ABSTRACT
A previous working title for this book was The Sovereign Listener. That title succinctly described my belief that radio works best when the listener's needs are well served by the programming. Programming that attracts listeners is the dynamo that propels radio. But today, the proliferation of media choices has put the listener in the driver's seat. Today, it is not the station manager or the program director who is calling the shots at the successful station, it is the listener. The listener is the monarch.
