oa Journal of Marketing - Waking up to the possibilities : the power of breakfast radio
The latter refers to a station's ability to not only attract the audience that advertisers want to reach, but then to be able to deliver to that audience the message that the station's clients want. That normally implies running a personality-driven show that can pull audiences. Of course, there are many people out there who are able to entertain, but this DJ (or team, as it is in my case) must have that ability to follow through.
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