He shared that he has worked with people on morning shows that he has seen come to a station fully hungover who play music and proceed to sit on the couch.
"I swear to God, if you wrote a sketch, if you wrote a parody of Chicago, post-Bears sports radio, you would get laughed out of the writer's room for writing some of the calls that you guys took today."
Borrell Associates projects that figure will climb considerably over the next four years as the industry undergoes what it describes as a "great reshuffling."