Guests Shortchanged by Rookie
Radio
by Francine Silverman
As an on-line publicist for some 100 authors, I try
to get them spots on talk radio shows. I have been successful in
matching guests with hosts in many instances, but in the process have
discovered an interesting phenomenon - something I call "rookie radio."
This does not refer to the caliber of the show or station, but rather
the lack of information on the website.
Go to any talk radio station, especially terrestrial
(those on the air with call letters), and you'll find them sorely
lacking. You may find the bios of the hosts but not the theme of their
shows, or the theme of their shows but no contact information, or
whether or not they invite guests, and, if so, what kind? In contrast,
authors with websites seek to promote their books on their sites with a
bio of the author, excerpts, guest book, articles, and myriad other ways
to showcase themselves and their books.
This dearth of information not only shortchanges guests
but listeners as well. Most shows stream on the Internet, but how does
someone on the East Coast know that a show on the West Coast would
interest them if there is no description of the show? Seems to me that
radio hosts want as many listeners as possible so why keep their shows a
secret from the public?
I studied five talk radio sites at random and wrote to
each station, including the above paragraphs of my article and pointing
out to them what was missing from their websites. I only received one
reply - from Tim Collins, acting general manager at WBCK/WBFN/WRCC and
operations director at WBCK/WBXX/WRCC/WBFN in Battle Creek Michigan.
Here is what I wrote him: "I visited your am930wbck
website and found that none of the shows are clickable. Very
frustrating. Most of the shows are obviously syndicated but is The
Garden show syndicated? Is that why there is no information about it? As
a publicist, I would love to send bios of my authors to radio hosts when
I know the theme and guest criteria. But without information on the
host, how to reach them, the theme and whether they accept guests, why
bother?"
Here is his response:
1. Our websites are geared to our listeners and clients and not book
authors.
2. Our local radio programs are caller and host driven. We don't have
many guests, other than locals. That could change if the Fairness
Doctrine comes back. For now, what we do works best.
3. The last thing I want is to get even more e-mails from authors and
other people who want to be a guest on the radio. I already get a couple
hundred e-mails a day and I don't want my staff bogged down with more of
them either.
4. Our stations are being sold soon, and we're not going to waste a lot
of time and recourses beefing up a website that will have to be
completely re-built anyway.
5. We can't afford to hire producers to ascertain if a potential guest
is any good, or will just put people to sleep, and to coach them before
the show.
6. In a market of our size, us "rookies", (who don't know what in the
hell we're doing), have learned a few things over the year - like how to
prioritize. We understand the importance of websites and our sites are
pretty good for a market our size. But the local business people aren't
exactly standing in line to give us money for web advertising. We're
lucky to have a part-timer that can spend a few hours a week on our 4
websites.
(next column)
7. Selling books is your job, not mine.
8. I fill out surveys all the time from firms that provide the sort of
info you're looking for. Just subscribe to one.
Here is my other research:
The Tan Talk 1340.com has no clickable programs. There
is a program called Walking a Thin Line. I wanted to know if this about
dieting or the police. There's another show titled The Joy of Business.
I would love to send bios of my business authors but know nothing about
the show. Wrote to Lola@TanTalk1340.com but she never responded.
http://www.tantalk1340.com
WVNN, 92.5 FM and 770 AM, in Alabama apparently has two
local shows - the rest syndicated. One is with host Fred Holland. Read
his bio and you learn he is curious. The other host, Will Anderson, is
well-traveled. Does that mean that Fred's show is about curiosity and
Will's about travel? I wrote to the executive producer, Zack Bennett,
with copies to the hosts.
http://www.wvnn.com
WAEB in Allentown, Pa - none of the shows are
clickable. Along with all the syndicated shows are two that may or may
not be: In the Garden, and More Than Money. Wrote to Craig Stevens,
program director. http://www.waeb.com
KCMO 710 in Kansas City is an interesting mix of
clickable and non-clickable links. Here's what I wrote: "I visited your
710kcmo.com website and found that some of the shows are clickable and
some are not. Very frustrating. David Pleskac's show is clickable and we
learn that his show is about real estate. But nothing more. Does his
show only cover Kansas City real estate? Does he have guests? If so,
must they be real estate people from Kansas City only? As a publicist, I
send bios of my authors to shows that match their genres, but only when
I can determine what the theme and guest criteria are. It does state on
your website that show notes, interviews, etc. will soon be coming to
the site, which is encouraging. It's more than I can say for many other
radio websites." That's a good sign. So why haven't I heard from them?
Francine Silverman's latest book is Talk Radio for Authors - Getting
Interviews Across the U.S. and Canada (Infinity Publishing 2007).
http://www.bookpromotionnewsletter.com
Blog:
http://booktalkradio.blogspot.com
Thanks Fran for the story... John Wolf
