A Loyal Reader writes:
“I was told never to use common phrases like ‘ten to nine’ … or ‘a quarter after three’ when giving the time during my radio program.
“I should use use ‘eight-fifty’ or ‘three-fifteen’ instead.
“Of course, these rules always come down from my program director or consultant with no explanation.
“I always thought that when you crack the mic, you talk as if you’re talking to one person. When I’m telling someone the time in real life, I never say it’s four-forty. It’s twenty-to-five.
“What are your thoughts on this?”
Actually, when someone asks me the time I always give it to them digitally. But that’s probably because I’m a radio guy.
When you give the time digitally, you lessen the likelihood of listener confusion.
“4:40” is shorter and more easily digestible than “20 to 5” or “20 minutes before 5.”
Also, in “real conversation” (non-radio) people round off the time.
If it’s 3:43, they’ll say “quarter to 4” — which is fine for everyday conversation but isn’t accurate enough for the person who is hearing “the exact time” on the radio.
So, this is a relatively rare case in which I believe “the way we’ve always been taught” is correct.
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I always say ‘nearly a quarter to four’. I’ve been doing it wrong for 30 years….
I always say ‘nearly a quarter to four’. I’ve been doing it wrong for 30 years….
Always been a digital guy, but even if I weren’t I would be going that way. Notice how many people have passed up on wristwatches in favor of their phone or tablet or other device? Digital lines up with their phone, their tablet, their in-dash display. They don’t have to translate what you’ve said. “It’s almost 8 o’clock” doesn’t work for me. On a tight schedule, 7:55 is eternity compared to 7:58. Just an observation…
I always say ‘nearly a quarter to four’. I’ve been doing it wrong for 30 years….
Dan, It personally drives me nuts to hear a jock say “20 minutes past the hour of 8 o’clock”.
20 minutes past the big hour of 5 on a humpday as we roar toward another million dollar weekend…
Dan – I think it depends on time of day – morning and afternoon drive as accurate as can be; other times a bit more relaved. In my world of voluntary radio in hospital – almost never, As a patient lying in bed, the last thing you need is someone telling you its 8:17 and then after a four minute track; it’s 8:21
Dan, In this modern age (he says in his old man voice), we don’t need to give the time. We have it all around us. Where ever radio is, the time is. Smart phone, Dumb phone, in the car, at the gym, on the computer. It’s everywhere. It’s superfluous for us to give it out. “But what about Arbs?” you say? PPM markets don’t need it. Smaller markets don’t need it. It’s an Urban PD legend. It’s one more thing we can edit out. Plus, you’ve told us time and again to avoid numbers in copy, as it take 7 seconds for the mind to comprehend what we said. SO why would I throw three numbers out, and lose my listener’s attention to what I’m saying… which ultimately is more important than the time? Which they just looked at on their dashboard, phone, computer, bank sign…
@Pete: For the record, I’ve never told anyone to avoid numbers in copy.
I always say ‘nearly a quarter to four’. I’ve been doing it wrong for 30 years….
I have to agree with Pete, for the most part. I got out of the habit of doing time checks years ago. As a full-time Creative Services Director my Monday-Friday is filled with copywriting/production. So my only air shifts are voicetracked weekends. Of course, you don’t want to give time checks in voicetracks since they rarely air precisely as scheduled.
But even if I had a regular live show, I would no longer do time checks as I think they’re entirely unnecessary. As Pete pointed out, we have the time everywhere (I don’t wear a watch but if I ever want to know the time and there are no clocks readily in view, I can always look at my phone). And I’ve had people tell me, “But you should at least give time checks during a Morning Show for the mom who’s in a hurry getting her kids ready for school.” Yeah, my wife gets 3 kids ready for school every weekday morning. In our kitchen alone we have 4 clocks (wall, stove, microwave, coffee maker). And even when she’s running around like the proverbial headless chicken, she can still find a second to glance at a clock without missing a beat.
And really, how often have you ever heard a DJ give the time at the EXACT moment you wanted to know? He/She may in the middle of a song, contest or whatever, just when you’re curious to know what time it is. So you naturally turn to your wristwatch, computer clock, etc.
So (and this is just my opinion) I would have to say that time checks in the 21st Century are about as relevant as TV weather teases. (“Will we get more rain tomorrow? Find out at 10.” Actually, Mr. Meteorologist, I’ll find out right now at weather.com)
I always say ‘nearly a quarter to four’. I’ve been doing it wrong for 30 years….