For many News/Talk AMs, "It's a Solid Gold Weekend!"

[Holland Cooke]

"It's a Solid Gold Weekend!"

Sounds retro, eh? Why not! Many of today’s News/Talk AM stations were once Top 40 stations, back in the vinyl era. These stations may not play music any more. But smart ones have swapped weekend oldies for weekend GOLD...the real kind.

At many News/Talk stations, only morning drive is a bigger money-maker than weekends, thanks to how-to shows. Some of these shows are paid programming, brokered hours in-which the presenter doesn’t even keep commercial inventory.

And advertiser-friendly weekend Talk programming does NOT -- repeat, NOT -- have to be audience tear gas.

Some specialty shows are audience favorites, and that can only help weekday listening. On the other hand, I’ve seen stations with shoddy weekend programming do poorly on Mondays in day-by-day Arbitron numbers. Some weekend shows are well-produced, others sound horrendous. Many otherwise-respectable stations sound like hell on the weekend, as though they’re on auto-pilot. I actually read an Arbitron diary comment that said, "On the weekend, it sounds like they think nobody is listening."

If you'll be attending the NAB Radio Show in Dallas, look in your registration bag for my special report on weekend News/Talk programming. You will read strategy, tactics, production tips, Sales wrinkles...AND my specific recommendations, shows I consider Talk radio's weekend "A" list.

If you won't be in Dallas, download your free copy @ http://www.HollandCooke.com/weekendgold.pdf

Holland Cooke
News/Talk Specialist
McVay Media
www.HollandCooke.com

 

[amfmsw]

It's not just the way of contemporary News/Talk AM's, large and small, weekend whoring of infomercials and pay to play air-shifts are a necessity to pay bills. I once worked for a man who owned a small chain. Successful group, too. He told me he didn't care anything about the ratings, he just wanted the AM to produce. His quote was: "I lose sleep every night knowing I'm paying for electricity to keep the AM on the air all night." Just so sad.

 

[Holland Cooke]

Two reasons we SHOULD be losing sleep at night...

...in this order:

1. Polar ice caps ARE melting.
And acknowledging that no longer makes you part of a vast Left-Wing conspiracy.
One reason why: Forests are dying.
One reason why THAT'S happening: Birds aren't eating catepillars as much.
Why THAT'S happening: They're migrating late.
Why THAT'S happening: It's warmer. Even just a degree or two will do it.
It's a vicious cycle.
Hey, at least we got to drive SUV's, and spray Pam in skillets.

2. There won't be any political money next year.
Want to hear a REAL "Good News/Bad News" number?
$87,000.
I live in Rhode Island, where it's one helluva election year.
We had a couple LIVELY primary races.
Nobody here can remember the last time SECRETARY OF STATE was so-hotly-contested.
And all of America watched our Republican Senate primary.
National news shows are saying control of the Senate could hinge on the incument's prospects.
But the real action is referendum #1.
A constitutional amendment would let Harrah's build a casino for the Narragansett Indians.
The figure I've heard is $87,000.
Harrah's is said to be spending $87,000 A DAY, in the Providence market.
From about-a-month-ago until Election Day.
In 2007, stations will have to make budget without THAT money.
OR the car dealers, who ain't comin' back.
People have stopped buying SUVs. Ford is going through AN ASSET SALE.


So about weekends: http://www.HollandCooke.com/weekendgold.pdf

Good morning from Dallas, where -- I can ASSURE you -- it's ALL-business here at the NAB Radio Show (http://members.aol.com/cookeh/NABR06Xhall.jpg).

HC