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MOVING FROM SMALL TO LARGE MARKET

QUESTION FOR DAN O’DAY:
I've been working in radio for two years, and both of those years were in a small market. I've since accepted and have started working as a midday personality in a large market. Considering my lack of experience, both as a major market talent and as an on-air personality altogether, I feel like I'm a little out of my league.

I understand that they wouldn't have hired me if I wasn't what they were looking for, however I could use some advice on exactly what is expected of a personality in a major market.

I know I can do this, I am confident that I can do this, but I could use your help. Do you have any guidelines, suggestions, or advice? Maybe a book you could recommend?

DAN REPLIES:

Forget about the market size. Your job in a large market is the same as your job in a small one: to make a personal connection with your listeners, daily. To reach through the microphone, grab them by the throat (or other body part), and gently shake them. In middays, to help make their work time (whether in a place of business or at home) go by more quickly. To offer entertainment and a degree of human companionship.

It should not take more than a few months at your new job for you to realize (perhaps with some disappointment) that your large market co-workers offer the same mixture of talented/non-talented, professional/unprofessional, motivated/lazy, creative/imitative that you experienced in your small market station.

What matters is your relationship with your listeners. And small market listeners are no different than large market listeners.

As for a book to recommend, I'm certain you would find a lot of value in PERSONALITY RADIO.

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