Many hundreds of stations in the German-speaking area want to broadcast distinctive programs with unmistakable personalities. Nevertheless, there are only a few presenters who have achieved cult status. Why is that? What distinguishes successful communicators from less successful ones? Those who aspire to reach the top need many skills: technical competence, specialist knowledge and expertise, journalistic competence, local competence, vocal and linguistic competence, entertainment competence, communicative and creative competence, stamina, and stability. All these areas are covered by this bestseller, now in its 4th edition.