Well, this certainly has turned into another interesting thread. We should have re-named it "Remote Rage."
Within the last yeear, Emmis Broadcasting re-defined its position on remotes with a humorous website. Damned if I can find it, but you might start with this observation which references Emmis' new thought remote policies.
I don't doubt that remotes "work" in certain applications. Radknowski, in his previous, ponderous post (sorry about the Eyewitness News alliteration) made good points, as did Mike S., Bilco, Rox and Jeff L. But let's be truthful. Remotes work largely for newstalk and sports stations, where the talk breaks "blend" with the commercial pitches so well that most listeners don't discern the difference. On music stations? Just another reason to press "scan." We have nobody to blame but ourselves for this. How many decades have we been re-inforcing non-stop rock blocks, 105 minute commercial free rides, five in a row no-talk sweeps, the most music for your workday and other similar pap?
What connection can be made with the listener-customer by even the best, smoothest liner-jock doing a 60 second remote break? Roxalot talks about how most jocks don't know how to do remotes. He has a point, but I've heard some very good morning guys do remotes: Snappy music bed under, reading all the copy points, including the noted ever-present prize wheel. Their breaks can be summarized with "we're here, spin the wheel, save a lot, today is the day to buy, we've have food from Dumpy Dave's Donut Shop, lowest prices..." blah, blah, freakin' blah.
It's 2007, we don't trake the turntables out any longer and the Gates Studioette, balanced-equalized 10k Lines back to the station and Sparta-Rusco remote consoles have long been retired.
I've been in sales managers' offices when they've told clients, "Rather than doing a remote, let's run four more commercials in your buy because it's more efficient and you won't get charged with remote fees." In a way, you can't blame the guys. Remotes are a crap shoot. Is the remote going to sound like it's coming in from Pakistan on skywave skip? Are the remote techs going to look like they just rolled out of bed, wearing their favorite beer-stenched black AC-DC t-shirt? Always impresses 39 year old soccer moms who listen to their favorite Lite-AC station. Is the Marti going to work? Is the remote van going to look like it just got looted? Don't laugh, I once did a remote from a, how shall I say, "war zone Zip Code" and our van was looted by a gang of five high school punks who coulda been packin'. We called the cops who responded with five minutes and essentially told us, "What do you expect in this part of the city?" But that's another thread.
Let's be real. Jeff Laurence's story about car dealers has been repeated in some form in hundreds of markets, I'm sure. I know I've had similar experiences. The remote van pulls up and every salesman in the place rolls by the card table to spin the wheel and scarf a t-shirt.
Jeff, more jocks need to have your conviction. "Hey, Smilin' Dick, you MIGHT sell a few cars if your commissioned sales guys were greeting the customers, instead of spinning the prize wheel and chatting up the 22 year old promotions hottie that could just as well be their daughter's age."
RADIO WORKS. I've seen it work. I KNOW it works. Buy a good schedule. Get strong reach and frequency. You WILL see increased traffic. But as I've told countless clients, "We bring 'em into your business, after that, it's up to YOU to close the deal."
Now put down that doughnut and talk to the customers... and start with, "How can I HELP you?"
-9-
Within the last yeear, Emmis Broadcasting re-defined its position on remotes with a humorous website. Damned if I can find it, but you might start with this observation which references Emmis' new thought remote policies.
I don't doubt that remotes "work" in certain applications. Radknowski, in his previous, ponderous post (sorry about the Eyewitness News alliteration) made good points, as did Mike S., Bilco, Rox and Jeff L. But let's be truthful. Remotes work largely for newstalk and sports stations, where the talk breaks "blend" with the commercial pitches so well that most listeners don't discern the difference. On music stations? Just another reason to press "scan." We have nobody to blame but ourselves for this. How many decades have we been re-inforcing non-stop rock blocks, 105 minute commercial free rides, five in a row no-talk sweeps, the most music for your workday and other similar pap?
What connection can be made with the listener-customer by even the best, smoothest liner-jock doing a 60 second remote break? Roxalot talks about how most jocks don't know how to do remotes. He has a point, but I've heard some very good morning guys do remotes: Snappy music bed under, reading all the copy points, including the noted ever-present prize wheel. Their breaks can be summarized with "we're here, spin the wheel, save a lot, today is the day to buy, we've have food from Dumpy Dave's Donut Shop, lowest prices..." blah, blah, freakin' blah.
It's 2007, we don't trake the turntables out any longer and the Gates Studioette, balanced-equalized 10k Lines back to the station and Sparta-Rusco remote consoles have long been retired.
I've been in sales managers' offices when they've told clients, "Rather than doing a remote, let's run four more commercials in your buy because it's more efficient and you won't get charged with remote fees." In a way, you can't blame the guys. Remotes are a crap shoot. Is the remote going to sound like it's coming in from Pakistan on skywave skip? Are the remote techs going to look like they just rolled out of bed, wearing their favorite beer-stenched black AC-DC t-shirt? Always impresses 39 year old soccer moms who listen to their favorite Lite-AC station. Is the Marti going to work? Is the remote van going to look like it just got looted? Don't laugh, I once did a remote from a, how shall I say, "war zone Zip Code" and our van was looted by a gang of five high school punks who coulda been packin'. We called the cops who responded with five minutes and essentially told us, "What do you expect in this part of the city?" But that's another thread.
Let's be real. Jeff Laurence's story about car dealers has been repeated in some form in hundreds of markets, I'm sure. I know I've had similar experiences. The remote van pulls up and every salesman in the place rolls by the card table to spin the wheel and scarf a t-shirt.
Jeff, more jocks need to have your conviction. "Hey, Smilin' Dick, you MIGHT sell a few cars if your commissioned sales guys were greeting the customers, instead of spinning the prize wheel and chatting up the 22 year old promotions hottie that could just as well be their daughter's age."
RADIO WORKS. I've seen it work. I KNOW it works. Buy a good schedule. Get strong reach and frequency. You WILL see increased traffic. But as I've told countless clients, "We bring 'em into your business, after that, it's up to YOU to close the deal."
Now put down that doughnut and talk to the customers... and start with, "How can I HELP you?"
-9-
