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Holland Cooke, News/Talk Specialist,
McVay Media
Holland Cooke has been McVay Media's News/Talk Specialist since 1995. He has advised radio and TV stations in the USA, Canada, and New Zealand.
Cooke publishes a monthly newsletter for radio owners, managers, and on-air talent (click here for details); and is frequently a featured speaker at industry conventions.
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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. Ask-the-experts programming can be extremely advertiser-friendly. Some of these shows are paid programming, brokered hours in-which the presenter doesn't even keep commercial inventory.
"Some specialty shows are audience favorites, and that can only help weekday listening," says McVay Media News/Talk Specialist Holland Cooke. 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.
FREE:
HC's special report on weekend programming: strategy, tactics, production tricks, Sales tips. Click Here
Best regards,
HC
www.HollandCooke.com
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