CHAPTER 6

Creating Powerful Radio

From Rock to Talk

“The great ‘end’ in life is not knowledge but action.”

— T. H. Huxley

In the United States, it’s been a long time since the truly “Full Service” radio station disappeared. Most in the United States have only heard of, but never actually heard, a station where music, interviews, news, sports, and personality call-in segments were equal parts of the programming day.

Not only that, even the highly formatted stations have narrowed their focus into subcategories of their genres. For example, in talk radio there are “Hot Talk” stations, “Lifestyle Talk” stations, “Truck Talk” stations, Political Talk stations (which includes its own sub-genre, some political station formats are geared toward either ...

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