There's No Such Thing as "Powerful Paid Programming"

[smedge2006]

Consultant Valerie Geller, rightfully, is concerned that weekend paid programming hosts are dragging down talk radio.

But asking paid programming hosts to allow themselves to be "coached" is a pipe dream.

Let's face it, the reason they're buying time is because advertising is not enough to attract substantial numbers of listeners on its own merits. Of course, they also have ego, and since they're the ones writing the check, they're under no obligation to listen to a "coach", as long as they keep writing checks. While an inept host or an obvious infomercialy "pitch" may drive away listeners, that's not the paid host's main concern, as long as the remnant that's left can spend enough money to make the show viable.

Consultants will not tell station management that their strategy has no clothes: You don't have a chance at attracting listeners on weekends if you're a 12-5 format instead of 24-7. Not to mention that if paid programming on weekends is what's keeping your station afloat, you have a problem, not a success story.

Time to return the weekends to what it was meant to be: the breeding ground for new talent.

http://www.radio-info.com/programming/newstalksports/creating-powerful-weekends

[wadio]

Great post!  Weekends are the best promotion a station can get, yet they throw away that long term benefit for the short term gain that inevitably leads to a downward spiral.  Whatever shortfall may occur between infomercial revenue and potential spot revenue during weekend hours should be chalked up to a "phantom" advertising budget.  It's money well spent!

I don't know much about Ms. Geller but, I do recall when she was programming WABC (Acting PD, I believe) during one of its mediocre periods, hearing on-air promos asking listeners what they wanted to hear!   I recall thinking, as a listener, "Don't ask me what I want to hear, how the hell do I know -- you're the expert -- show us that you have some imagination! 

Apple's success is, in large part, due to Steve Jobs refusal to hire consultants.  He said that consultants have no vision, no imagination, they only tell clients what they want to hear.  It takes someone who can see what's possible, not what seems inevitable, to drive growth.   

[MC]

Some of the legal, real estate shows are informative and interesting.  There are a few gun shows that have good information as well.

I'd rather hear something different than a weekend replay of the Democrats Bad, Republicans Good, or Republicans Bad Democrats good talk radio.

I also find some of the infomercials to be good radio theatre.  I like this guy here in Vegas who has an infomercial on how to help people with your hands..he can even do it over the phone.  The guy has got a great radio voice as well.

[Dr. Daliah]

I agree with MC.  But then again that's how I started, a weekend paid show that wasn't an infomercial, got some attention, and the rest is history.

As as for powerful, I packed a punch....

[borderblaster]

There's no way these stations will make as much per hour runnung bottom-of-the-rate-card spots as they do charging a few hundred an hour for paid infomercial hosts. ($400/hr at a 100000 watter  I'm familiar with). If you're up and coming, get a sponsor and buy some of those hours!

[wadio]

A hotel can make more money renting rooms by the hour than by the night, but that activity might offend the regular clientele.  Similarly, a radio station needs to decide if it wants to be a radio station or a whore house.

 

[borderblaster]

You're really telling me shows about gardening and  auto repair,  (some of which have large audiences) as opposed to politics makes a station a "whore house"? Some of them are at least local. Thought we wanted local programming on this board

[wadio]

You're really telling me shows about gardening and  auto repair,  (some of which have large audiences) as opposed to politics makes a station a "whore house"? Some of them are at least local. Thought we wanted local programming on this board

There are always exceptions. 

Years ago a builder and author by the name of Mike McClintock did a home improvement show, first on WMCA, New York, then on the ABC network.  He talked honestly about building materials, contractors, new construction techniques, etc. And I recall he had some fascinating stories about commercial construction from when he had once worked on projects in NYC.  He was an interesting, articulate and energetic host.  I loved that show.  It was a conventional spot-sponsored show.  But the typical home improvement show goes like this:

Caller:  "I have a stain in my bathtub, can you help me?
Host:  "Yes, we have a great product called, "Stain-Out."  Just come by the store during the week and ask for Fred -- he'll help you find it.  Next caller." 

Most of those shows don't have large audiences but if enough people stop by the store during the week it seems worthwhile to the business owner, and it's a vanity forum for him/her.

Unfortunately you seem to have fallen into the trap of thinking that the only possible ad-sponsored talk show format is Hannity-style politics.  Not true!  Kim Komando has done very well with technology,  Dr. Dean Edel had a solid career with health topics -- neither of those shows was a shill for the host's product or service. 

If an infomercial host turns out to have exceptional broadcast skills they can go on to become "legit."  I believe Bill Handel began in radio to promote his law practice -- he's now the morning host on KFI.  But that's rare. 

[smedge2006]

If your format is political talk during the week, and all of a sudden on Saturdays you switch to peddling colon cleansers, libido-enhancers, and variable annuities, isn't that like playing rock during the week and polka on the weekends? NOTE: If your station makes most of its money on the weekends, you have a problem.

[wadio]

If your format is political talk during the week, ...

Mistake #1!  It should be news talk.  So a non-brokered show that isn't all politics wouldn't be a problem.  Example, Larry Kudlow, whose show includes politics but focuses on the financial aspects of current events and politics.  There's lots of news to be covered in the worlds of technology, health, entertainment, consumerism, etc.  Those kinds of shows can work on weekends.