WBRU's "Buddy" stunt WAS a hoot...BUT...
The best thing I heard on RI radio -- and among the better bits I heard ON RADIO last year -- was Matt Allen's show, the-Saturday-morning-before-Christmas, when kiddos called-in and spoke with Santa on-air.
It was Salty Brine-quality radio.
For those from other markets who are virtually-visiting this board, the quick back-story on WPRO-AM...
If you live in Atlanta, think WSB. If you’re in Chicago, think WGN. Seattle? KIRO. Miss a day, and you miss something.
Like many of today's News/Talk AMs, WPRO previously played music. At one point, in the 70s, as many as 4 other stations -- two of 'em FMs -- played the same songs. WPRO won because the other stations played more music.
For 50+ years, WPRO's morning host was Salty Brine, no less than a local folk hero. He wore a sea captain’s hat, did a kids’ show on TV, brought his dog to work, talked like Santa Claus, had about a 40 share, and had lost a leg when he was 11. When an injured child had a limb amputated, the doctor, or the bishop, would call Salty, who would show up at the hospital, quietly, without cameras. Salty’s show was like breakfast with dad. He always gave the next DJ an enthused introduction, but he himself didn’t have a sign-off line. You just expected him there again tomorrow. Salty died on Election Day 2004, and – before telling us who our president would be – teary local TV anchors broke it to us gently.
Special stations earn a place in listeners hearts (and diarykeepers’ memory); and can lose it, if they stop connecting-with people, and become just another station talking-at them. Do sound-alike radio, and you place mid-pack. And you’re hearing that from a consultant!
Christmas was a Monday. The Saturday morning before, I couldn’t get out of the car. I sat there with the key on Accessories, listening to WPRO weekend host Matt Allen invite tykes to call Santa Claus, on-air. I hope he saved the aircheck, because everything clicked.
The stage had been set, for generations. Parents of the children who called Santa are young-enough to have called-in themselves, for this same durable bit, on WPRO a generation ago. When their GRANDPARENTS were young, they’d listen to hear Salty call off school on snowy mornings. Being homey, not slick, has always been the essence of this station.
And get this: Somehow, WPRO managed to get the REAL Santa Claus in-studio that Saturday morning. Not just a Central Casting baritone trying to fool small fry. THE Santa. Imagine? Then, of all weekends, when Santa’s up-to-his-keester getting ready for the big night?
How I knew he was the real Santa, a la “Miracle on 34th Street?” The voice munchkins were calling that morning knew things about his callers that only Santa could have known. I heard one little guy gasp when Santa asked him, “Are you practicing your violin lessons?” Another tot sounded utterly enchanted when Santa recalled what he had brought her two Christmases earlier. Being in radio yourself, YOU might assume that WPRO screeners got the inside scoop from Mom and Dad before the child came on the line. But anyone, of any age, listening that morning BELIEVED.
Imagine hearing THAT on the radio?
Although 40-shares are now radio history, the weekday morning drive daypart Salty hosted is still what radio considers prime time. But there are NO unimportant hours; and one Saturday morning last month, a host young-enough to be Salty’s grandson ran Salty’s playbook, and did a corny, hokey show that lots of Rush-wanna-be’s wouldn’t abide. It would have been the only radio station some listeners remembered hearing all week...or for the rest of their lives.
APPLAUSE!
And Happy NEWS Year,
HC
www.HollandCooke.com
http://www.youtube.com/watch?v=6FonOwlry9I
