Kicking Off a New Show

All morning shows have at least one thing in common: they all had to start from somewhere. How they started is another matter. So, we asked our readers for input. Specifically, we wanted to know the best way to kick off a new show, and pitfalls to watch for. We never imagined that we would receive so much feedback. Trust me - our e-mails could’ve filled this entire magazine. This is what several of you had to say.

 

Not to be paranoid, but when I first got your e-mail asking for tips on starting a new morning show, I immediately called my partner, Tommy, to make sure we were still working.  The most important thing I've learned (besides never to throw away those expensive moving company boxes) is this; listeners want to help, so let 'em.  I know that some programmers will bring you into "Pudville" a couple of weeks early, so you can "learn the town" and "hit the air running," pretending that you were born and raised in Pudville , but let's face it - you weren't, and both you and the Pudvillians know it.  So, don't fight it - use it.  In short, I believe there is no better way to get people to take an active interest in your success than if they have something of themselves invested in that success. And who knows; maybe when your "stunt-boy-dressed-up-like-a-suspicious-medical-student-on-his-way-to-Miami" bit goes bad, one of your new listeners will let you stay at his house. Rick Rumble - Tommy and Rumble, WNOR, Norfork, VA

Most of your listeners know the anxiety of starting a new job, moving your family to a new city, etc. Share that with them and let them empathize with you. I think we made an instant, real connection with the listeners when we told them how vulnerable we felt and how we really wanted to make Atlanta our home. We didn't take the approach of trying to sound like Atlantans right off the bat. That wouldn't have been real. We butchered names of streets. Names of cities. Names of local personalities. But, we immediately formed a committee of five listeners, gave them the hotline, and asked them to call us whenever we made a mistake about the city. We put them on the air to correct us every time. Bert Weiss - Q100, Atlanta, GA

On the street everyday. Live broadcast, local celebs and politicians calling in to welcome you. Don't have a lot of money? Hang bed sheets from highway overpasses. Steve Cormier, WCPV, Burlington, VT

First, expect everyone to hate you, especially if you're replacing a well-liked show.  Don't let it get you down.  Listeners will call and say you suck.  Sales people will whisper that you're not as good as the last guy.  You are - That's just how people react to change.  Don't talk on the air about how you're going to kick everyone's ass and take over the market.  You want people to root for you, not against you.  Demand hard work and extra effort from everyone around you, because you're setting the tone for your entire stay at that station.  Have fun and don't put too much pressure on yourself.  No one expects you to set the market on fire in the first week, so keep doing what made you successful in your previous market . Dave Ryan - KDWB, Minneapolis, MN

If you are the established half of a new show it's great fun to do a "This Is You Life" bit on your new partner. Get a hold of your new partner's parents, girl/boy friend, spouse, etc. Through them start tracking down your partner's grade school teachers, long lost childhood friends, school bus driver, first love. One good contact will open the doors to lots more. Dan Christopherson - The Hog 107.9 KKHG, Sioux Falls, SD

Kicking off a new morning show is just like starting at a new school... in a new town. What do you have to do to make friends in class and become popular? It's all about figuring out how they define cool, and then adapting. Everything on your show for the first few months should spell out your personality... funny, quirky, friendly, compassionate, informed. Align yourself with community leaders and celebrities and have them on your show often. Fill the airwaves with the voices of your listeners welcoming you to town.
Kevin Cross - WLDI, West Palm
Beach, FL

When our anchor left the show and the new anchor came in, he initially took the role of "stunt guy." His first week on the air, he went out on the streets to "get to know the community." Since El Paso is a big military town, he was out at the base on his first day, going thru physical training with the drill instructors who "got him into shape" for the morning show. Day 2, all you can eat Chico's Taco's (You’re not really from El Paso unless you've eaten at Chico's Taco's). By the end of the week, he was a human billboard raising money for the local Child Crisis Center. All these things got him out into the streets to meet our listeners and they accepted him right away for going along with all we dished out, just to be the new guy on the show. Patti Diaz - KPRR El Paso, TX

Here's an idea:  Do nothing the first week. Come into a market and get a feel for your new listeners and their world. The way you cast yourself that first week is the way they’ll see you forever. A slow build is better than trying to play "topper" for the rest of your career. That "cool stunt" you are planning, (the one that'll get you news) many times raises the ire of too many people. This from the guy that blocked the bridge in San Francisco? Exactly!  It cost me two and a half million bucks and it made me a felon! Mancow - WKQX,
Chicago, IL

Superior results come from a superior knowledge of your listener, not a superior knowledge of radio. Get out of the radio station and spend as much time as possible with the people you're going to talk to. Listen to what they talk about with their friends, and talk about that. Don't worry about radio people, what radio people think, or what's going on in other markets. Radio people can't fill out diaries. Walter Sabo - Sabo Media, New York, NY

If your show is edgy, and your coming into a town that already has a dominant show, the tried and true plan of going right at that show is the best move. When your the little guy, you want to just call the big boy out like a wild man. If you can REALLY piss the other show off enough to respond, well then, you've won the battle. Brother Wease - 96.5 WCMF, Rochester, NY

If we knew the answer, we wouldn't be changing jobs every 6 months. Seriously... for your first 6 to 8 months on the air, you're the "new guys who suck, aren’t funny and talk way too much." So, take it easy for the first 6 months, before going "balls to the wall." Johnson & Johnson Morning Show - K-BULL 93FM, Salt Lake City, UT

As I look back to what happened 13 years ago when I came into this market, the one thing that stands out is that my G.M. took me along to everything she could, Kiwanis luncheons, Lobo, (our local university) athletic functions, Chamber of Commerce dinners, etc. She made sure that I got in front of everyone who was involved in the community, plus, it got me a lot of emcee opportunities. Tony Lynn - KBQI, Albuquerque, NM

One early bit that has worked well for me is the old "I don't have any pens... send me your company pen and if I mention it on air, you'll win... whatever.” Better yet, do it with coffee mugs and put a shot (of all that you collect) on your web site. Endear yourself to the new market first, and then go for funny. Bill Whyte - 95 WSM-FM, Nashville, TN

Meeting every listener is a good one. We've found that after meeting someone face to face, there's a damn good chance they'll listen to your show, even if they don't like the format. Also, play the "who dat?" game. It works like this; each member of the show writes down five things they've done in their life. Pick one story, and read it on the air. Listeners call in and guess which person on the show the story is about. If they guess right, they win. Newman - Nancy and Newman in the Morning, WRBT BOB 94-9, Harrisburg, PA

Day one, get your new listeners on the show. By phone, by MiniDisc, however... whether it's their words or yours, they should be the first voice heard on your show. And always keep them a big part. Never open with a "hoax"...no matter how harmless, someone is going to find reason not to trust you. Stunts are good... funny is better. Spend as much time in public as you do in the studio. Be yourself. Unless you're an a--hole, then be somebody else (That's what we did). Johnson & Tofte - Infinity's HotTalk, KSFN, Las Vegas, NV

Stunts can be a great way to get attention if your audience gives a damn. To determine this, ask yourself the following questions. Do stunts fit your format? Is there an element of danger involved, either physical or emotional? And do they care enough about you yet, (what with you being so new and all) to have a stake in the outcome of the stunt? We did a month of stunts our third month on the air. We wanted a couple of “get to know you” months under our belts so that at least our core would have had time to identify with us somewhat. Our show’s launch happened to coincide with the launch of Fear Factor on NBC, so we tried to do a few similar stunts as a topical tie-in, such as being mauled by an attack dog and eating live crickets. Another stunt we pulled off was the “Beard of Bees”, yes, just like the beekeepers do at the county fair. If you can find a beekeeper crazy enough to help you with this one, it’s surprisingly easy. You’ll get a couple of stings. Fortunately I’m not allergic. Dylan - WWZZ FM, Washington, DC

Nothing will tick off a listener more than a host that acts like they know stuff, when the can't even pronounce the name of the city down the street. Mike Hayes - La Crosse, WI

There really is no secret to success. It's plain and simple... work harder than the other guy. People who say they "don't prep" because they want to be spontaneous, have sucky morning shows. So, if you are new to a market... WORK! ... And don't fake it. Listeners know if you are new to the area and all of a sudden a freaking expert. Be sincere and ask for their help... people love to help. Hell... you even get show prep out of it. Lori Voornas - WJBQ Portland, ME

Going a step beyond the "who makes the best pizza in this town" shows that you could do. I think that cultivating a relationship with the media can help you in the future. Why not have each one of the major TV anchor teams on your morning show for one week. Invite them to come to your show so listeners get to know them... They'll probably bring a camera crew to your show that morning anyway. Get to know their promotion person. Tell them that the next time you do a morning show promotion, you want to make them a part of it. If you’re in a competitive market and you give them credit in your liners, they'll film everything. Steve McCoy - Steve & Vikki, WSTR, Atlanta, GA

Visibility is most important. But stunts that are outside the character of the morning show is a big no no. If you don’t know what the character of your show is, develop one (and stay with it). We have chosen to do a very family oriented show. It certainly limits what stunts or topics we will do, but it works very well for us in our market. Do what’s worked for years. Get out - especially in the first 4 to 8 weeks. Put a street team together, hold sticker stops and cash or trip giveaways. Radical stunts, when the show isn’t radical, are not necessary. Do stunts that will be consistent with stunts that you will continue to do. Load the first week with as many great celebrities and guests as you can. Hit the streets in the morning with free breakfast (donuts or a huge buffet somewhere) and other free prizes! Work something out in advance with the mayor to see if he or she will come on and make a proclamation to honor you with your very own day. Zack Skyler - Producer Scott Mckenzie Show, Orlando, FL

I think your format has most to do with "First Impressions"...Put all your best stuff on the first couple of days. With all the pre-promotion for the new show, a lot of people will be tuning in to see what you are all about, especially your own staff. Make sure what they hear is the best you have, because if it sucks they may never try you out or never get behind your show again. Things NOT to do: Don't talk about your former city. Listeners don't care how the traffic was better or worse in another city. They only care about where they live. Don't refer back to the old show. Even if it is in a kind way, you only prolong the cutoff from them to you.  (We know it sounds obvious but we've heard it done more than once.) Big D & Bubba - Baton Rouge, LA  

Has your show been together in another market? Get some great audio that identifies your show and its characters and run it in sweepers during and after the show. We think people try too hard when they come into another market. Being effectively basic is a big key. Bob Castle -Executive Producer The Jay & Kevin Show, Spokane, WA

Each time I've started in a new market, I've asked the PD and staff to fill out responses to a questionnaire about the city. (i.e. best strip club, famous natives, worst intersections, etc.) And here's a tip: make friends with the local cops, but not too close. A former partner of mine hit on a policewoman posing as a hooker in a sting operation. He's now out of radio. Dave Coombs - Gomez & Dave, WTKW, Syracuse NY

It's extremely important to be approachable off the air. Also, If you are a host - don't be a dick to others on the show - you can still command respect without being a "dick!" And last but not least - if there's a "cancer" on the show - get rid of it - Kill it before it grows!! Frankie - Frankie & DB & The Z Morning Zoo, KZHT, Salt Lake City, UT

Coming from San Diego, I just assumed I was going to kick-ass overnight in Santa Barbara. I really thought people were going to fall off their chairs and nickname me "The Mayor" the first week, simply because I was from a big market. It's taken me four years to put a show together that works, and to garner the respect from my market that I've always craved. I've learned that it's actually harder to be taken seriously in a small market because the audience will hear your talent and assume you'll be gone in a week. It takes time, and you have to be prepared not to be an overnight  sensation. Matt McAllister - 99.9 KTYD, Santa Barbara, CA

Establish your on-air characters as soon as possible. Always call each-other by name and discuss issues often to give listeners your opinions on life, the universe and everything.  Arik Korman - The Bob Rivers Show Seattle, WA

Become your listeners. What are they talking about at the breakfast table? Read what they read. Do what they do, and eventually you will know your listeners. Bill Stephenson - High Level, Alberta, Canada

Here's a tip for you. This is something I did, and royally screwed up; in 1999 I took a job at Rock 99 in Birmingham, Alabama. I’m a die hard University of Florida Gator fan. When the Gators played, and beat the Crimson Tide in Birmingham, I went nuts on the air. Gator fight songs, Gator cheers, laughing at them, the works. Soon there after, while they were firing me, the GM said, "did you not know we are the flagship station for Alabama football?" I am lucky they didn't kill me. My advice to a new show in town: Adopt the home team, and be a huge fan. How about starting off your show with a "first anniversary show?"
Paul Castronovo - WZTA, Miami, FL

The best example of a great morning show launch is when Frosty and Jo Jo started at WLUM in Milwaukee in '93. The concept was to make them an every-man kind of morning show - not too cool to go out and tailgate with the listeners. So, we set the goal of having them buy a beer for everyone in the market. We coordinated with the local Miller product sampling people. These are the guys and gals who go out every night to bars and buy their beers for people. And that's just what they did. Every night Frosty and Jo Jo would hit three or four bars, going up to people and introducing themselves as the new morning show at Hot 102, and "Hey, can I buy you a beer?" It was huge. It's the liquid version of the Meet Every Listener. Paige Nienaber

We're hosting a monthly Dean and Darci all-comers breakfast with a weekly in-studio audience. We’re bringing in cheesy in-studio bands to play us in and out and provide bed music while in the bits... Local, local, local; we have a lot of syndicated competition here. Dean Novak - Dean and Darci (Dawn), KLLY, Bakersfield, CA

If you're replacing a dog of a morning show, it's easy... the improvement to
the day part should be obvious. I've been in the position of replacing a popular morning show twice. My advise is to pay homage to the old show whenever the chance arises. Don't be afraid of people mentioning them (as long as they aren't now competing against you). If you're replacing a popular show, I recommend laying low and taking baby steps the first 2-3 months. With any luck, they'll be as big of fans of yours as they were to the last team! Jay Charles - P.D. and Morning Host, KWTX FM,
Waco, TX

Radio is a different beast these days and if you're a new Morning Show looking for some sort of security, bust your ass, marry your market and love what you do. Jeff Elliott - Jeff & Anna in the Morning, Mix 102.9 KDMX, Dallas, TX
There are two things that people will talk about forever - the weather, and the best way to get somewhere. Just ask and sit back!  You could even turn it into an awards show and present each place mentioned with a certificate indicating that they were named "Best_____" by listeners of (your name) Show on ____ .  Dan Hurst - KUDL, Kansas City, KS •