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Radio Creative -- An Oxymoron



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(10/23/2012 12:09:06 PM)   Flag as inappropriate content
And here all along... I thought I was a lone voice in the wilderness. :)
- Ronald T. Robinson
(10/23/2012 6:44:59 AM)   Flag as inappropriate content
And one more thing - every radio station is being simultaneously kept alive, AND strangled to death by one single advertiser who clutters up every ad break with THE most appalling delivery of shout, sprout, push-it-out audio-spew. The accountants and salesbots who have taken over Australian radio from the on-air creatives who were once king (particularly FM music radio) see this one particular advertiser as a life line due to the enormous number of bucks they throw at the medium in an effort to overcome their ear-assault with vomit inducing frequency. No salesbot or radio-accountant would ever tell this one client the big secret - that they could achieve a far better result with one third of the money, simply by creating ads that potential customers enjoyed, rather than creating ads that are the single biggest turn-off factor on air. But while the radio-salesbots take their engorged commission cheque the truth is this audio-assault IS KILLING THE ENTIRE MEDIUM. Radio is having a hard enough time retaining audiences under the threat of i-pods, cloud-streaming and personalised music programming via the interweb. Continually accepting money from any client that insists on contributing to making 13/60ths of your programming sound about as inviting as 2 cats rutting is a recipe for the long term demise of the medium. In the short term, yes, there's a few extra zeroes on the balance sheet. But because this advertising gaastric attack is everywhere, radio - especially FM Music radio, will be the long term loser. Listeners hate it - and they now have plenty of alternatives. They don't need radio like they used to - but we need them. And we better bloody well start looking after them by using ad breaks as an opportunity to entertain, rather than insulting them with the obnoxious client written bollocks that bashes their brains every time we decide the client is the unassailable judge on what constitutes an acceptable piece of copy and production.
- fuzcapp
(10/23/2012 6:21:39 AM)   Flag as inappropriate content
The general modus operandi in most radio stations is:
1. let the client write the copy.
2. Let the client write the copy.
3. When the radio creative says it's absolute shit, let him rewrite the copy,show it to the client, who then insists that his copy is better.
4. Have only sales people and accountants in management so that any pushback from the creative on the grounds that the ad breaks sound like shyte, are met with, "Well, they pay the bills" or immediate 'redundancy'.
5. replace all your experienced competent writers with first-year-out-school/tafe/nappies el-cheapo alternatives.
6. let the novice write crap and send it to the client.
7. In response the client writes the copy.
8. Give the CEO a payrise funded by outsourcing the copy department.
Hear endeth the lesson.

- Fuzcapp
(10/22/2012 9:37:03 PM)   Flag as inappropriate content
Dammit, Michael. You just might have something there. I mean, the strategy you just described is the default position for most of radio, is it not? I quiver. (Now, try to say the same thing again without your tongue firmly inserted... and with a little more sincerity.) :)
- Ronald T. Robinson
(10/22/2012 9:12:46 PM)   Flag as inappropriate content
Here's a winning formula for radio:

1. Sell a schedule that works best for the station, not the client.

2. Make sure you have no idea what challenges the client has to face by assessing his Marketing Bridge.

3. Submit copy points that result in the same commercial being produced over and over with only the name and location differing.

4. Make sure when the spot is produced you insert all the distractions from the message as possible, such as music, fx, etc. Remember, commercials are an evil interruption as far as a PD is concerned.

5. Never set up a growth objective (based on many questions you never asked)or a tracking (accountability) system. You certainly don't want the client to know if his money is being well spent.

Finally:

6. Never spend the time or resources to insure that all spots don't sound like a collection of ancient cliches and impotent phrases. Radio, after all, is an entertainment vehicle only, not a formidable way to sell products or services to local merchants.


- MICHAEL CORBETT
(10/22/2012 4:34:48 PM)   Flag as inappropriate content
Thanks, Bill, for that little trip on the "way-back machine". Would that it twould still be. Listening to Dick Orkin's stuff back in the day was always a great pump. Indeed, there was a time....
You're breaking my heart... :)

- Ronald T. Robinson
(10/22/2012 10:03:15 AM)   Flag as inappropriate content
One hundred percent on target and, sadly, one hundred percent true. Great insight Ron. However, there is a silver lining. It is called www.cashbycreative.com. Since 2008, it has quietly changed the cultures and secured substantial revenue for groups like CBS and Townsquare Media. While educating the reps and local advertisers with complete success is impossible, I have humbly accepted my small victories in over 100 markets where dollar chasers are converting to BIG IDEA deliverers. That's when they not only hit their budget but they get to do it all year round.
- Yaman Coskun


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