Why have so many radio stations opted to place amateurs on the radio, especially on the weekends? I am amazed at how many stations carry Ask the Expert type programming, and let the Expert host solo. Why not team every Expert with a solid broadcaster who should be viewed as a "book cover" to the Expert's content? In other words, a true radio professional with a superior voice should smoothly carry the program, effortlessly peppering the program with live announcements and call letters. Frankly, most often the Experts don't have a sense of when and where to pepper the plugs, and besides, the Experts often stumble and fumble over the material.
Do consultants advise radio station program directors to make their stations sound as pedestrian as possible? Or can't stations afford to place a professional broadcaster next to the Expert? Yes, Ask the Expert type programming is wonderful, but for broadcast the programming should sound better than a homemade podcast. A warm sounding broadcaster can give the programming a professional edge.
The greatest announcer/facilitator that I have ever heard was Mike Trout who was teamed with the Expert, Dr. James Dobson on Focus on the Family. Trout was always cool and in control and had a pleasant, inviting voice, and he made Dr. Dobson sound even better. By the way, I don't say Focus on the Family was the paragon of great sounding radio because of its perspective either...
I guess you can tell I have been driving around today, hearing amateurs rule the radio waves.
www.brucehorlick.com and www.radiostorybooks.com
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This has been the trend since 1998. It gets worse each year. It permeates all phases of the business...from sales and marketing, to programming and production, to engineering and management. Sad thing is: this is STILL a very viable business. It's just simply NOT getting the attention from ownership that it needs and risks becoming a dinosaur as other media blow by it. Look at the missed opportunity with HD radio. Sure, I know the arguement...no receivers out there so why invest....right? WHY? Because you'll NEVER get someone to buy a receiver if you're generating the same old crap. And so it goes.
ReplyDeleteIf station A's "Ask An Expert" is hosted by an expert in auto repair but amateur radio announcer, while station B's "Ask An Expert" is co-hosted by an expert in auto repair along with an expert broadcaster, will station B make more money? Not necessarily. If only it were all that simple. Sure, station B will supposedly sound better, but radio station owners are motivated by profits not sounds.
ReplyDeleteOn KTRS we have shows with radio hosts teamed with the expert (Animal Advice) and others with the expert as the host (Inside Out Show). Both work well.
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