Creative Services - Valuable?

[Rhythmon]

Creative Services - or Radio Production Directors - seem to be an unsung-hero type of job at a station. Do you agree?

The fact is, these people are responsible for an enormous amout of content on any given day. Image is of ultimate importance - it needs to engage, entertain, and directly speak to a targeted demo. It becomes the 'voice' and the overall personality of the station. It's the station self promotion. Image has a large impact on the listener, and it is a challenge to do it effectively. Same thing for on-air promos. If done right, a good promo will increase attendance at an event, increase listener participation in a contest, and increase good-will toward a station. If Image and Branding can engage listeners, and inspire them to listen longer and more regularly, then numbers go up. Do you agree? Is this important?

And then there are spots, which is the second part of a Creative Services gig. It's difficult for an AE to sign on a new radio client, so when it happens, it is the Creative Services Directors responsibility to do it right. It needs to be a good, effective spot that makes doors swing and cash registers ring. If it's done poorly, the spot does not work, and that new client never buys radio again. If done well, that client becomes a repeater, which is great for everyone involved. A Creative Services director is expected to be an ad agency, demographic researcher, copywriter, voice actor and Sound Designer - all in one. It's a big package.

Production Directors have a large impact on the station revenue stream - directly (spots) and indirectly (image/branding/promos) Yet it seems to me that these jobs don't traditionally pay very well. I've always wondered why? Why are these positions not held in higher regard?

Yes, Sherlock, you found me out. I'm a Creative Services guy - very good at what I do, I might add. I'm just looking for some insight, and hoping that you will be honest in your responses regarding the Creative Services Department at a radio station: Under-rated? Over-rated? Or just right.

Thanks!

 

[NamJock]

Well, ya? And if you're looking for a pat on the back and feeling under appreciated, here ya go :

Actually, I made more money doing outside agency spots than I did as a jock for a few years in Nashville. The station let me use their equipment after hours and weekends. I often wonder if I'd stayed, where I might be now. Nashville, recording studio - could have been an entirely different life.

Keep up the good, but under-appreciated work (and if there was a question somewhere in your post - hope I answered it)

NamJock

 

[Rhythmon]

Thanks Nam Jock - pats on the back are always nice.

It's a drag that we're not paid well enough, so we have to find outside work, eh?

Our service is given away for free - buy some time on air, and you get a spot for free. That's a great deal for advertisers, and a reasonable way for a station to conduct business. But - again - the spot needs to WORK! If it doesn't, then why bother? In this case, all you've done is turn off an advertiser to radio FOREVER. 'yeah - i tried radio once - it didn't work'

But if quality spots are produced - effective spots - this generates repeat customers. Brilliant.

So get someone in there who can make this type of spot - it's good for all involved. And pay him/her well! After all, their a copywriter/sound designer/voice actor/producer/researcher all in one!

Otherwise, why bother?

 

[Robert Bass]

Well, ya? And if you're looking for a pat on the back and feeling under appreciated, here ya go :

What.... no $5.00 "tip" with the back patting and sympathy? ???

;D

R

 

[Shoot From Hip]

I don't think most people consider creative services to be a "freebie". Most managers consider it a cost of doing business, and a point of differentiation between their station and others in the market. But because there's no specific fee attached, that doesn't mean it's free.

 

[livelocalradio]

What I appreciate in a great creative services person is giving them a basic idea, and trusting them to really flesh it out in brilliant ways that never even occurred to me. Including them in the creative process especially at the beginning can help a lot too so they can take ownership of the idea. Not everyone can thrive in this type of situation, but I've found the best ones often do.

 

[NamJock]

Re: Creative Services - Valuable? This is getting interesting. Good vs Evil!

the spot needs to WORK! ... if quality spots are produced - effective spots - this generates repeat customers. Brilliant.

When a production guy (let's call a spade a spade) gets to a level where his/her spots are working on a consistent basis, that individual should be selling that production work either as a higher-paid agency CSD, or with his/her own company. The sad truth is many very talented production folks aspire to be jox, so they toil away in the production studio hoping eventually to get out of that studio into the air studio - or to a better time slot. No offense, my bro, cause I was there too, BUT creating a commercial that is written down and produced (and recorded over and again 'til it's just right) from a script with gonzo music/SFX (whether it works or not) requires a different mind set than someone who can ad lib themselves into a high paying on-air spot. Even those jocks who do lots of prep and have a cast of characters operate on a different level. You either got it or you don't. (And BTW, I freely admit I don't, didn't, never will and that's why I do what I do.) You can count on the fingers of one hand those big-time, big money personalities who are good at production... and vice versa. Many of them can't even do a decent live-read (ever heard Howard really sell a product?). Neither have I.

One other unfortunate truth is that most people who are good either on-air or in production are not great business people, so the setting up of your own studio and its resultant business requirements are also different skill sets. So, now you take the remaining five fingers on the other hand and there's the number of really good production people who are capable of both: producing good commercials that work and establishing and operating a successful recording-studio business.

The only solution is to find a friend in the sales dept. and get that person to join you in a business enterprise using your creative talent and his/her selling and operational talent. Now all you need is a good accountant, some equipment and space and you're in business. Think hard. How many of those combinations are actually in existence and working?

And the ones that are? They're called ad agencies.

Kick 'em when they're up, kick 'em when they're down? Not me. There's nothing that says you can't be one of the fingers (metaphorically speaking). One of the really great endowments in life is knowing your limitations and recognizing your true talent. So take a hard look, decide which you're better at and go for it with a passion. If it's spots, find a selling partner. if it's on-air, get out of the studio, come up with an identity and routine and go for it. I'm the one behind you pushing with all my might.

Ex Prod. Dir. and
NamJock

 

[OldiesCat]

Creative Services - or Radio Production Directors - seem to be an unsung-hero type of job at a station. Do you agree?

If they're not talented, hard-working, dedicated individuals, AEs lose money and station Imaging sounds lousy.

So, YES, they are definitely unsung heroes and greatly underappreciated overall (though, those of us who value them highly don't hide that fact from them ;D).