Monday, September 25, 2006

You’re Only As Good As Your Next Bit!

While legendary Los Angeles radio personality Rick Dees launched his new morning show earlier today on Emmis Communication’s new Rhythmic AC KMVN-FM (Movin’ 93.9) in LA, other stations, like Sheridan Broadcasting’s Urban WAMO-FM in Pittsburgh and Clear Channel's Urban WBTP-FM in Tampa, have recently opted for syndication over their local morning shows. (Both are now affiliates of the Steve Harvey Morning Show.) Programmers are under constant pressure to produce winning—and sellable—numbers in the morning drive daypart with local or syndicated talent. An investment in either type of show is expected to generate a return with increased ratings and revenue.

Although I am a big fan of several syndicated shows, including Opie & Andy, Mancow, Steve Harvey, Big D & Bubba, Tom Joyner and Russ Parr, there is nothing like a great local morning show that’s in-sync with—and truly reflects—its market. Live, local morning shows like Big Boy on KPWR-FM (Power 106) in LA, Donnie Simpson on WPGC-FM (WPGC 95.5) in D.C. have been able to produce consistent results against all competitors—syndicated or local.

If you are a programmer guiding a local morning show or a personality contributing to a local morning show, top radio producer Eric Rowe has ideas that can help your show better entertain and connect with its audience.

Here are things Eric believes can help make a Successful Local Morning Show:

  • Be Topical
  • Develop Benchmarks
  • Reflect what’s unique about your city
  • Reflect the Station’s attitude and image
  • Be Visible Around Town
  • Plan fun and entertaining bits everyday
  • Have everybody on the show play specifics roles
  • Include Listener interaction
  • Tease things that are worth teasing
  • Be LOCAL!!!
  • Create water cooler talk
  • Always generate publicity in the local media
  • Find your listener demo and aim for the Bull’s Eye
  • Be spontaneous & unpredictable at least once a day
  • Be LOCAL, LOCAL, and LOCAL!!!!

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