Wednesday, 16 October 2013

Shout Out

Yesterday I talked to a real #radio #listener about #LBC973.  It was another day of @Greateranglia delays and my fellow commuters started to talk to each other as we waited 20 mins for a train to arrive. The guy who always stands next to my for the last two-years asked what I did? When I told him, he said I love the radio, I listen more than I watch TV.

When I said I had been working for LBC 97.3 the last couple of weeks he replied much as he loved the format he "didn't want people shouting him at the breakfast table in the morning."  At first I thought he was picking on the big man - Nick Ferrari, but what he actually meant were the shout with too many words commercials that still populate the radio airwaves here in the UK.

I have just read a very good book by Tony (Radio Operators) Hertz "The 7 Secrets of Creative Radio Advertising."  He agrees with me that shouting radio ads with too much copy squeezed in to 30 seconds never worked and as each day passes sound out of tune with the way we consume advertising now.

So how pleasing it was to hear The Lloyds Bank commercial this morning, no shouting just a narrative about a man who started a winery in Kent, that was followed by equally natural and understated ad for Waitrose unfortunately on the heels of Waitrose was a commercial for a secretarial service with a woman screaming the many and complex benefits - edited so there was not a single breath in her delivery.  The industry is getting better at making commercials but we are not quite there yet.

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