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1O powerful tips for successful mornings
MODERN MORNING SHOW MAKEOVER
PERSONALITY
You best invest now!
Die Macht der Morgenshow
Die Macht der Morgenshow
‘If you want your listeners to be absolutely
loyal to your radio station, you have to
mean something to them as a human
being‘
Tracy Johnson
Die Macht der Morgenshow
German stations with popular and well-functioning
morning shows Radio Hamburg
277.000
343.000
212.000
236.000
117% 145% 89% 100%
6 - 10 Uhr 7- 8 Uhr 10 - 18 Uhr 6 - 18 Uhr
Die Macht der Morgenshow
German stations with popular and well-functioning
morning shows Radio PSR
223.000
253.000
158.000
182.000
122% 139% 87% 100%
6 - 10 Uhr 7- 8 Uhr 10 - 18 Uhr 6 - 18 Uhr
The ratings you don‘t make in the morning won‘t
turn to revenue during the day.
Die Macht der Morgenshow
Federal station with an irrelevant morning show
AC format in a federal state, comparable to Radio PSR
81.000
92.000
79.000 80.000
101% 115% 99% 100%
6 - 10 Uhr 7- 8 Uhr 10 - 18 Uhr 6 - 18 Uhr
Die Macht der Morgenshow
Would this station earn more money, if
the morning show performed better?
Die Macht der Morgenshow
Return on investment
Anchor, Anchor & Co-Stars!
Die Macht der Morgenshow
What does ‘The Big Bang Theory‘ have
to do with your morning show?
Die Macht der Morgenshow
What does ‘The Big Bang Theory‘ have
to do with your morning show?
USP within the market of TV series:
Relatable characters with the same problems in love and
life, sex and friendship as the target group. 
Die Macht der Morgenshow
What does ‘The Big Bang Theory‘ have
to do with your morning show?
A plot that results from the mixture of the characters.
Die Macht der Morgenshow
What does ‘The Big Bang Theory‘ have
to do with your morning show?
 
The combination of characters = different perspectives on
topics.
.
 
Die Macht der Morgenshow
What does ‘The Big Bang Theory‘ have
to do with your morning show?
Create your own BBT
Die Macht der Morgenshow
Where is the niche within the market and your format?.
 
Which cast makes sense?
Which focus makes sense?
The Market . The Stars. The Plot.
Die Macht der Morgenshow
The Market . The Stars. The Plot.
Look for ‘your‘ Sheldon, Leonard and Penny!
Relatable characters with
the same problems as the target group and different perspectives on
the topics
Die Macht der Morgenshow
The Market . The Stars. The Plot.
Results from the personality traits and quirks
This gives the show the presenters‘
respective fields and topics
so you end up with overarching signature
topics
Die Macht der Morgenshow
2020 TRASH CAN
Things you don’t need anymore
Die Macht der Morgenshow
what you don‘t need:
Fakes
Tons of Gags
Time consuming presentation of
promotions/contests
Classical comedy
 
2020 CONTENT
What do you need in the show?
Die Macht der Morgenshow
What you definitely need:
Signature segments
 
Die Macht der Morgenshow
What you definitely need:
Underestimated topics!
‘the CI of the day‘–
with an individual touch
When you are talk about the topics that affect your
listeners, you are talking directly TO your listeners !
Die Macht der Morgenshow
What you definitely need:
Underestimated topics!
Create your own hot topics
Die Macht der Morgenshow
Die Macht der Morgenshow
What you definitely need:
Underestimated aspects!
Take the topic further
Die Macht der Morgenshow
What you definitely need:
Underestimated areas!
Always look for a new spin on a topic
Die Macht der Morgenshow
STUNTS
GAMES/
CONTESTS
CHARTS
SINGALONGS
TOPICAL
SHOWOPENER NEWSTEASER
EXPLAINING
SEGMENT
PERSONALITY
BENCHMARK
SOCIAL
MEDIA
MAJOR
PROMOTION VOTING
SOUNDS
COMEDY
CHARACTER CALL INS
DIALOG/
CREWTALK
INTERVIEW
FUN SPOTS
ONELINER
WITH
PUNCHLINE
REPORT/
LIVE REPORT
QUIZZES
ASK THE
COMMUNITY
FOR HELP
SURVEY
WRITE IN
WhatsApp
DAILY
SEGMENT
Die Macht der Morgenshow
Underestimated aspects that take your show to the next
level
Ask your crew members for personal anecdotes and experiences in
your daily editorial meeting!
Without those personal topics a program will just remain a program
and will never become a SHOW
Die Macht der Morgenshow
Underestimated aspects that take your show to the next
level
Narrative Arcs
Daily Soap
Storytelling
Emotion – facts are only data
NEW BENCHMARKS
Unique content for your show
UNIQUE VS. STANDARD
It is most important to develop unique ideas, which can
only be associated with ONE SINGLE brand. There is no
room for standard in the flooded mind of the consumer.
What is the special twist of a column / topic? What is the
signature of the brand?
EXAMPLE: LOCAL BENCHMARK
Das RADIO PSR Sächsikon - Words that should not die!
EXAMPLE: DIGITAL BENCHMARK
RADIO PSR Sachsenquiz - Who is more clever than Alexa?
LISTENERS ON AIR
Interaction is the key to connect with people.
•  1. „What are you doing right now?“
perfect for the 6 o’clock hour
FANS AND FRIENDS ON AIR
•  2. „positive and simple call in“
„vacation count down“ - how long do you still have to work?
•  3. „Help, I don’t know what to do“
the anchor has a problem and asks the fans
•  4. „Freestyle: Let’s see what happens“
any of your listeners sets the topic
FANS AND FRIENDS ON AIR
STEFFEN LUKAS SHOW FAN-BREAKFAST
NEW TEASING
Clickbait-style for radio
Die Macht der Morgenshow
What teasing can do for your product
Teasing builds images
- For great content
- Interesting personalities
- Must-hear moments
- Fun
- Contests /prizedraws
- Music
Die Macht der Morgenshow
What teasing can do for your product
Try to tease multidimensionally
- From minute to minute
- From hour to hour
Die Macht der Morgenshow
What teasing can do for your product
Everyday at 7:10 tease a different segment –
at the end of the week, the 7:10 listener knows,
that he/she will miss out on a lot, if he/she
doesn‘t listen at
7:40, 8:10, 8:40, 9:10 and tomorrow 6:10
Die Macht der Morgenshow
What teasing can do for your product
Tease your highlights as often as you can
Die Macht der Morgenshow
TEASINGMATRIX Sender
06:10
ZEIT TAG 1 TAG 2 TAG 3
06:15
06:20
06:25
06:40
06:45
06:50
06:55
Lifehack at 7:10 Comedy Segment 6:15 Major Promotion 7:15
News 6:30 Major Promotion 7:15 Event Note 6:20
Star guest 8:40 Crazy Phone 8:40 Lifehack 7:10
Music and Major 7:15 Quiz 7:40 News 6:30
Star guest 8:40 Lifehack 7.10 Major Promotion 7:15
Major Promotion 7:15 News 7:00 Afternoon Show
Afternoon Show Music Quiz 7:40
Music Promotion 7:15 Music
CLICK-OPTIMIZED HEADLINES
•  Curiosity: The Feeling of highest expectation
„Your boss would like to ban these tips“
„most of us just laughed tears about that“
„you won’t believe your ears“
•  Numbers and lists: Snacks for the brain
„one single trick helps against mosquitos “
„the 60 second weekend check“
„5 winning tricks for more money in the job“
NEW TEASING
GOOD TEASINGS ARE DOPAMINE-BOOSTER.
THEY ARE AS IMPORTANT AS THE CONTENT.
"Dopamine is not about pleasure per se, it's
about anticipating pleasure. The promise of
happiness is stronger than happiness itself."
Robert Sapolsky, neuro-scientist
ISLES OF SILENCE
Fighting the wall of noise
SILENCE VS.NOISE TERRORISM
People need moments of processing content and stories.
On the radio, that's music. They are the quiet islands of
the morning show. The "wall of noise" must be
prevented, because you become restless and irrelevant,
since nothing really matters anymore.
The trend goes towards „dry“presentation on air.
HUMOR VS. HATE
The positive spin for every topic
Die Macht der Morgenshow
Why do people listen to the radio?
 For mood management
MOOD MANAGEMENT
PEOPLE USE ENTERTAINMENT MEDIA IN ORDER TO:
1. REDUCE A BAD MOOD OR
2. GET IN A BETTER MOOD OR
3. KEEP THEIR GOOD MOOD.
Die Macht der Morgenshow
Mood Management
Make people feel
GOOD  
THE DAILY DIGITAL
TERRORISM
WE ARE THE ALTERNATIVE: WARM AND
POSITIVE, INSTEAD OF COLD / ANGRY.
Radio was always the only medium that
people consumed without feeling
guilty. Today we orientate ourselves far
too often on the hyped, click-controlled
online bazar. We need more positive
ear catcher instead of negative exciters.
HUMOR VS. HATE
„In one experiment we changed the details of a story to
evoke more anger. In another experiment, we made an
ad funnier. In both cases, the results were the same. More
anger or more humor led to more sharing.“ Jonah Berger
„Contagious: Why things catch on“
•  no negative topics on air
we avoid artificially excited ( online ) topics
THE POSITIVE SPIN
•  we avoid ? - debates
Can climate change kill us all?
Will the Brexit cost thousands of jobs ?
•  we avoid negative keywords
discussion, trouble, panic, fear, concern, doubt
•  we celebrate the positive
stories of success, friendly listeners on air,
authentic humor
1O powerful tips for successful mornings
MODERN MORNING SHOW MAKEOVER

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10 powerful tips for successful radio morning shows by Birenheide and Malak at European Radio and Digital Audio Show 2020

  • 1. 1O powerful tips for successful mornings MODERN MORNING SHOW MAKEOVER
  • 3. Die Macht der Morgenshow
  • 4. Die Macht der Morgenshow ‘If you want your listeners to be absolutely loyal to your radio station, you have to mean something to them as a human being‘ Tracy Johnson
  • 5. Die Macht der Morgenshow German stations with popular and well-functioning morning shows Radio Hamburg 277.000 343.000 212.000 236.000 117% 145% 89% 100% 6 - 10 Uhr 7- 8 Uhr 10 - 18 Uhr 6 - 18 Uhr
  • 6. Die Macht der Morgenshow German stations with popular and well-functioning morning shows Radio PSR 223.000 253.000 158.000 182.000 122% 139% 87% 100% 6 - 10 Uhr 7- 8 Uhr 10 - 18 Uhr 6 - 18 Uhr The ratings you don‘t make in the morning won‘t turn to revenue during the day.
  • 7. Die Macht der Morgenshow Federal station with an irrelevant morning show AC format in a federal state, comparable to Radio PSR 81.000 92.000 79.000 80.000 101% 115% 99% 100% 6 - 10 Uhr 7- 8 Uhr 10 - 18 Uhr 6 - 18 Uhr
  • 8. Die Macht der Morgenshow Would this station earn more money, if the morning show performed better?
  • 9. Die Macht der Morgenshow Return on investment Anchor, Anchor & Co-Stars!
  • 10. Die Macht der Morgenshow What does ‘The Big Bang Theory‘ have to do with your morning show?
  • 11. Die Macht der Morgenshow What does ‘The Big Bang Theory‘ have to do with your morning show? USP within the market of TV series: Relatable characters with the same problems in love and life, sex and friendship as the target group. 
  • 12. Die Macht der Morgenshow What does ‘The Big Bang Theory‘ have to do with your morning show? A plot that results from the mixture of the characters.
  • 13. Die Macht der Morgenshow What does ‘The Big Bang Theory‘ have to do with your morning show?   The combination of characters = different perspectives on topics. .  
  • 14. Die Macht der Morgenshow What does ‘The Big Bang Theory‘ have to do with your morning show? Create your own BBT
  • 15. Die Macht der Morgenshow Where is the niche within the market and your format?.   Which cast makes sense? Which focus makes sense? The Market . The Stars. The Plot.
  • 16. Die Macht der Morgenshow The Market . The Stars. The Plot. Look for ‘your‘ Sheldon, Leonard and Penny! Relatable characters with the same problems as the target group and different perspectives on the topics
  • 17. Die Macht der Morgenshow The Market . The Stars. The Plot. Results from the personality traits and quirks This gives the show the presenters‘ respective fields and topics so you end up with overarching signature topics
  • 18. Die Macht der Morgenshow
  • 19. 2020 TRASH CAN Things you don’t need anymore
  • 20. Die Macht der Morgenshow what you don‘t need: Fakes Tons of Gags Time consuming presentation of promotions/contests Classical comedy  
  • 21. 2020 CONTENT What do you need in the show?
  • 22. Die Macht der Morgenshow What you definitely need: Signature segments  
  • 23. Die Macht der Morgenshow What you definitely need: Underestimated topics! ‘the CI of the day‘– with an individual touch When you are talk about the topics that affect your listeners, you are talking directly TO your listeners !
  • 24. Die Macht der Morgenshow What you definitely need: Underestimated topics! Create your own hot topics
  • 25. Die Macht der Morgenshow
  • 26. Die Macht der Morgenshow What you definitely need: Underestimated aspects! Take the topic further
  • 27. Die Macht der Morgenshow What you definitely need: Underestimated areas! Always look for a new spin on a topic
  • 28. Die Macht der Morgenshow STUNTS GAMES/ CONTESTS CHARTS SINGALONGS TOPICAL SHOWOPENER NEWSTEASER EXPLAINING SEGMENT PERSONALITY BENCHMARK SOCIAL MEDIA MAJOR PROMOTION VOTING SOUNDS COMEDY CHARACTER CALL INS DIALOG/ CREWTALK INTERVIEW FUN SPOTS ONELINER WITH PUNCHLINE REPORT/ LIVE REPORT QUIZZES ASK THE COMMUNITY FOR HELP SURVEY WRITE IN WhatsApp DAILY SEGMENT
  • 29. Die Macht der Morgenshow Underestimated aspects that take your show to the next level Ask your crew members for personal anecdotes and experiences in your daily editorial meeting! Without those personal topics a program will just remain a program and will never become a SHOW
  • 30. Die Macht der Morgenshow Underestimated aspects that take your show to the next level Narrative Arcs Daily Soap Storytelling Emotion – facts are only data
  • 32. UNIQUE VS. STANDARD It is most important to develop unique ideas, which can only be associated with ONE SINGLE brand. There is no room for standard in the flooded mind of the consumer. What is the special twist of a column / topic? What is the signature of the brand?
  • 33. EXAMPLE: LOCAL BENCHMARK Das RADIO PSR Sächsikon - Words that should not die!
  • 34. EXAMPLE: DIGITAL BENCHMARK RADIO PSR Sachsenquiz - Who is more clever than Alexa?
  • 35. LISTENERS ON AIR Interaction is the key to connect with people.
  • 36. •  1. „What are you doing right now?“ perfect for the 6 o’clock hour FANS AND FRIENDS ON AIR •  2. „positive and simple call in“ „vacation count down“ - how long do you still have to work? •  3. „Help, I don’t know what to do“ the anchor has a problem and asks the fans •  4. „Freestyle: Let’s see what happens“ any of your listeners sets the topic
  • 38. STEFFEN LUKAS SHOW FAN-BREAKFAST
  • 40. Die Macht der Morgenshow What teasing can do for your product Teasing builds images - For great content - Interesting personalities - Must-hear moments - Fun - Contests /prizedraws - Music
  • 41. Die Macht der Morgenshow What teasing can do for your product Try to tease multidimensionally - From minute to minute - From hour to hour
  • 42. Die Macht der Morgenshow What teasing can do for your product Everyday at 7:10 tease a different segment – at the end of the week, the 7:10 listener knows, that he/she will miss out on a lot, if he/she doesn‘t listen at 7:40, 8:10, 8:40, 9:10 and tomorrow 6:10
  • 43. Die Macht der Morgenshow What teasing can do for your product Tease your highlights as often as you can
  • 44. Die Macht der Morgenshow TEASINGMATRIX Sender 06:10 ZEIT TAG 1 TAG 2 TAG 3 06:15 06:20 06:25 06:40 06:45 06:50 06:55 Lifehack at 7:10 Comedy Segment 6:15 Major Promotion 7:15 News 6:30 Major Promotion 7:15 Event Note 6:20 Star guest 8:40 Crazy Phone 8:40 Lifehack 7:10 Music and Major 7:15 Quiz 7:40 News 6:30 Star guest 8:40 Lifehack 7.10 Major Promotion 7:15 Major Promotion 7:15 News 7:00 Afternoon Show Afternoon Show Music Quiz 7:40 Music Promotion 7:15 Music
  • 46. •  Curiosity: The Feeling of highest expectation „Your boss would like to ban these tips“ „most of us just laughed tears about that“ „you won’t believe your ears“ •  Numbers and lists: Snacks for the brain „one single trick helps against mosquitos “ „the 60 second weekend check“ „5 winning tricks for more money in the job“ NEW TEASING
  • 47. GOOD TEASINGS ARE DOPAMINE-BOOSTER. THEY ARE AS IMPORTANT AS THE CONTENT. "Dopamine is not about pleasure per se, it's about anticipating pleasure. The promise of happiness is stronger than happiness itself." Robert Sapolsky, neuro-scientist
  • 48.
  • 49. ISLES OF SILENCE Fighting the wall of noise
  • 50. SILENCE VS.NOISE TERRORISM People need moments of processing content and stories. On the radio, that's music. They are the quiet islands of the morning show. The "wall of noise" must be prevented, because you become restless and irrelevant, since nothing really matters anymore. The trend goes towards „dry“presentation on air.
  • 51. HUMOR VS. HATE The positive spin for every topic
  • 52. Die Macht der Morgenshow Why do people listen to the radio?  For mood management MOOD MANAGEMENT PEOPLE USE ENTERTAINMENT MEDIA IN ORDER TO: 1. REDUCE A BAD MOOD OR 2. GET IN A BETTER MOOD OR 3. KEEP THEIR GOOD MOOD.
  • 53. Die Macht der Morgenshow Mood Management Make people feel GOOD  
  • 55.
  • 56. WE ARE THE ALTERNATIVE: WARM AND POSITIVE, INSTEAD OF COLD / ANGRY. Radio was always the only medium that people consumed without feeling guilty. Today we orientate ourselves far too often on the hyped, click-controlled online bazar. We need more positive ear catcher instead of negative exciters.
  • 57. HUMOR VS. HATE „In one experiment we changed the details of a story to evoke more anger. In another experiment, we made an ad funnier. In both cases, the results were the same. More anger or more humor led to more sharing.“ Jonah Berger „Contagious: Why things catch on“
  • 58. •  no negative topics on air we avoid artificially excited ( online ) topics THE POSITIVE SPIN •  we avoid ? - debates Can climate change kill us all? Will the Brexit cost thousands of jobs ? •  we avoid negative keywords discussion, trouble, panic, fear, concern, doubt •  we celebrate the positive stories of success, friendly listeners on air, authentic humor
  • 59. 1O powerful tips for successful mornings MODERN MORNING SHOW MAKEOVER