At industry functions or during market visits, I’m often asked “Where do you start?” Especially by young air talents.
Here’s the answer: It’s not the Control Room Show. It’s the CAR show. That’s where the listener is. Picture his or her environment, then place yourself IN it.
Little tiny things can destroy that feeling. Here are just three examples…
Saying “out there” (like “out there in Plano”) or any “there”-type references, like “up in x” or “down in x.” This just tells the Listener that he or she is somewhere ELSE, and you’re in a little room, miles and miles away.
Talking “plural”. This takes away from you and me, in the car. Examples: “For all the listeners,” “if any of you,” “some of you…” etc. Talk to ME. ONE person.
Generic Content. I don’t CARE what happened to someone in Wyoming unless I live in Wyoming. As the great Lee Abrams points out, no station seems to be claiming the city, like “Chicago’s…(name of the station)” anymore.
I can’t understand why anyone would give up the local connection voluntarily. Be from HERE, and be PROUD of that.
And be right here with me, in my car…or not. Your choice.
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Member, Texas Radio Hall of Fame
© 2019 by Tommy Kramer. All rights reserved.
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