A challenge for every show, regardless of market size, is getting phone calls early in the program. We all have smaller audiences then and listeners are less inclined to call a show and participate in any game or phone topic you might have. What could help is focusing the phones on a specific type of listeners. Two Men and a Mom, WRAL-FM, Raleigh know that, while most of the audience is getting up and ready for work or school (when in session) at that early hour, they are not inclined to call. But an audience on the road and more ripe to participate in a radio show is truckers. So they direct this occasional phone topic at them, asking truckers to call to tell them what they’re hauling. It’s a simple way to generate some content early in the show on the phones – the win comes in the conversation, then the payoff of finding out what’s in their truck and where they’re bringing it.