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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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Why: Even using these WORDS sends Homer and Marge Diarykeeper the clear and dangerous message that your program is about the same thing every day.
Why would you want to say those words to begin with? A pile of research demonstrates that most listeners don't care about politics nearly as much as many Talk hosts seem to.
Instead, raise issues people CARE ABOUT. Light-up-the-lines by inviting callers to share feelings and tell stories about topical issues with better curb appeal than politics. Favor topics relevant to 40-something parents-of-school-children. These are the super-consumers your advertisers are trying to reach; and a younger demographic than many News/Talk stations' audience.
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