The Mountain View, Calif., $260 billion manager of AUM, splits a two-hour slot in 25 markets between its namesake’s new show and two ringtones – Jean Chatzky and Soledad O’Brien
Note from Brooke: I’m not entirely sure what’s going on here. At its peak, “The Ric Edelman Show” occupied a two-hour slot in 85 markets. Now his main replacement show is one hour in 75 markets and does not include Ric himself. But Ric will be back in half of his old two-hour slot in 25 markets under a gimmickier, podcastier brand (“The Truth About Your Future”). His subjects will be different and he promises to transform further into a new role as a futurist. Yet each issuance format promises to cover retirement, and both have the same sponsor, Edelman Financial Engines (EFE). Where I’m particularly confused is that the new show owned by EFE and hosted by Jean Chatzky and Soledad O’Brien is going to help the little guy left behind by Wall Street. Ric goes upmarket. Still, Ric seems, to me, to have a knack for connecting with people from all walks of life and Jean and Soledad seem to frankly give off a high-end polish. I figured the real story would become apparent when Ric started taking calls from listeners. Inevitably, his former listeners will seek him out as a freelance radio host. For now, he says he has not decided whether he would accept such calls. However, he decided not to send references to EFE, although it is not known why. (Jadely, I thought that was the whole point of messing up a Saturday.) He’s still her largest individual shareholder. Withdrawing from your RIA is a complicated matter.
Edelman Financial Engines (EFE) will soon be sponsoring two radio shows, often back-to-back on the same station, but without the primary benefit of being on the air – referrals. See: Thinking of hosting a radio show? The SEC can connect.
The Mountain View Calif., robo-advisor 401(k) and national RIA, managing approximately $260 billion, will fill the airtime vacated by The Ric Edelman Show with a show he owns, hosted by Jean Chatzky and Soledad O’Brien, two refined media personalities.
It will also be available to listeners through podcast platforms such as Apple and Spotify.
Ric Edelman will fly solo with a separate show, “The Truth About Your Future,” to leverage “his own personal brand in a familiar but successful medium for him,” said Kirsten Plonner, former president of FiComm Partners and teacher in strategic communication at Columbia University. .
Plonner expects the show to appeal to many of the same listeners and followers it has had in the past.
One clear difference between the shows is the economy. Edelman’s “The Truth About Your Future” show will not aggregate leads and send them to the RIA bearing his name, of which he is the major shareholder.
“The shows are separate and there are no sponsorship agreements between the two radio shows. Our primary focus is financial education and generating important conversations about major life events and their impact on our lives. wealth goals,” says Jason Van de Loo, Vice Director. Chairman and Head of Wealth Planning at Edelman Financial Engines regarding both issues.
“While lead generation is an added benefit, it’s more about communicating broadly with our current and potential customers on a weekly basis,” says Van de Loo.
The new Edelman-hosted show has a significant wrinkle — he’ll endorse advertisers, an unusual step for an educational show.
“I select my sponsors carefully, only accepting those who offer products and services that my wife and I support,” Edelman says.
“EFE is a sponsor of my new media company, along with others. All of my sponsors will be exposed to my various activities, including my radio show, podcast, videocast, newsletter, live and virtual events, master classes, and Moreover.
Plonner says Edelman Financial Engines will reap the sponsorship’s attention publicity.
“In the meantime, Edelman Financial Engines may be able to capture a halo effect (and continuity) offered by Ric’s personal brand simply by being a sponsor,” she explains.
“Ric can use sponsorship dollars to elevate and produce his show to his (and his previous audience’s) standards.”
His press release talks about new investment opportunities — including advances in technology, medicine and science — which is certainly more appropriate for an experienced investor, but perhaps too complex for a novice, says -she.
Edelman also intends to educate RIAs, according to his statement.
“It will most likely bridge the gap between the institutional and sophisticated investor audience.” There is no reference to either show – although Edelman Financial Engines is a sponsor of both shows and certainly hopes to grab attention and ultimately lead,” says Plonner.
Van de Loo says planners are equipped to educate clients about digital assets. “For clients looking for additional exposure, our team would be ready to educate and assist them.”
In contrast, O’Brien states in a statement that their goal is to “create a must-watch series that is relevant to all audiences, including those who have historically been overlooked by Wall Street.”
“Edelman Financial Engines has always understood the needs and concerns of people at all stages of life and with different levels of wealth, and I look forward to bringing my own experiences to help facilitate the conversations listeners want to hear” , she adds.
Edelman’s show, sponsored by Edelman Financial Engines, will be titled “The Truth About Your Future.” It begins airing Jan. 1 on 25 of the same networks in back-to-back shows as the new hour-long program titled “Everyday Wealth.”
It will also begin airing on January 1 every weekend in 75 markets across the country, including New York, Boston, Chicago and Los Angeles.
On the surface, the subject matter of the two EFE-sponsored shows seems to overlap.
The Chatzky show covers money management, generational planning, retirement income and tax-efficient investing strategies, according to the company.
Edelman’s show covers longevity, retirement security, exponential technologies, digital assets, and health and wellness.
Still, Edelman bristles at the suggestion that the two shows are similar. “I don’t see any confusion, because there’s nothing like my show,” he said.
“The two shows don’t have much in common. Different hosts, different topics, different content, different format. I can’t wait to launch my new show.”
Shows can aim for segmentation, says Plonner.
“It looks like Ric will appeal to more experienced and wealthy investors who know more about investing than the average bear.
“His press release touts discussing new investment opportunities – including advances in technology, medicine and science – which is certainly more appropriate for an experienced investor, but perhaps too complex. for a newbie.”
Van de Loo says the shows will be separate.
“While Ric’s show will focus on topics such as longevity, retirement security, exponential technologies and digital assets, ‘Everyday Wealth’ will cover broader wealth planning issues such as wealth management. money, generational planning, retirement income and tax-efficient investment strategies.”
Launching the two shows back-to-back is a good media strategy, says Plonner.
“It may be an attempt to capture or appeal to one or more more diverse audiences during a prime viewing day.
“Also, it will be interesting to see if the topics of the Ric and Edelman Financial Engines shows will ever fit together – both tackling the same issue but for different audiences,” she says.
Van de Loo adds that O’Brien and Chatzky’s show will also include the voice of a Financial Engines-certified financial planner to help listeners “translate advice into action.”
When asked if he would take listeners’ phone calls, which has been a mainstay on his previous show, Edelman said he was undecided. He also maintains that his show will appeal to listeners of all ages.
“My new radio show is debuting in 25 markets, and we plan to add affiliates throughout 2022,” he says.
“My previous show was two hours, but some markets only aired the first hour. In two-hour markets, my new show will air in the first hour and EFE’s new show will air in the second hour. In markets that only aired the first hour, those stations will air the EFE show,” Edelman explains.
Radio shows have a surprising reach across all demographics. Among Generation X (35 to 54 years old), radio attracts about 80.5 million listeners per month, or about 97% of this audience. 71.6 million additional monthly listeners, or 95% of the cohort, are from Generation Y (18-34).
Ric Edelman was among the most successful hosts in history in terms of negotiating leads. Edelman Financial Engines “will continue the legacy of the Ric Edelman Show,” it said in a statement.
Radio hosts from Adam Bold at Mutual Fund Store to Peter Mallouk at Creative Planning and Scott Hanson at Hanson McLain have built large or even giant RIAs with the credentials stemming from their radio shows.
Edelman announced last summer that he was leaving the company he founded 36 years ago. See: Ric Edelman removes a major obstacle to his company’s future growth – himself – the latest act in a 36-year career that will leave Edelman Financial Engines to fend for itself
“The fact that Edelman Financial Engines is launching a mainstream personal finance show with mass appeal is a reflection of their business goals and trajectory. They feature their own financial planners on the show, most likely as part of of a direct appeal to more traditional investors to capture new customers and make money,” he said.