Features are one of the fastest and most effective ways to attract repeat listening. Think of them as a content container that provides a structure in which personalities can perform.

And, they allow individual personality traits to come through as character-defining banter.

But features are only valuable if they’re truly used to contain the personality that showcases the show’s character inside the feature.

Many times, air talent sounds as if they are working for the feature, rather than commanding the feature to make it work for them.

You hear this often when the same feature has been on the air for an extended period of time. It becomes easy to execute, and the personalities have grown bored with it personally. The result is a flat, almost mechanical presentation.

That’s like putting all of the emphasis on the package rather than the gift inside.

The Content Container

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