Six Reasons Radio Listeners Ignore Your Morning Show
By Gary Begin
Sound Advantage Media
You know the routine.
Your radio station introduces a new morning show, and you sit back and wait for the magic to happen.
And you wait…and you wait.
Still, the audience doesn’t know them, doesn’t care about them, or knows them and still doesn’t care about them.
Why is this happening?
There are six reasons:
One: Because they’re just not that good
It’s true! Radio managers are not famous for spotting and nurturing talent.
And a result: Being good is hard!
There’s a reason why Howard Stern was fired to the top. There’s a reason why it’s a safer bet to plug in Ryan Seacrest than to take a chance on somebody nobody knows (for better or worse). There’s a reason why the freshest young voice with a unique point of view prefers to launch a YouTube channel rather than work its way up the long, hard slog of the radio ladder.
Radio fans know what they like and don’t like, and everything else will likely fall in the vast, bland, vanilla middle. And while that vast, boring, vanilla middle can be tweaked with a bit of coaching or a new producer, there’s an old saying:
“You can’t polish a turd.”
Two: Because they’re not meaningfully different in a crowded field
Guy’s name and Gal’s name in the show title? Check.
Impeccable technical execution? Check.
Show producer/board op? Check.
What about plugging in all the radio morning show best practices? Check.
The problem with formulas for what makes a great morning show is that every station has access to the same procedures. And when every radio station is playing the same morning show game for the same audience at the same time using versions of the same bits, the audience will default to the show they’ve listened to longest, even if it’s not necessarily the best – because it takes a lot of time and effort to find the “best” and no time or effort at all to succumb to habit.
So why should I change the listening behavior that has served me well for years to sample YOUR show?
Three: Because listeners are barely exposed to them
It’s not only about how long a show has been on the air but also about how much exposure that show has had while it has been on.
I have a saying:
Listeners don’t listen to your morning show today; they listen to every episode of your morning show they have ever heard – today.
In other words, listeners bring their relationships with talent to each listening occasion. This makes intense morning shows powerful: They have a longstanding connection with their fans. It’s also why you can stream a market and listen to the dominant morning show without knowing why it’s so successful.
So, when you envelop your show in music, or the host opens the mic to announce a song, do a live read, announce another contest winner, check the weather, or emote some breezy phrase that dissipates into the radio ether within seven seconds, then the audience has less to know and fewer opportunities to realize it.
Why bother?
Four: Because they’re DJs and not humans
While there’s something comforting about a human voice on the radio, not every voice appears human. I’m not talking about voice-tracking here; I’m talking about content.
Humans have three dimensions – strengths and weaknesses, flaws, and blemishes. All on display.
When those dimensions are not displayed in a movie, we call the character “shallow.” And nobody (willingly) makes friends with shallow beings (although we’re happy to laugh at their expense TV).
Five: Because management doesn’t want a great morning show, they want a cheap morning show to be great
Too often, we’re not aiming for greatness; we’re aiming for extraordinary cheapness.
That’s not how Jimmy Fallon got the “Tonight Show” gig or how excellent radio talent is born. We fool ourselves into thinking the cheap voice can be better if only the audience catches on. And then we are disappointed when they never do.
This is not to say you always get what you pay for, but you certainly never get what you don’t pay for.
I recently ran into an old radio friend – a former morning host – now long out of the business. He was approached by a station in his market to do a weekend gig – live. And for this, he would be paid what he described as “the kind of money I made just out of school.”
Either he will say “no,” or the station will get from him what it’s paying for, which is precisely what it wants and much less than it pretends it wants.
Six: Because “liking them” and “listening to them” are two different things
Your new morning host may be a great guy and a model citizen, but if I’ve got 20 minutes of drive-time, I intend to spend it with the most compelling, entertaining, or informative morning show I can find, not with an audio Boy Scout.
Gary Begin can be reached at garybegin10@gmail.com.
immediately. “The Conservative Circus with James T. Harris” will air from 6:00 am to 10:00 and “The Afternoon Addiction with Garret Lewis” moves from morning drive to the 4:00 pm to 7:00 pm daypart on both stations. iHeartMedia market president Linda Little comments, “James T and Garret have die-hard fans on 
550 KFYI in Phoenix and 790 KNST in Tucson. Combining James and Garret on both stations puts the two biggest conservative voices in Arizona in prime dayparts to better serve both markets.” Company area president Steve Earnhart adds, “Garret Lewis has been the number one conservative host in southern Arizona for over a decade. His large following and political impact will only grow with this move. We’re thrilled to welcome James T. Harris back to Tucson. This one-two punch of top-tier talent will make 790 KNST bigger and better than ever – for listeners and clients.”
Gagliardi, who goes by Sam Elliot on the air, most recently served as the director of content for Townsquare’s Monmouth-Ocean market. Gagliardi says, “I sincerely thank the leadership at Townsquare – Bill Wilson, Erik Hellum, Jared Willig, and Brian Lang — for this incredible opportunity. Collaborating with the skilled professionals at the iconic brands of ‘New Jersey 101.5’ and PST presents an amazing opportunity. I am excited about working with such a highly talented group and look forward to engaging in collaborative efforts with the fantastic on-air and online creators at the Jersey 
16, 2024 to file its Form 10-Q quarterly report for the period ending September 30, 2023. As result of that filing being late, Nasdaq has begun the process of delisting Urban One stock. However, the extension gives Urban One extra time to file the report. The company says it expects to be able to file the Q3 2023 Form 10-Q on or before December 31. As TALKERS has previously reported, the late filings were the result of Urban One dismissing its previous independent registered public accounting firm BDO USA, LLP and hiring Ernst & Young LLP.
High Sports, the other a piece by Michael Roberts in alt-weekly Westword that analyzes the state of Bonneville’s KKFN “104.3 The Fan.” McKee (along with several others) was let go by “The 
Fan” in September after the station was beat in the ratings by Stan Kroenke’s crosstown KKSE-FM “Altitude Sports Radio.” “The Fan” PD Raj Sharan was ousted shortly thereafter, and former ESPN Radio programmer Amanda Brown was recently brought aboard as PD to right the ship. Roberts’ piece chronicles the rise of “The Fan” – as well as its recent struggles. Ironically, shortly after being let go, McKee found work at his former competitor and now co-hosts the 12:00 noon to 3:00 pm show at “Altitude Sports Radio” with former “Fan” host Tyler Polumbus and Scott Hastings. 
Republican New York 3rd Congressional District representative George Santos appeared on Frank Morano’s “The Other Side of Midnight” program on Red Apple Media’s WABC, New York. Santos tells Morano that he’s writing a book that will detail everything that’s happened to him during his time in Congress. Morano tells TALKERS Santos “went off on his colleagues, says he’s making a ton of money on Cameo and will one day return to Congress.” 
from the study include: 1) the proportion of AM/FM radio in-car listening rose 9% year-over-year and is on par with pre-pandemic levels of listening; 2) spoken-word content listening is at an eight-year high with 39% of ad-supported listening (including AM/FM, streaming and podcasts) devoted to news/talk, talk, and sports; and 3) looking at Persons 25-54, the share of ad-supported audio time spent with personalities/talk shows has increased the most – from 11% of ad-supported listening in Q4 2016 to 19.4% in Q3 of 2023. 
includes sports talk WXNT-AM and five music brands. Killabrew has been serving as the program director for WXNT-AM, classic hits WJJK-FM and rock WNDX-FM since May of 2022. He’ll continue in those roles. Cumulus Indianapolis VP and market manager Darlene Park says, “Mike is an impactful leader who has a strong track record of building and developing great teams, serving the community, and delivering results. He understands our market and our amazing brands will grow under his leadership.” 
in need in Southern California. The charity also helps families get back into stable home environments and teaches teens the skills they need to work in the hospitality industry. This year, all 168 Wendy’s restaurants in Southern California continued their partnership and offered customers the opportunity to donate. KFI program director Robin Bertolucci says, “Once again, the KFI audience has come through with incredible generosity and kindness. This is our 13th year and every year we are touched by the giving spirit of KFI listeners. A huge thank you to them and to our partners, Smart and Final and Wendy’s for giving our listeners another way to give back to the community.”
Dusty Rhodes programs began with a Christmas Eve show in 1961 on WSAI in Cincinnati and quickly became a holiday tradition there. Over the years, it expanded to 36 hours and went national in 1995, airing on over 100 radio stations coast-to-coast. Rhodes says, “The presentation is based on the traditional Christmas celebration to accompany families as they travel to visit relatives, go to church services, open presents and enjoy holiday parties. I’m delighted to bring the programs to WGN Radio, one of America’s great radio stations.” 
organization addressing the essential education and enrichment needs of children and youth in foster care in Washington State. The 2023 fundraiser includes an online auction featuring one-of-a-kind sports packages from the Seattle Seahawks and Seattle Mariners, autographed Seahawks merchandise, and more. Bonneville SVP and market manager Cathy Cangiano says, “It is remarkable to celebrate 35 years of partnership between KIRO Newsradio and Treehouse in producing Holiday Magic. We have worked with Treehouse to create the Holiday Magic Campaign longer than any other community initiative and it has become a part of our purpose and mission.”
his Salem News Channel TV show and SiriusXM radio show. Wilkow says, “The charities our team works with are low to no overhead organizations where every dollar donated goes directly to the cause of veterans from suicide prevention, to getting homeless veterans off the streets, to providing PTSD therapy dogs. What also makes this year unique is the added support from The Salem News Channel. Many of the charities made appearances on both Salem News Channel and SiriusXM Patriot.”
The lineup includes Westwood One talk hosts Dan Bongino, Chris Plante and Rich Valdes; Starnes Media Group’s Todd Starnes; FOX News Radio’s Guy Benson, Newsmax’s Rob Carson, and longtime Pittsburgh TV and radio personality Wendy Bell. It will also use FOX News Radio for network news. Hispanic Broadcasting president Matthew Velasquez says, “We’re excited to bring Houston listeners a better choice in news/talk radio. The mission of ‘Patriot Talk 920 AM’ is to become the leader in conservative talk radio with programming that reflects our core values of family, faith and freedom.” For more information, contact Steve Lapa at 
received a substantially final form of agreement with respect to a consensual transaction relating to the Issuer’s funded indebtedness satisfactory to such lenders on or before December 15, 2023, the grace period extension expires after 45 calendar days. This is relevant to the following Credit Facility interest payments: approximately $17,000,000 originally due on October 31, 2023; approximately $785,592 originally due on November 8, 2023; and approximately $1,125,000 originally due on December 28, 2023. Regarding the Receivables Facility Amendment, it amends the cross-default that would otherwise occur under the Receivables Facility in respect of certain defaults in the payment of interest under the Credit Facility, with the effect that such interest payment defaults will not result in an event of default under the Receivables Facility until the expiration of the 68 or 45 calendar day grace periods… and extends certain related covenant accommodations with respect to the Company’s liquidity position through January 7, 2024.”
“Most registered voters avoid the news at least some of the time. Of those who disengage, over half avoid national politics coverage,” according to the “
positive statements about radio, television, and charitable giving. BFoA president Tim McCarthy says, “We need to reach radio and television professionals across every channel at our disposal ‘The 12 Days of Giving Social Media Campaign’ is a great way to raise funds and awareness of our mission, especially among junior-level people in broadcasting.” The BFoA has distributed more than $15 million dollars in aid over the past 20 years. This year, the Foundation will award approximately $1.8 million. More information about the Broadcasters Foundation, including how to make a donation or apply for aid, is available at broadcastersfoundation.org. 
during its time as an FM talk station. KZOK says in its announcement of Bonaduce’s retirement, “Danny’s career in the limelight began at an early age, starting with appearances on ‘Bewitched’ in 1969 that landed him the role of Danny Partridge on the ‘Partridge Show’ from 1970 to 1974. Later, Danny would appear in Corvette Summer with Mark Hamill and many cameo appearances on TV and movies over the years.” He says, “I am the luckiest guy in entertainment. I joined the actors union at age three and with little interruption, I have worked in the industry I love for 60 years. I loved almost every minute of it. I want to thank the loyal fans who have followed me throughout my career, including the last 12 based in Seattle. Thank you to iHeartRadio for believing in me, to my on-air partner Sarah for putting up with me. My thanks to Paul Anderson, my agent for decades who has been my steady guide and business partner.”
includes two FOX News Radio personalities. “The Guy Benson Show” will air from 12:00-3:00 pm and “FOX Across America with Jimmy Failla” is being delay 
broadcast in the 12:00 midnight to 3:00 am daypart. KTTH program director Jason Antebi states, “We’re incredibly excited to add Guy Benson’s fresh conservative perspective to our primetime lineup. Guy’s political acumen, ability to break down complex issues in ways making it easy to follow, and his pulse on what’s happening from Washington state to Washington, DC will be a huge asset for the KTTH audience.” Benson is the political editor of Townhall.com and a FOX News contributor. 
over Cumulus’ mandatory COVID-19 vaccine policy. Bongino says, “It’s been a fascinating couple years of ups and downs both personally and in the political space. I love what I do, and I’m ecstatic that we’ve agreed to move forward with the show after changes were made. I want to thank all the shows’ supporters, the stations, and program directors for their continued support. I promise to keep my foot on the gas pedal.” Westwood One president Suzanne Grimes states, “‘The Dan Bongino Show’ is one of the greatest growth stories in network syndication, with Dan delivering programming unlike anyone else. As we head into what will surely be an unpredictable election cycle, we know Dan will be always insightful, sometimes provocative, and never disappointing, which is why our listeners are wildly engaged, and our advertisers have flocked to the show.”
afternoon drive host Mike Felger’s Facebook Live “Off-Air Show” and said she doesn’t think she’ll get the gig. When asked why she said, “Just because I think that I’m young and new. I think [program director] Rick [Radzik] took me very seriously. It’s just I think that there’s probably someone who, I don’t know, I think that I’m qualified. It’s just I haven’t been here very long, so I don’t know.” Station afternoon personality Jim Murray has said he’s not interested in the position. The piece notes that midday personality Rob “Hardy” Poole is being talked about as a candidate for the morning show post. 
the company. Dove, who starts on January 1, comes to Alpha Media from iHeartMedia where he most recently served as Pacific Northwest Region president. Alpha Media president and CEO Bob Proffitt commented on the announcement, “I am very excited to have Robert lead us to new heights, opportunities, and successes. He knows Portland like no other broadcaster, has deep relationships and knowledge of our city’s intricacies, and will be a great addition to our team of market managers all across America.” Dove adds, “I’m very excited to join the Alpha Media team. As a native Portlander having the chance to work with some of Portland radio’s most iconic brands is very rewarding and fulfilling. I can’t wait to get started.” 
Cumulus operates news/talk WXLM-AM in the New London market and news/talk WPRO-AM/WEAN-FM and sports talk WPRV-AM in Providence. Cumulus Media president of operations Dave Milner states, “Holly is an extremely effective and capable leader. Having her lead New London in addition to Providence allows for us to provide enhanced solutions for customers in Rhode Island and Eastern Connecticut.”
five, with The New York Times’ “The Daily” remaining in first place. NPR’s “Up First” is #2 and NBC News’ “Dateline NBC” is #3. Commercial radio-related podcasts of note in the top 20 include The Daily Wire’s “The Ben Shapiro Show” – down two spots to #8 – and Dan Bongino’s “The Dan Bongino Show” – down two spots to #11. FOX Audio Network’s “FOX News Hourly Update” slipped one place to #16.