• Get involved.
    We want your input!
    Apply for Membership and join the conversations about everything related to broadcasting.

    After we receive your registration, a moderator will review it. After your registration is approved, you will be permitted to post.
    If you use a disposable or false email address, your registration will be rejected.

    After your membership is approved, please take a minute to tell us a little bit about yourself.
    https://www.radiodiscussions.com/forums/introduce-yourself.1088/

    Thanks in advance and have fun!
    RadioDiscussions Administrators

3 Endorsements in 1 Stop Set for Kaedy

R

RoddyFreeman

Listening to 97-1 The River earlier today, I heard 3 endorsements by Kaedy Kiely in 1 stop set. How can any endorser maintain credibility doing that?

Since I came to Atlanta in 1994, I've considered Kaedy to be one of the very best people on the radio and still consider her to be that. So this is nothing against Kaedy as a talent.

Stations used to limit their personalities to something like 3 or 4 endorsements at any one time in order to keep the endorsements credible. I hear Scott Slade, Neal Boortz, Dave Baker and Belinda doing endorsement after endorsement. I trust Scott Slade, and when he says he's been buying from the jeweler for many years or using the mortgage banker for many years, I have to believe him. Maybe it's because I'm in advertising, but when I hear personalities endorsing products non-stop, something suggests that money can buy anyone's endorsement. In reality, that's the case, but does it have to be so obvious?

Before my working years, I was impressed when a product advertised having the Good Housekeeping Seal. Then, when I worked in advertising, I learned the way to get the Good Housekeeping Seal was to advertise in Good Housekeeping. Yes, once the ad was purchased, they tested the product in their lab before giving it the Seal. But I doubt many products having the dollars to advertise in the magazine did not "earn" the Seal.

I've been limiting this to Cox, and the same situation might hold true on other stations, but I haven't noticed it to this great a degree.
 
The #1 thing advertisers want from radio stations is endorsements from local personalities. It gets a premium price. It's good for the station, good for the advertiser, and good for the talent. They can buy pre-recorded spots at the voice-tracked stations. But when you have a local personality, that's something extra. I constantly read people want more local personalities. This is a very tangible way local personalities help the bottom line.
 
TheBigA said:
The #1 thing advertisers want from radio stations is endorsements from local personalities. It gets a premium price. It's good for the station, good for the advertiser, and good for the talent. They can buy pre-recorded spots at the voice-tracked stations. But when you have a local personality, that's something extra. I constantly read people want more local personalities. This is a very tangible way local personalities help the bottom line.
Click to expand...

I totally agree with what you're saying. But it has nothing to do with the issue in my post.
 
Sounds as if the PD should have a talk with the Traffic Manager.

The point of one talent endorsing too many products may also come into play, even if she is the only recognized talent on the station. IMHO, anything less tosses integrity out the window.
 
Christopher Glenn said:
Sounds as if the PD should have a talk with the Traffic Manager.

The point of one talent endorsing too many products may also come into play, even if she is the only recognized talent on the station. IMHO, anything less tosses integrity out the window.
Click to expand...

I agree with Christopher. Station Talent endorsements are valuable to the station and to the advertiser ... when aired sparingly. Several endorsements from the same person, in the same stop set, merely tells the listeners and the advertisers that the station is desperate to make a few bucks.
 
Christopher Glenn said:
The point of one talent endorsing too many products may also come into play, even if she is the only recognized talent on the station. IMHO, anything less tosses integrity out the window.
Click to expand...

Typically that should also be handled in the talent contract.

I know we're talking about a music show here, but there's been a boycott of national ads in controversial talk shows, so it's not unusual for a large number of ads to be host voiced.
 
In a top 10 market, this should never happen.
Back in the day when most commercials were on cart, almost every station I worked at, each DJ or the off air production director had a “color” dot or color label on the cart. Agency commercials were white or no dot. When you did a commercial set you would “shuffle” the order of a couple commercials if traffic had put two commercials with the same voice (color) back to back. Even in the early 1990’s every system computer I worked with program generated commercial logs would do this automatically if the commercial was properly coded when put in the system.

This has to be a mistake with the electronic labeling of the commercial(s) or someone hand entered the commercials as “make goods” not knowing what they had done. Sales weasels! Do not expect the on air talent to listen to every stopset.

I have no problem with endorsements. Even smaller markets talent I got paid for reading a commercial if it was for an agency without using my name.
 
Status
This thread has been closed due to inactivity. You can create a new thread to discuss this topic.


Back
Top Bottom