When it comes to being a talk show host, it means much more now than just going into a studio and sitting behind a microphone for a few hours. The panel discussion of "Talk Radio: The Bigger Picture" at the Talkers Magazine New Media Seminar in New York (Friday, 6/10) brought out a series of different viewpoints from successful talk hosts. When it comes to local talk, the keyword must be "local," says Baltimore's WOLB-AM (1010) morning drive host Larry Young, who has for years discussed the politics and daily life of "Charm City." Young has been with WOLB since 1998 and is rated the #1 Black Talk Show in Maryland. Another view came from New Jersey's WKXW-FM (101.5) talk host Michelle Jerson, who echoed other hosts with what must be done by the host outside of when the microphone is on. Jerson tells Radio-Info that whenever possible, "I go out on sales calls, talk to current and potential clients. I keep contact with salespeople. I've even brought in clients to '101.5.'" The recurring theme became what hosts must do not just to drive listeners to their radio show, but also to bring listeners to their station, as well as potentially new business. The Talkers "New Media Seminar" is a two-day conference being held Friday and Saturday.