Effective Radio Station Overlays and Promotion Writing for Today’s Market

Look around you and what do you see? Ipods®, mini Ipods®, Cell Phones, Satellite Radio, Internet Radio and Tivo®.

Excited to be in the radio industry today? Since I first entered the world of radio in 1976, I have seen the landscape change, but few stations have changed with the times. The only notable lack of change has been in the line department. The same plan of attack as always. Find a voice, ask them to cut a few lines each week for freshness and that’s it. Creativity is relegated to the program director (PD) who has enough work for two people.

Most DPs have had their creativity squeezed out with meeting after meeting. You need a creative force on your side. A member of your team who is not in the daily routine, but looks from the outside with an objective vision.

Scott has watched over the past twenty years as the market share of traditional radio stations continues to decline as the newest video games, the best ipod® devices and yet-to-be discovered technology make their way into our reality.

Promotions, liners and sweepers are not something you write because they are fun or creative, they are written because they fit the concept of the “big picture” of the station. Just as music must have a “feel”, so must coatings and other elements.

The demand for creativity within the radio industry has never been greater.