September 2004 RAP
September 2004 Highlights
Feature: Getting the Most Out of Your Listeners
By Steve Pigott
One of the essential rules in radio imaging is not to let your production
get stale. This, I know is easier said than done, and sometimes its hard not
to get stuck in formality. How can you make your station sound different
from the competition? Were all constantly trying to re-invent the wheel and
trying to come up with something new, however there is one simple idea that
is often forgotten: Listener Endorsement.
Interview: Terry Thompson, Waitt Radio, Omaha, Nebraska
By Jerry Vigil
If you've been in radio long enough, you've seen the transition from the
analog days to the digital era. You've seen computers popping up in
practically every room in the station. Cart machines are history.
Typewriters and tape are a thing of the past for the most part. But are you
really using today's technology to its fullest? Terry Thompson recently took
the job as Production Director at Waitt Radios 8-station cluster in Omaha,
Nebraska (market rank #74). It didn't take Terry long to discover that his
12-hour days were due in part to a lot of wasted time, time which he
reclaimed by implementing a production system designed for efficiency. The
results were dramatic. Terry outlines his system in this months RAP
Interview and even offers to help you do the same. And check out his demo on
the RAP CD for a sample of the caliber of work his department is able to
produce given the much needed extra time and re-organization.
Test Drive: BIAS SoundSoap Pro
By Steve Cunningham
I do a fair amount of remote recording. Now while that sounds exotic, it
usually isn't anywhere close I'm in a conference room recording a group of
business types having a roundtable discussion, or in a furniture store
interviewing the owner in the hopes of getting a useable sound bite for a
spot, or in some other equally pedestrian environment. Unfortunately,
background noise is a constant companion in these situations. Refrigerators,
air conditioners, noise from air movement in the room, cell phones ringing
(of course), noisy cables, and electrical hum are just a few of the noise
criminals that can plague an otherwise great remote recording. Those
background noises have got to go, but without trashing what's left or
leaving any nasty audio droppings in its wake. Early last year I reviewed
Waves Broadcast and Production bundle, which includes their four Restoration
plug-ins. This month we look at BIAS SoundSoap Pro, a plug-in for both Mac
and Windows that combines the four basic noise-reduction processes into one
plug.
Feature: Starting a Business
By Neil Holmes
Starting a business? What is it going to be? Not voiceovers or
copywriting or music scheduling, but a sole proprietorship, partnership, or
corporation. Here's a look at the different forms of business. (Remember,
laws vary from state to state, so talk to a lawyer and accountant about the
advantages of each for your own situation.)
Radio Hed: In Praise of Print
By Jeffrey Hedquist
Print is a wonderful advertising medium. Really. I'm including
newspapers, magazines, direct mail letters, brochures, coupons, doorknob
hangers, postcards, matchbook covers, email and web sites in this category.
You can do things in print you cant do as effectively on radio.
Production 212: Sound is Sound
By Dave Foxx
Being creative isn't always about writing a funny scene or making a
fabulous new sweep effect. Sometimes, its just getting the point across in a
promo or spot, in spite of the fact that the writer gave you two minutes
worth of copy. Sometimes it has more to do with urging a cranky old
workstation to perform beyond its normal capabilities. Creativity is finding
a way to do something out of the ordinary. Most importantly, creativity does
NOT reside in your console or workstation.
Q It Up: The RAP Network Speaks - What path does your
production order travel?
This months Q It Up subject matter is related to this months interview.
We thought it would be interesting to hear how other stations handle the
production order.
Q It Up: What path does your station(s) production order
travel? Who originates it, where does it go, and where does it wind up?
Describe the paper trail, or the "paperless" trail if your system is on
computer. Tell us about any aspects of your system that you think are
particularly helpful for your situation.
Feature: Writing in Color
By Ric Gonzalez
Let me first say that I drive a Toyota. Camry's are dependable stylish
and roomy. They have power windows, power locks, power seating adjustments
and all the stuff other pricier luxury cars have. And Ill also tell you that
I like Miller Lite. Occasionally Ill have an Irish beer like Harps or maybe
a Rolling Rock. But most always I order a Miller Lite. That said, I was
getting dressed one Saturday morning and the TV was on in the background. I
don't even remember what station it was on. But then I heard a pleasant
sounding voice-over. It went something like this, "Behind them, a snippy
maître d and a wilting Caesar salad." He pauses for a bit and I hear silence
and maybe some light background music. I stopped shaving and stepped back to
look at the screen.
...And Make It Real Creative:
By Trent Rentsch
Yeah, we've grumbled about them over the years. Threw our coffee mugs
over them, ran red lights and endured speeding tickets because of them, even
cried in our beer over them. And yet, for all of the teeth gnashing and
tears, we've never really hit the target. Yes, of course there are many
enemies to our Creative! But no enemy is worse than the one we face in the
mirror every morning.
The Monday Morning Memo: Different Strokes for Different
Folks
By Roy H. Williams
Ever wonder how some people can love an ad that you hate with a purple
passion? Even the best ads miss the mark by a mile with at least half their
target audience. Ads are like music; a distinctive style and message that
repulses some listeners will attract others like bees to honey. These are
the ads that work wonders. Worthless ads are the ones crafted so as not to
offend anyone.
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