Traditionally, radio morning shows start at 6 and end at 10. Why? Because that’s what time the ratings services have chosen to define a “morning” show. But consumer behavior changes. And as it does, we should reflect the audience lifestyle in programming. Chances are, the morning show should start much earlier than it does now.
The short answer is: Earlier than you think. Probably quite a lot earlier. And there’s plenty of evidence to support that strategy.