My job as a radio advertising copywriter, in a nutshell, is this. Write radio advertising copy that translates into audio, that sells the client’s product or service. My job is not to entertain the audience, although I always hope that some of the ads I write will entertain. I want the client to be remembered (for the right reasons) and I want the ads to motivate the listener to action. The programming staff also want me to make sure that the listener doesn’t turn off their radio, or switch stations, because my ad has irritated them
To do the job properly how long do I need? It varies. Research such as the Ironing Board and Jigsaw studies showed that people remember longer and more creative ads better. But if you have shorter ads you can “replay” the longer ad in the mind of the listener. So sometimes I suggest a…
Today, I joined a load of students in Portsmouth for the South East regional training conference.
The talk I did was called “Production – The Sound of Radio”
Here’s a link to the presentation if you weren’t there, or if you fancy hearing some interesting examples of creative radio. There are also some examples of how other radio practitioners have solved creative problems, and a few examples pieces where I’ve broken the rules too..
A few slides and ideas for this presentation are adapted from a presentation by my former boss at BBC Creative Marketing – Gordon Fudge – as are a few of the great BBC clips..
Last week, Clear Channel announced that iHeartRadio listeners could “add-in” local service elements—news, weather and traffic for their market, or “hundreds of others around the country” to their custom stations.
This isn’t necessarily going to kill radio. But it could be a glimpse into the future.
At the moment, Clear Channel are essentially allowing users of the service to “customise” their experience. Whilst a listener may not want to listen to their local station, they are still consuming a Clear Channel radio brand. So why not allow the local station news or traffic to be inserted to what they are listening to?
Could this work in the UK. Could I be listening to Radio2, but get a local news bulletin from Radio Solent? The simplest version is happening (as happened for many years, where RDS allows a car radio to be interrupted by a local travel report. This is however clunky, and not the same idea. In fact, this sort of thing would be far easier to do on commercial radio, since the content could be inserted where an AD break might be – much like the AD insertion/ substitution that Absolute Radio offer to registered users. For it to work on BBC stations, there would need to be some sort of junctions that could be opted out of – maybe news bulletins could be substituted for local ones if the lengths could be made to match for example.
Whilst it’s probably not a requirement for many people, in a world of personalization of online content provision, it’s certainly worth some thought.
And as Sean Ross notes:
Anything that further threatens the hegemony of AM/FM radio should be an inside job. If the antennas ever come down, it should be because broadcasters made them obsolete.