When I first posted last week the then-preview of some of the 2009 Super Bowl ads, the one what had me laughing out loud then and I swear to God even now is the Pedigree adoption spot. It was a great opening scene with the rhino that catches your attention, the mailman’s reaction to the angry ostrich (which has me giggling now as I think about it) and actor David Duchovny’s terrific voice over at the end set just the right tone for the spot.

Well the nice folks at BrandWeek caught up with TBWA\Chiat\Day creative director Margaret Keene and interviewed her about making the spot. If you’ve ever been involved in the production of a commercial, you know there were going to be some fun stories about that shoot.

The ad team was even smart enough to set up a web page just for the ad and further character exposition about why these “folks” love their unique animals.

And if you fell off the face of the earth and didn’t see the spot, it is my heartfelt pleasure to share it with you now. Please don’t drink or eat anything while watching this commercial as computers and computer screens are very expensive.

Tags: advertising, announcers, branding, commercials, marketing, voiceover by peter k. o'connell, your friendly, neighborhood voice-over talent
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I feel bad for writers covering the business of radio these days and I’m really not kidding.

Given the fact that the radio business has been tanking for sometime now (ad sales are down everywhere) combined with the other fact that radio is coming in a tight second to newspapers in the race for “worst hurt by the economic crap-down” (meltdown doesn’t seem quite descriptive enough for me), these poor writers have been posting stories that read more like obits.

Check out the various “People On the Move” or “In Brief” sections of major industry pubs and there’s one word you see over and over: exits.

Oh you see other words too: “leaves”, “departs” “let go”, “shown the door”, “resigns”. I only wish I was kidding.

That’s gotta suck. Usually people who write for industry trades have at least a passing interest in their prime directive but my experience has been that people who write for radio trades like All Access.com, FMQB, Radio and Records and the like – really have the radio bug that infects so many of us.

They have a passion for radio. Many people do.

Today the Buffalo News, itself prey to budget cuts and bloodletting, wrote a front page story about the recent disc jockey carnage that local owners Entercom, Citadel and Regent Communications have laid waste to in the past 12 months. Combine low ad revenues with corporations (notice I didn’t say broadcasters…there’s a difference) who spent reserves unwisely and the top radio station expense lines are the first to go: salaries and benefits.

As is the national trend, these local stations all replaced the departed with either syndicated fare or weirdly extended shifts. One station here has at present two on-air personalities working from 5:30 a.m. to 7:00 p.m. Is there voice tracking involved? I would have to think so.

Unlike some of the tirades I’ve seen on message boards like Radio-info.com, I’m not pointing fingers or trying to stomp up and down at the injustice of it all (easier for me as I’ve not lost my job…had I, I too might stomp a bit). It IS a business and it must be managed that way.

But for lack of a better term – broadcasting is a public trust and these companies and their local managers (in every market) owe their communities local content and information. It is what makes this communication tool valuable and special. Syndication and voice tracking does not serve that public trust. But I also wonder if the public really cares.

You may accuse me here of romanticizing the business of radio a bit and you may have cause. I do love what radio is and could be. Maybe its usefulness is coming to a close or maybe it’s simply evolving into something different that no one yet can predict.

But the constant loss – sales, market share, audience, talented staff (valued co-workers) and maybe even prestige hurts everyone who cares about radio. That includes a lot of us but the numbers seem to indicate it’s not the majority of U.S.

I’d love to hear what your thoughts/stories are on all this is…maybe its just me.

Tags: advertising, announcers, commentary, commercials, media, radio, voice talent by peter k. o'connell, your friendly, neighborhood voice-over talent
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Some folks actually watch the Super Bowl for the game (well, I did in the early nineties when a certain football team appeared in four straight Super Bowls and lost, sonova…BUT I’m not bitter).

The rest of us are into the ads and AdWeek was kind enough to provide previews of most of the ads (but not all of them, I don’t think.) Also, the video chain for their site on my computer seemed to progress from this year’s ads to a list of classic Super Bowl ads without warning. No biggie I guess.

Just FYI: From that greatest hits reel is the Anheuser-Busch ad in the airport that tugs on every emotional heart string known to man with nary a voice over in site. And I will go on record as saying a voice over would have ruined it. Sometimes silence does sell….but ONLY RARELY 😉

Anyway in this year’s batch of spots, the one’s that I think will be the funniest is the Pedigree adoption ad (which thinking about know I am STILL laughing out loud at…note the postman’s reaction to the ostrich) and the Pepsi Diet Max ad.

Tags: advertising, branding, commentary, commercials, marketing, tv, voiceover by peter k. o'connell, your friendly, neighborhood voice-over talent
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[audio:http://www.audioconnell.com/clientuploads/mp3/pcto09_promo_audiconnell.mp3]
Right click here to download this promo!

For those podcasters or bloggers who would be so inclined, please feel free to download and use my contribution to the “call to arms” (or promos, actually) for Podcamp Toronto 2009.

If you would be willing (you don’t have to) please tag the spot with the mention of the blog address (www.voxmarketising.com) the website address (www.audioconnell.com) or the audio tag “audio promo courtesy of audio’connell voice over talent – the perfect choice for an awesome voice!”

Thanks and we’ll see you there!

Tags: advertising, blogs, commentary, commercials, internet, marketing, pcto09, podcamptoronto, podcamptoronto2009, podcasting, public service announcement, social media, technology, voiceover blog by peter k. o'connell, your friendly, neighborhood voice-over talent
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Truth be told, initially many internet radio stations seemed to be little more than young people slapping together a mix tape/disc of their favorite song and setting up a radio station. Some folks took it a step further and really tried to piece together a more professional sound. I think conceptually, a lot of it was good but in truth the commitment wasn’t really there with a lot of internet radio station owners.

But as happens in the shake down of any new “thing” the strong survive. In the case of internet radio, those who survive we’re able to stay committed to their primary goal of sharing their music while also securing an advertising arrangement that would allow them to pay their bills and even keep a little some thing for themselves.

One of my clients is one of those long haul pioneers in internet radio who has stayed true to his programming objective and kept the money flowing as well. It’s eclectic, relaxed and cool in sound and attitude. I hope you’ll spend some time listening to Roo Radio and enjoying the true spirit of broadcasting that I think many of my fellow voice talents respect. Also here is a sample of some of the recent voice imaging I did for the station.

LISTEN TO ROO RADIO STATION IMAGING
[audio:http://www.audioconnell.com/clientuploads/audio_for_blog/080914_audioconnell_RooMontage.mp3]

Tags: advertising, commentary, commercials, internet, radio, voice talent by peter k. o'connell, your friendly, neighborhood voice-over talent
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As this blog is “where the worlds of voice over, marketing and advertising collide” I try and make sure individual posts cover one or more of those areas each week. This post covers all three.

If you earn your living as a voice talent, a marketer (for your own company or on behalf of someone else) or in advertising (either for yourself or someone else) there is a trend developing that you need to think about. Why?

Because it affects how much money you’re going to make in the future. Think mortgage payments, new cars and education.

With me now?

Double click on the chart below and then click back for some thoughts.

That chart is part of a much more in-depth study produced in August, 2008 by the Pew Research Center for People and The Press. Maybe its stuff you thought was happening and maybe it even reflects your personal changes. But this is now quantifiable. And that means a lot to how we all make our livings. Pay attention:

You have just read a 15 year trend in media usage, specifically how people get their news.
* 24% fewer people in that time period get their news from newspapers
* 12% fewer people get their news from the radio
* 31% fewer people watch the nightly network news
* On line and cable news consumption is through the roof

This is about more than just news, I think. This is a game changer for people who work in media (including voice over), marketing and advertising. Most are dealing with this and thousands of pages of similar data already but I’m guessing you may not be, so let us ruminate for a moment, shall we?

Let’s just for the sake of this post take out concerns of the bias of cable news outlets as it affects their presentation of the news to the growing majority of American cable news consumers and how that impacts how people think, act and vote about issues of the day. Great topic and just considering it gets your head to throbbing but back away from it just for this discussion.

Let’s do say you’re a voice talent and you’ve been charging $200 for a :30 second commercial on local broadcast television and $150 or even $100 for cable TV spots because there are fewer viewers. Survey says that number is changing a bit (though broadcast ratings are still higher). Should you consider changing your cable fees? Is that change justified? Survey says maybe.

Let’s say you’re in advertising and you’ve been specializing in print ads which mostly go in newspapers or you’ve been doing lots of radio spots on news talk stations. Shouldn’t you at least reconsider either your primary business services or your media recommendation to clients? Survey says it’s probably worth some brainstorming.

Let’s say you’re in marketing for a grocery store and you do weekly inserts with specials and temporary price reductions and the like. Has coupon redemption gone up or down on those inserts? Any reasons you know of for a change? Survey says maybe.

Let’s say you are a consumer that can be influenced by commercials you see on cable TV, print ads or weekly grocery store inserts (we’d all like to say “not me” but we’d be lying). Could your buying habits be impacted by this change in media usage? After all, you’re the one changing the usage. What if you’re not finding out about all these new special offers because the media vendors haven’t changed their marketing plans for their clients? Clients whose products you normally buy or would consider buying.

The point is not that any of these industries need to play catch up because that’s what we’re all doing everyday anyway. A trend arises and we react. Tuesday go left. Wednesday go right. Thursday is too far away to consider.

The point is to be aware that there are very specific changes in media usage. This information is but one small part.

But do you comprehend the change? Do you even feel it, maybe? Is the change impacting the way you do business? Should it change the way you do business?

Is it impacting the way you buy things? Does it alter your opinion of brands? Could it alter the opinions of consumers of your brand?

That box below here is where the discussion begins…be a part of it, now. Thanks.

Tags: advertising, commentary, commercials, internet, marketing, media, radio, technology, tv, voice talent, voiceover, voiceover advice by peter k. o'connell, your friendly, neighborhood voice-over talent
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