[BC] In the AM radio wars of the '60s, they talked big and talked back

[Rich Wood]

------ At 07:21 PM 10/6/2009, Cowboy wrote: -------

> >  Spots are considered
> >  programming, not interruptions.
>
>  After listening to the Grand Ole Opry on WSM even once,
>  I can't really imagine there's a better way.
>  It just seems SO obvious !
>  BUT, that's probably why I'm not in programming !

There are several things that turn listeners away. It's always galled 
me to hear "we'll be back after these commercial messages." When I 
was on the air I didn't leave. The show was still on the air. Some 
were verbal network cutaway cues. At the WOR Radio Network we used 
the talent's name as the cue as well as 25/35Hz tones and relay 
closures. It's little more than a signal to tune away, expecting to 
come back if you don't find something better.

It's clear to most everyone that a well produced spot isn't a 
tuneout. If they were, people wouldn't start jabbering about what 
spots will be in the Superbowl this year. With the creative massacre 
recently it's very hard to follow Jerry Lee's example at WBEB, 
Philadelphia, of paying as much attention to spots as the rest of the 
programming. I remember great stations where the talent was into the 
spot before you realized it was a commercial. They were interesting 
and informative, not something that destroyed your listening 
pleasure. This was before the client was allowed to butcher his own 
spot and screaming, overproduced spots became the norm.

Admittedly, with the glut of syndicated programming it's very hard to 
make the transition seamless. Each part of a show becomes an element, 
often with no relationship to the others. Even a network can, in a 
limited way not call attention to the transition. At WOR the network 
was never officially identified. It helped the local stations take 
ownership of the shows rather than "this is the Amalgamated Radio 
Network" that shouted "i'm not local and I have no idea what 
interests you." I don't recall Paul Harvey ever identifying ABC.

I guess I'm venting. It's just a shame no one is paying attention to 
the little details that make a station a pleasure to listen to.

Rich