The Morning Show Flight Plan

Why Should I listen to you?
If you ask Morning Radio DJ’s how they put together their early morning show, they will most likely say, “I plan, organize, coordinate and execute. Don’t be surprised if most don’t. It’s only in their heads. Careful scrutiny by General Manager’s and Program Director’s find that most plan their shows as they go along break-by-break, thereby robbing their audience of an important, well thought-out plan of information, organization, coordination and execution.

What is it then that differentiates you from all the other morning personalities and separates you from the rest of the signals that come into your city? What is it that causes thousands of people in your core to get out of bed and begin their day with you? Is it your charming personality? You bet. Could it be you’re just plain funny and fun to listen to? Probably. Could it be the way you show concern for them with all the relevant information needed in the morning? Good morning shows are a synthesis of information that paints an interesting picture of you, your radio station and your community. In a sense, this picture is a familiar one to those whose morning shows generates long-term great ratings and a loyal following, year, after year, after year. When morning shows are planned and well thought out, traditional talk shows notwithstanding, your audience responds with interest, dedication and loyalty. Daily stimulation of all the important elements in their life, which are planned and executed by you, drives your quarter-hour and weekly cume through the sealing. Wow, what a combination for you and your sales staff!

Every good company in America thrives on building relationships that remain loyal. Even through difficult rating fluctuations when your competition out spends, out thinks and out promotes you, your core audience remains loyal. Let’s face it; the days of remaining with one company for 30-years and getting the gold watch are over. Some even feel that consolidation has killed the golden goose. It’s true in many markets across America; consolidation has disenfranchised good radio performers from their audience by telling them what to say and when to say it. And many believe that this kind of thinking has disarmed good performers from being the best they can be. THAT’S FALSE! Radio listeners don’t know and don’t care about consolidation. You are still an intrinsic part of their day. You see, you’re the person who tells them, subliminally, the world’s OK. The time is.., and how their favorite sports team did last night. You also gave then some interesting little tidbit that will have them talking about you and your morning show at the water cooler.

The most critical aspects of conducting an entertaining and informative morning show are your understanding of how your listener’s processes morning information and also how they consume your radio station. One station may be music driven so almost all your entertainment content is music or artist oriented. On the other hand, your emphasis may be talk and politics, so controversy may govern your day. Perhaps you are the center of what’s going on in your community and your listeners thrive on comedy or gossip. There’s an old axiom that says today’s gossip is tomorrow’s fact. So get the facts straight! The same is true for sports, news and classical music stations. You are the “nerve center” of all pertinent information gathered and disseminated to integrate your audience into the mainstream of everything that’s going on in their world, on their radio station and in their community. You’re the final decision-maker, the resource allocator the go to guy, if you will. None of this happens without careful planning and scrutiny of all the complex information needed to complete their morning.

You are the “nerve center” of all pertinent information gathered and disseminated to integrate your audience into the mainstream of everything that’s going on in their world, on their radio station and in their community.

The single and most important theme that runs through your morning listener is, YOU’RE PREPARED. You respond quickly to the elements that stimulate their thinking and assist them in making decisions on things that affect their lives. You activate the flow process. You meet their needs and goals by climbing inside their heads and their hearts. You worry and care about the same things they worry and care about because you know what it is. You have turned an obligation (getting up at 3am and going to bed at 8pm) into an advantage. In the Harvard Business review on Leadership, it says, “Unsuccessful managers blame failure on obligation. Effective managers turn obligation to advantage.” The pressure of your job will never go away. That is why you need to establish channels of information that will keep you informed and in the center of your core audience’s mind.

It takes neither genius nor hero to become a very good and popular morning personality. But it does take talent, commitment and an incredible will to serve your radio station and your audience. It also takes a caring and loving spirit to promote the city your audience lives in.

For over 15 years, every Wednesday, I went on what I called the “Larry Morrow Breakfast Break.” The “Breakfast Break” consisted of me asking my audience if they would like me to come to their office and bring 60 muffins and hot steaming coffee. I would pick one office per week, on the air, and show up. It accomplished two critical pieces of information: I had my own focus group for over an hour of some 30 to 60 listeners and they spent an hour with their favorite morning guy. I learned what stimulated their morning “hot button” and just as important, what turned them off. How far do you think those weekly personal appearances went in terms of good will, face-to-face over coffee and muffins for over 15 years? I’ll tell you. Arbitron diaries in my favor, introducing almost every major function that went on in our community for over 30 years and introduced our last 5 Presidents.

It takes neither genius nor hero to become a very good and popular morning personality. But it does take talent, commitment and an incredible will to serve your radio station and your audience. It also takes a caring and loving spirit to promote the city your audience lives in. You’re active not reactive. You respond to them. You’re a leader and evoke a personal and positive attitude toward them and their community. Mobilize them and all those around you. Because, in the final analysis, if they know you like them and truly care about their mornings, you’ll know and realize how much they like you and truly care about your future… and your success.

Next: Balancing information and entertainment. Final execution of the Flight Plan!