“As the morning show co-host, I want to play music that acts as a synergy between our two personalities and the station’s flavor — as well as separating our show from the rest of the clutter.
“The two of us have off-the-wall personalities. I would like to play music which fits our personal styles. But some of our station’s hottest songs really don’t match our personalities.
“Is it a good idea to separate us musically to some extent because of this?”
While the morning show should not be playing music that contradicts the radio station’s music image, it is quite common to have a more restrictive playlist during the morning show than in other dayparts.
Often, for example, some of the “harder” songs aren’t played during in the morning.
Also, your morning show probably plays fewer songs per hour than other dayparts. This means the morning playlist must be more selective, to insure that when a listener does hear a song during your show, it’s a hit.
If you play music during your show, you are representing the station’s music brand. Playing songs that fit your personalities is nowhere as important as playing songs that appeal to your target audience.
Recently Dan O’Day posted an aircheck of my last day at WAKY/Louisville, when I said goodbye by getting myself “shot and killed” on-air.
WAKY Program DirectorJohnny Randolph had always urged me to entertain every time I turned the mic on. He always said, “There are no ‘throw away’ breaks.”
When I was going to leave for New Orleans, Johnny told me, “The last thing you do has to be the best, so don’t just say how nice it was to be here for five years; entertain even then.”
Killing myself on the air seemed to be an entertaining idea. Johnny wasn’t sure. He reminded me that we had a showcase window to the control room and if it was going to sound real , even with a disclaimer, I’d better be prepared to take a bullet from some well meaning citizen trying to save my life.
Or worse, he said, “What if I’m just standing in there with you, and this well meaning hero mistakes me for the culprit? When Orson Wells did his ‘War of the Worlds’ invasion from outer space they did disclaimers, and still some people believed what they were hearing and jumped from tall buildings to their deaths.”
I was moved, and I asked if he really thought people might care enough for me to jump from a tall building to their deaths for me. Johnny said, “Well, maybe from the first floor.”
He was pointing out that since this bit had repercussions outside the “theatre of the mind,” I’d better prepare for it.
At first, my idea was to leave the control room drapes open and get a radio time salesman to play along, by standing there with a gun in his hand pointed at me. That would take care of part of the problem, and no one of consequence would be injured.
As far as people jumping from buildings, my idea was to stretch nets around any building in Louisville over two stories tall. It was told by management that it wouldn’t be practical. I remember thinking, “This is how those bastards quell the creative juices!”
Johnny, however, simply called the police department and told them what we were doing and that we would close the drapes and lock the doors.
They said, “Go for it. We’re busy.”
I thought, “Those fools don’t realize the mayhem and chaos that will result from my perceived death.”
We pulled it off. No one tried to rescue me. No one even futilely jumped off a desktop. I don’t think anyone even called to inquire.
But, we all agreed, it was a hell of a bit, and a cool way to exit.
Listen to this radio commercial just once, without looking at your computer monitor.
Based on that commercial:
1. What is your impression of the advertiser?
2. List the key selling points that you clearly remember and that sound credible to you.
Now….
Go here and glance through the El Marcadito’s reviews.
Now, based on whatever reviews you happened to browse:
1. What is your impression of El Marcadito?
2. List the key selling points that you clearly remember and that sound credible to you.
The “real people” reviews make clear that El Marcadito does present a genuine Mexican experience.
The radio commercial, on the other hand, makes the opposite impression. It’s a very Anglo “radio voice” reciting a mind-numbing list of the advertiser’s “features.”
There’s nothing wrong with sounding Anglo. But really, do you believe the announcer ever has been there or knows anything about El Marcadito beyond the copy he’s reading?
A few highlights:
“The best shopping” — How is the shopping “the best”? (The “real people” reviewers explain that “best”= “just like a real Mexican marketplace.”)
“The best entertainment” — Wow, El Marcadito has the best entertainment in all of Los Angeles? That’s quite a claim.
“Get to know the variety of shops” — Okay, let’s take a moment to evaluate that Call To Action….
“The perfect gift for that special someone in your life” — Regardless of who that person is, wants or needs. Uh-huh.
“Experience the exquisite, traditional dishes” — Of all the verbs in the English language, why would someone choose “experience” when referring to food?
“Your best option to celebrate a birthday, your anniversary, or any special occasion with family or friends, in a large or small group.” — Wow! It’s the best option for any occasion for any group of any size. With all those celebrations going on, I guess you should plan yours well in advance…
“Reservations not necessary.” Oh. I guess not.
Their URL. No need to spell it out. Everyone knows how to spell El Marcadito.
A street address. In Los Angeles, on a large Los Angeles radio station. Yes, a street address.
Two different sets of directions, for all the people who hear the commercial and are writing everything down.
Perhaps some of our readers would like to adapt the info provided by the “real people” reviews and turn it into a radio commercial script to share with the rest of us?
Prediction: Check back on that radio station one year from now. You won’t hear any commercials for El Marcadito, because they “tried radio, and it didn’t work.”
