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Creating Powerful Radio by Valerie Geller

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CHAPTER 15

Creating Powerful Radio

Traffic and Weather Together

“The ability to communicate color, content, and drama in thirty seconds is rare and glorious.”

—Doug Harris

Traffic and weather “together” are important. Traffic and weather are often the reasons people tune in regularly to news and news-talk radio. Traffic and weather reports should be accurate and delivered consistently during key drive times. Some stations provide this service twenty-four hours a day.

Since most traffic and weather information can be instantly obtained from a variety of sources, the advantage radio has is in the personalities who deliver the data. It is useful to know that there has been a four-car collision on the road ahead of you caused by a sudden hailstorm, ...

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