Traditionally, radio morning shows start at 6 and end at 10. Why? Because that’s what time the rating services have chosen to define a “morning” show. But consumer behavior changes. And as it does, we should reflect on the audience’s lifestyle in programming. Chances are, the morning show should start much earlier than it does now.

In this article, I explain why morning shows should start earlier than they are. In some cases, much earlier. Including:

  • Research that shows morning shows should start earlier.
  • Proof that the early audience (before 6 am) is the most valuable audience.
  • Three keys to winning the morning show daypart by starting earlier.
  • Thoughts on when the show should end.

The Morning Show Should Start EARLY


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