Broadcasters are increasingly aware that – even in a PPM-rated world – it’s not enough to cling to listening occasions like they’re life rafts in a vast and dangerous ocean. You can only keep people listening for so long when you eliminate turn-offs. Eventually you need to focus on turn-ons – things that will bring listeners back again and again. Remember, eliminating turn-offs has nothing to do with bringing back listeners because they are deaf to your turn-offs when they ha