We last checked in with Howard Hoffman in December of 1997,
about 3 years after Howard had appeared on the scene at KABC.
Twelve years later, he’s still cranking out some of the most
creative imaging on talk radio today, as was noted in the recent
RAP Awards, in which two of Howard’s promos tied for the first
place trophy in the Large Market Promo category. This month’s
RAP Interview catches up with Howard as we get the inside story
on his winning promos, pick his brain for some creative
production tips, and check in on his growing voice-over biz. Be
sure to check out audio from Howard on this month’s RAP CD!
by David M. Boothe, CAS
I heard from a colleague I have known for many years, who had
recently taken over operations at a Central American television
station. While he has a good working knowledge of audio, he
asked for information about mixing, levels and metering. Audio
levels and metering have became somewhat chaotic when we first
started moving to digital production in the 1980s. Digital made
obsolete many standards and practices that had become familiar
in the analog world. At the same time, digital imposed some new
and unfamiliar challenges.
In today’s turbulent economy, most of us involved in radio
production are busy reinventing ourselves. Many pros have
traditionally supplemented their income from radio by providing
services to outside clients in the form of voiceover or
production. But yesterday’s supplementary income has rapidly
become today’s sole income, as more of us are forced to become
independent contractors. If you’re one of those independents
then you know you need a website, and most of you already have
one. But how do you drive potential buyers of your services to
your website rather than someone else’s? How do you increase
your website’s ranking in Google? The answers are SEO, or Search
Engine Optimization, and recommendations gathered through the
intelligent use of social networking websites. This month we’ll
take a look at a few techniques that can raise your online
profile. The best news is that they are all free.
by Dave Foxx
4:00am EDT – Got up this morning thinking about all the
production I’ve been doing lately, wondering if I’m in a rut
because it all seems so painless. I worry about stupid stuff
like that, probably too much, instead of just taking pride in
the fact that I’ve been hitting on all 8 cylinders lately. I can
remember times when squeezing one little sweeper out of my
computer was like giving birth. The last several months though,
I’ve been breezing through a lot of stuff, with not so much
effort. As I’m showering and shaving, I decide that I worry way
too much about stuff and to enjoy the ride as long as it lasts.
After a quick breakfast of a banana and a bowl of cereal, I grab
my backpack and step outside to catch the bus to Manhattan. I
love taking the bus because in spite of the fact that I’m
sitting with 51 other people, those people are mostly very
quiet, so it’s a great time to marshal my thoughts and come up
with a game plan for the day. As the bus pulls into the Port
Authority Terminal in mid-town, I have a short list of things
I’ll be doing today mapped out, in my head. But for some reason
I keep wondering why it’s been so easy, almost TOO easy lately.
Q It Up:
The RAP Network Speaks -
Do you let sales reps sit in on your
production sessions? - Part 2
Q It Up: Do you let sales
reps sit in on production sessions for their clients’
commercials and help direct the talent, coach the client (if
he/she is the talent), help pick music, and/or sit in on the
post-editing process? Do you believe this helps or hinders you
or the producer? Give an example of how this has been a good or
bad thing. What is your policy regarding sales reps in the
production session? Feel free to add any other thoughts you
might have on the subject.
If you have a question for the RAP Network, email it to
editor@rapmag.com!
Radio Hed:
Consumer Report
by Jeffrey Hedquist
We don’t have to imagine what’s going on in the minds and
hearts of consumers because we’re part of the crowd. • Survival
– how to keep a roof over our heads, feed our family, take care
of our healthcare needs and pay for clothing, fuel, insurance,
taxes. Basic stuff. • Saving money – how to do more with less,
find less expensive ways to provide for what we need to survive.
Repair, reuse, recycle.
Feature: Children Know More About Advertising
by Ric Gonzalez
Children know more about advertising than most clients,
agencies, and radio people. It’s true. I’ve long suspected this.
I’ve heard similar sentiments from various advertising
consultants and read it in various articles. But it wasn’t until
I experienced it firsthand that I fully felt it.
Personal Computing: Who's Reading Your Email?
by Reid Goldsborough
One old saw about newfangled e-mail is that it’s as private
as a postcard. Problem is, many people feel it’s as secure as a
Registered Mail letter. Two recent events shed interesting, and
useful, light on the issues surrounding email security.
...And Make
It Real Creative
by Trent Rentsch
I have always been intrigued by the imagery of a light bulb
glowing over the head of a person at the moment of inspiration.
It does indeed seem that, in that moment, the entire world seems
brighter, clearer... even the darkest corners are, if only for a
second, illuminated. But somehow, it doesn’t always do the
moment justice. Sometimes, the moment of inspiration is so
powerful that the light is blinding; more the blazing glow of
the sun, burning away the darkness in places you didn’t know
existed. And even after the inferno, as your vision slowly
clears and the embers smolder, you realize that your world has
changed, and that you’ll never see things the same again. As
you’ve probably guessed, I experienced one of these moments not
long ago, and what I’ve come away with is worth sharing with all
my favorite Creatives (YOU)!
Monday Morning Memo: Can You Make It Talk?
by Roy H. Williams
People are more interesting than non-people.
Mingle a bit of wood, paint and cloth, then drench the pile in
sparkling imagination and a new person leaps onto the stage. Few
techniques in communication are as powerful – or as often
overlooked – as personification: ascribing human characteristics
to inanimate objects.