I have, on many occasions over the years, had to deal with fresh writers in there first weeks at new stations.
I term there ideas as trying to cash cheques we cannot cover. The writing of scripts that have no chance of sounding the way they should because of one of many reasons:-
Voice not being cover off correctly
SFX not realistic, or worse still an effect the actually has no sound at all or so dostonct that time and resourses have to be allocated to to record the actual effect (not hard exept for time constraints).
Starting a commercial off with silence 🙂
The list goes on
The main thing, the constant in all this, “I am at a new station, I must live up to the demo I got the job with, BE CREATIVE!! How do I do that at a moments notice?
Write a commercial with more than one voice, that will do it.”
Well the best radio commercials are the ones that engage the listener, encourage the desired action for the client. This is always ignored. And when you are in a marketplace where the competing stations allow and encourage these pitifull excuses for commercials “what hope do we have”
The new writer has probably come from one such station and this has no better ideas anyway, apart from those manufactured on their ‘show reel’.
This is seen regularly and yet we have not put in place, educational systems to mimimize it, to educate and to guide the new writer..
Where we are going and the goals of our business as we create advertising solutions foe our clients to help grow their business.
I’d like to think that one day……
I live in hope