... but it's also a great reminder that lots of listeners are tempted to catch a little extra shut-eye while listening to morning radio every day.
Engaging the listener requires pulling him or her into your story.
PPM isn't as brutal as watching yourself zone out in the middle of a long monologue is, but it pretty much shows the same thing.
If you don't keep it entertaining and brief you're losing listeners by the second.
If your listener drifts off to dreamland while you're talking, it's not your listener's fault. It's yours.