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Creating Powerful Radio by Valerie Geller

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CHAPTER 5

Creating Powerful Radio

Morning Shows

“An artist’s working life is marked by intensive application and intense discipline.”

— John F. Kennedy

Why Is the Morning Show Different from the 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.

Most stations come up with the basics of traffic, weather, music, news, and sports scores, and other elements that drive a morning show. But what is unique to each show are the ...

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