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Morning Drive: How to Quickly Improve Your Morning Show Today

Gary Berkowitz

By: Gary Berkowitz
Berkowitz Broadcast Consulting

With the spring book not far away, please consider these actionable points for a stronger morning show:

1. If they are still doing “This Day in History” (or any almanac type bit) consider dropping. It is boring and most important listeners do not care.

2. Review all bits. Drop the weakest. Add a new one. Litmus test: Is this bit better than a song?

3. If the morning show still does birthdays, read point #1 and take the same action.

4. Do a “compelling” daily promo for next morning tune-in. For maximum impact, include an “appointment” for a specific time & reason to listen tomorrow. Promos that feature clips from previous days show do not have impact.

5. If your morning show does a daily entertainment update, follow these guidelines:

a. Only do the major, mass appeal stories. If you need to explain whom you are talking about, they are most likely not mass appeal enough. Talk about shows that have strong numbers with your demo.

b. Do not try to fill a certain amount of time each day. Some days will have a lot. Some none. This is a good reason to only talk about show biz stuff when it happens.

6. Never overlook the power of information. Basic morning information is an essential reason for tune in. Weather, news, and traffic are essential tune-in points. Listeners need to know “what happened while they slept.”

7. If you are not funny, do not try to be. Know the difference between A “fun” morning show and a “funny” morning show.

8. Eliminate “Thank You’s” There is no reason to continually “thank” the people you are handing off to for information. It flows smoother to go right into the weather, or traffic report versus saying “Thanks, Joe”. Same applies to listeners. No need to constantly “thank them for listening” It has a desperate sound to it.

9. At work listening kicks in between 8 and 8:30. Let’s “ask for the sale” between 5a and 8a. Always deliver the #1 benefit of listening at work. Most Music to help your day go by faster. Avoid the line: Makes the workday FUN. Most listeners do not consider work “fun.”

10. “Set up the Day” Use the morning show to preview to listeners what will be happening all day long on the station.

With morning shows, camaraderie equals personality. Friendliness equates to entertainment. “People like listening to people they like.” Is your morning show likeable?

Gary Berkowitz is President of Detroit based Berkowitz Broadcast Consulting and specializes in ratings improvement for AC and Classic Hits. Reach Gary at (248) 737-3727 or

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB.

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