Many years ago, after the authorities finally caught up with notorious criminal Willie Sutton, they asked him why he robbed banks. His simple reply was, “Because that’s where they keep the money.” It’s a simple concept that broadcasters often miss. On the radio, we have to know when to tease as much as what to tease.

In this article, I explain how to time the tease. Including:

  • The strategy of when to tease based on content variables.
  • The five different types of teases depend on timing.
  • Examples of each type of tease.
  • How to creatively program the clock.

When To Tease: The Strategy