Five Essential Traits for Excelling as a Radio Talk Show Host

I enjoy listening to AM radio talk shows. Although usually devoid of any meaningful substance they are highly entertaining. I've observed that there is a common thread of characteristics among the successful hosts and it has nothing to do with their background or education. Listed below are five of the indispensable qualities that an AM radio host must not forget to win the ratings game.

1. Show Emotion

You can't make it on AM radio with a National Public Radio persona. Listeners are fickle and can easily change the station and then you're history. All successful hosts are very emotional and are seemingly highly caffeinated while on the air.

Michael Savage is the king of on the air rants and raves. He can be talking about his loving dog one moment and as if a light switch was flipped on go into a seething, fuming tirade about anything. Channel surfers are sure to stop for a listen to hear what the heck all the excitement is about.

2. Be Pompous and Arrogant

Hey ... you have your own radio program so is there any question that you are the self-proclaimed king (or queen) of the airwaves.

Rush Limbaugh and his Excellence in Broadcasting Network is in love with himself (on the air anyway) and is the entertainer that liberals love to hate. His polarizing personality and staunchly conservative views earn him a cool salary of $33 million a year just from broadcasting. Add personal appearances, book royalties and other sources of income and you have one great egotistical bigheaded rich guy.

3. No Questions Please

This is your show and don't let anyone forget it. Callers should be calling in to agree with your views and pay homage to your great intellect. You can't let a caller show you up.

Lars Larson takes calls 4 hours a day on his regional Pacific Northwest show and 3 hours a day on his national show. Talk show hosts love to get into it with someone who disagrees with them. On the air arguments create better ratings which equates to more advertising dollars. Larson is excellent at remembering the key to keeping the upper hand is to keep questioning the caller with no win questions. Keep them on the defensive. When a caller turns the table and tries to gain the upper hand Lars can cut these "wise guys" off.

4. Great Americans and Idiots

It's important to demean anyone that disagrees with your position. AM radio etiquette calls for slamming your detractors as you hold down the mute button. Remember you are in control!

People that agree with Sean Hannity are acknowledged on the air as great Americans. Individuals that don't agree are complete idiots. Don't forget that listeners that agree with the host want to hear their hero take the wimpy caller behind the woodshed for a good whooping. Give him one Sean!!

5. The Serious Truth

Don't let listeners in on the secret that this is all just entertainment. You must give the appearance that you are not in this for the money, ratings or an ego trip but are doing the show as a sacrifice for the greater good of humanity.

Although radio is a form of media, don't acknowledge that you are part of the media. As often as you can, put the word out that you are needed as an island of unbiased sanity in an ocean that is full of a predisposed liberal media that is out to destroy the world as we know it. Limbaugh calls it the drive by media. Bill O'Reilly refers to his own musings as the "no spin zone". Come up with your own cute 3 word description for the prejudiced outside media or your balanced and equitable approach. By the way ... "Fair and balanced" is already taken by Fox News media magnate and billionaire Rupert Murdoch.