March 2004 RAP
March 2004 Highlights
Feature: The Egg Factory
By Don Elliot
Much has been said in articles, even in RAP, about how we should all do
more theatre of the mind production, tell stories, go the extra mile.... But
what about when you just don't have the time or other resources to churn out
award winning spots every day? Where's the middle ground for the guys
spitting out 15 spots a day on their own? If you have no choice but to do
another price/item commercial, what can you do "quickly" to make it good?
Here is a meat-and-potatoes, "top 10 timesaving tips" for the guys cranking
out the spots like crazy in those small and medium markets commercial
factories.
Interview: Susan Berkley - The Great Voice Company
By Jerry Vigil
In RAPs early years we featured an article from Susan Berkley who
outlined eleven tips for making a great voiceover demo [January 1991 RAP].
Since then, Susan's voiceover business has flourished, and she has taken her
voiceover career into several directions including coaching and teaching.
This months RAP Interview catches up with Susan's successful career. We get
some valuable tips on getting your own voiceover career off the ground, and
we get some insights into the lucrative business of voiceover. Susan has
lots to offer, and this interview barely touches the surface. If you like
what you read, you'll want to visit her website at www.greatvoice.com,
and/or drop her a line at the contact info at the end of this article. And
yes, radio people can make it in the national voiceover business. Susan is
one of us.
Test Drive: Waves IR-1 Convolution Reverb
By Steve Cunningham
Like many of our other tools, digital hardware reverbs are being replaced
with software plug-ins. For the most part these plugs do a good job
substituting for their rackmount forebears. But until very recently, few
would mistake either software or the hardware reverbs for the effect of
recording in an actual acoustic space. They give the impression of a space,
but certainly don't "model" it. Enter convolution reverberators. The Waves
IR-1 is a stereo convolution reverb that uses Impulse Response technology to
actually "model" a physical space, rather than try to mimic it using
conventional reverb parameters.
Production 212: The Boob Tube
By Dave Foxx
Well, greetings from New York the worldwide center of idiocy. You might
recall that about a month ago, the pop-culture universe was still buzzing
about Janet Jacksons bare boob being seen during the Superbowl on national
television. Jay Moonves over at CBS was making grave announcements about
whether Janet was welcome at the Grammys, and both Justin and Janet were
denying any ill intent. Televangelists were declaring the imminent demise of
all social structure, and a lot of radio personalities were saying, "so
what?" Personally, I was cheering.
Q It Up: The RAP Network Speaks - How much work are you
doing for your station(s)? -- Part 1
Q It Up: Its time once again to get an update on how
much work you're doing for your station(s). What is your job title? What are
your responsibilities? How many stations are involved? What market does your
station(s) serve? How much help do you have in the production department,
including interns and full and part-time help? How many hours do you work on
a typical day? This information is helpful when negotiating salaries and
raises, as you are able to compare what you do with others in similar
situations and markets. Please feel free to add any other comments.
Radio Hed: Emotional Charge
By Jeffrey Hedquist
You know that stories are one of the most powerful ways to get and keep
your audiences attention, to motivate them and instill your message in their
memories. Emotion is the electricity that does the work. Inside each of us
is a universe of stories. The emotionally charged ones have helped make us
who we are. Want to always have stories to use in your radio commercials?
Think back and make a list of those emotional markers in your life.
...And Make It Real Creative:
By Trent Rentsch
The billboard read, "Bison Bills Buffet More Than You Can Eat!" I can
imagine dining there. You tell the server that you cant possibly cram so
much as another crouton down your throat, then you are escorted back to the
buffet line to fill another plate. Perhaps they force you along with a
cattle prod; Lord knows I've felt like part of a herd waiting in line for
another pile of mashed potatoes and one more egg roll. I noticed the
billboard at least 20 years ago, and of the hundreds that line I-90 in the
middle of South Dakota, its the one I remember, in fact, the one I look
forward to seeing. Not only does it mean that food is available on that
barren, monotonous road to the Black Hills, but it also proves that
advertising genius can pop up where you least expect it.
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