CONFIDENTIAL: Negotiation Checklist for Weekend Talk Radio

Yes, radio! Now more than ever! And here’s The Big Idea: Your live weekly show is “the tail;” and “the dog” is a coordinated multi-platform marketing strategy – of which a well-executed weekly ask-the-expert show is the hub. Properly implemented, this plan can attract new clients and customers lots more efficiently than competitors who spend a fortune on advertising.

In 2026, what radio stations want to sell you isn’t necessarily your best dollar value. Veteran broadcasting executive and media consultant Holland Cooke details what you should ask for instead -- this is insider stuff that can S-T-R-E-T-C-H the marketing dollars you invest -- by using Talk radio the smart way.