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.
The content plot for J and Julian, B96, Chicago is “multiculturalism”. Simply put, we have one of everything on this show, which is a direct reflection of P18-34 in a major city like Chicago. We leverage the ethnicity of the show to do different kind of content. So, the Olympics was an easy putt for us. Which is why we challenged each member of the team to learn the national anthem of the country of their heritage and sing it to the audience, as though they’d won gold. The audio below is a compilation of the breaks where we did it. Here is the cast of the show singing the national anthems of China, Jamaica, Puerto Rico, and Poland.
When shows work hard, they almost always score. Take this interview with listener Lori, as done by MOJO in the Morning on Channel 95.5, Detroit. Mojo, based in Detroit, scanned local Facebook pages and not only found out this woman was a fan of the show, but that she sat seven rows behind the terrorist who tried to blow up the Delta flight on Christmas Day as it was landing. The interview might be two weeks removed from the actual event (which doesn’t matter), but getting a first hand account of what happened is riveting. No one else had her on in Detroit radio. Score one for Mojo!
One thing many young people have done is to send a suggestive picture of themselves, via text, to their significant other. Kyle, from Kyle and Rachel, Radio NOW, Indianapolis’s most listened to morning show never has. So he made a test during the program and took a naked picture of himself and sent it to his girlfriend of one year, who was not expecting it. They then called to get her take.
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!