There are two schools of thought regarding how to program features: rotating the times they air to expose them to a larger audience or programming features at set times. One is clearly superior. Spoiler alert: Lock them in at set times because if the feature is good, listeners won’t tire of it.

When NBC Radio hired the legendary comedy team Abbott & Costello for a weekly show, they were required by contract to perform their famous comedy segment Who’s On First at least once a month. That’s what they were known for. It’s what worked. Who’s on First was their hit! The duo performed the same comedy routine over and over for years with incredible success.

Hits happen when the audience hears a feature regularly.

Program Features at Set Times