Joseph put much effort into localizing the sound of his stations by having his DJs frequently mention cities and towns in the stations' listening areas, as well as streets, high and junior high schools, and other local landmarks. Prior to launching each Hot Hits station, he would spend months studying the market and the living patterns of its residents, and he stayed on at each station following its launch until he was certain the station was on the right track. (Usually stations kept him on as a consultant for a 52-week period afterward.)