Indie 88, Toronto
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The challenges: new show, no chemistry, station had a limited signal, and not a mass appeal format (alternative).
We played up the fact we had a female lead (no one had that, so we immediately sounded different). Plus, we developed fun features along with the casts’ various quirks (for example, Josie has kids, Matt was in a band and smokes pot, Carlin is dating). Our goal was to do everything differently and to move quickly when we had an idea we wanted to try. Because Indie 88 is locally owned, we could push the envelope a bit farther, since local ownership meant no lawyers telling us no, although the GM always kept us in check.
All efforts were made to maximize available cume and to get listeners to come back one more time each week. In just three years, the show is top three in M25-54, M18-34, and M25-34, and management continues to believe in and support the team that they’ve invested in and marketed.
“Over the last three years I’ve had the privilege of working with Steve Reynolds. I’ve always been reluctant to work with consultants, but Steve is different. He makes you really think about what you say, how you say it, and what could make your break better. Steve is constantly helping with content and even shaping the show, from providing ideas for staple beaks to sharing content from his friends around the world. Steve is the guy who will never let you coast. Steve has been like a 4th member of our morning show. I’m happy to have him on our team.”
Josie Dye
Hawkeye in the Morning | Dallas
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