We don’t need to tell you how many radio creatives have lost
their jobs this past year, nor do we need to point out how many
of those were some of the best in the business. The landscape is
changing. Those of us who have had comfortable homes in radio
stations everywhere, all of a sudden, are finding ourselves
wondering what could possibly be next. Opening your own ad
agency has been a topic of discussion since the first issues of
RAP, but it seems this “dream” is now much more than something
we can set aside for those lazy afternoons by the pool. Urgency
comes to mind. Is the time ripe for you to make the break? Is
the time ripe for specialty houses to flourish? Are you running
out of time to just “think” about it? Blaine Parker’s story is
about making that break. His recent departure from Salem Los
Angeles is off to a good start as he and his wife, Honey, take a
one-of-these-days idea and make it happen. Slow Burn Marketing
is doing well, and in this month’s RAP Interview, Blaine tells
us how it started and why it’s working. We also get a look at
his key role as Creative Director for 11 ½ years at Salem in LA
before leaving just this past year. And be sure to check out
this month’s RAP CD for some inspiring audio from Blaine and
company.
There comes a point in everyone’s career – usually shortly
after the second time one experiences a layoff due to budgetary
cuts or other corporate whims – that most professionals start to
take stock of their abilities and knowledge and try to figure
out if there is any other field in which their technical skills
could be utilized (especially if that field happens to be more
stable than the field in which the individual is currently
employed). My route as most of you know took me to the world of
surround effect development. But that wasn’t the only area that
I explored, and it occurred to me that one other avenue I looked
at might be interesting for some others to read about. If not,
then this article makes great fire starter so you’ll get
something out of it one way or another. This other profession
that I’m referring to is the world of Audio Book production.
Last month we took a look at how to raise your website’s
Google ranking by using a combination of social networks and
SEO, or Search Engine Optimization. This assumes that you have a
website or are in the process of building one. If you fall into
either of those categories, then one of the things you must have
is an embedded audio player that looks good and makes it easy
for potential clients to hear your demos or works in progress on
your website. This month we’re going to take a look at several
embedded audio players, for use in HTML websites as well as
those based on blogging software like WordPress.
by Dave Foxx
Driving to the mall a few nights ago, my wife pointed out
that I was going “half-way ‘round the barn” to get there and
showed me a shortcut. In my own defense, I stupidly pointed out
that it was the way I always went to the mall. In truth, I
probably hadn’t thought about my route since I first learned it
23 years ago when we moved to the New York City area. I had been
dutifully plowing along the road, literally going an extra 3-4
miles out of my way, every time I went to the mall. What can I
say? I left my brains in my other pants. I bring this moment of
absolute brilliance on my part up, to introduce you to a friend,
who shall remain nameless here. (He begged, OK?) We’ve been
corresponding for years after meeting at one of Dan O’Day’s
production soirees in Los Angeles. Well, Señor X wrote me last
week and confided that he’d been struggling with his processing
of late. When I further inquired, he explained that he’d been
trying to duplicate the sound I use for my VO session work, but
that it was proving to be (in his words) “squirrelly.” One
session it would work fine, but the next… not so hot. So, I told
him what I do.
Radio Hed:
Value Added
by Jeffrey Hedquist
For many advertisers, the knee-jerk reaction to a soft
economy is to sell for less, to try to compete with huge low
margin retailers on their playing field. Not the best idea for
success. There’s a better solution and you can help. First,
ditch the commodity mindset. How can your advertisers lift
themselves above the crowd, preserve profit and still attract
buyers? By adding value.
Q It Up:
The RAP Network Speaks - What was the
last commercial you heard or saw that left an impression on you?
Q It Up: Can you recall a
recent commercial that left an impression on you, either good or
bad, on radio or TV? Why do you think it left an impression on
you? What was it about the commercial that you liked or
disliked? If you disliked it, how would you have done it
differently? Please add any other comments you might have.
If you have a question for the RAP Network, email it to
editor@rapmag.com!
...And Make
It Real Creative
by Trent Rentsch
It’s one of my favorite scenarios... a lone warrior, standing
on a blood-soaked battlefield, facing down evil that outnumbers
him 100 to 1. Despite the odds, despite crippling injuries, he
stands tall... head high, a gleam in his eye, a smile on his
lips. How brave must a human be to face their fate this way? We
won’t know, because just as the King of Evil is about to order
the final killing stroke, there is a rumble in the distance, the
blast of a horn, a battle roar. The warrior is no longer alone,
the cavalry has arrived... and suddenly evil is outnumbered,
10,000 to 1. The scene has come to mind often in the past year.
Even at the best of times, I’m tough on myself. You can imagine
what months of job hunting has done to my head. But I haven’t
been allowed the option of pounding myself too badly, thanks to
my own personal cavalry. My wife and army of friends have always
seemed to be there right when I needed them; to offer
encouragement, to catch me when I started falling.
Feature: The Road Back
by Ed Thompson
There are some things about being in a wheel chair that are
fun. Parking is much easier. Giving my 4 year old daughter a
ride on my lap really rocks. And rolling down the ramp from my
house with my arms held wide like I’m flying is a blast. Though
there isn’t much else. The best thing is, I don’t plan on being
in my wheel chair for very long. Since my fall last Christmas, I
have been going through intense physical therapy. From my first
8 steps in parallel bars, I have learned to walk with the
assistance of braces and a walker from my car to my pew in
church. This week, I’m going to start working with forearm
crutches. Oh. On Easter Sunday, I moved a toe.
Personal Computing: Let Your Fingers Do the Walking
by Reid Goldsborough
One of the magical things about personal computers is how
they can truly be personal, and one way to do this is deciding
how much to use your mouse. Many people find that minimizing the
use of their mouse or other pointing device helps them work
faster and with less strain on their wrist. The trick is taking
fuller advantage of your keyboard. Today’s computer operating
systems and programs come with many keyboard shortcuts built in.
The most commonly used is Ctrl + S, to save a file. You can also
create your own keyboard shortcuts, including those that carry
out multiple operations, called macros.
Monday Morning Memo: Choosing Your Magic Words
by Roy H. Williams
“I’m a surfer,” she said as she extended her
hand. It almost broke my heart. Her husband had moved her into a
tiny fixer-upper on the tear-stained cheek of an Oklahoma town.
With a young child dangling from each of her arms and a third
one on the way, she needed us to see her as she had been. “I’m a
surfer.” Please understand that in my heart I’m reckless and
free under an open sky. Please. I need this. “I’m Roy and this
is my wife, Pennie. Welcome to the neighborhood.” Show me what a
person admires, and I’ll tell you everything about them that
matters.