FMR Associates and talent consultant Bill McMahon have collaborated to develop their new TAP/TAP² service, designed to clearly "tap" into the potential strengths of a Morning Show (or other daypart hosts) and obtain specific target audience “intelligence” to predict their true value and to determine their quantitative market potential.

TAP/TAP² answers questions and relieves nagging doubts that many stations and managers face concerning their Morning Show or other hosts, principally: “Should I fire my Morning Show or work to tap the talent I see in them to attract a larger audience?”

TAP/TAP² is a two-step program that combines the talent development and consulting experience of Bill McMahon and the state-of-the-art research of FMR Associates to provide two services:

• Bill McMahon’s exclusive Talent Assessment Program – How does your Morning Show measure up to the 14 key traits inherent in the most successful radio personalities and Morning Shows? Do they have "what it takes" to be truly great? How can your Morning Show best showcase their talents and connect with listeners?

• FMR's State of the Art TAP² Analysis Research – What is the depth of connection between your Morning Show and your station’s "core" listeners? Which of the 42 Emotional Connectors are present or absent from the show? Which of the 14 traits are most important to your "core" target audience? What is the current and projected Arbitron listenership projection for your Morning Show?

A TAP/TAP² program for your Morning Show or other host can be completed in about six weeks time -- from initial TAP consultation to presentation of the TAP² research findings. Follow-up TAP training and workshops are available from Bill McMahon.

Bill McMahon is founder of The Authentic Personality, and has worked with and developed some of the most successful broadcast talent throughout the United States in the United Kingdom. Bruce Fohr, President of FMR Associates, has more than 32 years of media and research experience, including pioneering work in a variety of research techniques and methods of analysis.

Contact Bruce Fohr at (520) 886-5548 or Bill McMahon at (760) 699-8668 for more information about TAP/TAP² or to provide a specific proposal to meet your needs.