Chris Shugart on Radio |
It's easy to underestimate the power and effectiveness of radio advertising. Satellite and live streaming notwithstanding, broadcast radio is still mainly a local-market medium. And it's just not as sexy as TV advertising. But in many cases radio advertising will give you your best value for your advertising budget dollars.
Advertising innovator Stan Freberg once said that TV is limited by the size of the screen. Radio is limited by the size of your mind. I sometimes wonder if the art of radio has become a sort of lost technology that's gotten buried underneath the flamboyant glitz of multimedia theatrics.
One of my very first advertising jobs involved writing radio copy for a record store distributor. It was an activity that involved mostly squeezing as many album titles I could into a thirty-second spot. When I started my own radio show in 2001, I got a chance to explore the potential and possibilities of this "theater of the mind." I remain convinced that in radio, there's still untapped potential.
LISTEN TO SAMPLES:
60-second commercial spots:
(downloadable MP3s)
| Radio spot number 1 |
Radio spot number 2 |
| Radio spot number 3 |
Radio spot number 4 |
Bonus Clips: Excerpts from
"Uncommon Sense" radio program.
(downloadable MP3s)
| Celebrity Boxing | Multicultural Rodeo |