AudioGreat breaks achieve a positive strategic goal back to the show. They communicate, both in content and presentation, something about the show plot. Breaks which score are real, relevant, and fun. They earn you valuable images. Here are some breaks by Reynolds Group shows which achieve this.
Karlson and McKenzie on WZLX, Boston have spent the summer making Kevin Karlson’s mother-in-law’s dreams come true. First up was a trip to NYC to see “The View”. Here’s Patsy’s review and their conversation with her about the experience. Hear how personal and fun this exchange is – you get a true sense of Kevin’s relationship with her and, because it’s reflective of real life, it’s very sticky.
Every show has its regular, quirky callers. For Karlson & McKenzie at WZLX, Boston, his name is Kenny, who calls almost daily. Considering it’s Christmas time, Kenny phoned because he wanted to talk to Mrs. Claus. The show happily obliged in this fun and unpredictable conversation.
We’re in the silly business, right? Here’s a break from Cledus, Dave, and Veronica on WQYK, Tampa which perfectly fuses relatable content with innovation. Dave thought his mom’s outgoing voicemail made her sound like she worked for a 900-number. Listen to how he talks about it and, more importantly, what they do with it to make the audience laugh.
With the biggest stories of the day, people want to be brought inside. They can get the facts anywhere on the internet, but inside stuff is intriguing and entertaining. Scotty Davis from The Scotty Show at Radio Now, Indianapolis is a golf freak. He knows lots of golfers who know lots about Tiger Woods. Here’s a member of the LPGA telling her story (voice disguised to protect her identity) about what she knows about how bad a boy Tiger actually is!
It was 100 degrees in town this week and Mojo in the Morning, Channel 95.5, Detroit talked about it. Here’s a storyline very well constructed to get listeners to hang on for resolution. They received a call from an air conditioning repairman who talked about how busy he’s been. He tells them this story about how, when fixing someone’s unit, a neighbor who can’t get hers fixed approaches him and offers him sex if he’ll take care of things. Instead of finding out if he accepted the offer after he tells his story, Mojo asks listeners what they thought he did, before the guy tells all. These two segments below were separated by a stop set and some music.
Here’s a terrific interview Karson & Kennedy at MIX 104.1, Boston did with Suze Orman. It’s great because the opening question (“what’s the one mistake people make when spending money at the holidays”) sets Suze up to be…Suze! She is a great story-teller, very authentic, and captures you with her honesty and perspective. One great twist was when Karson asked Suze about a letter he’d received in the mail from a past creditor asking for money. In this shift, Suze taught us something we didn’t know, the content stayed very relevant, and we learned about the talent, too.
CBS-TV is running a PSA this holiday season encouraging men to buy the gift Santa can’t get their wives this holiday season, a Pap smear. So, Kevin Karlson at WZLX, Boston decided to call his wife what he was getting her this year. This break is excellent for a few reasons: first, it’s very funny. Second, listen to what he gets done in the first 30 seconds – he builds anticipation to hook you, and then introduces other audio elements (the PSA, his wife) to bring some dimension into the break. Finally, overall, we get the essence of his relationship with his wife, which sounds completely dysfunctional, and is the plot of our show!
Oprah decides to retire her TV show and it’s time for some laughter. The one thing most make fun of is how over-the-top Oprah is when introducing a celebrity on her program. Enter Mojo in the Morning at Channel 95.5, Detroit, who asked his listeners to mock Oprah introducing a B-list celebrity of their choice on to her show.
I love shows who make something from seemingly the smallest of things. Recently, Kim Berk, from Jim and Kim, Fresh 102.7, New York, broke the heel of her shoe. Challenged, her partner Jim Douglas and Producer Craig went to buy some cheap sandals to get her through the day. They took along a recorder and found a fun person in the shop to help. The moral of this story: always record what you’re doing so you can share the experience with the audience and make it come alive.
The thesis of the J and Julian Show on B96, Chicago is our multiculturalism. This is the aspect we play up big time. On a show with a distinctive African American, Asian, and Anglo perspective, we really reflect the vibe of the city. So it makes sense for Julian to call his Asian mother to tell her he’s bringing his Afrian American friend (J) home for Thanksgiving. Julian is his mom’s son! Listen to the fun and strategic character development happening.