One of ADG’s commitments to radio is to help develop on air
talent. We believe that they are the ones that create what it takes
to have a loyal audience. When coaching air talent we always talk
about the need for them to take the first logical exit when they are
delivering content. Cover the essence of the content then move on
right away. Instead of giving the audience more than they want,
leave them wanting for more.
Too often personalities are so involved with making their point that
they elaborate far past the point of listener tolerance. It's like
running through a stop sign because you were concentrating too on
Taking your first
exit is NOT about speed-of-delivery. Instead it is about efficiency.
The shortest distance between to points is a straight----------line.
Always take the straight line and your point will not only be heard
but it will also be remembered.
If you got on the freeway to go to a McDonald's that's 5 miles away,
saw an exit sign saying "McDonald's, 1 mile..." you'd get off at
first exit right? The same thing is best for your listeners. Take
the "first exit." If you pass it, momentum is lost and so are your
By mastering this discipline your material will become sharp and
clear for the listener to understand. It creates more momentum. You
become, by definition, more concise. Your competitors, in
comparison, sound like they are trying to use every possible word in
the English language during their bits. I'm firmly convinced that
"taking the first exit" is the single quickest way to sound better
on the air… Oh, look! Here is my first exit!
Brian is a 30 year radio veteran
who has successfully served many companies over the years as Program
Director, Operations Manger and VP of programming. After many years
of success working for individual radio stations and clusters, Brian
Joined one of the most trusted consulting firms in the country,
Audience Development Group. For the last 15 years Wright has enjoyed
building alliances with scores of stations in the US & Canada
helping them grow in ratings and revenue. Contact Brian at