Last week, I spoke with a highly successful morning host in a major market. When we scheduled a time to talk, they said, “I get off the air at ten and have show prep until noon.”
That statement jumped out at me for several reasons. The person has been hosting morning shows successfully for years, both with their name on the marquee and as a cast member in shows whose names I’m sure you would recognize.
It starkly contrasted some of the talent I have known over the years who felt they could either “wing it” or, one of my favorites, “we use that first hour when no one is listening to prep the rest of the show.” Ever wonder why no one is listening to that hour?
The other is, “Well, we have our benchmarks and that fills most of the breaks.” Yes indeed, that “website of the day” break is definitely better than some great LOCAL content.
I have heard stations that proudly boasted live and local, but the content between the music was anything but. What is lacking is show prep and research. For example, the major market talent was putting in at least two hours a day immediately after that day’s show.
Chad Rufer, Group Director of Programming, Bonneville Sacramento, told me that prepping a show meant more than a prep service rip and read.
“Are you asking yourself (and your team members), what can we do to build a personal connection with our audience? How can we get them to relate to us and be entertained at the same time? Can we get them to say, “damn right me too?” said Rufer. “Can we get them to say, ‘I need to listen to this show every day because I feel like others will be talking about it.’ Building this relationship with the audience goes far beyond ripping show prep content from your favorite service when you arrive at the station 30 minutes before your show.”
Ruffer’s team is in contact with each other throughout the day.
“Our team here in Sacramento is communicating with one another all day through text messages, and in the early afternoon, each member sends an email with a few pages of potential content for the next day that includes life stories and other local content.”
“I’m included in that chain as well, and the four of us may send emails back and forth with various ideas and angles for the best content. It helps that each of us lives a different life and offers various perspectives. In addition, we meet as a group twice a week to talk about content and different ways we can deliver it to our audience in an entertaining way.”
Consultant John Lund, President of The Lund Media Group, sees show prep important enough to author a Show Prep Stylebook for his clients.
Lund shared some excerpts from the guide.
Tap listeners for information about your geographic area. Get them involved by asking what’s best about your area, like the best new restaurant or dog park. Local, relatable show prep is best.
“Test” your show prep. Poll the audience on various questions, and post the results.
Don’t rely solely on national show prep services. Be “Locally Relatable.”
Stress the daily “big event” – it’s usually local. This important topic is the big one on people’s minds and is discussed all day; develop it hourly.
Know your market; know your life group. Understand your audience to target your audience’s interests and needs better.
Talk about what listeners care about. A local event is coming soon. What everybody in town is talking about. Today’s big news story. What kind of day is it? What is your audience doing right now? The hottest new movie or TV streaming show. What a listener said to me recently.
Over-prepare. Use everything you can get your hands on and adapt it to your needs.
Save everything… Drops, ideas for bits, local news, and factoids. Keep notes on what’s in your stockpile. Everything is useful at some point down the road.
The business is shrinking. Many very good, syndicated shows are available that a station owner can plug into their market and set and forget.
The difference that you can make is being local. Being the expert on everything going on in your market.
It requires effort, planning, and teamwork. Most importantly, you must change your mindset. That major market talent didn’t achieve or maintain their position by entering the studio daily without being prepared with fresh content.
You need to create FOMO, the fear of missing out. The website of the day, celebrity birthdays, and horoscopes won’t achieve that.
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Jeff Lynn serves as Editor of Barrett Media’s Music Radio coverage. Prior to joining Barrett Media, Jeff spent time programming in Milwaukee, Omaha, Cleveland, Des Moines, and Madison for multiple radio groups, including iHeartMedia, Townsquare Media, NRG Media, and Entercom (now Audacy). He also worked as a Country Format Editor for All Access until the outlet shut down in August 2023.
To get in touch with Jeff by email, reach him at Jeff@BarrettMedia.com.
