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Brian Wright
Audience Development Group

Strong Personalities





According to the latest research radio has grown its audience by more than 500,000 weekly listeners from one year ago and now reaches 242.2 Million people twelve and over during an average week. Arbitron also says daily Time Spent Listening to radio among persons age 12 and older held steady (2 hours and 35 minutes a day). The report also shows radio also saw gains in the Hispanic audience across all major demographic groups while the while the Black (non-Hispanic) audience remained steady year over year.


While this is very good news for radio as a whole it should not be seen as a right of massage, as in, We weathered the storm of new media. More than anything this means that the window of opportunity is still open to better connect with our listeners to forge a tighter bond with them. It should also be known that this window will not stay open indefinitely. We are clearly hearing through our focus groups and other research that the tolerance for average radio is shrinking fast.


Radio stations that rely on being primarily a music-service; with little true focus on personality, will eventually fade away. Its already happening in many markets. Make no mistake, music accuracy is as important as ever but should be seen as the front-line price of admission, not the lone-magnet of the game. It is clear that the personality is the one that convinces people to come back to the radio station and to stay with the radio station. The varying degrees of effectiveness in this area depend on how good the personality is.


You can see how important the investment in strong personalities is, yet there is less and less coaching happening than ever before and very few rehearse their content before going on the air with it. The call to let spontaneity rule is a fatal flaw for many personalities, not realizing that what sounds like great spontaneity from great personalities is actually the result of expert planning and rehearsal. Do the best you can right away.



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