CONSULTANT TIPS

Brian Wright (Audience Development Group)

Morning shows are a key ingredient to the success or failure of your radio station. Here are the primary summary points that are the keys to victory:

Great Songs: Music is the stage morning shows perform on. It has to be solid and consistent. Mornings is no place to take chances with music. Playing good music is the price of admission to Arbitron success. 

Survival Information: The information tools you use to reconnect your listeners with the day. While your radio station may not specialize in news and information, it is essential to your success.  If you do not supply enough
information to satisfy your listeners they will seek it elsewhere. 

Entertainment or Engagement: This is the part that keeps your listeners coming back day after day and differentiates you from your competitors. This comes from the talent and creativity of your morning team.

Complete Consistency: Successful shows are consistent day after day. Consistency appears to be more important than brilliance according to research. To have a great show two days out of the week and the rest mediocre can lead to trouble. So work on consistency first, then continue to raise the bar of creativity each week.

Entertainment: There must be enough entertainment value each hour to force people back into tomorrow's show. Entertainment can come in many forms, not simply jokes.

Listener Involvement: Your show should become a two-way communications center for your audience. Not exclusive to contest & games.

The Competitive Factor: Successful morning shows are built around a person or team that has a burning desire to win. These traits can rarely if ever be coached.

Pacing: Successful morning hosts have a sense when it is time to take an exit and move on. They don't deal with 15 minute talk sets on a music station and they always change topics frequently if they are on a talk station. They know the importance of keeping a balance of elements on the morning show.

Brian Wright
Audience Development Group
100 Grandville SW. Suite 602
Grand Rapids, MI. 49503
Phone = 616-940-8309
Fax = 616-940-9105
Audience Development Group

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