Connect with us
BNM Summit

BNM Writers

Brett Winterble is the King of Queen City Talk Radio

BNM sat down with Brett Winterble to discuss his journey, the role news/talk stations play in local communities, and reflect on his memories of Rush Limbaugh.

Ryan Hedrick

Published

on

Charlotte radio host Brett Winterble has a special connection to his new community. Winterble recently celebrated his second year at WBT Charlotte’s News Talk. His tenure there began shortly before the world was turned upside down by the COVID-19 pandemic.

The versatile radio veteran has traveled all over the country, perfecting his craft. Winterble was raised in Far West Texas, went to school in the Northeast, and has worked at radio stations in Boston, New York, Los Angeles, and San Diego.

Winterble – an elite talk show host who once filled in for the late Rush Limbaugh whom he used to work for and who he credits in helping him find his way in the business – was tapped by renowned programmer Mike Schaffer to replace legendary WBT host John Hancock who retired after an illustrious run in the Queen City.

During a 20-show trial, Winterble proved to his bosses that he possessed the ability to connect with his callers on a deep level. His understanding of how to draw parallels between national stories and localize them proved uncanny in the hiring process.

Winterble has really embraced his journey. Shortly after officially accepting his current gig, the coronavirus forced the world to a halt. What did that mean for Winterble? The position he accepted and his duties were altered as WBT used its powerful signal and strong community ties to help businesses stay afloat and the community remains informed. Local radio shined during this time, and WBT was no exception.

Barrett News Media recently sat down with Winterble to gain some perspective on his journey, discuss the critical role news/talk stations play in their local communities, and reflect on his memories of the greatest talk radio host of all time, Rush Limbaugh.

What makes WBT Radio unique?

It is an honor to be at WBT Radio, a station that means so much to the Southeast and a station with such a legacy. We are about to celebrate our centennial anniversary. WBT employs special people who believe in great radio, love their community, and are dedicated to their craft. I consider myself very fortunate to have this opportunity; I couldn’t be happier.

What were you doing before you came to WBT?

I was doing an afternoon drive show in beautiful San Diego, California, on then-KFMB and was enjoying myself immensely. I received a call from Mike Schaefer, Program Director, WBT Radio, who told me that they were looking to fill the opening left by WBT Hall-of-Famer John Hancock. It was a great opportunity; I got to sit in for about 15-20 shows, and they offered me a chance to come in and do a PM drive show, and I absolutely jumped at it. 

During that period, how did you approach doing a show in a market that you weren’t completely familiar with?

Even though I was physically doing a show from my home studio on the West Coast, I was mentally present in Charlotte. I had been to Charlotte several times; I was familiar with the landscape and the city, and I was able to project that.

The beauty of living in an interconnected world is that you can find stories that are relevant in several different places. Great radio is about connecting with the audience one-on-one, and that’s what I was able to do.

How did you find your identity as a conservative news/talk host?

I’ve never self-declared, hey I’m a conservative talk show host. I’m a husband, I have a couple of teenagers, and I believe in relating to the audience.

I believe most people live their lives in a little bit of a conservative way; they want to have money in their pockets, they want to have strong family values, they want to provide, they want to do charity. Those are transcendent values, right? So, I believe if you live those values and behave those values, it comes through to the audience.

How should talk radio stations position themselves as the information age evolves?

How does any radio station build that audience and connect to that audience? The answer is simple; building your local audience and leveraging local relationships. In the world of talk radio, I think we tend to think of it in the national picture.

Much of my show is looking at the national landscape and then cross-applying to what’s happening locally, how it’s relevant, and getting context in that regard. The beauty of talk radio is the ability to impact the local community with local talk.

You started at WBT at the beginning of the pandemic; what was that like?

I came to Charlotte in February of 2020. I sat down with then-GM Matt Hanlon and our PD Mike Schaefer, and we had this whole plan to roll me out and meet the community. I got to go to one Hornets game, and then COVID hit. I remember how much work our hosts did on WBT to build equity with our audience during the pandemic. I was the new guy replacing a legend. Our WBT team dug in hard to the community.

Businesses that were suffering, we created a hotline for them to call in to pass along any information that they needed to. We went 6-7 days a week doing COVID coverage and doing news/talk coverage. That was a core component of what WBT does, and I was so happy to slip into that glove.

How did Rush Limbaugh influence you?

Rush Limbaugh was the single most dominant broadcaster that I have ever come across in my life and could not have been a gentler, better person than you would have expected. He was incredibly generous and incredibly charitable.

I first started working with Rush Limbaugh as a 25-year-old who had joined his syndication company before he was working with Premiere [Networks]. The thing that I took from Rush was to pursue my dreams. Rush was fired seven times, and he was proud of the fact that every time they thought he was down, he just kept growing to be a stronger talent and a better person. 

One of the interesting storylines on my journey was the first day that I filled in on WBT was the day Rush announced that he had stage 4 lung cancer. I was handed that information at :50 past the last hour of his program. I’m sitting there, and I’m listening to this, and I’m hearing what he is saying, and this is my friend. I had no idea he was ill. 

To hear that [announcement] and to know that in four minutes, I was going to go live on WBT. It would be one full calendar year later that I would be coming into my first full year anniversary at WBT that Rush passed away. The idea that I would be sitting in that seat that I was trying out for, and I had been blessed to fill in for him while he was still alive, is not a moment that was lost on me.

Subscribe To The BNM Rundown

The Top 8 News Media Stories of the Day, sent directly to your inbox every afternoon!

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

BNM Writers

The Lost Radio Art of Building a Community Around Your On-Air Product

Your media outlet needs to develop a closer bond with your audience and make them (and you) part of a shared community.

Published

on

A photo of a crowd

How well do you know your radio audience? Wait, that goes the other way, too: How well does your audience know you? And are they your audience, or something more than that?

It’s something to consider in an era when media has become overcrowded and audiences are scattered among many platforms. Is your constituency passive – they listen, watch, or read, but don’t feel any particular loyalty or fealty to you – or is it a real community with a strong two-way connection to you and your brand?

I’ll defer to Seth Resler, who has been promoting the importance of community for radio, as to specifics on why community is important (and the missing element in radio marketing). It does occur to me that radio used to be able to do this, and do it better than any other medium. Great personalities and stations were able to create bonds with their listeners that today’s media just doesn’t do as well anymore.

From Jean Shepherd’s “Night People” to Howard Stern’s legion of fans, teens picking sides in the Top 40 battles of yore (were you a KHJ Boss Radio listener or a KRLA die-hard? WABC All-Americans or WMCA Good Guys? WLS or Super CFL?)… even in those pre-social media days, there was a connection that was more than just passive or background listening. It’s why there’s (perhaps too much) nostalgia for those days, especially among the Facebook commentators who want radio to be just like that today. Those days are over.

But community building isn’t, and all you need to know is “Swiftie” or “Bey Hive” to understand what a rabid fan base can do for you. Media in general doesn’t get fans like that anymore, but it should be taking cues from how fans behave online. DJs and hosts should be celebrities, not anonymous one-name interchangeable plug-and-play voice trackers.

Events you create should be big deals clearly identified with your brand (look at D.C., where the “HFStival” is returning even though WHFS as a radio station is long gone from the market). Got a newspaper? Create and promote social media accounts and aggressively promote them as the best local forum on every topic, like local restaurants, local politics, local everything. Ideally, you should make your identity synonymous with your audience and your locality. Your name should mean something more than just “a radio station” or “a newspaper” or “a website.” Think big, then think bigger.

Here’s an example of something someone should be doing: Right now, we’ve entered Hurricane Season in these parts, and as I write this, it’s pouring. The local TV stations in West Palm and Miami all compete to be identified as “the weather station,” promoting their meteorologists being “most accurate” and “number one for weather.”

Great, but it just ends there with the marketing. They could have Facebook groups, and Instagram posts, and Zoom open meetings where people can ask questions and get answers, and report conditions in real-time. Some do have hurricane preparation events, but they could be more than just a card table and canopy with brochures and a station employee there to meet and greet. They all have apps, and that helps, but there’s no interactivity.

As a local resident, do I know who to trust most on the weather? Do I feel loyalty to any of the stations? Not really. There’s no community. So I just turn on the TV and whichever channel I happen to land upon first is what I’ll watch for weather updates. They’re basically the same. Radio?

I couldn’t tell you which station is the go-to for anything. A lot of them just simulcast TV news coverage in emergencies anyway. I haven’t met anyone here who’s a real fan of any local radio station, though that may be a function of the number of new arrivals here, mostly from Long Island; they’re all more likely to say they listen(ed) to 1010 WINS for news anyway.

TL;DR: Your media outlet needs to develop a closer bond with your audience and make them (and you) part of a shared community. Turn fans into family. Ask Seth Resler for more. We have too many ex-New Yorkers here. Ranger Suarez for NL Cy Young. Okay, that wasn’t in here, but still.

Subscribe To The BNM Rundown

The Top 8 News Media Stories of the Day, sent directly to your inbox every afternoon!

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Continue Reading

BNM Writers

Steve Cochran Isn’t Looking in the Rear View Mirror After WLS-AM 890 Exit

“(WLS) and I were never a natural fit. But I believe — and I believe they believed — that we could do something and deliver something … everybody wasn’t rowing the boat in the same direction, but I’m good.”

Garrett Searight

Published

on

A photo of Steve Cochran
(Photo: Steve Cochran)

There’s a longstanding adage in the radio business: “You haven’t really been in radio until you’ve been fired.” Steve Cochran has embodied the mantra 11 times after exiting Chicago news/talk station WLS-AM 890 last Friday.

After a two-year run in mornings on the Cumulus-owned station, the two sides went their separate ways in what Cochran said was an amicable parting.

“I liked those people a lot. They’re good people. We just have a disagreement on what show should be on there,” he said. “The signs aren’t hard to figure out. It was not contentious. I’ve certainly had ugly ones. This was not it. We just simply disagree on how to do the best show in in Chicago. And frankly, I felt like I was doing not just that, but the best show in the country. And the last sane talk show in the country.”

That sentiment — “the last sane talk show in the country” — is something Cochran had shared on the air during his stint with the station.

When asked what that exactly meant to him, Steve Cochran noted that it includes two separate issues. One is the business side of radio which affects companies like iHeartMedia, Audacy, and Cumulus. He believes some of the larger radio operators are solely focused on stock price, which in turn affects the on-air programming.

But maybe more importantly is the political polarization that has enveloped the talk radio space that Cochran has become most disillusioned with.

“This is not a secret: I’ve leaned right most of my life, but I’ve voted right and left depending on the candidate — the way I think everybody ought to,” said Cochran. “Because the far right and the far left, as I’ve said a million times, will kill the country. And I just wanted to drive the middle. I still think you could monetize the middle, but you have to have a company that’s willing to really invest in that.

“They held up their end of the bargain and they didn’t tell me how to do the show. And I held up mine and told him that I would be hard on Trump, but I would also be hard on any Democrats that deserved it. I pound on the mayor of Chicago, who’s a disaster, and the Democratic machine in Chicago, which is also a disaster, over and over again. We got good response from a lot of people that said, ‘Look, you’re fair. I don’t always agree, but I appreciate it.'”

He continued by noting that welcoming each side of the political aisle to talk radio needs to be much more prevalent than it has become, stating “Unless we get back to talking to each other, we’re done and everything in politics now is about not doing that.”

Steve Cochran admitted that he might not have been the best fit for WLS — and vice versa — but was interested in giving the position a test run after more than 15 years at crosstown rival WGN.

He called the relationship “a joint experiment”, before noting that that the proposed mission of the Cumulus-owned outlet to be “the most conservative station in America,” in the words of former colleague John Howell, wasn’t the perfect situation for him at this stage of his career.

After more than 40 years in the industry, and being 63 years old, it’s logical question to wonder what the future holds for Steve Cochran.

And he revealed he has the same thoughts.

“I will miss being on the radio. I don’t know that I’ll ever be on the radio again, and that’s a very weird thing to say after 43 years,” he shared. “I just think radio is still the greatest medium.”

As much as he questions his potential future on the air, Cochran questions if radio entities will be able to shift their focus away from AM radio to a more easily accessible distribution platform for younger audiences.

“The mistake these companies have made in regards to AM talk radio — and I said this to Cumulus — is stop calling it AM. When you say ‘AM,’ it sounds like an antique store. And it’s a natural turnoff to anybody under the age of probably 45.

“So in talk radio, AM should be treated like every other content platform. It’s just another content platform. It should have as much of the same opportunities and revenue streams as well. Cameras in studio, a video guy, social media people to monetize all of that,” he said. “I think the companies who are gonna win this — the remaining companies that may feel like they’re stuck with these big AMs — will figure out a way to treat them like content platforms and not like ‘Grandma’s down on the corner, the light’s on so I guess she’s ok.'”

If his morning show at WLS-AM 890 really was his last radio hurrah, Steve Cochran is content with that.

“When I left (WGN) — that was not my call, or my desire, though I hated the way the company was being run at that point, and still being run, frankly, it’s half the radio station once was. And (WLS) and I were never a natural fit, but I really believed — and I believe they believed — that we could do something and deliver something,” Cochran said. “But it involved a lot of promotion, a lot of focus, and everybody wasn’t rowing the boat the same way.

“So I came back, I had my say, and I think I’m better at this than I’ve ever been. I’d like to be able to do it somewhere, but for the time being, and maybe fully, I’m gonna do it in podcast form.”

His podcast — Live From My Office — has published more than 350 episodes since its launch. In addition to his podcast, Cochran continues to be a stand-up comedian in the Windy City, with a set scheduled for Friday night at the Raue Center for the Arts.

It would be easy for him to view the departure from the venerable Chicago station as a sad note. However, Cochran reiterated that he had no bad things to say about management in Chicago or the company, and noted that they stuck to everything the two sides agreed upon before the “joint experiment.”

“I didn’t get notes or direction or censorship or editing by WLS in Chicago or by Cumulus and I respect that. That was our agreement going in, and they honored it,” Steve Cochran shared. “But I have considerations for sponsors and consideration for the framework of things when I’m working for somebody else. So I don’t have to worry about that stuff anymore. That’s a bit of the freedom, but that’s just a small piece of it ’cause I never felt restricted at WLS.”

Subscribe To The BNM Rundown

The Top 8 News Media Stories of the Day, sent directly to your inbox every afternoon!

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Continue Reading

BNM Writers

How Hunter Biden Talk Should Be Handled By News Media Members

I have some points that you may not have considered, and this could be useful for your show! 

Avatar photo

Published

on

A photo of Hunter Biden appearing on Fox News
(Photo: Fox News)

The surviving first son — Hunter Biden — was convicted of 3 felonies over his gun buy after lying that he was not a drug addict. I am not going to joke about addiction. It truly is a horrible infliction affecting people in families all over the world and the First Family. But stick with me here. I have some points that you may not have considered, and this could be useful for your show! 

Hunter Biden was raised by an absent father. Sen. Joe Biden has often told the story about taking Amtrak home every night to be at home for his kids. Do you know what would have been better? Raising the kids in Washington DC. Arriving at midnight on a train is not parenting. It is virtue signaling about a commitment to fatherhood. Fatherhood is about being there for your children.

My old man was often on the road when I was a kid. It was necessary for his career as a Sales Manager. I know that if my dad could have been home for dinner every night, he would have done so. Hunter Biden’s mother was killed in a car wreck. It is a terrible thing. While Joe Biden has told that story often as a ploy for sympathy, Hunter Biden was not a prop. He didn’t choose to be raised by a political family. His lack of connection to his father was obviously a part of his addiction. Many of the addicted are hiding from pain and that pain is often familial.

Hunter learned early that the Biden name made things easier. Hunter went to Georgetown and then to Yale Law. I have no idea what Hunter’s qualifications were, but both of those institutions love bragging that a Senator’s son attended. Hunter graduated and Yale Law ain’t no summer picnic. Obviously, graduating from both institutions is an honor.

Hunter started on the grift immediately to cash in on his father’s name. Took a consulting gig with MDNA bank that had donated over $200k to his father’s campaigns. When I was in school and had started my first radio job, my full-time gig was with a hotel. I did the night audit. My dad called me and suggested that I call his fraternity brother who owned several large hotels. I told my father that I wanted to make it on my own. I didn’t want a job from a friend.

Just as a note, I was close to my parents and still hold them in high esteem. (They are no longer with us.) I decided to make my own way. I have this belief that it is not Republican or Democratic, it is reality. There amazing people are elected to Congress. The problem with Senators and Representatives is that they see the massive amount spent in the District of Columbia.

I believe that nearly all Congress can be corrupted by the cash. Hunter Biden just saw a way to cash in. It was raw greed based purely on connections to his father. There are adult children of elected officials who are cashing in because of connections to their lawmaker parents. It is dirty, it is wrong, and it is totally immoral.

Hunter Biden just joined the party. Sadly, Hunter’s father did not stop it. Joe Biden encouraged it. Nearly every member of the Biden family has cashed in on “The Big Guy.” It is dirty and the person guilty is Joe Biden. Joe Biden, who’s claimed he’s “Blue Collar Joe”, owns three homes. I had a friend point out that Joe had a book deal. My retort? Who purchased the books? My thinking is that lobbyists and big donors were at the center of it.

Joe Biden was greedy. Not because of a product, service, or company that he founded. It was because Joe Biden used his power as a U.S. Senator to become stinking rich. I love Delaware. They have The Waffle House! Imagine a strung-out Hunter Biden ordering the All-Star Special! By the way, the pork chops and eggs are amazing at The Waffle House. This is from personal experience.

Hunter cashed in on daddy. It was a family thing. But President Joe Biden chose public service as his career. Joe Biden could have stopped the Biden family scam at any moment. Why didn’t the President stop it? It was greed.

Hunter Biden and his Uncle James (Jimmy) Biden started a hedge fund that was financed by Allen Stanford. Stanford was convicted of a Ponzi Scheme and will get freedom in 2103. The Biden family made big bucks off this. Google Allen Stanford, Hunter Biden, and James Biden. I’ll tell you two people who didn’t have to return any money. Hunter and James Biden.

Hunter Biden may be the most ethical of the Biden family. He needed crack, booze, hookers to mask his personal pain. Hunter is obviously an adult and can make his own decisions. There are children from very functional families who just implode in life. There are children from impoverished families who have risen above their circumstances.

Hunter Biden is an emotional wreck. His father and stepmother have been enablers. His wives and girlfriends have allowed this behavior. But there was no chance for Hunter. He was wrecked by a dysfunctional family and a greedy dad.

I feel sorry for him. Hunter’s fall has more to do by his father than anything else. Beau Biden was the favored son. Hunter was the Prince Harry of the USA. Hunter deserves sympathy and perhaps some crack.

Subscribe To The BNM Rundown

The Top 8 News Media Stories of the Day, sent directly to your inbox every afternoon!

Invalid email address
We promise not to spam you. You can unsubscribe at any time.
Continue Reading
Advertisement

Advertisement Will Cain
Advertisement

Upcoming Events

BNM Writers

Copyright © 2024 Barrett Media.