I used to take myself seriously when I first started out, but I soon realized that most listeners HATED a stuck up radio ego (the kind everyone around me in the biz had). So I went the opposite direction and began making myself the butt of my own humor and it worked. People LOVE an underdog. Unfortunately, underdogs weren't the kind of people radio execs wanted in the '90s, they just wanted even bigger radio egos.
It was confusing as hell, but looking at the biz now with everything falling apart at the seams, a monster ego is the very LAST thing people want to hear...unless you're Howard Stern himself and not the usual fifth rate knockoffs......