...with David Brody.

Building An Audience

So why is it some guys generate huge numbers while others can't buy a listener? Sure, it helps to have knowledge, Jay Leno's timing and a charming personality, however, the great talk show hosts build an audience by understanding their audience.

I remember listening to Howard Stern on the Larry King Show, just prior to Stern's arrival on Sirius Satellite Radio. King laughed out laud as he said, ''Man, you're going to be dirtier and funnier than ever.'' Instantly, Stern stopped and admonished King saying, ''Larry, do you think my so called foul language is what has built the Howard Stern empire?" King quickly responded, ''It hasn't hurt.'' No it hasn't hurt and there's no question shock value has played a large part in Stern's rise to the King of the media, however, as Stern explained, his climb to the top was based mainly on his ability to reach one listener at a time.

Stern understood the makeup of his audience and he created ways to relate to the men and women who made an appointment each day to listen to his show. Yes, as a talk-show host you want the audience to make an appointment to listen to you. Stern came up with as many real life situations as possible to connect with his audience. He figured his mostly male audience could identify with a guy who was let's say, short in stature south of the border. So Stern, went to town on his member, poking fun at his small sized Mr. Happy. How many male listeners said, ''Hey, that radio guy has the same problem as me?'' After that, Stern went public with his infatuation for lesbians. Who would actually admit that they were turned on by seeing two women getting it on? Stern and thousands of male listeners, that's who. If you're a regular Howard Stern listener, you know the guy is quite similar to millions of young men who subscribe to the Jeff Foxworthy theory that men only want two things, a beer and something naked to look at. Perhaps I should give men more credit. Alright ladies, you're right, I shouldn't.

Howard Stern became a multi-millionaire by targeting his audience. He knew who he wanted to go after and he found a way to connect with that segment of the population. No one ever said that Stern's audience is the most sophisticated or intelligent, but that's not the point. The point is, you need to know which segment of the audience you want to go after, and then you need to come up with a game plan to reach those people.

A PD friend of mine once told me a free-lance talent he hired did very poorly his first day on the job because he had no idea who he was talking to. The next day, he faired much better thanks to a little research. He found out the demographics and talked their language.

So, can you become a radio star? Perhaps, but only if you know your audience and you know how to reach the people you're trying to relate to. And here's a tip, you might want to stay away from the lesbian crowd. I believe Mr. Stern has a lock on that market. Some guys have all the luck.

David Brody is a three-time New Jersey Radio Sportscaster of the Year. He is the former voice of the Princeton Tigers and has hosted on WIP in Philadelphia and on the Sports Byline Radio Network. David is an award winning sportscaster with over 25 years of on-air and talent coaching experience, currently utilizing those coaching skills as the driving force behind BMS.

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