By Marc Thaler
Sports Editor

Considering the time of day he’s on air, the name of his new radio show is certainly appropriate. After all, he’s heard weekdays from 4 to 7 p.m. on AM-890, when many listeners are heading home from another day making a dollar.

But in Michael Felger’s case, “The Drive” is also synonymous for determination; the Boston Herald sportswriter is attempting to carve a niche in the competitive market of Boston sports-talk radio.

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A New England Patriots beat writer since 1999, Felger also spent the last five years co-hosting WEEI’s ever-popular “Big Show with Glenn Ordway” before starting at the ESPN station on Sept. 12.

Boston sports fans might also recognize Felger for his television work on Bob Lobel’s “Sports Final” and as a co-host on the Fox Sports Network’s “New England Sports Tonight.”

Whether fans feel Felger provides valuable insight, or simply makes comments intended to incite, there’s no disputing his free time is scarce. The 36-year-old’s schedule presents a tremendous test in time management.

“I’m working my tail off,” Felger told me from his hotel room in Pittsburgh, the night before New England’s 23-20 Week 3 win against the Steelers. “It’s to Foxboro and writing in the morning-early afternoon (for the Herald). Then it’s to the radio until the early evening. And then it’s to FSN for the 10 p.m. show. On weekends, it’s traveling to a game, writing, and doing Channel 4 stuff. It’s not easy.”

However, there’s likely a tougher task awaiting Felger: Building an audience.

It’ll be Felger’s biggest challenge, he said, considering many listeners are loyal to WEEI. But if there’s one thing consumers love, it’s having options, he added.

“As much as anything, I believe there is room for another sports-talk station in Boston,” Felger said. “People like to flip (stations) … If you wanted to listen to sports, and the first place wasn’t doing it for you, wouldn’t you check something else out as well? It’s just like how we flip around the dial listening to music.”

Felger made it clear his strategy isn’t to compete with WEEI, particularly The Big Show, which airs weekdays from 2 to 6 p.m. He just wants The Drive to be entertaining and informative.

“Those guys are a giant force in the market, and they’re just about the best at what they do in the country,” Felger said of WEEI’s producers and staff. “We’re just trying to establish ourselves and then build it over time.”

According to Felger, Ordway didn’t provide him with any specific advice upon his departure from AM-850. Still, The Drive’s host said working on The Big Show taught him the importance of programming in 15-minute increments.

Most people don’t listen nonstop for hours on end, Felger said, which means a host can’t be afraid to be repetitive.

Also, understanding he might only have one shot to stop listeners immersed in the exercise of surfing the dial, Felger hopes his guests will grab the attention of a few folks.

Well-known sports columnists like Bob Ryan and Dan Shaughnessy of the Boston Globe, plus Howard Bryant of the Herald – three reporters who aren’t often heard on the radio in the Boston market – could help The Drive pick up speed.

That said, nothing attracts an audience quicker than the prospect of being presented with breaking news.

Prior to the Pats’ Super Bowl XXXVIII win against Carolina, Felger told me the best part about his job was being the first to inform the public. But during his days at WEEI, Felger opted to save breaking news for the Herald.

Will that be the same case now that Felger has his own radio show? Or, in the race to be first, will he use The Drive to inform fans?

“If it’s a piece of news I believe will hold until the next morning, I’ll probably save it for the paper,” he said. “But those situations are becoming increasingly rare. Basically, if you find something out, it’s a mad dash to the nearest blog or microphone. Hopefully, we’ll break a few things on the radio show.”

In the meantime, Felger sounds quite comfortable with his risky – but potentially very rewarding – decision to leave his role as a WEEI wingman.

“I’ve only done this for (a few) weeks now, but I can say with certainty that it’s a blast having your own show, as opposed to being a second or third man to someone else,” he said. “It’s not even close.”