You've reached our premium or archival content
To access this page, and more great content just like it, you need to become a paid subscriber.
If you already have an account, please login.
Otherwise, registration is quick and you'll have access instantly after payment.

The relationships listeners have with personality driven radio formats is probably more superficial than we think. In my days as a teenager, young kids my age would listen to talk radio in the evenings if the personalities were engaging enough but we all drifted away as we got on with the business of growing up and taking on responsibilities even though those personalities stayed on the radio for many years to come. When a strong rating personality retires and leaves a station, it isn't so much a case of whether the audience will particularly miss them but rather whether the station can find a replacement strong enough to hold the audience.