We love stories.
“Tell me a story daddy” is one of the first sentences a child says to the parent.
We want stories from the beginning and we never loose that desire as adults.
Radio is stories.
Bob Prince the longtime Pittsburgh Pirate broadcaster was a great story teller.
Prince would be in the middle of a story, you’d hear the crack of the bat, crowd roar, and Bob would finish his story and casually mention “Stargell hit a three run homer to right”.
The stories were often more interesting than the game.
Story telling has helped baseball survive on radio when every game is available on television.
All of the great radio baseball broadcasters are story tellers. Phil Rizzuto was one, Ernie Harwell, and the forever young Vin Scully are others.
Baseball broadcast teams are much like great morning teams. Two characters playing off each other’s stories and weaving the game commentary into the broadcast.
Take a hard look at the ratings in your market. My bet is NPR’s ‘Morning Edition’ and ‘All Things Considered’ do extremely well. They are all about story telling.
Think about your morning show. What kind of stories are they telling?
When you interview for morning talent are you listening to how they tell a story? Do they engage your attention with the simplest things?
KDKA’s Jack Bogut featured his ‘Home Movies’ segment. He told simple five minute lifestyle stories, and had a great way of painting the picture.
Bogut would keep you in the car until he finished.
Is your morning show doing ‘driveway stories’, the kind that hold you in the car until the end?
Sometimes listeners are better story tellers than your talent. Find people who can contribute to the show and engage an audience with their tales.
Great stories turn into great ratings stories.