can be seized compellingly by a news/talk radio show.

Caller reaction cannot be the main driver of what makes good radio or a compelling topic, but it can be anecdotal, in that moment, for what the audience is willing to and wants to react to.

So, while I can’t tell you who Caitlin Clark’s team, the Indiana Fever, will play tonight, tomorrow, or the night after (or even if they play), I can tell you I’ll be following for any viral moments that might play in the news/talk space.

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The Case for News Media Outlets to Utilize Paywalls

Why are we giving our work for free?

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As local newspapers across the country shutter Americans are craving local news, but not in the traditional sense. A new Pew Institute Research study found a large majority of Americans believe local news outlets are at least somewhat important to the well-being of their community.

Yet, only 15% say they have paid or given money to any local news source in the last year.

There is no such thing as a free lunch. Except, in this case, there is no such thing as free news. People are in need of, and crave, local journalists’ hard work but are unwilling to pay for it. This is unsustainable.

Pew found 32% of those polled are looking to TV for local news, which is still the most common source of news. However, this is down from 41% in 2018. Just 9% look to print and another 9% look to radio for news. It’s no surprise to anyone Americans are looking to get local news online from websites (26%) and social media (23%).

While the transition from print to digital is relatively easy from a strictly content standpoint, having people pay is borderline impossible. The most common explanation is that people don’t pay because they can find plenty of free local news. The answer for our industry to survive is simple: paywalls.

Even with a Borrell Associates prediction of local broadcast TV advertisements growing 5.9% it won’t last. The agency noted the 2024 bump will fall after the election. We can not rely on every election cycle to survive.

In 20 years, TV won’t be able to subsidize digital (in some markets they are already unable to do this). In fact, this business model needs to be flipped around before local TV and radio stations shutter like newspapers have.

As I said in a previous article, it is unethical to have social media companies pay news outlets for content (like the legislation in Australia and Canada pushed through). But the money has to come from somewhere.

Why are we giving our work for free? A dollar per click on digital advertising is only sustainable (and offers a livable wage) when it comes to clickbait. However, the mind-numbing click farm is not why most of us do what we do.

Journalists are supposed to provide information, stand up for the truth, and have some sort of moral integrity. This does not mean we and our colleagues need to live on barely minimum wage. (Full disclosure, moral integrity does not mean “activist journalism,” which is bad and not actually journalism. I mean have the integrity to keep yourself and your view out of the story.)

Suits, this is where I turn to you. In 2022, local TV over-the-air advertising revenue totaled $20.5 billion according to a Pew study. The same study said profits from digital advertising revenue reached $2 billion. So where does this money go? It’s certainly not in the newsroom.

On average starting salaries are $37,600, according to The Radio Television Digital News Association (RTDNA). They calculate since 2020 those who work in news on average lost 8.3% in real wages. However, the amount of airtime for local outlets increased by 18 minutes per weekday. Meaning more work, less pay, and even less time to enjoy that breaking news pizza.

People are now making more at fast food restaurants in California than your newsroom associate with a bachelor’s degree. This is not normal. Invest in your people.

Journalists have so much more to offer the community yet they are not being paid. The companies they work for are not making as much as they could because everyone is afraid to put up a paywall.

If all local news outlets unanimously ask their readers to pay (like we used to before the dot com boom when everyone had to buy a paper) people would pay. They need us to be properly informed. While we are fully aware of our industry’s credit crunch, those outside of our world are blissfully unaware of our precarious situation.

Most importantly, local news outlets are facing a news dotcom problem, ‘Dark Money.’ Axios reported this week the number of biased outlets, that say they are impartial, is more than the number of actual local daily newspapers in the U.S.

Not only are we not being paid for the value of our work, we are competing with people who have bad intentions, unlimited money, and unlimited bandwidth. True news might be dead at the national level but we can not let this happen to local news.

There is no such thing as free news. So why does the industry as a whole treat our valuable content in this way?

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