Advice

Six Reasons Radio Listeners Ignore Your Morning Show

By Gary Begin
Sound Advantage Media

imYou 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.

Industry News

WEEI, Boston’s Greg Hill Signs Multiyear Extension

Morning show personality Greg Hill signs a multiyear contract extension with Audacy’s sports talkim WEEI-FM, Boston. He’ll continue to lead his program that includes cast members Jermaine Wiggins, Courtney Cox and Chris Curtis. Audacy Boston SVP and market manager Mike Thomas states, “We are thrilled to extend Greg’s contract and keep the momentum going for his award-winning morning show. We look forward to having Greg, alongside Jermaine and Courtney, continue to set the tone for our weekday programming and deliver entertaining content for our listeners for the foreseeable future.”

Industry News

Michael DelGiorno to Host AMs on WLAC, Nashville

Talk radio personality Michael DelGiorno posts news on his Facebook page that he’s taking over the morning show on iHeartMedia’s news/talk WLAC-AM/W252CM, Nashville on November 6. The 5:00 amim to 8:00 am show will be simulcast on the company’s KTOK-AM, Oklahoma City and KAKC-AM, Tulsa. iHeartMedia Nashville market president Dan Endom says, “We are thrilled to welcome Michael, a true broadcasting legend, to iHeartMedia Nashville. Michael’s extensive knowledge of the airwaves coupled with his innate ability to connect with audiences will elevate our programming to new heights.” DelGiorno served with Cumulus Media’s crosstown WWTN-FM, Nashville from 2007 through March of this year. He also previously hosted shows on KFAQ and KRMG in Tulsa.

Industry News

Fred Toucher Signs Extension with “98.5 The Sports Hub”

WBZ-FM, Boston “98.5 The Sports Hub” morning drive personality Fred Toucher and Beasley Media Group agree to terms on a new, multi-year contract that keeps Toucher at the helm of the morning show “for years to come.” The station says, “Under Toucher’s tenure, the show has been recognized amongim the top sports morning shows in America and has won numerous national industry awards including a Marconi Award. Toucher was a foundational member of the launch of the station in August 2009. Prior to joining the ‘98.5 Sports Hub’ team, he worked at the former legendary rock station, WBCN.” Toucher comments, “I am thrilled to be able to work with my Beasley family over the coming years. I will continue my record of immense competence and brilliance.” Station PD Rick Radzik adds, “Fred has been entertaining ‘Sports Hub’ listeners each morning since 2009 with his compelling viewpoints and opinions on a wide range of topics. We are very pleased that he will continue on with us for years to come.” There’s no mention of morning drive co-host and Toucher’s longtime partner Rich Shertenlieb in the press release and the Boston Globe’s Chad Finn writes about the possibility Shertenlieb will exit the station soon. Read his column here.

Industry Views

Harry Hurley is This Week’s Guest on Harrison Podcast

WPG, Atlantic City, New Jersey legendary host Harry Hurley is this week’s guest on the award-winning PodcastOne series “The Michael Harrison Interview.” Hurley has been at the helm of the heritage station’s wildly successful morning show for more than 30 years. He is also known to talk radio audiences nationwide as a special guest host making numerous appearances on FOX News Radio. Before he made an indelible mark in radio, Hurley was an accomplished executive in Atlantic City’s hotel and banking industries. Michael Harrison describes Hurley as being “a remarkable combination of business savvy and emotional intelligence – not to mention, extremely talented.” One of the notable accomplishments this outstanding broadcaster has achieved in his career has been on the philanthropical front. During the past 16 years, Hurley’s 501c3 charitable foundation, which annually presents both a gala civic dinner and a charity golf tournament, has raised and distributed more than $1.4 million to worthy causes across the State of New Jersey and beyond. His most recent dinner took place on September 29. It alone raised over $100,000. Hurley is a public service dynamo and in Harrison’s words, “a role model for local hosts and stations to emulate in establishing a positive brand within their market.” Hurley is the recipient of numerous radio industry and local New Jersey honors. Listen to the podcast in its entirety here.

Industry News

Damon Amendolara to Host Mornings on SiriusXM’s Mad Dog Channel

SiriusXM brings sports talk personality Damon Amendolara, a.k.a. D.A., to the Mad Dog Sports Radio channel to host the morning drive program “The D.A. Show with Babchik,” alongside longtime SiriusXMim personality Mike Babchik. Amendolara has been hosting a program on CBS Sports Radio since 2017. SiriusXM VP of sports programming Eric Spitz states, “D.A. is one of the brightest stars in sports radio today. He delivers a terrific blend of informative and thoughtful sports talk with creative, entertaining humor, which is what our listeners are looking for as they start their day. He and Babs will make a dynamic team as they lead off our programming each morning.”

Industry News

Maggie Gray and Andrew Perloff Named Morning Show at CBS Sports Radio

Audacy announces that Maggie Gray and Andrew Perloff are hosts of the new morning show on the CBS Sports Radio network as they move from afternoons to 6:00 am to 10:00 am daily beginning October 2. Gray spent three years as midday co-host at the company’s WFAN, New York and joinedim CBS Sports Radio in 2021. She’s also an analyst for SNY, appearing on “Baseball Night in New York.” Perloff joined CBS Sports Radio in 2022 after 13 years with “The Dan Patrick Show” where he earned the nickname “McLovin.” CBS Sports Radio brand manager Spike Eskin says, “Maggie and Perloff are going to be awesome in the morning. The way the show has grown and evolved over the last couple of years is so exciting, and we’re really looking forward to bringing their special mix of opinions, interviews and fun to the morning.”

Industry News

The Kimmer to Host Afternoons on Dickey’s “XTRA 106.3 FM” in Atlanta

Atlanta talk radio personality Kim “The Kimmer” Peterson is returning to the market’s airwaves full time on Dickey Broadcasting Company’s news/talk WFOM-AM/W292EV “XTRA 106.3FM.” Peterson and Pete Davis will host the afternoon drive show from 3:00 pm to 6:00 pm beginning June 5. Additionally, the station isim expanding the “Morning XTRA” show to 6:00 am to 10:00 am. Dickey Broadcasting says, “The addition ‘The Kimmer Show’ demonstrates Dickey Broadcasting’s commitment to building a dominant and world-class news/talk radio station in Atlanta and the region and we thank our loyal advertisers and listeners for helping us build this great station.” Station morning host and content director Tug Cowart comments, “As our listenership grew, the demand for a local afternoon show grew. Our social media and phones all asked for the same thing, ‘The Kimmer Show.’ How could we go any other route? A local and iconic Atlanta talk radio voice and what our listeners wanted from us. It’s the way these decisions are supposed to made.”

Industry News

Noam Laden Returns to WABC, New York as News Director

New York City news pro Noam Laden joins Red Apple Media Group’s 77 WABC as news director. He was most recently serving with iHeartMedia’s crosstown news/talk WOR as morning news anchor. In his new role with WABC, Laden will host the daily 5:00 am “WABC News Hour with Noam Laden” and will anchor the top-of-the-hour news during the “Sid & Friends Morning Show.” He’ll also be responsible for all WABC news content and distribution, on-air and online. Laden served with WABC from 2003 to 2018 in which he was news director, news anchor on the “Imus In the Morning” show, and co-host on the Geraldo Rivera show. Laden says, “I’m very excited to join the new 77 WABC. The station has a terrific lineup of hosts and the ratings are soaring. It’s great to be part of a winning team with passionate owners. We’ve got lots of exciting plans for distribution of our news.” Red Apple Media president Chad Lopez says, “New Yorkers need to be in-the-know first thing in the morning and throughout their busy day. Our goal at WABC Radio is not only to deliver the news but to include all sides of the story.”

Industry News

Meg Dowdy is 2023 Elevating Women in Audio Mentee

Mentoring and Inspiring Women in Radio, Inc announces that Meg Dowdy is the recipient of the 2023 Elevating Women in Audio Mentorship program. The ‘Elevating Women in Audio: MIW & Luminate Mentorship’ program is a year-long experience that provides greater opportunities for women interested in management positions in audio, and involves personalized conversations with a vast network of high-level radio executives and experts to help advance a career within the radio/audio industry. Dowdy is a regional content director who works with nine Townsquare Media markets in the Southeastern United States. During her career she’s also been a morning show co-host, award-winning news reporter, brand manager, promotions director, and midday host. MIW board president Ruth Presslaff says, “This year we had more applicants and more high-quality applicants than ever before. Meg’s dedication to her future, to the business and to paying her success forward was very impressive. We can’t wait to start working with her.”

Front Page News Industry News

Tuesday, September 6, 2022

Kim Shepard Joins All-News KNWN-AM/FM, Seattle. Radio news pro Kim Shepard joins Lotus Communications’ all-news KNWN-AM/FM, Seattle as afternoon drive co-anchor alongside Rick Van Cise. Shepard has served with public radio news/talk KUOW-FM, Seattle as a senior producer and announcer as well as with iHeartMedia as a news anchor. Van Cise, who also serves as the station’s program director, says, “Kim brings a wealth of radio experience that makes her a perfect fit for our KNWN NewsRadio family.” Shepard states, “I feel so fortunate that my career has led me to the PNW and even more fortunate that I will get to spend my next chapter at KNWN. As I get to know Rick and the whole talented team, it’s become clear that our goals and passions align in the best possible way: leading the future of radio with timely information from trusted voices. I’m grateful to join the chorus.”

Cumulus Media and TuneIn Expand Content Partnership. The expansion of the content deal between Cumulus Media streaming audio service TuneIn includes the addition of 325 podcasts from the Cumulus Podcast Network to the TuneIn platform. In addition to the podcasts, TuneIn will continue to make Cumulus Media’s local sports, news, talk and entertainment programming across 405 owned-and-operated radio stations in 86 U.S. markets available to TuneIn listeners. Cumulus Media chief content officer Brian Philips states, “This is an ideal time to expand our relationship with TuneIn. Listeners win as we offer more ways for them to discover Cumulus’ premium audio content, custom-delivered on their terms and timelines. This partnership advances our audio-first content strategy, as we deliver our best shows and podcasts to TuneIn’s 75 million active monthly users.” TuneIn CEO Richard Stern adds, “TuneIn aims to be anywhere listening is occurring. In announcing this expanded partnership with Cumulus Media, TuneIn listeners not only have access to Cumulus’ 405 local stations in markets across the U.S., but also 325 of Cumulus Podcast Network’s most popular podcasts. This partnership with the premier audio-first media company is a milestone for TuneIn and we are looking forward to building this relationship and giving our listeners the best listening experience.”

‘Seattle Sports’ Adds ‘KJ Wright Show’ for Wednesday Mornings. Sports talk outlet KIRO-AM, Seattle “Seattle Sports” announces “The KJ Wright Show” becomes part of the morning drive “Brock & Salk” show each Wednesday from 8:00 am to 9:00 am. The former Seattle Seahawks pro bowler brings an insider’s perspective to the show’s coverage of the Seahawks and the NFL. Station PD Kyle Brown comments, “The addition of KJ Wright solidifies ‘Seattle Sports’ as the premier outlet for Seahawks coverage in Seattle. Having spent 11 years in the NFL, and 10 playing under Pete Carroll, KJ will share a perspective on the game that’s unmatched in the PNW. We’re ecstatic to have him join the Seattle Sports team.”

Townsquare Media Launches Washington State News Network. This new venture from Townsquare Media Inc. will provide radio stations with “the only source of local, regional, and statewide news that is available to broadcasters and listeners in the State of Washington.” The Washington State News Network offers short-form news reports broadcast on select Townsquare Washington radio stations, including KONA-AM 610 (Tri-Cities), KFLD-AM 870 (Tri-Cities), KIT-AM 1280 (Yakima), and KPQ-AM 560 (Wenatchee), as well as third party affiliates throughout Washington State. These news reports come in the form of eight 90-second reports per day, Monday – Friday. Kevin O’Rorke is vice president of news & ag networks for Townsquare’s Western region and he says, “We are thrilled to bring quality local, regional and statewide news to the many communities in Washington State that are starving for more local information in their communities. Many broadcasters were forced to cut news staff and content during the pandemic, and we couldn’t be more excited to fill that void for both broadcasters in need of the service and listeners wanting the latest breaking news.”

Sid Rosenberg’s Second Book – Sid-izens United – Hits Shelves. WABC, New York morning drive co-host Sid Rosenberg’s second book is published. Sid-izens United: Salacious Spiels, Stories, Suggestions, and Solutions to Withstand a Woke World (Post Hill Press, 2022) is described by the publisher as follows: “The legendary radio personality and equal-opportunity offender delivers authentic and unapologetic takes on the state of everything—from politics to sports, and pop culture to fitness—all with his inimitable style and humor. Phonies and frauds, beware. Whether you’re an athlete, entertainer, or politician—Sid Rosenberg leaves nobody unscathed. Sid helps navigate the tough topics of today, clearly laying out his thoughts and opinions in the one-of-a-kind style and charm that has made him one of the top radio and TV talents in the country. He also provides a ‘call-to-action’ to the reader with his Sid-izen Solutions at the end of each hot-topic chapter.”

Judge Grants Trump Special Master, Trump Rally, Russia-North Korea Weapons Deal, Saskatchewan Stabbings, Midterms/2024 Presidential Race, and Truss Replaces Johnson Among Top News/Talk Stories Over the Weekend. A federal judge grants former President Donald Trump a Special Master for the probe of the Mar-a-Lago documents; Trump holds Pennsylvania rally after President Joe Biden’s address in Philadelphia; Russia enters in to a weapons deal with North Korea as its invasion of Ukraine continues; the deadly stabbing spree by two brothers in Saskatchewan that’s taken the lives of 10 and wounded 18; the November midterm elections and speculation about the nominees in the 2024 presidential race; and Liz Truss assumes the prime minister role in Great Britain were some of the most-talked-about stories on news/talk radio over the weekend, according to ongoing research from TALKERS magazine.