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Brian Wright “Grow The Show”

Great morning shows require consistent and constructive coaching, just like any other entertainment or sports platform. This does not mean that morning people are inherently irresponsible or are without passion or conviction; it simply means they need to be coached to grow what has already been developed. We recommend that you have a minimum of one session every week with your morning show and one brainstorming session for a total of two meeting per week. Do not try and combine them, it leads to a lesser amount of focus. Your morning show is the key ingredient to the growth of your radio station. Here are the keys to your winning morning show:


Great Songs: Music is the stage morning shows perform on. It has to be solid and consistent. The morning show is no place to take chances with music. Playing music that has consensus-appeal with those in your profile target is the price of admission to your ratings success.

Survival Information: These are the information tools you use to connect your listeners with their day. While your radio station may not specialize in news and information, it is still essential to your success. If you do not supply enough information to satisfy your listeners they will seek it elsewhere.

Engagement: This is the part that keeps your listeners coming back day after day and differentiates you from your competitors. This comes from your talent and the creativity of your morning team connecting in meaningful ways with their target audience and beyond.

Listener Involvement: Your show should become a two-way communications center for your audience. Not exclusive to contest & games. Nothing creates listener momentum like listeners sharing part of their lives with other listeners!

Complete Consistency: Successful shows are consistent day after day. Consistency appears to be more important than brilliance according to research. To have a great show two days out of the week and the rest mediocre can lead to trouble. So work on consistency first, and then continue to raise the bar of creativity each week.

Entertainment: There must be enough entertainment value each hour to drive people into the next hour and eventually tomorrow’s show. Entertainment can come in many forms, not simply jokes.

The Competitive Factor: Successful morning shows are built around a person or team that has a burning desire to win. These traits can rarely if ever be coached.

Timing: Successful morning hosts have a sense when it is time to take their first available exit and move on. They know the importance of keeping a balance of elements on the morning show. *Always leave your audience wanting a little bit more instead of giving them more than they want. 


Brian is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming. After many years of success working for individual radio stations and clusters, Brian Joined one of the most trusted consulting firms in the country, Audience Development Group. For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue.  Contact Brian at brian@audiencedevelopmentgroup.com