Tales from the Beat Episode 139: Jeff Gilbert

Longtime WWJ, Detroit journalist Jeff Gilbert's career has taken him from covering Dr. Death — Jack Kevorkian — to becoming the foremost broadcast automotive beat reporter in the nation, often heard on the now-defunct CBS Radio News Network. 

Gilbert and host, journalist Ed Garsten, talk about the end of that network, where broadcast news is going, the auto beat they both cover and some of the interesting characters Jeff's covered over the year in the auto industry.

TTAC Creator Ed Garsten hosts "  Tales from the Beat," a podcast about the automotive and media worlds. A veteran reporter and public relations operative, Garsten worked for CNN, The Associated Press, The Detroit News, Chrysler's PR department and Franco Public Relations. He is currently a senior contributor for Forbes.

The TTAC Creators Series tells stories and amplifies creators from all corners of the car world, including culture, dealerships, collections, modified builds and more.

An AI-summarized transcript and edited by a staffer is below.

[Image: YouTube Screenshot]

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In this episode of Tales from the Beat, host Ed Garsten interviews veteran Detroit auto reporter Jeff Gilbert of WWJ Newsradio 950 about the evolution of radio journalism and automotive reporting. 

Key Topics Discussed

• The End of CBS Radio Network
  • Gilbert reflects on the recent shutdown of the CBS Radio Network and how technology has transformed media consumption.
  • He explains that radio networks once served nearly every station, but smartphones and digital media have made instant information widely accessible, reducing the need for traditional network radio. 
• Changes in Radio and News Formats
  • The conversation explores how radio evolved from full-service stations into highly specialized formats (news, sports, country, oldies, etc.).
  • Gilbert notes that all-news radio survives mainly in large markets because of its high operating costs, though Detroit remains one of the smallest cities still supporting the format. 
• Small-Market Radio Memories
  • Both men share humorous stories from their early careers in small-town radio, including dead-air call-in shows, school lunch reports, and obituaries being major audience draws. 
• Jeff Gilbert’s Transition to Automotive Reporting
  • Gilbert explains how he moved from newsroom management and general reporting — including coverage of Dr. Jack Kevorkian — to becoming WWJ’s dedicated auto reporter.
  • A supportive station manager eventually ensured Gilbert focused solely on automotive coverage, allowing him to build expertise and industry relationships. 
• What Makes a Good Auto Reporter
  • Garsten and Gilbert discuss two kinds of automotive journalists:
    1. Reporters who become fascinated by the industry.
    2. “Car geeks” who learn journalism later.
  • Gilbert says he approaches vehicle reviews from the perspective of an average consumer rather than a performance enthusiast. 
• Changes in Automotive Journalism
  • Gilbert says one of the biggest changes has been reduced access to executives.
  • In the past, reporters often had one-on-one interviews with CEOs during major auto shows; today, interactions are more scripted and virtual. 
• The Decline of Traditional Auto Shows
  • They discuss how auto shows have shifted from major media events to consumer-focused showcases.
  • Automakers now favor targeted product launches, livestreams, and digital reveals because they are cheaper and provide more control over messaging. 
• Influencers and Modern PR Challenges
  • Garsten and Gilbert talk about how corporate communications teams must now decide between traditional journalists, bloggers, YouTubers, and influencers when allocating access and resources.
  • Gilbert notes that the definition of “journalist” has broadened dramatically since the early blogging era. 
• Memorable Auto Industry Personalities
  • Gilbert shares stories about colorful industry figures including:
    1. Bob Lutz
    2. Ron Gettelfinger
    3. Sergio Marchionne
  • The interview closes with anecdotes about tough-but-charismatic executives and the unusual places journalists have conducted interviews during major automotive events like the auto bailout. 

Overall, the discussion is both nostalgic and insightful, highlighting how journalism and the auto industry have transformed over the past several decades while emphasizing the enduring value of strong reporting relationships and storytelling.

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