Imagine how boring a TV newscast would be without video to accompany the story. Audio on the radio is the same things as video on a TV newscast. Your show should be packed full of outside audio. Phone calls from listeners, artists talking about their music, even topical drops from TV shows, movies and local news will make your show sound even bigger.
Today, there are a million ways to get audio. It’s much more entertaining to hear the actual artist talking about their new single, then to have the jock re-hash in their own words what the artist said.
I hear a tremendous lack of show prep when I listen to different radio stations all over the country. Many jocks that are live and local sound lazy. Not a lot of preparation or thought is going into their breaks. They crack the mic, say the title and artist and move on. Having audio takes preparation and time but the reward is great. Adding audio will not only enhance your show, it will give you more entertainment value.
Remember, we’re in the audio business.