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Why radio works – an ongoing essay March 10, 2007

Posted by William Spear in >> News, >> Out Basket.
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Perhaps this could be retitled “Words ‘for’ the Sponsors” instead of our regular “Words ‘from’ the Sponsors”.

Should the State of New Jersey ever go looking to replace its nickname of “The Garden State”, we may want to consider renaming ourselves “The Commuter State”. We drive everywhere. And we listen to our radios, CD players, MP3 players, iPods, et al.

Whatever your listening pleasure – music, talk, news, or sports – the marketplace is large enough and diverse enough to support many formats. In the midst of these formats are sponsors, advertisers, and their commercials.

The movie Wild Hogs is currently playing in theatres. It is an adventure/comedy about four guys from the suburbs hitting the road and the road hitting back.

Starring Tim Allen, John Travolta, Martin Lawrence, and William H. Macy, the Internet Movie Database ( http://www.imdb.com/ ) describes Wild Hogs as a group of suburban biker wannabes looking for adventure who hit the open road, but get more than they bargained for when they encounter a New Mexico gang called the Del Fuegos.

We don’t know if the movie works; nor are we an investor of same. Lit Between the Ears is not knowingly involved with the movie nor do we have anything to gain from its success.

However, the movie’s radio commercial is worth several listens. Included is the following exchange between a male and female character:

. . .

FEMALE: In my day, men stayed home.

MALE: In your day, men were building pyramids.

. . .

No visuals are needed; just quality actors delivering genuinely funny writing.

Radio works, even if the underlying product is a movie. We look forward to many more advertisers and sponsors embracing the medium and what it has to offer.

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