In the course of a “reboot” for a station, the first tactic is often to limit the length of breaks, and/or limit how many “Content” breaks there are in the hour.
The reaction is almost always the same: the air talent gripes about being “held back” or “not being given the time I need” to do Content.
I wish every air talent had taken a creative writing course in school, and/or written a LOT of commercials. It’s really important to learn about story construction – how to pull the listener in quickly, how a story moves from one point to another, how to be concise, and how to provide an ending that takes us somewhere, instead of just some lame “moral of the story” wrap-up or obvious punch line.
And it’s equally important to be able to fit something over a song intro, where you only have a few seconds.
The bottom line is that skill in constructing and telling a story + having time restrictions = expertise in written or spoken word. Sounding relaxed, but being as brief as possible, can quickly make everyone ELSE sound like they can’t shut up. That’s a huge advantage for you!
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Member, Texas Radio Hall of Fame
© 2021 by Tommy Kramer. All rights reserved.