Reverb is always cool, its just that it's always a trick to have just the right amount.
I'm always fussing plus or minus 2 db on the reverb, and the material being aired has a lot to do with keeping that balance
exact.
I like it when it's undeniably "there" but standing way off in the back, where it doesn't call much attention to itself.
This is not how the old WABC and CKLW did it, but how the old WLS and WCFL did it.
If there's no reverb, the dry sound often seems kinda dead.
Almost everything loses a little bit of "air" when broadcast terrestial radio, so audio processing and a
judicious amount of reverb go a long way in perceptual loudness and intelligibility.
Podcasts on sig line offer below real rf airchecks of my preferred level of reverb.
It sounds like too much 'verb to me in the podcasts, but when I listen on a car radio 2 blocks from the house, the balance is perfect, so thats's where I run it, even while recording the podcasts. The loss in transmission seems to make the difference.
We are accustomed to hearing natural nosies in an environment which almost always supplies some
acoustic reverb, and the ear and brain do a good job of making a "placement" and "sizing" of the objective sound based on percieved loudness/reverb/performance space.
I have a 1966 car with a factory reverb. EVERYTHING (when it's turned on) in the rear speaker is FULL blend reverb.
IF I listened to enough radio with the reverb on the back speaker turned up too much, after a while, my
brain began to ADD the reverb effect to all sounds, and as much as I like reverberation this effect was disconcerting.
I began to limit the proportion to the very-low level I now favor, where everything sounds like it's in a great big
music hall, but where you've got a really good, close seat to the stage.