How Not to Run a Talk Radio Station

[smedge2006]

I try to remind Joe, and I try to remind my other progressive talk hosts, the goal is to win over the people who don't agree with you - not to kick them in the butt. Sometimes I think Joe would rather kick them in the butt."

I thought the goal was to build an audience and then SELL that audience....

http://www.jacksonville.com/tu-online/stories/112408/lif_358530356.shtml

 

[DaleGriffin]

On this day, one caller wants to talk about the cruise ships at Mayport, but Lyles begs off. "I gotta tell you, I barely know who the mayor is . . . I just have to be honest with you."

Wow.

Why not just plug in a syndicated show?

 

[gr8oldies]

But wait a minute, he's local! That's the only thing that's important!

 

[smedge2006]

Clearly, the host is getting bad direction from the station manager. Andy Johnson has been brokering talk shows for years. His politics are somewhere between Hillary Clinton and Lou Dobbs. He's about as close as you're going to get to "liberal" talk in Jacksonville. I commend him for trying this, on an FM to boot (though a rimshot).

Problem is, he and just about every local talk host in Jacksonville history -- left, right or sports -- has been a time-brokerer, wearing two hats -- host/programmer and salesman. He's never really run a radio station before and certainly shouldn't be telling his talent (Lyles in this case) that they're on the air to "change minds." They're on the air to draw an audience and turn a profit. Do that right and the mind-changing takes care of itself.

Jacksonville went for McCain in the recent election -- but just barely. I think there's a potential audience here. But when the people who are willing to chance it aren't those with programming or other skills, there's a problem. Their website is hard to find and has many dead links.

I wonder what advice Mr. Cooke would bring to this scenario? (I'm sure I'll be sorry I asked...)

 

[DaleGriffin]

But wait a minute, he's local! That's the only thing that's important!

Local shows need to talk national stuff, but you gotta have a grasp on what's going on in your market.

Those are the topics you can own.

I once told a host, "name 3 people on the city council," he could not.

That was when I knew it wasn't gonna work out.

 

[DaleGriffin]

Here's a challenge to all of you...

Read the story and tell us what you would tell this host.

 

[jimwalsh2001]

Sure Dale...uh, which story...? ;D

Here's a challenge to all of you...

Read the story and tell us what you would tell this host.

 

[DaleGriffin]

I was just trying to play off this...

Clearly, the host is getting bad direction from the station manager. Andy Johnson has been brokering talk shows for years. His politics are somewhere between Hillary Clinton and Lou Dobbs. He's about as close as you're going to get to "liberal" talk in Jacksonville. I commend him for trying this, on an FM to boot (though a rimshot).

Problem is, he and just about every local talk host in Jacksonville history -- left, right or sports -- has been a time-brokerer, wearing two hats -- host/programmer and salesman. He's never really run a radio station before and certainly shouldn't be telling his talent (Lyles in this case) that they're on the air to "change minds." They're on the air to draw an audience and turn a profit. Do that right and the mind-changing takes care of itself.

Jacksonville went for McCain in the recent election -- but just barely. I think there's a potential audience here. But when the people who are willing to chance it aren't those with programming or other skills, there's a problem. Their website is hard to find and has many dead links.

I wonder what advice Mr. Cooke would bring to this scenario? (I'm sure I'll be sorry I asked...)

 

[Holland Cooke]

RE "Local shows need to talk national stuff"

Local hosts -- if there are any left -- need to talk with locals, about what-locals-find-engaging.
Which is NOT always something-intrinsically-local.
Just hearing local accents weigh-in-on, for instance, Big Three Automakers' corporate jets, can be engaging local radio.

I wonder what advice Mr. Cooke would bring to this scenario? (I'm sure I'll be sorry I asked...)

I'm flattered that you would!
And I hope your day is every-bit-as-great as mine's about to be.

HC

 

[gchasse]

I tune into 105.5 to see if they are playing oldies. If not, I usually go to another station. Once in a while, I will listen in. I must admit, it is not conservative talk radio.

The other day, two people on the air were asking about what the origins of Christmas were and if they really originated from the birth of Christ. They got two callers. The first said that Christmas originated from the times before Christ, and that what we know today has nothing to do with the birth of Jesus. The next caller said that the Christmas origin came from Herod's wife, whose son died, and she cut a hole in the floor, and a pine tree grew from that.

After these two calls, I am wondering what kind of audience this is attracting. The scary thing is that the hosts took these callers seriously. I guess maybe they are trying to be another version of Lex and Terry. Hmmm. Not sure.

In any event, stuff like this is not going to go anywhere. I wish them the best, but in my humble opinion, there is a big difference between the level of professionalism between this and what you hear on WOKV. They have a very, very long way to go. I know if I was advertising my business on radio, there is no chance they would get my business.