News Talk Needs an ‘Influencer’ Presence on Social Media – Barrett Sports Media

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BNM’s Pete Mundo writes that News Talk needs to get into the influencer game and have its brands have a presence on social media.
So, you host a talk show. You do your talk show, you call it a day, you prepare for your next day’s talk show and around and around you go. 
There’s nothing wrong with that. Ah, never mind. Actually, there is.
I found it interesting in a recent staff meeting to find out that social media influencers were becoming bigger and bigger players in the local advertising market and were taking money away from what might be considered more traditional media, which of course would include radio. 
As we came to the obvious conclusion of our meeting, radio has the original “influencer” with its hosts. Whether it’s a favorite talk personality or a favorite music DJ, they are personalities, and yes, influencers, who are there every morning, afternoon, or evening, in the lives of their listeners.
Reading an endorsement spot is being an “influencer” in trying to best convince your customers to purchase products or services from your loyal advertisers. It’s the same thing as an Instagram celebrity promoting his/her shoes, clothing, makeup and more. 
So if we started looking at our personalities as influencers, what are we not doing that we should be doing? 
The answer, especially in the News Talk world, is a more active social media presence. And that’s not just Twitter, which is a staple of many in the news space as it becomes the “hot take” medium to argue with those across the aisle. But a robust Facebook “fan page” for your audience to interact with you and your show after you are off the air, Instagram to potentially share a different side of your personality with other interests, social gatherings and more.
All of these three major social media platforms are not just great ways to keep the conversation constantly going with your audience, regardless of whether or not you are “on the air”, but also to build an audience and build a brand on these platforms, to entice and prove to advertisers that your reach extends beyond the radio. 
In fact, if the industry put more of a premium on this, and we proved we could build our personalities’ social platforms, then we would be proving to agencies what we know to be true: we are the original influencers and we remain influencers. 
We already have built-in audiences in the tens or hundreds of thousands, heck millions, depending on the market size, and should be leveraging those audiences as best we can to drive people to our social platforms to interact with the audiences beyond the radio. This will also help them keep our stations top of mind as an entertainment vehicle for them. 
The key, and what will be the harder part, is selling and convincing the personalities to be super active on these platforms. The top social media influencers are who they are because they are consistent. They view their job as 24/7/365. 
We need to make sure our personalities are feeling the same way as well. Posting sporadically will do nothing for building on other platforms or engagement with the audience. 
There are no more “air shifts”. There is a personality for the brand. That’s the job. And the “air shift” is a component (admittedly the largest) of that.
The sooner we can convince ourselves to get out of that kind of thinking, the faster we can make the move into “radio personality” and “influencer” being synonymous once again.

Pete Mundo is the morning show host and program director for KCMO in Kansas City. He graduated from Villanova University, and has worked for FOX News Talk Radio, WCBS Newsradio 880, Bloomberg Radio. WFAN, CBS Sports Radio, WEER 88.7FM, ESPN 1230/1320, and, K-1O1 and Z-92. He has also won an Oklahoma Association of Broadcasters small-market award for his coverage of the Bobbie Parker trial in the summer of 2011. To interact, find him on Twitter @PeteMundo.
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“I want to know how Home Depot started. How did Pez come about? I have a lot of love for the lives other people have lived.”
When Lee Habeeb tells stories, and he tells quite a few, he doesn’t delve into the salacious or dark side of life. There’s already too much of that crud. Habeeb also believes in walking-the-walk in life. Believe in the things you say, and realize them.
Habeeb is the host of Our American Stories, a daily two-hour talk show that profiles  American heroes and icons from history, industry, entertainment, sports, and culture. The show is distributed by Premiere Networks.
“In the end, be a sermon; don’t give a sermon,” Habeeb said.  That causes me to think of Atticus Finch in To Kill a Mockingbird. You can’t talk about integrity if you have none. Some people have lapsed for a moment, a bad voice in their heads. I just want to forgive those people.”
His faith is part of everyday life, but it came to Habeeb later.
“I observed things that can’t be explained,” Habeeb said. “I used to be skeptical of religious people, but I discovered how much good faith has done in this world. The abolition movement doesn’t happen without people of faith.”
At one point I started to not like some things about myself and I needed a change. Christianity changed a lot of men’s lives I respected later in life. Many never talked about it. I want to know what changed them. If someone is ready, I want to talk with them about it.
He said he’s never astounded by the worst actor in a company or business. On Habeeb’s show, one out of three stories is faith-based because faith drives the lives of so many good people in America. Two out of three stories reflect people’s lives.
“I love people. I love my neighbors. I don’t have any answers on the show we do. The world is what it is – we think it is better than what the news says it is. Much better.”
On Our American Stories, Habeeb is a student of history. Through our past we can understand our actions and dreams.
“On our show, we talk about days in history,” Habeeb said. “One day it will be a show about Arnold Palmer, James Madison, the War of 1812, sports, and business. We care what the average person thinks. If we’re talking about free enterprise, we want to know how they formed their thoughts on the subject.”
It’s the small things that people might wonder that make the show. Ideas come from everywhere.
“I want to know how Home Depot started. How did Pez come about? I have a lot of love for the lives other people have lived.”
For Habeeb, it’s about the dignity of work, and he said there’s dignity in every job. If your job is to sweep the floor, sweep it like Michelangelo painting the Sistine Chapel.
“Primacy of work is important,” Habeeb explained. “It provides meaning to our lives. We may think being a garbage man is a tough job. If you think he’s underpaid, go to the city council and bring it up.”
Habeeb loves the word ‘nostalgia’.
“To paraphrase historian David McCullough, we’re walking around in history right now.”
Habeeb isn’t afraid to look at controversial subjects. It’s those discussions that allow us to learn. He talked of Thomas Jefferson owning slaves, which was the disposition of the times, but said you also have to take into account the good things he did.
“He also accomplished many wonderful things,” Habeeb said. “He wrote the United States Declaration of Independence, established the Free Exercise clause, authorized the Louisiana Purchase and the Northwest Ordinance. Everybody owned slaves in 1776, but Jefferson wrote ‘All men are created equal.’ It’s all context.”
Those who signed the Declaration of Independence were men in their 30s, by today’s standards, young men.
“All of those signers had a lot to lose,” Habeeb said. “Dr. Benjamin Rush was one of the last to sign the Declaration, and he had a great quote. He said you could feel the hush in the room. They knew they were signing their own suicide pact, an act of treason.”
Habeeb explained there were three types of opinions when it came to the American Revolution;  One-third of the colonies wanted war, one-third was against war, and the rest were under their tables hoping they weren’t going to get killed.
Henry Ford was a known anti-Semite. Again, Habeeb chooses to look at the potential good side of a man.
“He may have believed atrocious things, but Ford’s automotive plants were turned into factories during WWII to create airplanes,” Habeeb said. “It was the arsenal he helped create was used to annihilate the Nazi’s. Most unusual people are used for a good purpose. We push down the dark voices and lift the good voices.”
We haven’t had a Civil War in this country in a while. Does Habeeb feel we may be coming close today?
“Not at all. There may have been 500 hundred idiots who stormed the Capitol and arrested for it, but that doesn’t represent the other 70 million people that voted Republican. The members of Antifa in the protests in the summer of 2020 made them riots with their violence. That doesn’t reflect the ideology of 70 million people that voted Democrat.” 
Habeeb presents nice, long, slow stories.
“We’re not trying to create click bait. We’re not carnal or salacious. Nearly everything we do has nothing to do with politics. We want people to talk to each other. Treat humans differently. There’s just so much lack of respect. These are the challenges of the day.”
Habeeb talked about some of the egregious things we’ve done as a society.
“It’s astounding to think when Duke Ellington was playing in a Harlem Club, he had to enter the venue through the back and walk through the kitchen to get to the stage. Blacks weren’t allowed in the club unless they were serving whites. We did a story on General George Patton,” Habeeb said. “He wasn’t using prayer to get to Berlin. I never want to stand in judgment. I like looking at the human spirit.”
Habeeb explained he’s concerned about a lot of things happening in our society. Instead of taking a side and blaming others, he insists on showing rather than telling.
“I’m concerned about young Black men growing up without fathers,” Habeeb said. “The amount and velocity of young boys without fathers is astounding. It’s a curse on the sons and they’re angry. You have one father that was an alcoholic and beat their son. That’s all they knew. We’ve never seen so many out of wedlock birth rates. People tell me the poverty family’s experience is no different than the Great Depression. Those kids had fathers. It’s not the same thing.”
“Habeeb said men didn’t use to father babies and leave. How do we bring that back? It starts with men saying to other men they know the pain they are feeling. They tell them they can make the decision to stop that cycle in your family. You can be a father to a son, be a grandfather, make the right choices and change your life.”
Our American Stories had a show that focused on good fathers. Not perfect fathers, but good men doing their best. Then they had a show featuring people with no fathers, or fathers who drank and beat their kids.
“If you only tell the good father stories, people wouldn’t want to tune in. You need to give equal time. We have to ask what people did to stop the cycle. Those are the stories I want to get. How can we triumph over our circumstances?”
Habeeb said there are two types of people. Some seek happiness in the pursuit of pleasure. Some find happiness in serving others.
“We did a story on Steve Jobs and wanted to find out what made Jobs tick,” Habeeb explained. “We had Walter Isaacson on, who wrote a book on Jobs. He said when he went to Jobs’ house, he was very unassuming. It looked like he’d just moved into the place, which he hadn’t.”
Jobs’ wife greeted Isaacson at the door, no pretense or flashes of wealth. Jobs wasn’t about that.
“He was always chasing the next great thing. He was living like he did in his college dorm. I learned that we all could have purchased stock in Apple and be rich today. I don’t begrudge people who did that. Most billionaires started with nothing. Jobs was an innovator. He didn’t take anything from anyone. Jobs never forced anyone to buy a cell phone.”

Jim Cryns writes features for Barrett News Media. He has spent time in radio as a reporter for WTMJ, and has also served as an author and former writer for the Milwaukee Brewers. To touch base or pick up a copy of his book: On Story Parkway: Remembering Milwaukee County Stadium, available on Amazon, email
The most popular TV, radio, and online observationalists somehow feel it’s their right and their duty to tell us what we should be caring about.
For whatever the reason, there are countless of us in this country who are infatuated, captivated, and downright bewitched with all things royal family. We have been since I can remember and I for one find it harmless and even endearing.
The royal wedding of Charles and Diana, then the Royal divorce, and of course the tragedy of Diana’s death and the criticism of the House of Windsor afterwards. On to the boys growing up, Charles and Camila, William and Kate, Harry and Meghan.
I have no doubt missed one or two here.
There’s always something and the American media never misses a chance to cover it all at length.
It’s what we do here.
So, I am forever surprised at the massive criticism, complaining, and head-throbbing whining from the self-styled media pests who want to tell the audience that it’s too much and not what we should be focused on.
The most popular TV, radio, and online observationalists somehow feel it’s their right and their duty to tell us what we should be caring about.
On random Sunday evenings I am often held captive (not captivated) by an evening Midwest complainer of considerable experience whose entire platform seems to be finding unique ways of shouting at the rain and yelling, “get off my lawn!”
Already I’ve encountered this individual wildly lamenting at how much time, effort and expense the mainstream media has been “wasting” devoting coverage and attention to the death of Queen Elizabeth II and the transition into the reign of King Charles III.
Among my many questions lay the following:
“Why do you care?”
“Do you not have Netflix, Hulu, or The Cartoon Network?”
Why are you scolding us for having interests you don’t share?
Is it not in the eye of the beholder?
If beauty is, indeed so should everything be as well.
I never much cared for Sex and the City but my wife was a big fan and I never questioned her interest and devotion just as she never belittled my The West Wing obsession.
We found plenty of common ground in reruns of M*A*S*H, Ren and Stimpy, and every James Bond film except On Her Majesty’s Secret Service. (Actually, Never Say Never Again was pretty much a waste of time, too.)
But seriously, when it comes to the haters and opponents of the Royal media coverage I’m just offering one example here.
There has already been plenty of criticism and questioning of what Americans want to watch and what they want to see in their news coverage. Apparently, the Royals hit a sore spot with some people.
News outlets devote coverage to what they have ascertained the audience wants to see. Focus groups, surveys, social media polls all trying to zero in on what people want. We do it for everything, right down to on-air staff wardrobe and hair choices, story placement, and the content we cover. It’s marketing, it’s research and then we follow the results.
This country loves the royals…we have series television about them, countless big screen films, and horrible, tabloid-like, made for TV movies that a goat with insomnia wouldn’t watch plus more books and magazine covers to count.
There is no shortage of royal sustenance to feed our needs.
Also, not lacking, those with public platforms large and small to complain about that and frankly anything what we in this country want. I believe these are the same bellowing, finger pointers who cry about the ever-present threats to our individual freedoms and try to convince us about a host of other things that shouldn’t be worth our time and attention. In the next breath, they literally and figuratively fight to sell us on the things that go with their agenda.
We may regularly tell you things you don’t want to hear, that’s just the way civilization operates but as a business that follows the laws of supply and demand, you can be pretty well sure you’re going to get a heavy dose of the things you’ve shown interest in.
That keeps you watching and listening and reading and journalism be damned, or it would be if there’s no business platform or stage to set it upon.
Who is anyone to tell an audience what they should be paying attention to or what they should want to see or hear or read?
To be accurate, I’m not watching Royal coverage at length because I don’t share the ardent interest that many Americans have.
I don’t fault those who do, however and the current wall-to-wall reporting does not offend or annoy me.
I believe in choices and we have them.
Feel free to walk on my lawn, kids.

Bill Zito has devoted most of his work efforts to broadcast news since 1999. He made the career switch after serving a dozen years as a police officer on both coasts. Splitting the time between Radio and TV, he’s worked for ABC News and Fox News, News 12 New York , The Weather Channel and KIRO and KOMO in Seattle. He writes, edits and anchors for Audacy’s WTIC-AM in Hartford and lives in New England. You can find him on Twitter @BillZitoNEWS.
“I liked the challenge and the power of the microphone. That beautiful silver mic was addictive. I liked that I could say things, and people would listen.”
The first time you meet Buzz Bissinger in person, words like eclectic and eccentric will pop into your head because of his unique sense of style that mixes biker chic with the most elegant and exclusive designer fashions.
If you engage Buzz in a conversation for any length of time, your impressions will shift to words like complex, fascinating, and intelligent.
Best known as the author of “Friday Night Lights”, Buzz and I have been through a war together, and yes, there were casualties.
If you’ve never spoken to Buzz Bissinger, and you have a program, show, podcast, or (apparently) column, now is your opportunity to talk to him. If you’ve spoken to Buzz previously, you know what a fantastic guest he makes. He’s available now. I’ll tell you how to book him as a guest at the end of this column.
I can recommend Buzz Bissinger because he did afternoon drive for me at WPHT-AM, Philadelphia, for a while.
Marc Rayfield was the Market Manager for CBS Radio Philadelphia. It was his idea to put Buzz on WPHT. I learned from Fairbanks Programmer George Johns decades ago that somebody with a personality can be taught how to push buttons and do the format. However, a button pusher cannot learn how to have a personality. Buzz Bissinger has a big personality. Lacking a better idea at the time, I went along.
Bissinger isn’t a conservative, but he isn’t a liberal. He’s more libertarian. He sincerely wanted to succeed and understood who the talk audience was. He took direction. He understood why sticking to topics that he and the audience agreed on was essential.
Reflecting on the experience, Bissinger said, “I liked the challenge and the power of the microphone. That beautiful silver mic was addictive. I liked that I could say things, and people would listen.”
Things got a little messy. We didn’t make good choices for a partner or producer, which ended the experiment. Buzz and I stayed friends. “My regret is that I was getting good at it. I’m not blowing smoke. I appreciated your tutelage,” which meant a lot to me.
Looking back at our lively email exchanges, Buzz was getting good. He recognizes why it ended. “I hadn’t worked in an office environment in 20 years. I wasn’t good at office politics.” That’s an understatement. Still, I wouldn’t trade getting to know Buzz Bissinger, and our resulting friendship, for anything.
Starting at the beginning: Born in New York, Bissinger graduated from the University of Pennsylvania, where he wrote sports and opinion pieces for the student newspaper.
Bissinger’s first big-city journalism opportunity was in St. Paul, MN. At The Pioneer Press, he wrote an extensive feature on TWA Flight 841, a New York to Minneapolis-St. Paul flight that dropped 34,000 feet in 44 seconds. Bissinger gained notoriety when he became a Pulitzer Prize finalist for the article, which got his ticket punched to his dream job with the Philadelphia Inquirer.
Buzz told me, “The Inquirer was a special newspaper because it was doing a ton of investigative reporting” at the time. “That’s the place I wanted to work more than anywhere in the country,” he added.
The investigative and writing skills of Bissinger and two colleagues led to a series on corruption in the city’s court system called “Disorder in the Courts.” The series won the Pulitzer Prize for investigative writing in 1987.
By then, Bissinger was Nieman Fellow at Harvard. A Nieman Fellowship is an extraordinary honor and accomplishment unto itself. Bissinger says that it was here that he had the idea for “Friday Night Lights”.
The genesis for the concept came during a prior drive through Texas. “I had driven out west before and took the southern route,” Bissinger explained. “The downtowns were obliterated, but the high school football stadiums were gorgeous. They weren’t stadiums; they were shrines. I found Odessa (Texas). They gave me permission. So, in July 1988, I left the paper, packed up my family, and moved to Odessa.”
Friday Night Lights” is the Permian High Panthers Football story. Dreams die in Odessa, except on Friday nights between September and December when high school football reigns. It’s Sports Illustrated’s best football book of all time and fourth overall on SI’s list of the best sports books.
The book was adapted into a movie and television show. By the time of the book’s 25th-anniversary re-release, it had already sold over two million copies. It also propelled Buzz Bissinger into national fame and an elite level of writers and authors.
Bissinger has just released his fifth book (the co-author of two more), “The Mosquito Bowl: A Game of Life and Death in World War II”. Writing about football more than three decades after “Friday Night Lights”, with a different and perhaps even more dramatic background.
The Mosquito Bowl was a real football game played between the Fourth and 29th regiments of the Sixth Marine Division on Guadalcanal during WWII.
The Sixth Division was training for its next battle, the invasion of Okinawa, the last major battle of WWII and one of the bloodiest. Talking about his research, Bissinger said, “240,000 men died in 82 days. That blew my mind.”
Bissinger’s father was a rifleman on Okinawa. He said his father “never spoke about it,” which he always found “spooky.”
In between training exercises, men played football. Remarkably, between the two regiments, nearly 20 men training on Guadalcanal were drafted by an NFL team or would later receive an offer to play professional football. When trash-talking between the two units reached the boiling point, they decided to play a game to settle the matter.
On Christmas Eve, 1944, 65 men played in the Mosquito Bowl for 1,500 of their fellow Marines. Tragically, 15 of them died in the coming months during the invasion of Okinawa
Mosquito Bowl” is about that game. However, it is more about the men who played it, what they stood for, and what they meant, as Bissinger told me. “We talk about making America great. World War II was the peak of American greatness. A lot of tragedy but a lot of greatness.”
“Everybody served, and they served together. The more I researched, the more beautiful I found this time.” Bissinger speaks passionately about these men, “Their sense of duty, commitment and willingness to sacrifice got to me.” This book is about the beauty of America. What we were. What we can be again and what greatness was when everybody served. I don’t sugarcoat the problems, but there was unity. It would be great to see (unity) today.”
Buzz is doing media now for “The Mosquito Bowl: A Game of Life and Death in World War II”. The book will appeal to people who like patriotic themes, football fans, history buffs – military and WWII in particular, and don’t underestimate Bissinger’s ability to capture human drama in his prose. He is knowledgeable about current events, politics, and sports. He is a great guest. To book him, contact Buzz Bissinger directly via email:

Andy Bloom is president of Andy Bloom Communications. He specializes in media training and political communications. He has programmed legendary stations including WIP, WPHT and WYSP/Philadelphia, KLSX, Los Angeles and WCCO Minneapolis. He was Vice President Programming for Emmis International, Greater Media Inc. and Coleman Research. Andy also served as communications director for Rep. Michael R. Turner, R-Ohio. He can be reached by email at or you can follow him on Twitter @AndyBloomCom.
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