What's It Going To Take...?

General Radio News and Comments, Satellite & Internet Radio and LPFM

Re: What's It Going To Take...?

Postby pave » Tue May 01, 2018 9:17 pm

Radio Supporting Print?
In my previous piece, I dealt with the generally unknown or, in some cases, disregarded factors that constitute the significant differences between the print medium and all other electronic media. Please appreciate that “print” includes newspapers, billboards, bus boards, brochures, pamphlets and inane, but entertaining bumper stickers. Electronic media includes, radio, TV, digital devices, computer screens and telephones. I’m not sure about Dixie cups and stretched, waxed string.

A brief, generalized review: Our brains/minds are more efficient at processing(understanding) information and content when accessed through a print medium. Retention (memory) of the material is also enhanced with hard copy.

Electronic media, however, have a direct line to those aspects of our selves that process and respond to material, primarily at emotional levels. Should the presented material also contain emotional elements, all the better, especially for radio.

Further, and this is critical: Not only does the print medium access our capacities for critical thinking, electronic media bypasses that – leaving us more credulous and more gullible - more open to being influenced! We are more apt to believe the material that gets injected into us electronically.

Over the years, my main premises have been about how radio has been presented to audiences by way of on-air talent, and in the writing of commercial copy. To be more effective, a different and unique set of linguistic approaches and methodologies is required. More emotional/creative elements would be a bonus benefit. But the priority is about the more effective language patterns that are not being applied on the radio.

Meanwhile, I am going to suggest there are as important and yes, even sinister factors in play. A demonstration of that would be the last American presidential election. For the greatest majority of the electorate, the influential materials, both electronic campaign advertising and electronic media coverage were the elements to which most citizens were exposed. Emotionalism reigned supreme.

I mean: Would anybody with their critical thinking faculties engaged accept the garbage that was foisted off by the candidates? What they got was a bombastic, bellicose, baffled bully whose main attribute was the ability to deliver bulls*** by the truckload. That was what was accepted from a perceived and preferred alternative candidate.

A wall paid for by Mexico. Believable? Tax cuts exclusively for the wealthiest promoted as a tax cut for everybody. Reasonable? Equitable gun laws. Rational? Functional health care programs. Desirable? Not to those members of the population who were being indoctrinated almost exclusively by electronic media. Many who were enraged either recoiled or bailed out. The rest got sucked in by electronically delivered, mind numbing, but very stimulating nonsense.

Given the amount of time we spend ogling or listening to electronic media, we could be accused of voluntarily giving up our capacities to consider material and have some organized and critical thoughts about that to which we are being constantly exposed. The neurology of our brains leaves us wide open to manipulation.

Encouraging people to read more papers and books would, I believe, be of significant benefit to our societies. With that in mind, I include a radio script that could be provided as a PSA – at no charge to the management.

"Here at Poodle 96.9, we appreciate the loyalty of our listeners. Plus, people enjoy hearing us while engaging in other activities like – surgery! Tuning in, particularly while driving, is entertaining, informative and, it is safe. We say, “Whoopy!” We also understand that listeners can be even better informed when they also get their information from the print medium. So, we are urging Poodle 96.9, listeners to do a very smart thing: Get the paper and - read the paper."

Without providing an explanation of the neurological distinctions, any station that runs such a promo is still doing their listeners and their station a significant service. The exercise will gain more credibility for the station - a very nice bonus.

It is, certainly, too late to expect anything resembling a full recovery from the overwhelming intrusion of electronic media, but yet, this may be an important effort. The trend towards any further obliteration of the print media carries with it extremely severe consequences to any democracy. It may be that serious.

Ronald T. Robinson
info@voicetalentguy.com
pave
Advanced Member
 
Posts: 1431
Joined: Tue May 23, 2006 12:22 pm

Re: What's It Going To Take...?

Postby pave » Thu May 17, 2018 3:52 am

Whatever Doesn’t Work…

Radio is not particularly unique in some of its approaches to, in our case, audiences and advertisers. When I was being trained to do behavioural counselling, one of the presuppositions that was presented is the following: “People, and the organizations they develop, tend to: Find out what doesn’t work – and then, do it harder!” A simple example of that would be the PD or manager who speaks to a staff member. When the response is unacceptable, they yell. When that doesn’t work, they yell louder.

While that is a standard-issue, psychological truism as it applies to peoples’ behaviours, radio has been living out the concept in other ways. Even as significantly pertinent information has been distributed throughout the industry, radio has been digging in its heels by either failing to apply the new developments or by making all efforts to disregard it. This avoidance strategy hasn’t been working, so radio does what it does best, it avoids it all the harder.

I believe I will get no reasoned or articulate arguments for the following: Twenty-five years ago, radio was producing better on-air presentations from “live” personalities and better, more interesting copy, especially for local advertisers. What radio has been doing harder, with admirable persistence, is crippling both of those components of the radio broadcast model. What is still left standing is: Sales. That is what gets the attention, and it is Sales that is supported, but only in some cases, some of the time.

I am also of the opinion that commercial radio is the least exploited medium in our culture. But then, that would be the case anyway, given how radio continues to, with intention, mangle the communicative aspects of the business by slashing budgets for talent and commercial production.

So long has this been the M.O. of commercial radio, it would be feasible to suggest that radio management no longer has any convenient access to Talent – mostly because the majority of skilled people have been drummed or starved out of the business. Of greater import, radio is no longer in a position to identify Talent, if and when it was available. So pervasive is this situation that I speculate radio’s management groups have been getting together only to find they really don’t have much else to talk about other than how to generate greater sales – without incurring more expense.

The disgust with this situation has become palpable within the industry. Commentators are registering their disdain more often and with more vitriol expressed at ownership and management than at any other time in our history. Those who make the attempt to defend the business and its sordid attempts to quell the folks who are registering bitter complaints can only provide maudlin and pathetic justifications for the status quo. It’s really quite pathetic when they scramble for examples of where everything is just rosy.

Radio is in a position, right now, where it is sliding into a miasma of indifference – demonstrated by the lack of enthusiasm from listeners and from advertisers. Radio has, for the most part, stopped providing the products and services that would begin to have an impact on such a shoddy circumstance.

Even as the strategies and methodologies are available that would quickly fire up a significant radio turnaround, owners and managers are having no truck with any of it. Too many have already thrown out their boilers or sold them for scrap. Too bad, as that is where the coal gets shovelled.

Governments, meanwhile, are going about the business of abdicating their responsibilities to the public and, instead, are futzing around with the regulations that will make for greater radio property acquisitions. This would have the effect of allowing broadcast corporations to do more of what they are doing, that isn’t working – and to do it harder!

So, where then, might there be opportunities? It would take an extremely forward-thinking organization to: 1. Realize they are playing a game where they will be the ultimate losers. 2. Search for and identify the strategies that will get, at least their own outfit, out of the glue. And, 3. Determine to execute those strategies. Otherwise, much of radio will continue to be the architects of its own, eventual demise.

Ronald T. Robinson
info@voicetalentguy.com
pave
Advanced Member
 
Posts: 1431
Joined: Tue May 23, 2006 12:22 pm

Re: What's It Going To Take...?

Postby pave » Tue May 29, 2018 7:57 am

Required: Crash Courses

Seems like a significant portion of radio operators are well aware of how their stations are failing at, and utterly anemic in, serving their local markets. Because of the tragic deregulation of ownership that took place a couple of decades ago, a model of forced incompetence has been staked out, and is now being vigorously defended.

It should be pointed out that most station owners began disregarding their local responsibilities and opportunities by cutting talent and services many years before deregulation made it surprisingly necessary. Meanwhile, there is no defence of the status quo that has been put forward – not by anyone who wants to avoid losing credibility and any more personal integrity. Of course, those at the pointy end of a corporate agenda are summarily excused from being expected to sport much in the cloak of such integrity or, for that matter, group solidarity. Their rarefied air, after all, is piped in.

The realization of the need for operators to make a significant shift by providing many more superior services – at the local level – are, I suspect, also leaping into their awareness. As such, they are running up against some formidable challenges.

From time to time, there are admissions that “live & local” is the most effective strategy to undertake – beginning today. Yes, today would have been prudent. But that, I suggest, is no more than an opening consideration. Such an admission and even a sincere determination to execute the ideal is no more than an acceptance of a completely undefined concept – a premise with no meat on its bones, and no structure.

There was a time when those of us who longed to be “on the radio” were having that experience because we wanted to be “performers”. Our imaginations were engaged by the potential of gaining the learned skills and the improvisational capacities of “stand-up” comics - only in the “sit-down” positions. Our audiences were purely mental fabrications, as we worked alone in the dark.

Even when management treated us like mushrooms, eventually canning us, we maintained our drive to persevere and “make it”. I have difficulty in aptly describing the thrills of working in Major markets and, eventually, dominating in the process. The money got to be real good, too, by golly. The respect of my peers was the most satisfying.

Further, I maintain I had acquired some significant skills in the years prior to my being introduced to, and was applying, the linguistic patterns and strategies I was taught and implemented in due course. It was those methodologies that really launched my success. A couple mentors intervened along the way, and I am grateful. And thus endeth an arbitrary and embellished trudge out on the exit ramp of clouded, super-jock memories.

Meanwhile, what about the realities for radio – right now? The challenges are staggering. They may be overwhelming. Just paying a flippant lip service to the premise of “live & local” – the absolutely, correct strategy - will only frustrate the participants, sincerity notwithstanding.

There are two glaring but still ignored elements to this challenge. 1. The immediate training or re-training of the multiples of required on-air hires and, 2. Educating the additional copywriters that must be brought on. This, however, could be a simultaneous process because the training of every one of the on-air folks to perform copywriting duties, as well, would be quite satisfactory and much more efficient.

Recruiting talent, as many operators have openly confessed, is a mug’s game. Those that are on the search are terrified of the outside personalities who may be demonstrating any actual, (alleged) “creative” talent. What they still really want from on-air presenters is compliance! (“Read the liners. Shut up.”) Still, undisciplined, uninformed and unreasonable presenters that would wreck studio environments and audiences are, very much, a valid concern.

Indeed, crash courses in effective radio communications are required, especially for those outfits that have accepted “live & local” as the only way to take their stations forward. Since it is extremely unlikely that but a very few organizations will even be making any inquiries on the matter, the rest of the industry is destined (doomed?) to bog down or be lurching about, what with all the added expenses and hassles of bringing in untrained, uneducated and unruly pretenders.

Ronald T. Robinson
info@voicetalentguy.com
pave
Advanced Member
 
Posts: 1431
Joined: Tue May 23, 2006 12:22 pm

Re: What's It Going To Take...?

Postby Just sayin' » Tue May 29, 2018 11:55 am

Have to agree live and local is the way to go, but didn't Roundhouse Radio try to uber-serve the local Vancouver market, and it just didn't work. May I suggest better hosts, content, execution.
Just sayin'
Member
 
Posts: 15
Joined: Tue May 30, 2017 7:08 am

Re: What's It Going To Take...?

Postby pave » Tue May 29, 2018 1:14 pm

Let me suggest the following:
Roundhouse Radio and any other outfit that decides to subscribe to "live & local" is only establishing a useful premise. It's not a matter of sweeping up a bunch of re-treads or barflies and throwing them on the air to make local references. That is no more than an invitation for another catastrophe.

Roundhouse was doomed before they even began - good intentions notwithstanding. It's a lot more difficult than it has ever been to bamboozle any audience with shoddy content and shoddy performances.

What is required is a complete overhaul of the training of both new and veteran hires - a total re-education - in modern communicative techniques. Radio has dug itself so deeply into the mire that anything else would only generate abject - and quite expensive - disasters.

The bar has been so low for so long that most operators are totally unaware of what it's really going to take to hold and influence any audience.

The prospects, by the way, are dire and grim.
pave
Advanced Member
 
Posts: 1431
Joined: Tue May 23, 2006 12:22 pm

Re: What's It Going To Take...?

Postby pave » Thu Jun 07, 2018 5:14 pm

More Than Possible: Necessary

Seems like radio continues to operate under a severely limiting set of circumstances. That these circumstances have all been self-generated, self-imposed and are also self-perpetuated is, apparently, lost on the participants. Further, much of radio continues whining and mewling about its’ not receiving a “fair share” of advertising revenue. This comes off as a superficial, juvenile lament – unworthy of serious, thoughtful players.

For decades, radio has encapsulated itself in a sensory deprivation hood – an experience where the act of breathing is the only benefit. Hence, an industry gasping its way through a contemporary epoch of limited success. Anybody that has lost access to their sensory experiences like seeing, hearing, feeling, smelling and tasting is destined to be banging into walls, falling over the furniture and wandering off into traffic.

Further, the industry refuses to accept that it is, indeed, rattling around in the dark because of its wearing of the hood. “What hood?” they exclaim. Radio has been doing whatever it can to up the game of their sales departments – and rightfully so. Yet, even as improvements in the sales departments are being attempted, there are, to my knowledge, no concerted efforts in the programming and creative departments to enhance what are radio’s only local products – the on-air communications from the talent-base and the generation of more effective and tolerable-to-the-listeners advertising.

The necessary knowledge and experience required for the production of more effective “live” radio and the production of superior, local advertising cannot and will not be addressed – not by anybody sporting The Hood. Again, the “What hood?” response comes up too often. In other words: These issues are not being taken up because there is likely no perceived awareness of the circumstance – as debilitating as it is - and so, there are no needs for them to be addressed. (Working in the dark will do that.)

Because my daddy didn’t toss me off the turnip truck in front of my local radio station when I was 15, I have had time enough to experience old-school, full-service radio and to figure out that owners and managers of the last 30 years have abdicated their responsibilities and ignored their opportunities to, if not keep, begin making the necessary and fundamental changes to the communicative processes that are dangerously required for radio to have much hope for the future.

Radio has taken the technologies that have become available over the last decades and plugged them in. Applying the new gizmos were not exercises in enhancing their services, but rather were used as cost-cutting devices. The strategy worked. Radio has cut costs to the point where local sticks are now rendered as almost irrelevant.

Meanwhile, there has been some recent hoopla about the opening of The Inaugural Beasley Radio Talent Institute, in Boston. The course is offered as a 10-day seminar that covers uhhh, ummm everything about radio! “Well, gosh.” I thought to myself. “How easy does it get?” When the leadership of radio considers a couple weeks at Radio Skool to be a sufficient and efficient enterprise, they are demonstrating an extreme lack of appreciation for what it’s really going to take to drag this business, at least into the ‘90’s.

Here is what it is going to take to move even smaller portions of the industry to where it can compete with other media: Training in modern, communications methodologies for on-air talent and the copywriters are not only possible, they are necessary for those who expect to enjoy prosperous futures. The process requires explanations, understanding, practice, repetition and ongoing supervision. Participation will have to be a condition of employment. Radio is now at the point where the strongest of measures will be required – if there are to be any expectations of spectacular results. (See dealer for details. Accept no substitutes.)

Those that make the strategic maneuvers will also be able to drive their own radio competition into the sea. Nasty business, to be sure, but given the plethora of signals all over the map, a culling may be just the ticket. Those outfits that stay stagnant can look only to their own eventual demise. The state of so much of radio is no longer up for discussion. The time for decision-making is at hand.


Ronald T. Robinson
info@voicetalentguy.com
pave
Advanced Member
 
Posts: 1431
Joined: Tue May 23, 2006 12:22 pm

Re: What's It Going To Take...?

Postby pave » Fri Jun 22, 2018 7:07 am

Radio Accepts No Advice

“Perception”, it has often been extolled, “is reality.” While that can be argued as a truism, it is still a subjective position for some individuals, and only for some of the time. As often as not, the position comes off as one that has limited utility and renders wholly unsatisfactory consequences. However, the radio industry’s shared perception of itself suffers from just such a perception and just such a reality.

Further, radio does not only accept the perceptions that have been held by its owners, leadership and much of the employee base, it has refused to challenge itself on the very edicts (I say, “dogma”) that have been perpetrated and perpetuated within the industry for decades. Consolidation, I suggest, has only made the rejection of responsibilities to improve the industry much easier and certainly more justifiable than if a more competitive environment might have generated.

Radio continues to reject any considerations, never mind the available applications that would upset the status quo - one that has been accepted for the better part of thirty years. The irony lies in that there are very few apologists and supporters of the industry – the way it is – who can provide thoughtful or reasonable justifications for maintaining the status quo.

To be sure, radio’s ownership and leadership can trot out a litany of complaints against a number of outside and inside influences, including government regulations, other media that enjoy “unfair” advantages, “unreasonable” demands from advertisers and agencies and the machinations of unscrupulous competitors.

While many of the complaints do, indeed, have some merit, they will not stand as rational excuses to disregard every opportunity for radio to save its own bacon. Given the general state of radio, these irrational justifications to avoid implementing any worthwhile changes still have enormous traction.

Meanwhile, radio has, from time-to-time and still can deliver a marvelous ROI for advertisers – so long as two other aspects of mounting a radio campaign are considered, those being: the time buy and the effectiveness of the messaging. Without those two elements being factored in, there is the high likelihood of, once again, hearing that old chestnut, “I tried radio and it didn’t work!” So, were we expecting something else?

Without immediately launching into the almost universal, shoddy performances of the largest majority of those pretenders masquerading as “on air talent”, the effectiveness of locally produced commercial messaging would be laughable, if it wasn’t so sad, pathetic and amateurish. Granted, many readers would be getting their backs up at such comments, but this would be a knee-jerk reaction. There really are no useful or valid contradictory arguments that can disable the contention. Our spots, to apply the vernacular, verily do sucketh large. We ought to count ourselves as extremely lucky that radio audiences are more likely to tolerate the messaging – more so than they do when presented with ads on other platforms. I repeat: Lucky. Not smart. (There is an explanation for that phenomenon that is unique to radio, but I still expect an inordinate indifference.)

It is extremely difficult to explain a concept or a strategy when most of the crowd is raining down boos, hisses and catcalls. I am relieved the hurling of rotting vegetables has gone out of vogue. Still, I do keep an eye peeled. Given the state to which much of radio culture seems to be devolving, anything is possible.

Even as radio has decided that it is the sales process that will bail the business out of the hoosegow, other observers are well aware the other two factors – the time buy and, most importantly, the crafting of the messaging are the missing but required elements. Better closing ratios, while worthwhile in the shorter term, still won’t get radio back on any super-duper, media highway.

For more years than I care to count, I have taken all my education and experience in radio, and have been promoting the contention that radio has continuously been missing opportunities to be more appealing and more effective. By refusing to address the superior methodologies of presenting the spoken word in a far more influential manner, radio remains locked into communicative strategies that are not only less appealing, they are practically, counter productive.
pave
Advanced Member
 
Posts: 1431
Joined: Tue May 23, 2006 12:22 pm

Re: What's It Going To Take...?

Postby pave » Sat Jul 07, 2018 4:57 am

The Radio Menu: Canned Spam

One of my favourite restaurant-built sandwiches is the wonderful and venerable BLT – toasted, certainly. Mayo or Miracle Whip, I don’t care. I defer to my friend, Copy Master Mike, who describes scarfing down or politely enjoying a finely tuned bacon, lettuce and tomato sandwich as one that is “oozing with goodness in each delicious, mouthwatering rich and creamy mouthful.” Of course, that claim would never make it past our feared, local, Radio Commercial Food Narcs. They have real powers, and they tend to arrive at their offices in extremely ill humour.

Otherwise, local radio stations perceive no need to publish or offer any menu of spots of any kind to their advertisers. This is mostly because they can’t. The commercial preparation kitchens have been shut down for years – decades, actually. The most a local advertiser can hope for are weenies made from meat-ish by-products cobbled together from chicken lips and lemming hooves. The gladly provided alternative is canned Spam. Many stations might have a two-burner Coleman camp stove stuffed in a closet somewhere – just in case some snotty advertiser insists on having their Spam boiled - never fried. I mean, seriously? C'mon!

I have heard it argued that the staggering dearth of effective, never mind interesting or, gawd forbid, creative advertising being continuously foisted on advertisers and audiences might be cause for some kind of class-action suit. This is unlikely as guess who has the most expensive lawyers and the deepest war chests for just such a possibility? (I confess that was an interesting 10-second fantasy. I’m recovering quite nicely.)

Meanwhile, I, and other astute bloggers and commentators have gone to great pains to demonstrate the neurological aspects that impact on the minds of radio listeners. These elements are many. They come with important distinctions, and they are profound! An appreciation of these factors would be enough to bring the status quo and standard, accepted and traditional standards of presenting on-air deliveries and the designing of commercials to a grinding, screeching halt. Fires could be ignited. And nobody has the insurance policies that would cover such an eventuality.

None of the fears and resentments of those who can provide more effective strategies that are desperately needed - and absolutely necessary - for radio to make any forward movement in content delivery are of any use at all. But, we all know those bile-producing emotions and raggedy positions are also real enough. It doesn’t take any more than a weak justification, a mild denial or a clutched and accepted delusion to bring the whole idea crashing in and swept away, while resolutions are made to never ever address the issue never ever again.

Some of the distinctions to which I referred (above) are extraordinarily simple to understand and even easier for a typer-of-the-hype to apply. They come under the heading of: Absolute Quantifiers. Copywriters and on-air presenters have been using these crutches for so long and have become so used to and crippled by them that it never occurs to the wordies why they can’t catch up to a bus, parked and waiting at the stop.

A few examples of absolute quantifiers include: best, all, greatest, lowest, highest, only, every, never, and always. There are others, but the gist is demonstrated. Those who are impervious to pain are invited to fill their boots and, by all means, do a search of “Absolute Quantifiers”. A fair warning is appropriate and a fair warning has been given.

Constant use of absolute qualifiers has been a part of radio’s DNA for generations. Producing 3-headed, pancake batter-brained offspring that can’t walk, talk or blow their own noses unless in a linear progression has been the result. And yet, given the lack of self-awareness on the part of the participants, nobody is embarrassed, either.

As contemporary American culture has been demonstrating, just about anything can become accepted as “normal”. So it is with the use of absolute quantifiers used in radio deliveries. As a neurological experience, listeners unconsciously reject the wild assertions that make up these quantifiers. Consciously, listeners are, usually, completely unaware of any impact the words are having. But again, unconsciously, they ain’t happy – or convinced. The exit ramps off this radio merry-go-round are well marked and are conveniently located - for those who are watching out. Restrooms, tuck shops and lots o’ free parking are available on arrival.

Ronald T. Robinson
info@voicetalentguy.com
pave
Advanced Member
 
Posts: 1431
Joined: Tue May 23, 2006 12:22 pm

Re: What's It Going To Take...?

Postby pave » Mon Jul 16, 2018 3:01 am

Excellence Need Not Apply
Sometimes, especially when the whining from radio’s ownership and management cranks up by another 10 dB while taking on the tonality of a horse dentist’s drill, radio’s workforce gets ever more agitated and twitchy. Some are slipping fast, going berserk on occasion - without notice.

To wit: How can ownership and management expect to attract exceptional sales performers by supplying Kibbles & Bits as remuneration? Further, how can radio attract potentially fabulous performers and commercial writers when it is well known part of radio’s modus operandi to keep these individuals manacled in soundproof cells where nobody else can hear their proffered ideas? Their frustrated pleas for help are of no consequence, as they rake their tin cups across the bars.

Management does, however, take great pains to be certain that, before these performers are thrown into the clink, their spirits and their creative potentials have been permanently crippled. As with the individuals being tricked into the sales side, one can also wonder who is going to be training them.

It’s not as if a successful communications model has been designed and applied for the last decades. To my knowledge, even professional coaches and consultants have not been addressing the issue. In this area, radio’s larder is empty – the cupboard can only support a few ants that are dining on some left over coffee supplies. There are also rumors about them chewing through ancient copies of “The Electric Weenie”.

The very last thing radio ownership feels compelled to do is to put some money on the table. No scratch for sales. No dough for talent. No bucks for creative. No cash for engineering, either. If this were the case for any other enterprise, how much of an argument would there be for the likelihood of the successful continuation of such a business? I mean, who would make book on any portion of such a travesty?

Meanwhile, like so many other aspects of the culture, some delusions do enjoy an upper hand in these considerations. Part of the delusion might be that the Radio Gods will be sweeping in to set things straight, but only at the last possible moment – so long as it happens right quickly. Since radio is not taking much, if any, responsibility for its own dire straights, the question could be asked, “Why would the gods even care?” There is little chance of that as all the evidence suggests the media gods have already picked digital.

Now, I have been hanging out in these hallways long enough to appreciate I am unlikely to generate much in the way of admissions, and I certainly won’t be getting back an “Amen”, either. Not from this crowd. They have too much invested in dogma, and are in no position to lose much more credibility – as if that was a consequence that could be avoided.

Given all the laments coming from radio – about poor sales, shallow perceptions from advertisers, unfair practices by other radio companies and the dastardly, criminal influx of other electronic platforms, a single truism about radio is constantly being denied or ignored – from within. That truism: Radio has become a third-rate medium!

Denials of this fall on indifferent ears. Evidence has already been considered. The jury came in a long time ago with a unanimous “guilty” verdict. Appeals are running out. Hard time is inevitable. Buzzards are circling, patiently waiting for the corpses to start piling up. Easy pickin’s are assured.

Yet, much of radio continues to pretend it is an actual, vibrant and viable medium. Given all the third-rate on-air performances, third-rate, locally produced, commercial content and third-rate ad campaigns foisted onto jaded and cynical advertisers, the surprise should be that anybody in the industry keeps bleating about “the story”.

Practically, radio no longer has a compelling “story”. It is what we tell each other. The ROI portion, while still valid, and sometimes impressive, is lost in the din. What radio still does have, however, is lots of potential!

Until radio is able to address its third-rate status and the realities of its third-rate performances, any alleged potential will only serve as content of a forlorn saga about possibilities that were overlooked when action was what was required.

Ronald T. Robinson
info@voicetalentguy.com
pave
Advanced Member
 
Posts: 1431
Joined: Tue May 23, 2006 12:22 pm

Previous

Return to General Radio News

Who is online

Users browsing this forum: No registered users and 9 guests