Yesterday I was talking about radio with my pal Rich Siegel, author, owner and grand poobah of Round Seventeen. In one of my many business schemes, I asked Rich why don’t we start a radio production company. We’re both good writers with lots of radio production experience. It seemed like a win-win to me.
Rich replied, “Who pays for radio anymore?”
Thanks pal. Here’s my balloon –pop it.
Of course, he’s right.
For starters, there’s not a lot of radio being done, and what little there is certainly doesn't have any money – real money – thrown against it. Agencies usually just hand it off to the juniors, or the interns because they pay them even less than the juniors.
In most agencies, radio is considered the bastard stepchild to, well, to just about every other media. Maybe it’s because good radio is so hard to do, but many writers suddenly seem to get swamped when a radio assignment is up for grabs.
I’ve never looked at it that way.
The fact is, for the most part, the agency leaves you alone when you write radio. It’s not that high on the glam-o-meter, so you can usually fly under the radar and write some pretty fun stuff. But let me go back to an earlier point: good radio is hard to do.
There are of course basic rules to writing good radio. But if you've listened to any radio commercials lately, I'm sure you'll agree there need to be more.
Here are a few I’d add:
First, no more spots where the listener is eavesdropping on the recording session, and then the talent realizes they’re recording.
Next, no fake stand-up comedians with bad fake material and fake canned laughs.
Then, no more spots where the talent is talking about a sale with another talent, and suddenly there’s a door slam sound effect and the first talent says something to the effect of, “I guess everybody’s going to the (CLIENT NAME HERE) sale!”
Even though many writers use them, filler lines have got to go. You know the ones I mean. Lines like “so what’re you waiting for?” or “Hurry in now, the only thing that’ll be gone faster than these (PRODUCT NAME) is this sale.“
Lastly, the direction “more energy, have fun with it” must be banned from all recording sessions. No real person is that happy about having to take erectile dysfunction pills or diarrhea medicines.
This isn't the first time Rich and I have talked about starting a business. Just a few days ago, he suggested we start a deli.
I thought it was a good idea. Obviously, since we work in agencies, we already have enough baloney to stock it.
