If Jim Hummel DOES end up on radio...
If Jim Hummel does get a radio job, he'll want to accomplish a transition common for TV-people-who-migrate-to-radio: tighten-it-up.
It's common to read, in PR announcing that a-TV-name-is-moving-to-radio, that the host is looking forward to "how much more TIME you can devote to" a guest or topic, because "radio is so much more relaxed than television." We heard this from CNN's Lou Dobbs, whose radio launch I worked on.
NOT TRUE, as they discover when they GET on radio.
"You weren't kidding," Dobbs told me several days into his radio clock.
Not to get all McLuhan-esque on ya here, but it's the old "cool medium/hot medium" thing.
(
http://www.youtube.com/watch?v=OpIYz8tfGjY)
Radio channel surfers have a MUCH quicker trigger-finger than TV viewers.
Many are DRIVING...so, to put it mildly, their attention is divided.
The INSTANT what-you're-doing starts-to-repeat-itself, they're gone.
This morning, Hummel let RI Obama State Chairman Ray Sullivan handle him.
Sullivan was smart-enough to:
1. Say "Tara" twice. He can read the room.
2. Make his canned speech off-the-top until the host interrupted him.
3. Then make it again later.
Arbitron is a memory test.
Getting-quoted-over-lunch -- even if the-person-quoting-you doesn't say "WPRO" -- is a home run for the WPRO morning show.
Why: The-person-quoting-you REMEMBERED listening.
Some of those people are diarykeepers.
If the-person-quoting-you DOES mention-hearing-something-on WPRO, it's a grand slam.
Because one-of-the-other-people-at-lunch might be a diarykeeper.
Hummel should have asked Sullivan: "Have you ever MET Senator Obama?"
If Sullivan said yes, follow-up: "What is the-most-surprising-thing he said to you?"
(A durable stock question that consistently knocks shills off-message.)
If Sullivan said no, the follow-up could've been "Have you ever spoken to him -- one-on-one -- by phone?"
This would be utterly in-character with TV Jim Hummel, minus the rude made-for-promos blocking-someone's-path gag.
Instead, we got two "Taras" (although she did not appear in the segment) and two scripted "WE'RE NOT TAKING ANY STATE FOR GRANTED"s.