The voice tracker scenario isn’t going away any time soon. It’s the nature of the game in today’s radio world. And that’s not really good, because there are many weak things about having a voice-tracked show on the air.
The voice-tracking jock doesn’t know that a tornado is heading toward town. While he or she is doing a “partly sunny” forecast, a warehouse is in danger of losing its roof.
They can’t take phone calls. And since radio is about AUDIO, we get the lame “fix” of jocks reading social media posts on the air instead of having a person call. That leads to mostly boring Content, done in a pretty boring way, and losing the immediacy of someone replying to something you did last break – in their voice, not yours.
My recent birthday was spent in Section 122, Seat 13, at Wrigley Field on Chicago’s north side; nothing short of baseball heaven. But that’s not the story.
When the folks at Wrigley Field found out it was my birthday I was immediately ushered to Customer Service where I was ceremoniously awarded an “It’s my birthday” sticker while being serenaded with “Happy Birthday” by those charged with creating memories for fans. And they did.
And it didn’t stop there.
On last week’s show I yakked about Delta Airlines’ new campaign that invites Medallion members to reclaim their status “when life puts your travel on hold.” The campaign focuses on encouraging travel from previous frequent fliers because Delta knows they are twice as profitable as low fare travelers.
What can we radio folk learn from Delta’s campaign?
Heavy listeners deliver on average 4x the occasions and TSL as light listeners. Not all listeners (or airline passengers) are created equal, at least in Nielsen-think.
In a PPM world, losing even one high AQH panelist can mean losing thousands of cume and hundreds of average quarter horses. Losing even a handful of meters can drop your ratings like a rock. That can happen when your station doesn’t remain top of mind in a world of choice. Consider how easy it is to skip your favorite restaurant or miss your favorite TV show simply because life gets busy.
The last tip was about a challenge that skews mostly male – the “big” voice. So now, let’s talk about the female voice.
There are some incredible female voice actors and air talents, but the percentage of women who actually get coaching in radio that’s specific to their voices is staggeringly small.
Often, this is the result of today’s radio world. Like many of my friends, I started out doing all-nights, then moved to evenings, etc. where we had time to get our arms around what our voices were most capable of, and how to eliminate the less ear-friendly parts of our voices and deliveries by simply putting in the ten thousand hours that becoming really good at something requires.
This happens fairly regularly when I start working with someone who’s been blessed with a “big” voice.
Almost without fail, these guys have been told all their lives what wonderful voices they have, and it’s really hard for a lot of them, especially in smaller markets, to resist “using” that big chamber too much, or in the wrong way, or for the wrong reasons.