Ross Brittain’s radio career spans five decades and a remarkable evolution of the industry itself. Starting in college radio at Georgia Tech in the early 1970s, Ross quickly made a name for himself with his sharp wit and humor, landing his first professional job at WIIN in Atlanta.
He later became a key figure in launching one of the most iconic morning shows in American radio history — the Z100 Morning Zoo in New York City — helping redefine morning radio.
Brittain shared with me thoughts on The Morning Zoo, his legendary career and a look at radio’s future.
From College Radio to WIIN Atlanta
For Brittain, the first big break came about because of his wit and spontaneity.
“I was working at the college radio station at Georgia Tech, and because my news inserts and other talk items were so funny, the guys at WIIN Atlanta gave me a job. That was 1973… several years ago, LOL.”
Creating Z100’s Morning Zoo
Following a move to New York City, a collaboration with Scott Shannon transformed the face of morning radio.
“I was let go from WABC-AM in New York because Brian Wilson wanted to do his own show. So, I called up Scott Shannon, who was starting up a new station called Z-100 and said, ‘I could do afternoons!’ He said ‘No, because I don’t think you’re an afternoon jock. But why don’t you come over and help me do the morning show?”
Inside the Morning Zoo Hustle
The Morning Zoo at Z100 combined talent, creativity, and hustle. Each member of the show brought something from their own unique skill set.
“#1 in 64 days? We did a lot of work. Dave Kolin and I did a ton of work after the show, recording bits for the following day. We did a bunch of show prep, writing bits, and probably around five pages of show prep.”
“I also did sound effects, manned the reel-to-reels, and fed bits to the other members of the show. I was like the producer, and Scott was the director, and the PD, who basically had to run the station. J.R. Nelson, our other co-host, doubled as the production director, too.”
“And there were call-ins from John Rio, who did ‘Mr. Leonard,’ the PSA Director, John Bell, and Claire Stevens, who did the news. Everybody had their ‘character’ and specific attributes so that listeners could relate to each of us differently. And the branding was new and badass. No NYC radio station had ever called itself a ‘Flamethrower’ before.”
How Radio Has Changed Since the 1980s
Brittain has observed changes in the industry from the early days of Z100.
“It feels like we had more freedom to have fun and be authentic. Radio stations don’t have the funds to hire a group of people to do a big morning show. Because advertising on that show–or just the regular station—isn’t bringing in the money it would take.”
“And many of the stations that get several people also use them to sell the station or do remotes, etc. Consultants used to understand talent and supported us doing what we did best. More so than in recent years, when it has become a metrics game. The internet also took time away from on-air prep to feeding the content beast.”
What makes for great on-air chemistry?
“Knowing what to bring in a bit or feeding the air talent a great set-up line you know they’ll go off on. Bringing a bit to the table. And while you absolutely have to be thinking ahead and watching the clock and show elements –you HAVE to LISTEN to each other as well.”
Life Behind the Mic: The Reality of Morning Shows
I asked Brittain to tell me something that people don’t know about the life of a radio host. How the early mornings and relentless preparation contrast sharply with the seamless final product on air.
“It’s never great getting up at 4 am to go in and prep a bit for the show before going on. It also means an afternoon nap or going to bed very early, and missing events you’ll probably need to talk about the next day.”
“With any luck, you’ll be able to delegate some of the prep or stream monitoring to other members of the show. Or pick up a prep service to do it for you. And staying on top of social media is a whole other animal.”
What is the one song you loved playing and the one that you never want to hear again?
“The Stones’ ‘19th Nervous Breakdown.’ I played it 19 times in a row during afternoon drive one day and got some great calls. But never again. ‘The Night Chicago Died’ is just a bastard of a song. But I’m from Chicago.”
Podcasts, Streaming, and What’s Next for Radio
Does the rise of podcasts and streaming platforms help or hurt traditional radio?
“Please. Podcasts are radio shows, just not on the radio. Better for talk than music, because legal issues don’t let you include entire songs. So, if you can package one of your running bits and upload it daily into a podcast, then advertise it on the show, you may get additional dollars from a sponsor. That way, it doesn’t hurt your audience, and you pick up more ad dollars. But it seems that broadcast radio increasingly supports the stream, not the other way around.”
Ross Brittain’s Most Memorable Guests and Moments
Does Brittain have a favorite show guest?
“Billy Joel. My first guest and I still have an autographed copy of his first album.”
Brittain has navigated some major shifts in the radio industry. From consolidation to syndication and now digital. What has been the most significant change you’ve seen in the industry?
“Two things – consolidation and the internet. Consolidation and the cost-cutting that wiped out local sound. Simulcasting one show to multiple markets took away a major reason to listen: the local angle.”
“Decimating news departments left the air sounding even more sterile. No wonder local advertising started to look elsewhere… like the internet. So, broadcast radio went there, too, and we’re now a streaming product that you can listen to over the air.”
You can hear Ross Brittain from 10 am to 3 pm Saturdays on 107.1 The Boss, Monmouth Ocean, New Jersey.
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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.
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