It’s important to understand and own a brand of humor – and one that is reflective of the cast on the show. Where Gallagher smashes watermelons and Chris Rock focuses on black culture and Jerry Seinfeld is the great observationalist, what is your brand of humor and how do you reinforce it around your plot? Mark and NeanderPaul, KSLX, Phoenix bill themselves on-air as “smart guys, stupid show”. That’s their plot. The humor is heady, but dumb, communicating that they truly do operate on a different level. There was a local story about the Mesa library and their late fees for overdue books. Add in that weekend’s Martin Luther King, Jr. holiday and they mashed the two for a silly phone in bit that had those laughing feeling like they were the only ones getting the joke. Make sure your humor is on-brand to what your show is about.