A morning show succeeds or fails for many different reasons. If you want to succeed master these five goals:
1. Build cume for the total radio station, not just the morning show.
2. Help define the total radio station.
3. Improve vertical (down the day) and horizontal (across the week) cycling. Successful shows have at least 50% listening 5-plus days.
4. Be the station’s first line of competitive-blocking. (If they’re
doing something that shows competitive threat, you block it)
5. Be your stations front porch. If you can invite and attract
listeners to “come in and sit a while,” they may well stay.
When we do focus groups, we often do an exercise that asks respondents to describe and fit a market’s morning shows into a progressive table of show descriptions, starting with the “most-tame” and benign shows, working across the table to the most offensive and outrageous shows. We also try to see if respondents can place those shows with the station to which they belong on an “unaided” basis. In other words, is a station getting the bang for the buck in terms of their morning show’s image-ownership? We use show descriptions such as:
Mr. Nice Guy, warm and friendly
Fun, entertaining and safe for the family
Mr. News and Information
The Jokester, Mr. and Miss Irreverence
Shocking and Outrageous, and Highly Offensive
Our goal for this exercise is not pass judgment on which type of show is universally the best because each is designed to appeal to a different life-group no matter how good or bad you may think those life-groups are. The truth is, the best show is the one that delivers the biggest impact for the station’s goals. If you put in a new morning show and it increased ratings by three shares, but at the same time shocked the station’s cume and sent a long-term aftershock through the station’s overall position-point, we would pay dearly.
Follow these steps and you will win.
Brian Wright is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming.
After many years of success working for individual radio stations and clusters, Brian Joined one of the most trusted consulting firms in the country, Audience Development Group.
For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue.