June 2003 RAP
June 2003 Highlights
Feature: How to Boost Profits with Strategies that Sell
By Jason Meyers
Today's advertisers have more choices than ever before. From newspapers
to television to the Internet and multimedia, its more competitive than ever
out there! So, how can you start thinking more like a marketing strategist?
Its easy when you know how to ask the right questions.
Interview: Christopher O'Brien, CSD, WMWX-FM,
Philadelphia, PA
By Tom Richards
In a mere four years, Christopher O'Brien has leap-frogged into the elite
group of radios most talented imaging icons, having plunked himself into the
CSD chair at Infinity's WYSP Philadelphia at the age of 20, segueing to XM
Satellite Radio soon after, and presently perching at Greater Medias AC,
WMWX Philadelphia. He's covered a wide breadth of styles along the way,
currently paring down his sound for a less aggressive audience. Chris ideas,
though, continue to explore new territory. RAP recently caught up with him
in his Pro Tools-equipped studio, overlooking suburban Philly.
Test Drive: Tascam SX-1 Digital Production Environment
By Steve Cunningham
The idea of an all-in-one dedicated workstation is an attractive one, and
several companies offer them in various configurations and sizes. This month
well look at TASCAMs entry into the fray the SX-1 Digital Production
Environment.
Q It Up: The RAP Network Speaks - Working With
Inexperienced Voice Talent - Part 1
Q It Up: What things do you do to improve the read you
get from inexperienced voice talent such as children, interns, salespeople
that happen to be handy, and those wonderful clients who want to be on their
commercials?
Radio Hed: Writing to Music
By Jeffrey Hedquist
How many times have you heard a piece of music and been inspired? How
many times has music brought tears to your eyes? How many times has music
made you chuckle or smile? How many times has music triggered nostalgia? The
power of music lies in its close link to our emotions. One of the reasons we
love our favorite movies so much is the music scoring.
Production 212: Beatmixing Made Simple (sort of)
By Dave Foxx
My dear dudes and dudettes, the one question I get more than any other
is, "How do you do those beatmix promos?" Well, its time to spill. First,
you need a time compression/expansion algorithm plug-in.) Second, you need
to know how to count, and you need to know how to find the downbeat. If you
don't know, find out. Its really not something I can explain on these pages.
(I'm assuming you know how to count its the other thing.) Check with a music
teacher, or ask Madonna next time she drops in. I've taken the liberty of
dropping the finished version of this promo, along with a couple of mixouts
on the CD, which you are free to steal, use and abuse.
...And Make It Real Creative:
By Trent Rentsch
Where's the love for the client? You would expect the answer would be
from the Sales Rep. The Rep certainly has the most face time with the
client. The cliché of Sales guzzling martinis after 18 holes with the owner
of a business is accurate in some cases, but it doesn't make the practice
wrong. The Sales Rep exists to make a sale. They do not get paid without a
sale. They MUST make a sale by any means necessary.
I saw a perfect example of this some years ago. Mr. Bigcoinage had several
restaurants in town. He utilized both of our stations to advertise those
restaurants, and he and our Rep were great buddies. In fact, over cocktails
one evening, Bigcoinage confessed that our company had the majority of his
advertising dollars. When Bigcoinage decided to open a dance club, our Rep
saw another boost to his draw check in the near future, but Mr. Murphy and
his law had other plans.
Feature: E-tiquette 101
By Craig Jackman
I learned some valuable lessons recently in the rules of email etiquette.
Its called, "Wait-24-hours-and/or-get-someone-else-to-edit-you".
Feature: The Biggest Enemy of a Successful Campaign
Could Be the Client - Part 2: "You're the Creative People; Just Come Up with
Something
By Holly Buchanan
Jack is the Sales Manager of a real estate company. He wants to advertise
a new subdivision. He sets up a schedule with a local radio station. When
the reps come in to talk about copy, he spends less than 5 minutes with her.
He's a busy guy -- he's got builders, bankers, and bosses demanding 18 hours
of his day. And besides, that's what radio stations are for. They've got the
creative people. Its their job to
The Monday Morning Memo: How to Get Hired in a Tough Job
Market
By Roy W. Williams
When I handed Corrine the classified ad and told her to place it in the
Help Wanted section of the paper, she glanced at it and said, "Were going to
be absolutely swimming in applicants." The ad was for a full-time, in-house
webmaster and it offered the successful applicant a great salary, fabulous
benefits and a private office full of new equipment in a world-class
facility. And since Austin is home to at least 1,000 unemployed webmasters
right now, you'd think that this would be a pretty easy position to fill.
But then you'd be wrong.
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