Commercials Disguised as Content

[Radio Hound]

Rush and Back are both doing commercials that sound, at first, like show content. Rush is shilling for some identity theft company, and Beck is always pushing gold.

As a listener that crap really pisses me off. You think you're getting a discussion topic. Not.

 

[landtuna]

Isn't this what Paul Harvey used to do? Launch into a 'story' then you find it is a sales pitch.

I think I remember Godfrey doing likewise.

 

[Radio Hound]

Isn't this what Paul Harvey used to do? Launch into a 'story' then you find it is a sales pitch.

Harvey would always say "Now page 2" then begin the commercial. As a listener you knew it was a commercial.

The new trend is to pick a timely topic, announce it with the same tone and tenor as what was being discussed, then transition into the sales pitch seamlessly. I feel like I'm being tricked. "WTF? They're trying to sell me something." Customers don't like being tricked.

 

[whit979]

Hannity and Boortz do the same thing.

You might feel a bit gypped by the whole bit...but you remember what they were talking about. That's the point to it.

The big question to ask before doing a live read of this sort is: Does it take away from [talent]'s credibility, or does the listener perceive it as adding to the credibility of the company they are promoting?

 

[12 In a Row]

Isn't this what Paul Harvey used to do? Launch into a 'story' then you find it is a sales pitch.

I think I remember Godfrey doing likewise.

What's old is new again.
Celebrity endorsement, product placement are effective.

If you're in the business, be glad there are advertisers who want to buy time on your show.

 

[TheBigA]

In some cases it's also a way for the talent to make some extra money.

Let's face it...pre-recorded spots are becoming a turn-off. On TV and radio. So we need to find other ways to attract funding for radio, and this is an easy way.

 

[landtuna]

Let's face it...pre-recorded spots are becoming a turn-off. On TV and radio. So we need to find other ways to attract funding for radio, and this is an easy way.

Personally, I would much prefer hearing a well-produced recorded (how in hell do you "pre-record something anyway???) spot than the DJ launching into a rambling explanation of how great his new double-pane windows look.

Even better, if the recorded spot had a bit of humor or other "hook" to make it interesting to listen to. Something that is almost never present in a live spot.

 

[KFodor]

Let's face it...pre-recorded spots are becoming a turn-off. On TV and radio. So we need to find other ways to attract funding for radio, and this is an easy way.

Personally, I would much prefer hearing a well-produced recorded (how in hell do you "pre-record something anyway???) spot than the DJ launching into a rambling explanation of how great his new double-pane windows look.

Even better, if the recorded spot had a bit of humor or other "hook" to make it interesting to listen to. Something that is almost never present in a live spot.

Yes...but...

Many advertisers purchase these types of spots because they increase the business's revenues.

Back in the 1950's/1960's, there was a daytime TV talk show in Cincinnati, Ohio. It was "Ruth Lyons 50/50 Club". The program was broadcast, by AVCO into Dayton, Columbus and Indianapolis. Most of the commercials in that 90 minute program were live endorsements spots by the host, Ruth Lyons. She would not endorse a product until she had tried it, and was convinced it was the best. She had a "waiting list" of clients who wanted those endorsement ads. If she switched product endorsements, the new product went skyward, the former, tanked.

Why? The host had credibility. The viewers believed her endorsement. Like it or not, an air talent such as a Rush Limbaugh or a Sean Hannity...as well as numerous other local and regional hosts, can and do move product.

The new method of getting into spots seems to me to be more an attempt to be "seamless" than anything else.