Lentils, Lentils, Lentils! (Radio, Radio, Radio!)

August 12, 2018
The National Lentil Festival celebrates its 30th anniversary on August 17th and 18th. I’ve had the pleasure of creating many of the festival’s radio commercials over the years. We’ve always tried to make them entertaining and fun, like the festival itself, and more than a few of them have received […]

“How Often Should My Message Be Repeated?”

July 28, 2018
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – entrepreneur and marketer John Wanamaker (1838-1922) Wanamaker’s quote on advertising has been widely disseminated over the past century. For some, it’s inspired bold risk-taking and marketing breakthroughs—”nothing ventured, nothing gained.” For others, […]

Listening to Radio Commercials for Fun and Profit

April 10, 2018
The finalists in the 2018 Radio Mercury Awards have been announced. ‘The 100 or so commercials that made the cut represent some of the best work being done in radio advertising today. From this group, a dozen or two will emerge as national award-winners, taking home the coveted RMA “tube” […]

Putting Your Phone Number in a Radio Ad is a Bad Idea. Here’s Why.

February 4, 2018
You’re not one of those advertisers who just automatically throw their telephone number into their radio commercials, are you? Good. Didn’t think so. You know better. You chuckle as you imagine somebody pulling over as they’re driving down the road, scrambling to jot down that telephone number. And you recognize […]

Thoroughbred Ad Campaign Races into Hall of Fame

September 21, 2017
One of my very favorite advertising campaigns of all time has to do with horse racing. And life, laughter, and modern culture. It’s DeVito/Verdi’s brilliant “And They’re Off…” campaign, winner of multiple advertising awards over the years, including their induction earlier this month into the Clio Hall of Fame. Here’s one […]

In the Studio with WSU Baseball Legend “Bobo” Brayton

July 7, 2017
In his feature story on Chuck “Bobo” Brayton following the legendary baseball coach’s death on March 28, 2015, SportspressNW.com writer Howie Stalwick provided a thoughtful summary of Bobo’s remarkable career. One sentence in particular made me smile: Brayton’s gravelly voice could often be heard on radio commercials during WSU baseball […]

Pet Dryers, Pedal-Powered Appliances, and Other Innovations

March 31, 2017
Over the years, Howard Hughes Appliance, Television, and Sleep Shop has introduced consumers to surprising innovations in the realm of home appliances. Some of the more notable breakthroughs in recent years: Pet drying attachments for clothes dryers Pedal-powered appliances for the fitness-minded Self-cleaning refrigerators Holographic Transport Television (HTTV) Surprising new […]

Effective Advertising and the Law of Exclusion

March 15, 2017
Is your business defined principally by what-you-sell or what-you-do? Are these the things you talk about in your advertising? May I suggest that you are also defined by what you won’t do or sell, by what you exclude. The principle of exclusion conveys that you’ve drawn a line in the sand, […]

Behind the Mic – “Coaching” William Shatner

March 10, 2017
When advertisers voice their own commercials, we want them to sound natural. Like themselves, not like “radio announcers.” So, we (sometimes, not always) coach them and rehearse with them, until they’re comfortable just talking. In this video, you’ll hear a producer “coach” William Shatner in exactly the opposite direction. It’s […]

On Radio Anything’s Possible

January 11, 2017
It’s well established that sounds enter the brain faster than visuals, and the memory of those sounds fades more slowly.  Which is why, as Paul Harvey once pointed out, as a kid in the classroom, you could answer the teacher’s question, “What did I just say?” accurately, even though you’d been […]
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