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3 Free Marketing Tools for Radio Hosts to Cut Through an Overcrowded Space

There are three tools that local hosts can use to their advantage to cut through, and they cost $0. 

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A photo of a car radio

Recently, I was talking with a couple of fellow radio hosts about how their shows and stations were doing. Overall, they were satisfied, but they bemoaned the level of “noise” in the industry, the difficulty in cutting through an overcrowded media landscape, and the fact that they felt they needed marketing dollars from their markets to help their cause.

I was somewhat sympathetic to their points. There is too much clutter, it is harder than ever to make your show appointment listening, every segment and every day, five days a week, and, yes, we’d all love more marketing and promotional dollars than we have

But none of that excuses what needs to be done to put a show in the best position possible to win in the current climate.

There are three tools that local hosts can use to their advantage to cut through, and they cost $0. 

Your show may have the strongest opinions, but your opinions won’t be heard by anyone who isn’t listening to your show. However, if your show makes news, then suddenly those who aren’t listening to your show will be forced to acknowledge and cover your show.

If you make news with exclusive comments from a governor, mayor, or prominent athlete, you’re likely to find your show getting credited on local newscasts, the newspaper (digital subscription, because who still gets a newspaper anyway?), and potentially other social media channels. These earned media opportunities can help drive listeners to your show and station. 

It’s not easy to “make” the news every day on your show, and it’s not likely to happen at a large enough level where other media in town will cover or use your content daily, but when you hit something that is topical and truly news for your city, you’ve got yourself free marketing.

And you should always have your content, especially anything potentially newsworthy, or podcasted, this way other media outlets can easily access the audio for their use (with proper credit, of course).

Lastly, make sure you curry favors with some TV/newspaper reporters in town. These allies are the ones who can help get your worthy news-making content onto their broadcasts and into their columns. And by the way, be a team player, and return the favor when appropriate. 

As most reading this column know, there are several ways to go about grassroots marketing in radio. But to speak broadly, these can include things like the obvious station event which listeners are invited. There are always the perceived “old school” radio remotes from big events around town. Also, Station personalities can emcee various shows that involve large audiences of potential listeners.

None of these are overly unique ideas for radio, but COVID did set us back 1-2 years, and sometimes we forget that the simplest things can work.

Given the state of the world, here’s another reminder: It’s getting harder to see or talk to a real person when we do anything in our day-to-day lives. Go through a McDonald’s drive-thru, call Verizon, or even call your doctor’s office. How long will it take you to get a real person, if you ever get one?

But suddenly, in a crowded media landscape, where so many shows aren’t even located in the markets they’re broadcast in, listeners can easily go see, meet and watch, in person, a local talk show host? That’s unique in today’s world.

Once again, it’s not rocket science, but it needs to be done. You can’t be a host complaining about not having billboards for your show when you won’t even create a digital billboard for yourself. That’s what social media profiles are, essentially. 

But for those still on the fence, or maybe not fully bought in, here’s where this ties back to No. 1 on the list: The promotion of your own content is likely to be seen by your colleagues in the media, who then are more likely to consider you an authority and destination for local news and information.

It doesn’t need to be about your hot takes or what you ate for breakfast. But if you follow the right people, who then return the favor, and you’re constantly reminding them of your content, you’re ahead of the game. 

For the amount of work you put into preparing for and then hosting your show, don’t you want your daily “greatest hits” to be on display?

In no way is this column meant to deny the challenges and realities of the media landscape we are all battling through, but it’s still our job to do more than just pop the mic for a few hours and call it a day. The competition is too stiff. And no one wants to hear the complaining anyway.

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BNM Writers

Why I’m Jumping Back Into Local TV

I want to join the fight for light that disinfects from the front lines. And there is no more advanced position than local news.

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Jim Avila
(Photo: ABC News)

Yesterday, I started what I believe will be the final phase of my nearly 50-year career in broadcasting, spanning both radio and TV.

I have roamed the streets of San Francisco looking for breaking news as the late news reporter at KPIX-TV. I picked garlic in the fields of Gilroy to expose the terrible working conditions of California farmworkers for KCBS Radio.

In Chicago, I helped topple the democratic machine by exposing the dead voters registered in the Mayor’s race that tried to prevent Harold Washington — the city’s first black mayor — from winning an election.

Next stop? Los Angeles, where I covered the O.J. Simpson trial for KNBC, coverage that earned the station an Emmy and Golden Mic awards. It also earned me a ticket to NBC network news where I became a national correspondent for Tom Brokaw’s Nightly News. Our team picked up an Emmy for the flood and fire that destroyed Grand Forks, North Dakota, and led to assignments in New York for 9/11 and then off to the wars in Afghanistan and Iraq.

Next up were 18 intense years at ABC, where I served as 20/20 correspondent, Primetime correspondent, Senior Law and Justice correspondent, Senior National correspondent, and finally White House correspondent.

In 2020, after health issues, I retired and was offered the opportunity by Barrett News Media to write about the only true profession I have ever known. No longer bound by the rules of just the facts, I was invited to give my opinion on the junction of news and politics. I have enjoyed it and thank Jason Barrett — and you, the readers — for taking the time to follow my thoughts on the great institution of the news media.

But now it is time to return to actual journalism. I have been offered the privilege of reporting again. I have started a new adventure at KGTV ABC10 in San Diego. The location is ideal and the job as Senior Investigative Reporter will be a welcome challenge and a break from the retired life.

It also comes at a time when journalism is under attack by those who feel their opinions trump facts. (Pun intended).

So I want to join the fight for light that disinfects from the front lines. And there is no more advanced position than local news. I will be holding authorities and politicians to account. Keeping big business honest by protecting the little guy. I take pride in my career in journalism and I want young reporters to be proud as well. A free press unintimidated by would-be dictators is what is needed now more than ever.

So thanks, and once again, I will see you on TV.

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Is Oliver Stone the Michael Moore of 2024?

“They went too far in hating and in dumping on Trump. And people don’t like that in America. People don’t like dumping on. They did it too much.”

Rick Schultz

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A photo of Bill Maher conversing with Oliver Stone
(Photo: Club Random)

In mid-2016, Americans felt the tide turning — with the country rallying around a Donald Trump electoral victory — when liberal filmmaker Michael Moore predicted Trump would win Michigan and the election. Could Oliver Stone be on a similar path in 2024?

Moore was prescient. He heard the people and could sense their overwhelming sentiment. More than anything, he was sounding the alarm bells for his fellow Democrats for what he felt was about to happen.

Last week a media member may have unknowingly let free the 2024 canary in the coal mine, and interestingly, this canary may have been another controversial filmmaker.

Oliver Stone appeared on Bill Maher’s podcast, Club Random, last week and seemed to echo many of the same sentiments from Moore’s premonition eight years earlier.

“Well, I mean, he doesn’t concede elections,” Maher said, bringing up President Trump in the far-ranging, free-flowing conversation. “You know, ‘The elections only count if we win’ theory of government. Okay. Well, come on. You know, Trump, he still has not conceded the election. He has not conceded. He does not honor them.”

“I mean, do you know for a fact that he lost? I’m just curious,” Stone responded. “I just don’t know all of the facts.”

Maher seemed astounded. 

“Well, I do. Is there a conspiracy theory that you don’t believe?” Maher asked Stone.

Perhaps Stone was referring to the piles of historical incongruencies and facts, all of which indicated a Trump 2020 win. 

No sitting president in the modern era has received more votes for re-election than in his initial election and lost. 

Of the 18 most dependable “swing counties” that normally indicate an electoral winner, Trump won 18 of 19. Yet, he lost the election. 

No Republican had ever won Florida, Ohio, and Iowa – considered to be a broad cross-section of the American electorate – and lost. Until Trump.

It is difficult to put Oliver Stone in a political box. He has mostly seemed to favor the libertarian philosophy of less government intrusion. On occasion, he has been critical of Trump, while also acknowledging the former President’s ability to tap into populist sentiment that the two seem to share. Less war. Fewer government shackles. More individual and economic freedom.   

“I’m just asking you. I’m not an expert on the election,” Stone told Maher. “I’m not a political junkie. You are. And you follow it very closely.”

“Alright then, I’ll give you the thumbnail sketch,” an agitated Maher said. “They tried it in like 60 courts. It was laughed out of every court, including by Republican judges. The people who saved this democracy were Republicans. Good Republicans. In states where Trump pressured them. Like the guy, the one he’s on trial for in Georgia. ‘Find me 11,000 votes.’ It’s on tape. A guy like that saying to him, ‘Sir, we just don’t do that here. I voted for you. I’m a Republican, but we just don’t do that.’ That’s what saved us. And they were Republicans.”

One of the most accurate political pollsters of the modern age, Richard Baris of Big Data Poll, posted on X that “Not even Oliver Stone buys it. Notice when (Bill Maher) tried to dismiss and refute his election concerns, he used a demonstrably false claim to ‘disprove’ it. Oliver, Bill is full of shit. It was not ‘tried’ in 70 courts. Judges used standing to dodge.”

Baris continued in another post, saying, “Also, (Bill Maher) grossly mischaracterized the phone call, using the common fake news talking points that Trump asked the (Georgia Secretary of State) to ‘find 11k votes’. Don’t be lazy, Bill. Read the transcript yourself. He was talking about signature verification and votes not properly scrutinized.”

In the podcast with Maher, Stone went on to say that he had major problems with the outcome of the 2000 election, which resulted in the victory of President George W. Bush. He similarly indicated that he didn’t think 2020 passed the smell test.

“I don’t know. I mean, you went through the 2000 election. That was horrifying to me, what happened when the Supreme Court closed that down.” Stone said.

“What should we do?” Maher asked. “Do we just keep counting votes forever? Or should we still be counting them now?”

“No. Count them correctly,” Stone responded. “Let’s just get rid of the electoral college. Let’s do a popular vote.”

Oliver Stone continued, calling out the media for their biased reporting in the era of Trump.

“I don’t know the facts,” Stone said. “And I think I would trust the accountants more than the politicians. And I’d like to know what the accountants, the guys who vote, who know the most about votes, who do the Electoral Commissions. I can’t take Biden’s word for it on anything.”

“Well, I mean, if there’s nothing that can be said or argued that would convince you,” Maher offered. 

“I think what shocked people is that Trump got so many votes. You know, that was what was shocking. That he did so well compared to what he was expected to do,” Stone said. “Because we believed all the East Coast media.”

“Then why do you believe he could have lost?” Maher asked his guest about Biden.

“We believed all the East Coast media elite that he was going to fail and boom, they were wrong. We would love to see them being wrong, don’t we? The media elite,” Stone said. “They went too far in hating and in dumping on Trump. And people don’t like that in America. People don’t like dumping on. They did it too much.”

Bill Maher even agreed with Stone, admitting that the media no longer attempts to give a balanced, truthful reporting of the day’s events. In addition, neither mentioned the years-long, Democrat-led coup attempt that was designed to trick the public into thinking Trump was a Russian agent. Most of the mainstream media parroted the hoax.

“I was actually having this discussion about the CNN network recently. And, you know, I want there to be a CNN in the world. You know, something that I used to be able to count on. And I still do, some of it. Give it to me straight, Doc. Just give me the news,” Maher said.

“And, you know, they had this town hall with Trump about six months ago. And it was, they took a lot of flack for it. But he was adored by the audience who were Republicans, I guess, and independents. I think they said both. But whoever it was, they fucking loved him. And then the panel comes on after and they do nothing but shit on Trump and what a liar he is.”

Like Michael Moore eight years prior, Oliver Stone seemed to be sounding the alarm bell about what’s over the horizon, a mere 11 months from now. He concluded by drawing the analogy of Trump to a legendary baseball player who was famously banished from the game over gambling allegations a few decades ago. 

“I think a lot of people liked him because he got dumped on so, so much. It’s like Pete Rose. You know, when he quit. Yeah. A lot of people started to resent the media for the dumping on Pete Rose.”

Oliver Stone is sounding the alarm. And the chirping canary very well may crescendo in 2024.

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How Did Trust in Media Reach All-Time Lows?

Somewhere along the line, Americans must agree on the facts, or we will continue to be a divided nation.

Andy Bloom

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photo of a stack of newspapers

In my previous column, I wrote about Americans losing trust in the media.

Both conservatives and liberals can find ample examples to demonstrate why specific media sources are no longer trustworthy.

We have become a nation of two tribes. Each side has sources of news that it believes and considers the other side fake news or even propaganda.

The Economist and YouGov published a poll earlier this spring measuring how much trust Americans place in 56 media outlets, including social media. 

Respondents were asked whether they “trust, distrust, or neither trust nor distrust” each media organization. The percentage of trust minus mistrust scores was calculated to create a “net trust score” for each.

Overall, The Weather Channel, arguably the only non-political entity measured, is the most trusted news source. It is ironic, considering how often we all complain about the “weather people” getting it wrong. Democrats (+64) and Republicans (+47) trust The Weather Channel.

The top four most trusted organizations were the same as the 2022 YouGov survey.

Here are the overall rankings of the 45 organizations published in the Economist-YouGov Poll.

  1. The Weather Channel +53
  2. Public Broadcasting Service (PBS) +30
  3. The BBC +29
  4. The Wall Street Journal +24
  5. Forbes +23
  6. The Associated Press +22
  7. ABC +21
  8. USA Today +21
  9. CBS +20
  10. Reuters +20
  11. NBC +19
  12. TIME Magazine +18
  13. The Washington Post +18
  14. National Public Radio (NPR) +16
  15. The Economist +16
  16. Business Insider +16
  17. The Guardian +15
  18. C-SPAN +14
  19. The New York Times +12
  20. Newsweek +12
  21. The New Yorker +10
  22. Bloomberg +10
  23. The Atlantic +10
  24. The National Review +8
  25. CNN +7
  26. New York Post +7
  27. The Hill +7
  28. Yahoo News +7
  29. Newsmax +6
  30. Axios +6
  31. Politico +6
  32. MSNBC +5
  33. One America News (OAN) +4
  34. The Washington Examiner +4
  35. Fox News +3
  36. The Federalist +3
  37. Slate +3
  38. Al Jazeera +1
  39. The Daily Beast +1
  40. HuffPost +1
  41. BuzzFeed News ±0
  42. Daily Kos −1
  43. Breitbart News −3
  44. The Daily Caller −4
  45. Infowars −16

Note: People who say the media organization is neither trustworthy nor untrustworthy, or that they don’t know, are not included in the calculation.

The differences between Democrats and Republicans are remarkable. In general, Republicans have less trust in the media overall.

Republicans have the most trust in Fox News and positive trust only in Fox News, the New York Post, and The Wall Street Journal.

Independents have a slight degree of trust in most news organizations, while Democrats have a significant degree of confidence in most of the media groups measured, except for Fox News.

OrganizationDemocrat Net TrustIndependent Net TrustRepublican Net Trust
CBS+58+15-17
CNN+54-1-36
Fox News-16-11+40
NPR+56+10-20
NBC+60+9-16
New York Post+18-1+3
New York Times+53+8-30
Wall Street Journal+42+19+9
Washington Post+51+14-14

Republicans and Democrats see information through completely different filters. The results for the entire survey, including crosstabs, can be found here.

Somewhere along the line, Americans must agree on the facts, or we will continue to be a divided nation. The media needs to do its part to bridge the divide.

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