Morning shows all have
their own "trademark," that would include any uses of promos and
stager's that may be effective depending on format, station "essence,"
it's combined "match" with the rest of the station. There really
is no magic trick to it. It is a common sense issue.
Note: The "music
driven" and the talk, full service stations, often resemble each other
as in the case of the "so called music stations" that are "talking
it up" much more often than was once considered "acceptable."
Regardless, I have always been a believer of keeping the show going with lots
of pre-teases ("billboarding").
To be fair, it is smart strategy to keep the "show plan" on an "as
needed"status, and aim for the best, seamless stream of the station image
and marketing position as possible.
Despite the unusually
large commercial loads, sponsor ID's and the moments of idle chatter, etc.
Radio morning shows need to keep the show moving. Exercise discipline to make
sure the station is memorable for what it’s doing, going to do and pounding
the station identification and the show is of foremost importance.
Many times, it appears that TV "borrowed" that philosophy from radio
and it works. Radio should revive that technique and use it to it's advantage.
Here are some tips and a few mistakes worth noting:
1) HOW LONG? Depending on format, demos, tradition, popularity, "positioning
promise" and local control (which is difficult when wrapping a radio
station around a syndicated program). The goal of the Morning Show and the
rest of the station should be compatibility. If "how long" is to
be interpreted as length of the element…. It should be brief. (:15-:
20) seconds. "Bookending " the stop set is a good way to reinforce
the image.
The obscene amount of commercials (the number one tune out factor) played
on many morning shows should be reason to eliminate unnecessary clutter. (Why
risk being handicapped with too many negatives? )
Today's listener is as
fickle as always… if not more so. Because
the amount of inventory, commercials, etc., has become critical to provide
instant gratification... It's never been more crucial. "Now," is
far more powerful than the old and tired cliche's like, "comin up,"
or "standby." Eliminate words such as "qualify," "your
chance," "soon," fromyour vocabulary. Learning to self promote
and cross promote effectively requires a great deal of self-discipline and
teamwork by production assistants and producers.
2) HOW OFTEN? When the above "principles" are executed correctly, frequency of airing select morning show promo elements would depend entirely on how hot and compelling the elements are. It has been proven more effective to emphasis the name of show, and station. Don't let the content of the promo dilute the message.
• Sidenote: Keep the messages on the station consistent to avoid "confusing"
the listener.
3) WHO PICKS THE CONTENT?
The pd will be wise to have a discussion and get feedback from as many people
as possible… "just listen to the walls." The answer is always
there. The producer should be the best at picking several bits and have them
ready for a daily meeting regarding the (morning show specifically). Also,
come up with unique ways to intensify the morning show. The "one size
fits all technique" burns fast. In the end, the judgment of the PD should
be the final decision of all content that goes into a morning show promo,
period.
4) STRUCTURE: for any
promo should include single thought, great content, and must insure the station
and the promo are equal. The overall "stationality"should dictate
the production value of the morning show elements. Too often, stations fall
into a predictable "trap" that forces a station to the "one
size fits all" problem again.
5) RECYCLING: When it
come to "recycling," imagination and purpose is the only things
that stands between success and mediocrity.
6) COMMON MISTAKES: Poor
judgment and/or ego" are at the top of list. Also, watch out for sales
driven "laundry lists" of too much … and too many sponsors.
It's like "junk mail."
7) DIFFERENT VOICES:
The use of different voices for select dayparts can be an effective tool to
further animate the sound, give the promo a special feel, keeping in mind
that it should never stray too far from the general station presentation.
Note: It should not specifically be limited to Mornings. Quite often, there
is the need for characterizing, etc. • Very few VO performers can "change
hats" that often... if at all.
8) THE TONE OR ATTITUDE
SHOULD RESEMBLE THE SHOW OR ITS TARGET AUDIENCE? That is of course if you
want to win...or lose?
9) CELEBRITY PROMOS:
Unless you have a real celebrity that can flex your "star power"
with...don't bother.
10) PRIMARY GOAL OF PROMO
It must relate to your target listener...or it's worthless. It has no business
being aired unless it agrees with the with the position of the station.
• Today's morning shows thrive on being natural and real. how can they
convey the same realness in a heavily produced promo? If the delivery is honest
and sincere, the packaging of the promo will simply enhance it. Caution: Don't
overdo it! •
Mark Driscoll is owner and operator of Mark Driscoll Productions, one of radio’s premier sources of voice-over, imaging and creative content. Contact him directly by email at www.markdriscoll.com or by phone at (310) 229-8970