Tuesday, December 30, 2008
From John Gorman's Media Blog
Fifty-one years ago, Stan Freberg successfully sold radio’s cinematics to the ad community with an effectual audio promo.
By utilizing ingenious writing and sound effects, he drained Lake Michigan’s water and replaced it with hot chocolate and a mountain of whipped cream. Then six helicopters in formation dropped a giant maraschino cherry on that summit of whipped cream.
The closing line? Let's see them do that on television!
That spot was produced with a reel-to-reel, tape, a razor blade, and round pots. No multi-track, no digital read-out, no Pro Tools.
Why doesn’t radio do that today? Could it be because there’s no “creative” line-item? Who has the time to measure creativity’s role in generating revenue?
And that’s why creativity – radio’s most essential component - has gone from an asset to a liability in just one decade.
The only way radio can be saved is to entertain its listeners and sell its clients’ products to them. To do that it must restore the art of playing to one’s imagination. and, dare I say it, throw in some localism.