Most radio shows have at least one signature feature that defines them and serves as an attention-getting appointment setter. These “One Thing” features are highly successful, especially when programmed at the same time each day. But what about listeners who don’t tune in at that time? Theoretically, they never hear your best material. There’s a solution for that. If the feature is strong, recycle it by playing it more often. This will expose a larger audience to the feature, and allow more patterns and habits to develop. But how can you create that much “A” level content? You don’t have to if you learn the art of horizontal recycling.

Horizontal Recycling