Historically we haven’t pitched in all shows, especially our evening DJ shows. We’re realizing that individual shows/hosts often have such distinct/unique listeners we want to make sure we have some sort of direct pitch from that host to their listeners to ensure we’re really grabbing as many new members as possible. Even if it’s a pre-recorded show we ask the host to insert a personal pitch before, midway, and in the credits of the show. I didn’t receive pushback exactly but I did have some longtime hosts/DJs who were unfamiliar with pitching but it’s great for opening up our pool of co-pitchers.
A lot of people love KCRW as a whole organization but for many their strongest relationship is with the host or DJ of their favorite show. That direct message is going to be the strongest.