Chapter 9

Beyond Powerful Radio

High-Ego Talent

“Creativity takes courage.”

—Henri Matisse

Perhaps you have had the experience of knowing people in the business who were great on the air, always got big ratings, but never kept a job for any substantial length of time? Many of these people “station-hopped” because they had demanding personalities and were tough to deal with off the air.

Often, great radio personalities have large egos and are not the easiest or most tranquil people to be around. But allowing your station's professional atmosphere to be blighted by tantrums is ultimately damaging. While managers need the skills to deal with touchy talent, no one can save a truly self-destructive host. Remember this when considering hiring a personality ...

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