That's how CNBC is now referring to the 3-4 p.m. (eastern) hour in an effort to make sure stock-conscious viewers tune in to see how Wall Street ends up. In truth, this last hour of the trading day is usually quite volatile and there's often quite a bit of fluctuation before the market closes.
But the brilliance of this positioning is obvious – they're creating a reason for viewers to make an appointment to tune in during an hour that was formerly just one more in the day.
There's no reason why radio couldn't do the same thing. Imagine a morning show singling out its 7-8 a.m. hour where it literally loads up its best material of the morning at a time when listeners are most likely to be available to the radio. In the process, this could position this hour as the very best, meatiest, funniest of the show – in other words, an hour that listeners simply don't want to miss.
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