The two deejays target an audience that is mostly women between 25 and 54 years old. They do their own games, including Stump the Chumps. They take calls and talk about the news of the day. At KRTR, we're a couple of guys sitting around a breakfast table talking about what's going on. Money to be made The morning radio times are big business.
Advertisers pay premium rates for spots on the morning drive shows.
Stations give away money and cars and prizes as a way to earn loyal listeners. A deejay that can guarantee an audience can command a sizable salary. Shock has been seen as one way to bring people in. After a while, though, the shock goes away and people become desensitized, said Mark Hansen, University of Hawaii-West Oahu psychiatry professor. Eventually it takes more and more to shock people.