When it comes to building a morning show, most stations start looking for a “silver bullet”. If only we could find an existing morning team that is very successful and already in the market. They are not under contract and want to make a move. Yeah. Good luck with that. Here’s another approach: Start with the producer.
Broadcasters don’t spend nearly as much time, energy, or budget seeking what is often the most essential ingredient in a radio show’s success: The producer! this is often because management doesn’t know how to evaluate producers. They think of it as an entry level position. In reality, Producer is a management job.
Stations spend big bucks on talent and forget about the supporting cast. A good producer can be the difference between a profitable investment in talent and a disaster. In fact, many high profile morning shows have an assistant producer, or two!
Finding an all-star producer is actually more difficult than finding entertaining talent. Now, don’t get me wrong. It’s hard to find great shows.
But once the personalities are in place, you must find a competent producer to unlock their potential. Leaving the air talent to their own devices is like an NFL team signing a red hot quarterback to a new contract and not having any receivers!