CHAPTER 3

Beyond Powerful Radio

Personality Radio & Morning Shows

“An artist's working life is marked by intensive application andintense discipline.”

—John F. Kennedy

Why is the Morning Show Different fromthe Rest of the Day?

Morning drive is traditionally the most listened to daypart in radio. It starts the day, commands the highest ad rates, and requires the most up-to-date information so the listener can get out the door and face the day. A solid morning show can set the foundation for a solid radio station. On music stations, morning drive is the last bastion of personality radio.

If you play music on your show, a word about the music from the Australian Broadcasting Corporation's Jeremy Millar:

Most listeners believe you choose all the ...

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