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We’ve devoted enough space on this blog recently to the importance of a radio host identifying himself/herself frequently, out of respect for and for the comfort of the listener.

But tonight I was on the audience end of this equation, and it confirmed what I’ve been preaching (and preaching).

I went to a screening of THE DESCENDANTS, and afterward there was a Q&A session with the two screenwriters and the film’s director.

Oh, and there was a moderator. He introduced Writer #1. He introduced Writer #2. And then he introduced the director.

But he didn’t tell the audience who he was. Based on a couple of comments I overheard as I left the theater, I wasn’t the only one who found that annoying.

Why didn’t he introduce himself? It has to be one of three reasons:

  1. He figures he’s so important that everyone in the audience must know who he is. (If so, he’s mistaken.)
  2. He doesn’t know better.
  3. He does know better, but this time he forgot to introduce himself.

I’m guessing it was Reason #2.

He avoided the kinds of smug, “look what an insider I am” moderator questions that usually dampen such post-screening sessions. So it’s probably not Reason #1.

Anyone who does lots of public speaking knows even “good” speakers make mistakes, forget obvious points, etc. That can include forgetting introduce oneself to the audience. But that particular lapse is pretty rare, so I’m ruling out Reason #3.

But whatever the reason was, it made some audience members uncomfortable and detracted from their enjoyment of the discussion.

On the other hand, it’s an excellent film and I highly recommend it…

Spoiler Alert: Don’t watch the longer trailers for this film, because they give away an important plot point. You’ll enjoy the movie a lot more if you don’t know this particular twist is coming.

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THE MOST COMMON RADIO TALK SHOW HOST ERROR?

radio talk show consultant

Holland Cooke

I’ve been saying this for years.

Every time I hear a talk show host doing this, I just shake my head in sorrowful bewilderment.

So I was very happy to see my apparently minority view reinforced by News/Talk consultant Holland Cooke in this a piece he wrote a while ago.

RADIO TALK HOSTS: DON’T ALLUDE TO CALLERS ON HOLD

by Holland Cooke

This might be the most common wrong signal that hosts unconsciously send listeners:

“Frank from Springfield, thanks for holding on through the break.”

Polite and well-intentioned, but what’s the message? That callers have to sit on hold during several minutes of commercials? Forget it! The station should work to the listener’s convenience.

This may seem like a nuance on our side of the microphone, but it’s more apparent out there. If you’re worried about callers-already-on-hold hanging up, have the screener assure them off-air.

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Longtime radio friend Ed Brown — a former O’LINERS subscriber and owner of THIS BUSINESS OF RADIO PROGRAMMING in its original printing — shared this with me a while ago.

“A local agency that is really a glorified buying service was soliciting our help to pitch an area spa.

“After reviewing their creative (which was anything but), where the copy referred to the listener in the third person, I offered a brief critique.

“I said that besides not connecting with the listener at all, the copy offered no benefit for the listener, no reason to patronize that spa. Give that soccer mom a reason why she should take time out of her busy day, and money out of her bank account, to have some laser process or cellulite reduction done.

“The agency’s response was, ‘Let’s not assume the listeners are idiots. They can figure out why they should come to this spa.’ “

Well, of course.

I guess it’s the consumers’ job to figure out why they should patronize a particular business.

And the commercial exists to…um…I dunno, act as an auditory brochure.

1)  Spa

2)  Agency

3)  Radio station

4)  Audience

Which one of those four qualifies as (to use the agency’s term) the “idiot”?

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I was, as Scott Shannon likes to say, a “baby DJ” when I heard this aircheck.

You know how radio stations traditionally mark the departure of disc jockeys, right? When a jock takes a job in another market?

Right. The stations act as though they never heard of the guy, no matter how long he’d been working there.

“Ed Jock? No one by that name here….”

WAKY radio Louisville last day

Gary Burbank

After five years of top ratings at WAKY/Louisville, Gary Burbank left to try his hand at programming a radio station in New Orleans. (It didn’t take long for Gary to discover he wasn’t a very good PD.)

Here’s some of his final show at WAKY….

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MONDAY COMMERCIAL SMACKDOWN: Hyundai Sonata

Thanks to John Marshall for alerting me to this commercial.

First, the advertisement.

They spent most of this commercial showing examples of dead batteries in daily life — apparently because they assume the concept of “dead battery” is difficult for the consumer to understand.

Then they rely on words — not visual images — to “sell” Hyundai’s message.

What should they have done instead?

Easy: After establishing the “dead battery” theme, show us a solitary car — a Hyundai — remaining in a huge stadium parking lot.

At night.

Very late.

One person rapidly approaches the vehicle, warily scanning the empty lot as he (or she) climbs into the driver’s seat.

His hand on the ignition key, and then a pause, as he holds his breath.

The engine starts flawlessly, and he drives away serenely.

Hint #1: Show us the results Hyundai’s wonderful batteries promise drivers.

Hint #2: People don’t worry about their car battery suddenly dying when it’s safely parked in front of their homes.

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