It's that time.

Lock and load.

The Michael Very show is on the air. It's Charlie from Blackberry Smoke.

I can feel a good one coming on.

It's the Michael Barry show.

Oh, yes, it.

Yes, it is.

Yes.

People will tell me that they, we got to get home.

Let's say they got an hour drive.

And they need to be home by 6.30 on Friday evening to make it to their kids ballgame at 7.

Pick up their wife, 6.30.

So they don't need to leave until 5.30.

But they want to hear our Friday Drive Home show, and they want to hear the opening of it.

Because it's called Sonic Branding in the radio business.

We don't have visuals.

We have to do everything through your ear.

Everything I convey to you, I have to do do through audio. There's no touch, taste,

sight. So you have to paint pictures so that it feels like it's full. And you have to use sound

wisely in order to do all those things. And one of the things about Sonic branding is, and we have worked very hard to do this, is we set calendar reminders, we set moments, we set appointments so that people will listen at a particular time to hear a particular thing.

Most of our evening audience doesn't also get our morning audience.

But on our morning show, for instance, on Friday morning, we start with Oh Happy Day by

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