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RADIO: THE ONLY ENTERTAINMENT MEDIUM WITH NO LIMITS

LEAP OF FAITH RADIO PRODUCTION with Bobby Ocean

radio production graphicIt seems that radio has been in my destiny.

Of all the media blaring across America at the time of my mid-teens —
magazines & books, movies, music recordings, and I was enamoured
of them all — it was radio that most tweaked my imagination and inspired
my motivation. This was the only choice that offered me the infinite treat
of playing within another person’s limitless imagination.

You could see shortcomings accepted by film makers because of budget
restrictions on the TV and in movies. If the script said, “…a man is
sitting under a tree when the guy in the white hat walks by…”, the
film maker needed a budget. The video must be able to project a tree,
two guys, a white hat, enough apace for one of the guys to walk by. So
they need to come up with enough money to purchase or rent that.

Further, the more money spent, the more likely to create dissatisfaction
and boredom. Though it might not be the kind of tree everyone might
agree on, the crew has to have one so there it is. What’s more, if the
producer spent a lot of money on the set, the camera would often be
required to dwell there too long.

Then, film makers have to decide which ambiance to show, even though
it  may not have been mentioned; what time of day, weather, mood, etc.
More budget. More limitations.

Ah, but not so for radio!

For that sound in your head that instantly dances with Creation, radio, the
narrator simply reads the script. All the ingredients and actors in the scene,
and the money they would cost, are supplied by the listener (talk about cost-
cutting!) at the instant the words reach their brain.  No budget restrictions,
no imagination cost-cuts, no one left unsatisfied. Ooh, baby.

But the big pay off for me wasn’t the money saved during production, it
was the “unlimited expense account” of the listeners’ endlessly
creative  minds. If I wanted dinosaurs in my promo (and this was before
CGI, which is still expensive today) I could have them. For free, or a
simple sound effect. If I wanted time travel, Weapons with titanium
trim, diamond-studded epaulets on a character’s shirt — no problem,
cost is not an obstacle.

In my early days of radio, I found and recognized these as miraculous
tools with which to demonstrate complete and total mastery of the
universe, and think they still are. Conveniently tucked right inside.

Today, In our lives we constantly seek some sort of control, so that we
won’t have to do without, or suffer. I found out something important
about that, too. Where to look.

Throughout life, as in radio from top to bottom, the answers are NOT
“out there” (the X-Files held only QUESTIONS). We must look just INSIDE,
and right before imagination takes hold.

It takes commitment and a little more practice but isn’t that the fun?

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RADIO CAREER STRATEGY: DON’T BE A JERK

radio programming graphicA loyal reader writes:

“When I first arrived in this market nine years ago, the only gig I could find was weekend overnights. I gladly took it to get my foot in the door. The morning guy was an industry veteran, very well known for garnering substantial numbers. The times I filled in for other people and ran into the morning man, he treated me like something he had dragged in on his shoe. Very rude, very condescending.

“Now, nine years later, I’m the Operations Manager of a different station. I have an extremely rare full-time opening on my staff. Guess who’s applied for it?

“It’s a situation as old as radio itself, but you CANNOT be rude or snotty to ANYONE in this business. The person who’s doing the garbage shift may be the person you’ll be sending an aircheck and resume to in a few years!”

Years ago I received a similar report from Jay Meyers, as I recounted in my book, PERSONALITY RADIO:

“In 1975 I was a novice jock, looking for work. I called up this program director at a small station in Chester, Pennsylvania. He said, ‘Yeah, I have a weekend opening. Meet me at the station at 10:00 on Saturday morning.’

“It was about an hour-and-a-half drive for me. I got there at 10:00 and waited. 10:15…10:30….Finally he arrived at 10:45. One of the jocks there said, ‘This guy is here to see you.’

“The PD looked at me blankly and said, ‘What do you want?’ I said, ‘I’m Jay Meyers, and you told me to come at 10:00 this morning for an interview.’

“He said, ‘Oh, I changed my mind. I can’t see you now.’ And he walked away.

“Years passed. I ended up as Program Director at WFIL/Philadelphia in 1983. My second day on the job I got this 12-page resume and letter: ‘I’m this long-time Philadelphia air personality, I hear you may be going oldies, and I want to be involved in it, I’d be great for you, etc.’

“I read through the resume, and when I came to the part where it said, ‘1975: Program Director, WEEX/Chester,’ it suddenly clicked. It was the very same guy!

“I wrote him a letter that said, ‘In 1975, when you were program director at WEEX and I was just a beginning jock, you had me drive out to your station to meet you, but when I got there you wouldn’t give me the time of day.

“‘Well, guess what!’

“And I put it in an envelope with his resume and mailed the entire package back to him.

“So sometimes it’s true: What goes around comes around.”

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This car dealer has a long, proud history of horrible radio advertising.

But what caught my attention was not the stereotypically bad copywriting. It was…

radio advertising graphic

Mr. Shapiro (left), Mr. O'Riley

Wait. Let me say it now:

I am not an attorney.

I am not practicing law or dispensing legal advice.

If you thought I was, I’m glad I had this opportunity to dispel that notion.

I considered consulting one of my teams of attorneys, Shapiro & O’Riley.

But until my Citadel stock goes back up, I can’t quite afford them.

I also thought of asking the lawyer who has counseled my family for six generations.

radio commercial copywriting graphic

Ugly Umbrella Claim Specialist

But he’s all tied up with an Ugly Umbrella product liability case.

If I were an attorney, I wonder if I would think this car dealer’s disclaimer fulfills the legal requirements for radio advertising in the U.S.

And if I worked for the Federal Trade Commission, I wonder if I would characterize that disclaimer as *“presented clearly and conspicuously so that consumers can actually notice and understand it.” The FTC likes disclaimers consumers can understand.

Or, if I worked for the FTC, would I conclude that the disclaimer in this commercial is *“hard for consumers to understand”?

If I worked for the FTC and I thought that disclaimer is hard to understand, I and my colleagues might decide to *“take action” — as *“the FTC often has” —  against this advertiser…

But being just a layperson, I have no idea if this advertiser is in gross violation of both the spirit and the letter of relevant FTC regulations.

*All quotes are from the FTC’s official website.

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YOUR RADIO CAREER: Daring To Dream Big

radio

Illustration © 2009 by Bobby Ocean

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Joe Polish, Piranha Marketing

Joe Polish, one of the world’s premiere marketing experts and universally admired as a “nice guy,” drops the good guy facade and allows his true feelings to slip past his normally slick PR machine.

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