Connect with us

BNM Writers

Larry Richert Continues Evolution After 34 Years at KDKA

“After 34 years with the KDKA Radio, 21 of those in the morning as host, it’s rare to have an opportunity to be part of such a dynamic change,” Richert said.

Avatar photo



Larry Richert hosts a morning show on KDKA, has co-written a screenplay that was made into a film, and made a documentary about a world famous wrestler. Who cares about all that? The guy’s married to Dan Marino’s sister! (And I never use exclamation points.)

They worked at the same radio and television complex, WTAE. He’s been married to Cindi Richert (nee Marino) for 34 years.

“I was working AM at the flagship for Pitt and the Steelers,” Richert explained. “I saw her walking through the cafeteria and she had the greatest blue eyes. I asked someone who she was.”

Marino was cutting a radio promotion for Pitt when Richert’s future wife, Cindi, came downstairs from the TV side where she was an associate producer for a TV talk show.

“I didn’t know her last name at the time,” Richert said. “When I saw her, I told someone I was with that I had to marry that girl. I didn’t even meet Dan Marino until we got engaged.”

The Marino family is from Pizzoferrato, Italy, about three hours from Rome. 

Marino invited his sister and Richert to a Monday night game between the Dolphins and Browns. Marino comped the seats eight rows behind the Dolphin bench.

“Then Cindi started screaming, ‘Hey Iceman,’ to her brother. I didn’t know The Iceman was Marino’s nickname in high school and college.”

In that game, Marino threw a touchdown in the fourth quarter to beat the Browns. Richert said he and Cindi were waiting for Marino in one of the tunnels.

“He walked up to me in an AC/DC shirt,” Richert said. “Cindi introduced me saying, ‘This is my fiance.’ He grabbed me by the neck and pulled me close. ‘Take care of my sister or I’ll kill you.’”

Thankfully, he was just kidding. Then he asked Richert if he wanted a beer.

In August, Kevin Battle, Richert’s co-host of the popular KDKA Radio Morning Show, was let go by the station’s parent company Audacy, in an apparent cost cutting move.

Richert has since been paired with Marty Griffin, weekdays 5:30am – 10am on the Big K Morning Show.

“After 34 years with the KDKA Radio, 21 of those in the morning as host, it’s rare to have an opportunity to be part of such a dynamic change,” Richert said.

“Marty Griffin is an extraordinary talent who is a news-breaker, so the combination of us working together gives us the chance to not only to break news, but to use our collective resources to make a difference in our community.”

The morning show grind continues to be a challenge, but Richert believes he has it mastered.

“I get up at three, I’ve got it down to a science,” Richert said. “It’s a very methodical system. It’s the hardest part of the job. I lay my clothes out the night before. The last couple of years I probably could have worn a Hawaiian shirt and shorts.

“Each room has a different species,” Richert jokes. “It’s like an Aqua Zoo, a different species in each tank. The sports station has guys in hoodies, hats backward. You peak in the country station and you’ll see a guy in a cowboy hat with a guitar.”

Richert became fascinated with radio while in high school. The school had recently opened a new video production facility. The school selected 12 students to be in a pilot course, Richert was one of them.

“We all worked on each other’s projects in different roles. I narrated my own, and we played it for school board members. After they heard my narration, someone said, ‘I thought this was for students, not a professional.’ He was told a student did narrate the film. It was me.”

Richert said that experience gave him enough encouragement to pursue radio. To follow his passion.

“My parents always told me to do what I loved. Master self-discipline and become a mental millionaire. After college, I didn’t go into radio right away. I was working, thinking. A good friend worked at radio station in Clarion, WCCB. He went to work at WCCB, lured me up saying how great radio was, and he got me in the door. I was hooked.”

Richert is a very low-temperature guy. He just sounds very laid back. 

“I think I’ve always been that way,” Richert explained. “As the middle of five children, I’m generally a moderate person. It’s been so caustic in the country the past couple of years, I think being laid back has helped. I try to maintain a cool demeanor.”

Radio is fine, but screenwriting is pretty cool too. Richert co-wrote a screenplay in 2009 called Shannon’s Rainbow.

“My best friend growing up always wanted to be in movies, his name was Jeff Gardner,” Richert explained. “He got a lot of work, including a lead role in a B sci-fi movie. In 1999, he was repairing a truck when it fell off the jack and killed him.”

Richert delivered a eulogy for his friend, and John Mowod was intrigued.

“John was one of the actors in the film Jeff was going to be in came up and asked if I wanted to write a screenplay with him. He gave me a treatment Jeff and he were working on, which ran a couple of pages. He said, ‘Why don’t you and I write this with me?’”

Richert bought a screenwriting program called Final Draft, and he started working on the screenplay. His brother is a camera operator in Los Angeles and Richert figured he’d be a good person to get the script.

“We sent it to him and asked him what he thought. It bounced around for a while, then it got picked up. The original title was Shannon’s Rainbow and, they went with Amazing Racer when it was released world-wide.”

Richert said directors don’t normally like the screenwriter on the set, apprehensive they might interject something they don’t want to hear…and writers almost always do.

“Then the production got stuck for a little money and I found it,” Richert explained. “All of a sudden I was a producer. Then I got to hang around the set. It was serendipitous. We actually put my friend’s photo in the movie. He was the father of Shannon, who was gone.”

In May, Richert was part of a group that released a documentary about a WWF champion wrestler named Bruno Sammartino. Bruno Sammartino: The Authorized Biography of Wrestling’s Greatest Champion.

Sammartino was an Italian immigrant and heavyweight champion of the World Wide Wrestling Federation for a record 11 years in the 1960s and ′70s. This was long before the federation admitted that its matches were scripted and largely choreographed.

“We found out Bruno was Mike Tyson’s hero,” Richert said. “Arnold Schwarzenegger was also in the film. Took us 18 months to get him.”

Richert had hoped to work on some NFL films after the legendary John Facenda died. Steve Sabol was asked what he was going to do. It’s tough to replace a legend, and Sabol knew that. Richert got a look and was in the top 12, but they were only looking for two.

“They thought I might be able to narrate films. So, I narrated the 1985 Steeler highlights,” Richert said. “Terry Bradshaw, Rocky Blier, John Stallworth, Lynn Swann, they were all childhood heroes of mine. Bradshaw came on and did the weather with me one night. It was an out of body experience.”

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

Telling The Audience What You Think They Want to Hear Won’t Help You Grow

“Calling out each candidate’s positives and negatives isn’t picking one over the other, it’s opining on the news of the day.”



Photo Credit: iStock

It’s OK to not always tell your audience what you think they want to hear. 

I have been writing that phrase down at the top of my notepad before I start my show for the last two weeks. Something tells me I will need it for at least another 12 months.

In the last week alone there have been two major topics that have divided News Talk audiences across the country: The debt-ceiling debate and the brewing Donald Trump vs. Ron DeSantis feud.

And as I’ve listened to talented hosts and perused the social media landscape, I’ve noticed a hesitancy that I usually would not expect. 

Granted, for the last two years it’s been relatively easy when talking about the national political scene: Joe Biden is a disaster. Whether it’s economic policy, border policy or foreign policy, most Americans don’t believe the guy is doing a good job. The News Talk audience, generally speaking, thinks he’s doing a terrible job.

That’s shooting fish in a barrel. But now comes the hard(er) work. 

Starting with the debt-ceiling drama, there was a big divide amongst Republicans in the House of Representatives. The bill passed with broad bipartisan support, however dozens of Republicans, many of the most conservative members of the House, voted against the bill, saying it did not do enough to cut spending

As a result, it seemed many hosts, who assume their audience blindly aligns with everything the most-conservative members of the House say, were hesitant to point out the obvious: Explain what better deal you were getting when you only had a small majority in the House, and no control over the Senate or the White House?

It was a question I never got a good answer to on my show.

Republicans already picked up a win getting Biden to the negotiating table after he spent months saying he wanted a clean debt-ceiling raise with no spending cuts attached. Speaker Kevin McCarthy won, got some concessions, and slowly began turning the tide towards hopefully Senate and White House victories in 2024, when then the real work can begin on getting spending under control. This was a victory.

And while no one with any levels of fiscal sanity believes our government’s spending isn’t wildly out of control, that is a separate conversation from whether or not this was a good or smart deal. 

Then, there’s the Trump vs. DeSantis feud. Some have staked their claim with one candidate over the other. Some are trying to toe the line and avoid all conflict. Neither approach makes sense to me.

The obvious approach seems to me to analyze the candidate’s based on what they do and say on a given day. There will be good and bad days for Trump. DeSantis will have his up and down moments. I can guarantee this because they’re flawed human beings like the rest of us.Like every election season, it will ebb and flow, and eventually someone will come out on top.

Calling out each candidate’s positives and negatives isn’t picking one over the other, it’s opining on the news of the day.

If you compare this to sports talk radio, a national host talking about the NFL Playoffs doesn’t have to have a preferred team, but he or she has to have something to say that’s interesting, compelling, honest, thought-provoking and entertaining.

If they don’t do this, they’ll become wallpaper in a world of too many media options. 

If you have the trust of your audience, you’re real, honest, engaging and thoughtful, you won’t lose your audience. You’ll keep them engaged and you’ll grow it.

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

Why Did Newsmax Allow Rep. Matt Gaetz to Host An Unchallenged TV Program?

“A sitting politician hosting a show also doesn’t allow for a variety of opinion. It gives them the ability to deceive their audience, delude their constituents and impact lives in the name of lies.”

Jessie Karangu



Photo Credit: Newsmax

Representing your constituents in Congress used to be a mark of honor. It was a position that came with pride and respect. At least that’s what I’ve heard from older relatives who lived in an America that was supposedly more united. Today, depending on the individual, the position doesn’t usually come with too much regard if any at all. Congress has an all-time low approval rating and many representatives go into the job plotting their next money-making move in the process. 

The cable news circuit has slowly but surely built a bench of potential hosts from current and former Congressmen. Former Congressman Jason Chaffetz is a Fox News commentator, Trey Gowdy is a host on Fox News, Joe Scarborough is MSNBC’s morning show anchor and most recently Rep. Matt Gaetz anchored his own hour for Newsmax. As much as some members of Congress roast young Gen Zers for their tenacity when it comes to TikTok, these men are just as eager for the wrong kind of attention and spotlight. 

A former Congressman on television can provide perspective that gives context to current issues the country faces. On Scarborough’s morning show, he often harkens back to past negotiations and talks he had with fellow lawmakers. At times, he even uses those connections to find out the inside scoop about something that’s happening in the moment. Current Congressmen who appear on shows as guests also get to talk directly to their constituents hopefully alongside a host that is willing to challenge them on the issues of the day and not simply allow them to lead the audience astray. 

For Newsmax to allow Rep. Gaetz to host a show though, is a disgrace to a medium of television that already like Congress doesn’t have much acclaim. With that being said, even for cable news, this is a major low and it should never happen on either side of the aisle. Politicians are elected to serve but are also forced to make tough decisions. These choices are answerable to the American people. When a Congressman is allowed to spew their thoughts uncensored, it takes attention away from the issues that really matter. 

A sitting politician hosting a show also doesn’t allow for a variety of opinion. It gives them the ability to deceive their audience, delude their constituents and impact lives in the name of lies. Unless Gaetz had a co-host that was a journalist questioning his takes, how does an unchallenged show truly serve the public – an oath he agreed to partake in when he took on his role as a Congressman. 

Gaetz’s appearance is also a waste of tax dollars. The people of Florida who elected him into office expect Gaetz to be working with fellow lawmakers to make their lives better. They expect him to be doing research or reading up on bills that can bring the change he’s promised to his voters. Instead, he used the resources of hard-working Floridians to moonlight into his next career and spew misinformation that can prove harmful to the public.

If we allow more serving Congressmen to host their own cable talk shows on such a widely distributed platform, will we reach a day when lawmakers exclusively negotiate bills on television? Will Congressmen be more worried about ratings than results? We’ve already seen what happens when a President reigns over a populous and only rules based on what he sees on television. We’ve also seen the political implications that come with such unjustly behavior. Cable news networks will suffer the moral consequences of their actions while politicians who dare to try this act again will eventually face the demise of their legacy in the voting booth. Be careful.

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

Sales Productivity Protects You From Hedge Fund Uncertainty

“The good news is that most radio station clusters are still very profitable. The bad news, the debt makes many clusters unprofitable.”

Avatar photo



Almost 30 years ago, Radio station ownership limits were lifted, and Wall Street saw an opportunity. But the hedge funds didn’t understand the business and created mayhem in a still vital industry.

I worked in New York City for over 6 years. I had the opportunity to spend time around the brain trust of Wall Street. These Masters of the Universe saw the weakness of the radio industry and thought that they had all the answers. 

Well, they didn’t. 

I will give you some history from my perspective. My first 16 years were spent working for family run operations. Both of these companies were managed by third generation operators who put people and community first. These were highly successful operations with large staffs. 

I am not looking back with rose colored glasses. No organization is perfect or without unique challenges. But people were first in these broadcast companies. Both of my first employers had top consultants to give strong outside the organization feedback. Both companies had General Managers that catered to both the programming and sales departments. 

The Telecommunications Act of 1996 was the biggest overhaul of telecommunications law in 62 years. It was widely thought that this would bring radio into modern times. Consolidation has been a landmark of American Business, so, Wall Street’s Hedge Funds saw an opening.  Radio station owners sold for insane profits. Longtime owners were able to sell stations for multiples of up to 30 times meaning that if an owner had a station earning 1 million dollars, they could sell it for 30 million dollars. Quite a return (Most stations didn’t go that high but multiples of 18-25 were very common during this period).  

Wall Street looked at radio like the pickle industry. Except there was an issue. Radio did not have hundreds of workers in each location. You couldn’t move all operations to a central hub and save HUGE money, that would justify strong ROI. So, radio ended up with several large owners (by the way, I am not criticizing iHeart, Audacy, Cumulus and the other large owners). 

When larger companies developed, they went public selling stock to individual shareholders and institutional investors. The market states that companies show a certain amount of revenue growth per year. Let’s say that number is 10%. Radio is interesting, we are regulated by the Federal Communications Commission. You cannot just build new radio stations. So, companies were forced to merge or expand to meet revenue goals. Wall Street encouraged and even demanded it. 

Here was the problem – radio companies acquired an unsupportable amount of debt that could never be paid back. The Hedge Funds just moved cash around and demanded companies cut staff and consolidate management. It was a blood bath. Any of us who entered this business in the 90’s saw this. Great broadcasters, salespeople, managers were forced out because of unsustainable debt and micromanaging Hedge Funds.  

On the local level, new clusters were forced to protect the biggest biller in the group. This was not set to grow revenue; it was to protect the revenue and keep the spreadsheets looking right. I know of stations that were more successful brands in ratings in a cluster than the cash cow but if you were the Program Director who was consistently beating the cash cow, your job was in jeopardy.  This was a reverse hunger games caused by debt, fear and shortsightedness. 

So, here we are.

The good news is that most radio station clusters are still very profitable. 

The bad news, the debt makes many clusters unprofitable.

Even though a couple of the bigger companies have gone bankrupt, they’re not bankruptcy situations where assets were liquidated creating a market-based value of these properties. It was essentially a negotiation to lower the debt, and did not move these companies to become cash positive operations again. 

Why do the Hedge Funds not cut their losses and move on? Now that is a great question.  Hedge funds handle billions of dollars. They bundle bad deals with great deals and so their investors don’t seem to have a problem if they see enough of a profit at the end of the month, quarter or year. People remember the subprime mortgage crisis of 2008. Hedge Funds were bundling bad mortgages with good ones. Soon the bad overcame the market. Thus, a crash.  The homes never went away. The value of real estate fell dramatically in many places.

Are people still listening to us? 80% of Americans do. Not the 93% of a decade or so ago (Pew Research). This is much better than local TV where only 63% of Americans watch local TV News.

But what is the future?

It is entirely up to Hedge Fund involvement. Will Hedge Funds cut their losses and move on?  If that occurs, will local broadcasters rise again? 

What can YOU do?

It is all about the billing. If you are billing a lot more than you cost, the company will need you, and indispensability is what corporate leaders will see. Make yourself available for Sales. If you are the morning talent, be dressed well enough for a sales call. Make yourself available a few times each week to meet clients. Let salespeople know about the products and services that you use. Radio personalities are influencers. They have huge audiences that listen every day.  Don’t forget your advantage. We cannot control the Hedge Funds, corporate debt or a fast-changing marketplace. 

This was not an exhaustive history, but it illustrates our challenges. Radio programming departments are filled with creative people who just want to entertain. Be aware of our weaknesses and strengths. The Market Manager and sales manager are under huge pressure.  Be that person who understands their concerns.

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

Copyright © 2023 Barrett Media.