....of my radio broadcast daze we would be airing less then stellar advertising campaigns in a major market. And I'wonderied how this is doing anyone any good. But, I shrugged it off to (they must know something I don't). They didn't. As time went on and the advertisers saw little to no return on their investment.We usually lost the repeat business but, were able to hang on to the unpaid balances. This cycle would go on and on with local clients.
On The Second Day copywriters created confusion. It wasn't too long before they would come into the control room while I was on the air and question why I changed the wording in the live copy I had just read. My response usually was that I was trying to understand for myself what I was talking about. Plus, I don't use words like phantasmagorical when I speak. Howard Cosell would, I can't pull it off. If I don't believe me no one else will. We're not saying that everything has to be done with unrivaled creativity but lets not torture our target audience in the process. At Barntrax, the objective is not to be an artist or voice talent but, communicators.With some sensibilities and a clear objective there are lasting friends and business relationships to be made.
Every time you put something out there, especially in today's media you have no choice but to put your best foot forward. Not to mention, your media campaign is our commercial to get more media campaign business. "We sink or swim together" * .
* We would have exclaimed, " Winning" however, we do not currently wish to go public with our
goddesses.
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In The Beginning....
