Holland Cooke Media

Holland Cooke Media

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Until now, podcasting was the open-mic night of audio: talk, post, repeat.
In 2026, it's a key piece of a multi-media strategy: Your podcast, your website, your social media feeds, and your newsletter all feed each other.

And the hub of this marketing engine is a radio show that showcases your expertise.

Optimizing podcast technique energizes all your messages.

And the keystone of this system is the show itself.
"The Art of" THAT deal is critical.
Often, what the station wants to sell you might not be your best bet.
So before you invest -- or renegotiate -- you need to speak radio's language.

My candid recommendations are organized into a practical manual that translates broadcasting's insider vocabulary into specific negotiation points and clear, step-by-step guidance any busy business owner can use to maximize ROI.

You will read:

The critical difference between "advertising" and "marketing"
What stations might not explain about airtime you're investing in
How to self-liquidate that cost
"ROS," "OES," other jargon to S-T-R-E-T-C-H your dollars
Digital "extras" stations overvalue
Production support: deal-breaker items to insist on
Repurposing your show to podcasts and social media
Your commercials: Don't just push-a-pitch. Pull prospects.

Click here to flip-the-script...
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