It’s said that radio pioneer Gordon McLendon used to put prospective news people through a simple, but incredibly revealing, test.

He’d hand you a story off the AP wire and say “Read this… to yourself.”  After the talent read it (silently), Gordon would turn the page face down on the desk and say, “Now tell me what it said.”

He wanted Storytellers.  Writers who could take “facts” and turn them into stories, with an “arc” to them.

All the McLendon stations had incredible News talents who, even in Top 40 (the format that he and Todd Storz invented), compelled listeners to stay with the station instead of going somewhere else to keep up with what was happening.

Obviously, this isn’t just a technique to use for News.  It plays into everything we do.  Any idiot can read to me, but not everyone can ENGAGE me.

This is THE point of even being on the air in the first place.