Personality or content? Relevant or relatable? Structure or style?
What is more important on the air? It’s ideal to have both, of course. And we should always strive to have a relevant show with the best prepared content delivered by interesting, provocative air personalities.
It’s common to hear great talent having a good time on the air, but with little to say. And it’s not unusual to hear personalties deliver great information but without a sense of humor or personality that engages the audience.
But what is most important? If you could choose one, which would it be? Great content delivered by average talent? Or great personality with weak content?
Here’s data that answers the personality or content question. You’ll see which wins, and it wins every time.