Radio’s Wheel of Benefits

The Power of Sound

Personal, Social, Interactive, Engaging, Emotional, Immediate, Live, Experiential, Local & Mobile. Quite a list of positive benefits of radio.

Radio Wheel of Benifits AdvertisingInHawaii.com Scott Mackenzie

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What Makes an Effective Radio Commercial

Radio: A Powerful & Entertaining Medium

The Video below is a quick and informative splash of what makes an effective radio commercial.  Take a Look-See and find what pops back at you. If you feel you don’t have time to watch it today, Here’s what I saw when I watched it:

Engaging, Entertaining, Emotional, Simple, Be On Point, Original Thinking, Honest, Funny, Pure, Powerful and Paint A Mental Picture.

Writing for Radio Tip #204

StandOutWithSoundWritingfor

Radio is Theater in the Mind

Create your radio spot with descriptive words, music that matches the vibe, sound effects that affect the mind,  & pauses.  A rushed read over music is not gonna’ cut it. You want to do your best to paint a picture in your listeners mind.

Hearing a radio commercial is similar to reading a book.  Each person’s imagination hears it differently. Be Impactful. Use easy to understand terms. Utilize descriptive words to create pictures in your listeners brains. Don’t ever fill space just to fill the script form.

Next time you listen to the radio, listen to the commercials. Hear, Feel and Sense the good ones. The not so good spots, you may not even hear..ever.  Too many fast words over music usually doesn’t work out well.  Pick out the commercials you liked and notice that they created a story in your imagination. Radio Works. Take time to make your commercial Shine.

Stand out with Sound! Writing for Radio Tip #204

Writing for Radio Tip #388

SOWS-RadioAdvertising-Scott

Start Swell End Well

Catch their attention in your first sentence. You don’t even have to say anything that has much to do with the rest of the commercial. You can start with a Question? Some Fun Facts, Something cute you heard at the supermarket, even a bit of Gargibly-Gook. Whatever it is, make it catch your listeners attention.  One of my favorite spots I wrote 15 years ago still stands out today. It started with Plastic or Paper?  That ever so hard to decide question at the cash register. (Many) Almost all can relate. And I bet it caught their attention. You could even use it in 2018.  In Hawaii they charge 15cents per bag no matter what your answer is, so maybe in 2018 it’s Do you want a bag with your 18 pieces of hard to carry items?   One time, they didn’t ask me and I didn’t ask them for a bag. I walked out with 9 very awkward items to carry to my car, then up to my condo. Was pretty whack!

Whatever your first sentence is, take time and make it a VERY good first sentence.

Same goes for the end of your commercial.  Give it some action.  For More information go to Advertising in Hawaii Dot Com. To Get your Fifteen Dollar Discount coupon, find us on Google. Make it something the consumer can and wants to do. Make sure it’s something worthwhile and easy to do.

The beginning and the end of your commercial is the most important portion of your whole script.  Make it Sizzle. Catch their attention at the beginning, get them to do something at the End. Start Swell and End Well.

Stand out with Sound! Writing for Radio Tip #388

 

SummitMedia LLC aquires 19 stations in four Markets

Scripps to sell its last group of radio stations to SummitMedia for $47 million

Aug. 15, 2018

CINCINNATI – The E.W. Scripps Company (NASDAQ: SSP) has reached an agreement to sell its last group of 19 radio stations in four markets to SummitMedia LLC for $47 million. This is the fourth and final transaction in the sale of Scripps’ radio assets.

SummitMedia LLC is purchasing:

KFDI (101.3 FM), KICT (95.1 FM), KFXJ (104.5 FM), KYQQ (106.5 FM) and KFTI (1070 AM) in Wichita, Kansas;

KTTS (94.7 FM), KSPW (96.5 FM), KSGF (104.1 FM and 1260 AM) and KRVI (106.7 FM) in Springfield, Missouri;

KEZO (92.3 FM), KSRZ (104.5 FM), KQCH (94.1 FM), KKCD (105.9 FM) and ESPN station KXSP (590 AM) in Omaha, Nebraska; and

WWST (102.1 FM), WCYQ (100.3 FM), WKHT (104.5 FM) and WNOX (931. FM) in Knoxville, Tennessee.

The transaction is expected to close in the fourth quarter.
The sales of Scripps’ radio stations total $83.5 million, and the group’s 2017 segment profit was $11.6 million. The company announced in January its intent to sell its portfolio of 34 radio stations in eight markets.

Scripps already had announced the sale of five radio stations in Tulsa, Oklahoma, to Griffin Communications; two Milwaukee-based radio stations to Good Karma Brands; and eight stations in Boise, Idaho, and Tucson, Arizona, to Lotus Communications Corp.

“SummitMedia’s focus on growth in the radio industry make it a good home for these stations,” said Adam Symson, Scripps president and CEO. “With Summit, these stations will be able to fully live out their mission of informing and entertaining local audiences.

“With our sale of these 19 stations, Scripps has completed the sale of our entire radio station group. This is a significant milestone toward executing our strategy to divest of non-core assets, improve near-term operating performance and focus on the growth ahead.”

“We are very excited to welcome the Scripps teams in Wichita, Springfield, Omaha and Knoxville into the SummitMedia family,” said Carl Parmer, SummitMedia LLC chairman and CEO. “Together, we are very confident we can inspire our audiences, serve each of our individual communities and create value for our clients.”

SummitMedia LLC is a Birmingham, Alabama-based media company with a focus on radio and digital media. The Honolulu stations include: KRTR, KINE, KCCN, KPHW and KKNE.  The Scripps stations will join its portfolio of 31 radio stations in Alabama, Hawaii, Kentucky, South Carolina and Virginia.

Kalil & Co., Inc. is the exclusive broker for this transaction.

About Scripps

The E.W. Scripps Company (NASDAQ: SSP) serves audiences and businesses through a growing portfolio of local and national media brands. With 33 television stations, Scripps is one of the nation’s largest independent TV station owners. Scripps runs a collection of national journalism and content businesses, including Newsy, the next-generation national news network; podcast industry leader Midroll Media; and fast-growing national broadcast networks Bounce, Grit, Escape and Laff. Scripps produces original programming including “Pickler & Ben,” runs an award-winning investigative reporting newsroom in Washington, D.C., and is the longtime steward of the Scripps National Spelling Bee. Founded in 1878, Scripps has held for decades to the motto, “Give light and the people will find their own way.”

 Media contact:

Kari Wethington, The E.W. Scripps Company, 513-977-3763, Kari.wethington@scripps.com