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May, 1995 (continued): A few days after returning from Colombia, I left for another of my rather grueling trips to Germany. (Typically what happens is I am booked to speak at some event there, and then a number of German stations arrange for me to work with their air staffs while I’m nearby.)

The trip began with flights to Frankfurt and then on to Leipzig. The funniest line of the week was on the United Airlines flight to Frankfurt. A flight attendant asked what I wanted to drink, and I replied with the name of a carbonated mineral water, La Croix. I pronounced it the only way I’ve ever heard it pronounced: “La – Croy.”

“You mean ‘La Quah,’” he replied.

I told him that I don’t speak French, but I’d never heard that pronunciation.

“Well, one of the other flight attendants is French,” he said. “Let’s ask her.”

So I said to the second flight attendant, “We’re having an argument here. How do you pronounce ‘La Croix’ in French?”

And she immediately replied, “Perrier.”

In Leipzig I was met by Andy Schneider of Antenne Thüringen, a radio station in Weimar, about an hour’s drive from Leipzig. Naturally, I had been looking forward to the opportunity to exchange world views with someone from a culture quite different than my own. So what did we talk about for most of the drive? The O.J. Simpson trial. (Everyone I met, around the world, was familiar with the trial. And all were amazed at Americans’ apparent obsession with it.)

Andy did, however, introduce me to a bit of local jargon: alter hase, which translates to “old rabbit” — i.e., an “old pro.”

Several people told me that Weimar is an excellent example of a typical eastern-German town, and given its rich cultural history (home of Goethe; Johann Sebastian Bach was choirmaster of the local church) I was looking forward to spending the afternoon casually walking around. (One sight I did not plan to take in was the remnants of the nearby Buchenwald concentration camp.)

Exhausted from the trip (a 11-hour flight between Los Angeles and Frankfurt, a 1-hour flight to Leipzig, a 1-hour car ride to Weimar), I lay down for an hour’s nap…and I could not get up. Believe me, I tried. I struggled, but I could throw off the weight of sleep. My hour’s nap last for four hours, and I did not do any sightseeing or wandering.

Usually I do very little socializing on these trips. When not conducting a seminar, I’m either working in my hotel room, sleeping, or heading back to yet another airport. So when Andy invited me to his home for dinner, my automatic response was politely to decline.

But his invitation was hard for me to resist: I’d be joining him and a couple of other radio people (including Antenne Thüringen PD Stephan Halfpap) for a barbecue…and then we’d watch a championship boxing match on television.

On the exceptionally rare occasions when I entertain at home, I invariably barbecue. And on the rare occasions when I watch a sporting event on TV, it’s only to watch a world-class boxing event. So….How could I resist?

Actually, I resisted the temptation to stay for the boxing match and instead watched it in my hotel room where, as soon as the fight ended, I was able immediately to go to bed and get the eight hours sleep that, alas, my weary body requires.

The barbecue was excellent, and the company was just what it should be: a few radio guys sitting around, eating, drinking beer (well, Diet Coke for me), telling radio stories.

I’m guessing the boxing match was televised in the United States, too. It was a championship for one of the middleweight divisions (these days there are so many it’s impossible to keep track of).

It was a very big sports event in Germany, not just because two Germans were fighting for a championship but also because of the contrast of the opponents.

Rocky-Maske

Henry Maske & Graziano Rocchigiani

The champion was Henry Maske, “the gentleman boxer,” admired by all. His opponent was nicknamed Rocky (Graziano Rocchigiani), and he was rough-and-tumble, brash, flashy…the complete opposite of Maske.

It was a very good fight; Maske won.

The reason I assume it was televised in the U.S. is that the ring announcer was Michael Buffer, who usually announces the big fights on HBO.

He’s the guy who ends the introductions by intoning that ridiculous incantation, “Luhhhh-ets get ready to RUMMMMMMMMM-BUL!” And then, of course, the crowd erupts into mindless screaming and foot-stomping.

Apparently the Germans in the crowd (the fight was held in Germany) didn’t know their I.Q.s were supposed to drop when they heard the word “rumble”…and there was complete silence when Buffer was done. Serves him right. I hope he still has nightmares about it.

Next Installment: My 4-hour train ride with a bunch of drunken skinheads.

Meanwhile, for you international fight fans…The last 3 rounds of a very good boxing match.

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The following is excerpted from Mike McVay’s Radio Programming Secrets.

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Mike McVay

I don’t think  I was ever a great air talent. I was a disc jockey in Pittsburgh doing nights and afternoons, and then I was a morning man in Wheeling, West Virginia and Charleston, West Virginia.

Then my programming outgrew my air talent, and I became a PD in larger markets than where I was on the air. I still enjoyed going on the air, and I’ve been on the air in Los Angeles, and I’ve done a lot of interviews, but I didn’t feel that I was the best air talent.

When I got to Los Angeles I was all of 24 or 25 years old, and my morning man was Charlie Tuna. The afternoon guy was The Real Don Steele.

I remember thinking, “How in the world am I going to coach these guys? How do I critique these guys?”

And Charlie Tuna really helped me.

I sat down with him said, “Charlie, I’m in awe of you, and here I am, I’ve got to tell you what I think about your show. I just don’t know how to do that.”

Charlie looked at me and  said, “Well, you know what I need? A mirror. I need somebody to tell me what they’re hearing. If I don’t agree with you, I’ll tell you that, and we’ll talk about that, but certainly tell me what you think, because I want that!”

I had made it all the way to L.A. before the light bulb suddenly went on that coaching a talent should not be about what you want. It should be about what can you do to help them be better.

© 2009 Mike McVay’s Radio Programming Secrets

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The story, as I understand it.

* DDB Brazil pitched an ad campaign to the World Wildlife Fund.

* The World Wildlife Fund rejected the campaign.

* DDB Brazil submitted the rejected piece to an advertising competition called The One Show, which dutifully gave it a “Merit Award” for Public Service ads.

The text in the upper right corner of the ad reads:

THE TSUNAMI KILLED 100 TIMES MORE PEOPLE THAN 9/11. The planet is brutally powerful. Respect it. Preserve it. www.wwf.org

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While most attention, understandably, is being paid to condemnations of “bad taste,” my own objection is more prosaic:

The intent of this campaign is to motivate people to respect and preserve our planet.

The motivation? Fear. Because “the planet is brutally powerful.”

But hey, it won a Merit Award.

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WHEN AMATEURS ADVERTISE: REVENGE OF THE MONKEYS

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Recently the Nevada Development Authority ran an advertising campaign designed to entice California businesses to relocate from The Golden State to the lower taxed, less regulated Silver State.

The ad campaign formally is entitled “Kiss Your Assets Goodbye” and compares California lawmakers to monkeys. (Rumor has it the monkeys are considering suing for defamation.)

California assemblyman Jose Solorio was so offended that he has funded (okay, the folks who contributed to his campaign fund have funded) a retaliatory campaign that declares:


“What happens in Vegas stays in Vegas, but what happens in California makes the world go ’round.”

Making your competition’s wildly successful slogan the centerpiece of your own campaign is what we in the advertising business call “stupid.”

Want to know why Las Vegas has stuck with that slogan for years? Because it works. It embodies the Vegas brand, which people respond to and remember.

Few readers are likely to remember that prior to the “stays in Vegas” campaign, the city spent hundreds of millions of dollars trying to reposition itself as a “family destination.”

For some reason, tourists didn’t buy into the “strippers + gambling = fun for the whole family” approach. Vegas returned to the image it had earned for decades: a place where people go to enjoy pleasures of which they might not partake at home.

The slogan reflects the image that attracts visitors and it’s catchy. It’s become a cultural catch phrase.

Mr. Solorio, let me explain this in simple terms:

1. Las Vegas spends millions of dollars promoting that slogan.

2. The slogan works for Las Vegas (and, by extension, for its Nevada “parent”).

3. You have launched an ad campaign that further promotes the slogan that so successfully promotes Las Vegas.

Ever wonder why Pepsi doesn’t air commercials that say, “Sure, Coca-Cola might be ‘The Real Thing,’ but Pepsi…”?

Of course, it’s not “your” money that’s paying for your “Let’s Shoot Ourselves In The Foot” campaign. It’s your election campaign’s money.

And perhaps we should applaud you for breaking with tradition and not spending your extra campaign dollars on gambling, booze and hookers in Las Vegas.

But I gotta tell you, if the monkeys’ defamation case ever comes to trial, I just might need to testify as a witness for the plaintiffs.

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radio commercial graphicHere’s another radio commercial honored as “best of the best” finalist in the 2007 Radio Mercury Awards.

They give interesting trivia about the animals, but they do nothing to sell the experience.

There is no picture or impression in your mind of having taken your kids to this aquarium to see those or any other animals.

It’s a radio commercial that’s interesting to listen to.

I’m sure the aquarium people liked it.

The awards exposure probably helped the agency land more clients.

But there’s no way this commercial increased attendance at the aquarium.

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