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Jacob Payne
Last week I had the opportunity to practice recording a thirty second commercial and dipped my feet in the unfamiliar waters of audio editing.
I was handed the script for what was intended to be a thirty second long advertisement. But for whatever reason, my lips and mouth couldn't spit the words out in less than forty seconds. I stumbled over a word or two on my first run, but overall I didn't think it was that bad for a beginner. I was wrong. My mentor was quick to add that my monotone delivery failed to convey the excitement neccessary to bring the appriotate attention to Edwin Watt's Golf Tent Sale. I was asked to bring enthusiasm, but in a way that was still conversational. Product endorsements by on-air personalities are so successful in radio advertising because it is the closest thing to word-of-mouth marketing. People are more likely to take advice from their friends and neighbors than anyone else. These same people develop a special relationship with their favorite radio personality. They become a trusted friend whom they share their daily commute with. Product endorsements are a way for on-air personalities to continue the conversation with their audience while personally promiting a product or service. People buy those products endorsed because the believe in the sincerity of their beloved host. With that in mind, I altered my delivery until it resembled a chat had with a close friend. After about 9 or 10 tries, I had a spot that my mentor felt was both ardent and personable.
I was also enabled to try my hand and some very basic audio editing. Following live programs, the station is quick to upload those shows online as podcasts. Before the podcasts can be uploaded, commercials must first be removed from the production. Using a graph for SB Nation's standard program clock, I was able to jump ahead to scheduled commercial breaks. I marked in just after the last commercial break and marked out just before the next commercial break. I exported that audio and opened it in Adobe Audition where I strung together all five segments of the hour. After hard limiting that audio, it was ready to be uploaded as a podcast and enjoyed by the masses.
While I recognize I am still in the very early stages of my radio career, I am thrilled to learning a practicing these new skills. I can't wait to see what I get to do next!
