It strikes me as I listen to our stations that our promos are sometimes old and tired. We have too many details and we use too many words. We don't provide enough feel. So what if....

• We dropped the promo positions in the stopsets.
• We made the maximum length of promos 15 seconds.
• Set a minimum rotation of 3 pieces of copy for each promo.
• Position the promos in between songs as breakers.
• Schedule two "promo breakers" per hour plus two liners per hour.

This will create tighter writing, fewer boring details, and more variety.

What do you think?

The city of Moose Jaw has a new slogan. It's "Surprisingly Unexpected". The local radio stations are part of a campaign to promote and sell the slogan to all Moose Javians and part of that effort is a series of breakers with peoples thoughts on what is "surprisingly unexpected" about Moose Jaw.

The local Co-op bakery took it a step beyond and sent this to the CHAB morning show. Very unexpected. Anyone have a few jars of peanut butter and jam?

I follow the blog of a guy named Mark Ramsey. He had this to say recently, and I wanted to share it with you guys.

Where's your Radio "Experience"?

So I'm in a lovely hotel in Portland OR when I hear through the window a familiar movie score. It's the score to one of the original Universal Frankenstein movies. What had me really mystified was that I was hearing it loud - and through my window.

Who in their right mind would be playing that?

A quick call to the front desk revealed that every Thursday this summer there's a weekly film screening on the roof of the parking structure next door, and tonight's film was - sure enough - Son of Frankenstein

So my wife and I had to check it out. How many folks could possibly be interested in this B movie from the 30's?

Lo and behold, there must have been 150 or more people lined up in folding chairs on this chilly roof - most paying 8 dollars a ticket - for the chance to see under the stars what they can find on Netflix for almost nothing.

If ever there was proof that consumers want experiences, here it was. This movie was hardly the type which could attract a crowd nowadays.

But when you add this family-safe picture to the unique social experience of a group viewing, a live music intro, some culinary tidbits and refreshments - mostly provided by proud sponsors - and the romance of a panoramic view, you have something much more than "content" - you have "content on steroids."

You have an experience.

In my opinion not nearly enough thought, effort, and investment goes into the "experience" of radio. Experiences worth having generally come from the addition of creative inspiration.

If you want to compete with a torrent of creatively inspired distractions, consider whether you're creating "radio" or an authentic, eye-catching and ear-catching consumer "experience."

I had an email question today about using music behind bits to make them flow better. Here's how I answered.

Use only music that fits and adds to the value of the bit. For example if you're doing a bit on weddings use wedding style music. If you're doing a sports bit use sports music.

Using music to add value and pace, without proper context, rarely works. Music that is there just for the sake of having it there won't actually improve the flow.

Want to make the bit better? Make a better bit. Edit it. Rewrite it. Practice it. Add a phone call to it.

Use music where it fits and reinforces context. If it doesn't do those things, don't worry about it.

In some sessions this week I've spend time in conversations about voice acting. Simply put, voice acting is all about bringing words to life and breathing emotion into what we say on the air. The importance of voice acting can't be overstated. It applies to news, music shows, commercials...pretty much everything we do.

Too often in commercials or on the air we "read the words" but we don't communicate any emotion or meaning. Take 10 minutes and watch this video. The last minute about "how" vs. "what" is particularly interesting. Enjoy!!

http://tiny.cc/lATmW

I've been doing a couple of monitors this week and a question has come to me. Why do we give our fax number for psa's (Radio Roundups...Community Calenders..etc) and not our email? Most everyone on the planet will send dozens of email messages every day, but rarely a fax. We communicate via twitter, facebook, email and blogs. Sending messages on chunks of paper that get spit out of machines is a game of diminishing returns.

It is likely time to change our phrasing. I sense the future of the fax is found in this link.

http://tiny.cc/R0aZl

We are all aware of the tragedy in Alberta recently at the Big Valley Jamboree. How do we tell a story like this on our stations and make it local? You'll find a few ideas here from our newspaper friends.

http://tiny.cc/eyOaF

Many radio stations in our group run promos with local sponsor inserts. Typically the station voice reads the body of the spot and the local announcer reads the sponsors. There is a right way and a wrong way to do this.

Wrong.
Image voice: This green tip brought to you by.....
Local announcer: sponsor insert....

Right:
Image voice: This green tip brought to you by these environmentally friendly local businesses...
Local announcer: sponsor insert...

Version two is much smoother and professional. Or think of it this way. Don't let one announcer finish another announcers sentences and thoughts.

Know what I mean?