Blog November 2015

Donald Trump Picks Radio Over TV For His Campaign's First Commercials

Posted On: November 11, 2015

radio advertisingDigital technologies are disrupting everything from the way we read the news to the way we book flights. In fact, while print is dying, radio is thriving in the 21st century. But don't take our word for it.

On November 4, the New York Times ran this headline: "Donald Trump to Run His First Campaign Ads... on the Radio." Yes, Donald J. Trump, love him or hate him, has been not-so-quietly buying up radio advertising in three early voting states. So why is the most-loved and most-hated presidential candidate focusing so much on radio commercial production?

So far all of Trump's publicity has been what's called "earned media," or organic publicity. But now that his poll numbers have started to slip, the businessman is going after voters in the most cost-effective way possible -- high quality audio production.

"The purchase for a week of radio ads usually costs only several thousands of dollars, as opposed to the hundreds of thousands of dollars that television spots could cost a campaign to air at this point in the race," wrote the New York Times.

Fast Facts About Radio Advertising...

While print media has been disappearing in the new media age, the internet is in many ways expanding the market for audio and voiceover production companies. In addition to traditional radio, consumers now use streaming apps, satellite radio, podcasts, and more audio products.

Plus, radio productions remain the second-most far reaching medium in the U.S. Each week, radio reaches 90% of all Americans, roughly 236 million of us. Not only that, but radio reaches 59% of the country daily, and more than two-thirds of that audience includes full-time workers, who listen at work or during their rush-hour commute.

That's just one reason radio advertising is so popular among politicians; however, targeted radio ads can be even more effective. So says Nielsen in a recent blog post about political radio advertising. According to the Nielsen blog, "Learning how to place ads effectively on the radio could be a difference-maker for the winning candidate in 2016" and "a key way for candidates to connect with specific voting segments."

If you're looking for a high-value, high ROI (Return On Investment) form of advertising, then investing in professional radio commercial production is a great place to start.

by Rich Brennan


Why I love doing voiceovers

Posted On: November 01, 2015

Choose a job you love, and you will never have to work a day in your life."  -Confucius

There's no truer statement (today) from when this statement was first coined 2500, or so, years ago.  However, it is often hard work to record voiceovers (it is); like when you're hired to record a medical narration with terminology that ties your tongue into knots; but it's supposed to sound like you say these words/phrases everyday. Good thing there are a few sites that have audio of how medical terms are pronounced. 

Voiceovers are a labor of love.  I get paid to talk; if it were only that easy. What you hear is only a fraction of what goes into hearing...what you're hearing. Its great when I get material that I'm familiar with or have knowledge about, or even better- I have experience with.  For those times when I don't have a clue about the material, I have to do some homework.

Prior to sitting in front of the mic there's alot of work (not fun) that has to happen to before I can hit the record button. For new clients, there's the virtual door-knocking, phone calls and emails that introduce me to the decision makers; that, tied in with, SEO and marketing is what keeps me current in cyber-space.  Then, of course, after a job is complete- getting paid. 

Now for the 'FUN' part.  When I get a project that needs to be produced (adding music and/or sound effects) the wheels in my head go into over-drive.  I look at the script and place myself in that scenario:  'What would I hear if I were at this place, am I in the city? Is the traffic heavy?  Maybe it's windy; are there any sirens?; or maybe, I'm inside...'; it goes on and on.  It's crazy what the mind can do from reading a script.  After the voiceover is recorded, the project starts coming together (like building blocks); sound effects are strategically placed, the proper music is chosen; then the volume levels are all adjusted and BOOM- a produced recording; or is it?  I listen to the finished piece and adjust accordingly.  Sometimes productions come together by accident, like Bob Ross says:  "There are no mistakes, only happy accidents". Halloween projects are alot of fun to produce; the things you can do with the right program, music and sound effects is amazing. 
The finale is when I get positive feedback from the don't get much better than that. 

 by Rich Brennan