Radio Show Content | Audio Breaks

WTMX, Chicago My Husband Is a Cheapskate

April 28, 2019

Breaks can’t be linear – you cannot have one point-of-conflict and mine that for several minutes. The best evaluated breaks are ones with a focused thesis, but also with elements inside that are more than conversation which feed the central narrative. In the many focus groups I’ve watched over the years, the breaks that score best use multiple elements around the point-of-conflict to keep the audience engaged. Koz and Jen, WTMX (The MIX), Chicago do quite well building these breaks and using their time efficiently to play into listeners’ attention deficit. The central theme of this break is that Jen’s husband is a cheapskate, because he bid low on an item being auctioned off for a charity. Before getting him on for the “confrontation”, Koz and Jen each had one of their kids comment on what they might bid for the item, adding additional elements of humor around the theme. We often hear from shows that want to talk long – this break is under two minutes, defines the cast, is vulnerable and fun, because it was prepped thoroughly.

AMP 103.3, Boston Vanessa and the Girl Scouts

April 21, 2019

Drama drives great breaks. Minus some level of drama (conflict), breaks will just sit there and never engage the audience. It’s drama that draws in listeners, makes them feel something, forces them to take sides, and makes the content and story you’re telling memorable. The TJ Show, AMP 103.3, Boston found out that Vanessa was approached by the mother of a girl scout to buy some cookies and how bothered she was that it was the mom and not the kid doing the pitch. There is your conflict. TJ is a master at stirring the pot to keep listeners on the hook. TJ tells the story about Vanessa at the grocery store and her encounter with the girl scout’s mom – listen to how they hook the audience in the first 20 seconds. Then, TJ crafts a payoff to further hold on to those listening (he surprises and delights with the payoff). Then, here come the phones with listeners taking a side and telling other stories around this silly drama, keeping listeners on the lam even more. Hear how the drama is presented right off the top, then listen for how this show holds on to listeners with how they present payoffs and phones from the drama. Real life, and real life with conflict, works.

WTIC-FM, Hartford The Robo-Crank

April 14, 2019

Who’s not getting robocalls on their cell phones? Time to turn the tables. Gary Craig, WTIC-FM, Hartford is a legend and, in part, built his show around Crank Calls. So doing a robo-crank perfectly fits his program. Gary downloaded a new app called Robo Killer to his phone. When he gets what looks like a robocall on his cell, he engages the app, which answers the call and screws around with the guy in India calling to sell insurance or tell you that you’re in trouble with the IRS. The smart approach to doing relatable, distinctive radio is to take the huge topics of the day (in this case it’s robocalls, which everyone is getting and hating) and figure out what to do with the topic that you can own (using an app to mess with the caller so everyone is laughing). Look at a Kimmel, Fallon, or Ellen and that’s what they try to do everyday to create an experience you cannot get from anyone else. Gary understands this approach in creating fun things to do for his show, which is why he’s iconic in the market – what Gary gives you, you cannot get from anyone else.

WFSX/FOX News 92.5, Ft. Myers What About Trump

April 7, 2019

We preach on these pages that the most important thing you can do to win is earn images – it’s the long ball play to gain success. Shows that have them win, shows that don’t lose. There are four critical images to earn that help you build reasons listeners come. These work, regardless of format: be Fun (people want to wake up and have a laugh); prove your Authenticity (have a perspective on the topics you choose, and let listeners in your life); be Innovative in ways that fit your brand (this creates differentiation between you and other shows); and be Relatable (prove you are just like those listening). Daybreak’s Drew Steele, FOX News 92.5. Ft. Myers, FL subscribes to this philosophy, despite being a conservative opinion show. His plot is conservative politics, but the images are the same. President Trump is exonerated in the Mueller Report and this is topic #1 one on Drew’s show. Instead of pounding the table with his point of view, Drew did a song parody to communicate his perspective – because he knows that nothing is more sticky than making people laugh while showing it.

KSLZ, Phoenix Who Was Fonzie’s Girlfriend?

March 31, 2019

There are ways of doing political content without doing politics. You just have to figure out how to insert pop culture into it. Vice President Mike Pence was coming to town to do a few speeches and fundraise. Mark and NeanderPaul, KSLX, Phoenix decided to test listeners’ knowledge by answering the phones (these were recorded) and asking if the caller knew the VP’s name. No one did. Then, to take things a step further, they asked callers a different set of questions – like “who was Fonzie’s girlfriend on Happy Days” (all things from our childhood we’ve held on to forever). As you would guess, the listeners knocked every one of those questions out of the park. They openly say on the show they do not do politics. But here’s one way they did – by diverting the audience’s attention into pop culture to help create the humor. Here are the two breaks where they did both.

Kick-Ass Audio Breaks

WTMX, Chicago My Husband Is a Cheapskate

AMP 103.3, Boston Vanessa and the Girl Scouts

WTIC-FM, Hartford The Robo-Crank

WFSX/FOX News 92.5, Ft. Myers What About Trump

KSLZ, Phoenix Who Was Fonzie’s Girlfriend?

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