[BC] Getting the Commercials on

[Mike McCarthy]

  When WGN was king, Wally Phillips read more live spots than they 
played recorded. He seamlessly wove the commercials into his show as 
live reads.  While WGN still had commercial breaks, the amounted to 1/2 
the actual load.  Yet wally still kept 10 shares.

Live radio still has a LOT to offer.  But it will take both a patient 
owner as well as a skilled PD to read the market and nurture the talent. 
Both of which are really lacking these days.

MM

On 11/20/2010 10:14 PM, Broadcast List USER wrote:
> They never broke for commercials.  They did live, off the notes,
> reads.  By the time I was reaching two digits, I got it.  They were
> having lunch at five places every day, and dinner at three, breakfast
> may have been 15.  They also bought a lot of cars, and had a lot of
> cars serviced.  OK, my dysfunctional father notice the problems, but
> man, those guys related with both the audience and the clients.  My
> father would have made a great lying GM, or lying Sales Manager.  Then
> again, he could sell water to a drowning man.
>