Ah, another morning of listening to a team show. Waiting for the ‘biggie’ – a break in their biggest hour, when they have the most cume. Here it comes. Will it be the two of them weighing in on something everybody is talking about today? Will it be something really inventive, that only they would do?

The song ends, I turn up the volume, and hear… “Things that are supposed to be bad for you, but really aren’t.”

“Filler” material, total B-grade stuff. At best, just mildly interesting. Certainly not compelling. It wasn’t top of mind, it didn’t say anything unique about the show or the station, and there was no local tie-in.

So why do it?

When you “shop” for Content, stay in the meat section, not the tofu aisle. As a listener, if I don’t care about what you’re talking about, it’s easy for me to just not listen.

The less generic you get, the more definable you get. There’s a huge difference between asking someone to go see a spy movie, or asking them to go see a James Bond movie. I don’t care about a nameless, faceless spy, but if it’s a new Bond movie, let’s go early so I can get a hot dog and some popcorn.