Monday, October 15, 2012


1. the state of being intimate : familiarity
2. something of a personal or private nature
  1. the intimacy of old friends
  2. the intimacy of their relationship
  3. He felt he achieved a certain intimacy with her.
  4. The band liked the intimacy of the nightclub.
Can a mass media performer attain some level of it with a target audience (especially when the word so strongly connotes sexuality, or at the very least some physical contact)?

Can real, lasting intimacy occur without communication?

Fortunately, ideally, today's radio listener still consumes your content in a "one to one" mode, buying into the obvious illusion that the radio personality is using technology to share only to him or her.

The most effective broadcaster talks to one person, knowing that the content is being perceived one person at a time.

Tools which can make the magic happen:

Keep it fresh.  Stagnation in a relationship kills intimacy.
Two people exchange thoughts, share ideas and enjoy similarities and differences between their opinions. If they can do this in an open and comfortable way, then can become quite intimate in an intellectual area.Get involved in mutual activities with one another.
Comfortably share feelings.
Empathize with the feelings of the other person, really try to understand.

To overcome the barriers:
  • Communicate.
  • Give it time.
  • Be aware of yourself and your needs.
  • Don't be shy.  Showing vulnerability and weakness takes courage.
  • Game Playing.  Intimacy can develop only when two people are being authentic in a significant way with another person.  The radio equivalent of this is talking like an announcer, using formal language, the Royal "we" and "us."
Start where you are.
As Mark Ramsey said after hearing Howard Stern interview Rachael Maddow earlier this year:   "That’s not just a voice in your ear, after all. It’s a voice you have a relationship with.  With TV you’re always aware of the glass rectangle separating you from that character in his or her sterile studio. But when you listen to the radio, it’s just you and that voice in your ears.  You and your friend.  This intimacy has tremendous value. And it happens not because of the right mix of songs, for hits are commodities. It happens not because of production value or messaging. It happens not because of contests and bits. It happens not because of more music or fewer commercials. It happens not because of personalization or interactivity.  It happens because that voice belongs to someone who matters to you."


Roy H. Williams said...

My clients across America currently air 52-week radio schedules on more than 700 radio stations, so it can reasonably be said that I’ve spent a few hundred million dollars buying airtime over the past 25 years.

Radio is considered "mass media" for a reason: It reaches the unwashed, unfiltered masses. Rich and poor alike. Homeowners, apartment dwellers, and children still bumming a room from their parents. Generally speaking, radio is not good at targeting specific types of persons, but it's great for building a reputation. If you want the public to think of you when they need what you sell, a nonstop radio schedule will work wonders.

But don't fall into the trap of overpaying to be on the "right" station. Radio goes fishing with a net, pulling up thousands of fish with each pass through the waters. If you want to sit on the riverbank with a pole and a hook and target a specific type of customer, use magazines or a list or invest in Google Adwords. But know this: the success of your ad campaign won't be determined by your choice of media. The success of your ad campaign will be determined by your choice of message.

Weak ads fail, regardless of which media delivers them.

Strong ads succeed, regardless of which media delivers them.

How strong are your ads?

Inside Radio said...

Tapping into the trusted rapport between a personality and a listener. For endorsement ads to be effective, a natural affinity between the personality’s lifestyle and the advertised product is critical, agencies say. That’s putting greater pressure on clients and agencies to marry the right product with the right personalities. A recent male buy in Chicago for Great Clips used sports talk show hosts on two competing stations and one classic rock morning man. Each targeted a different listener
lifestyle. While all three hosts received talking points and coaching from the agency and client, it was up to the talent to relate the service to his own lifestyle. One talked about taking his kids to get haircuts, another addressed it from the perspective of a single guy and a third spoke about the experience of getting a cut with his wife. “When we talk to the personality, we say, ‘We just want you to be you, don’t try to be somebody you’re not,’” says Compass Point Media VP Carol Grothem.

“We want them to bring their lifestyle or their family or whatever they want to talk about in their 30- or 60-second creative message.”

The movie industry, too, is putting talent to work to beef up box office receipts. Some studios screen their film for hand-selected personalities in advance of its opening so they can talk about it on-air the week before it premieres. “It’s an organic integration,” Katz Marketing Solutions president Bob McCurdy says. “They can speak with firsthand experience and show their enthusiasm.”

But talent involvement in campaigns goes far beyond live reads and endorsements.

Some include appearances, promotions, even a personality serving as the product’s official spokesperson. The length, depth and terms of the partnership often determine how far the personality will go for the product.

Jerry Del Colliano said...

I remember the radio legend Paul Harvey telling his audience about a man who expressed love in a most memorable way – a way we might want to emulate and a way I shall never forget.

Often the words “I love you” are empty or hard to say for some people.

But Harvey shared a stellar example of how to communicate this powerful emotion without getting caught up in what sometimes becomes a trite phrase.

As I remember it, Paul Harvey told the story of this husband who put a note in the glove compartment of his wife’s car right next to the insurance card and the owner’s card.

She probably would never see it – unless …

On it, he wrote her a note that said he was so sorry that she had to be in an accident, and that she was not to worry how he would feel about the damage to the car. After all, she was fine and that is all that mattered.

Imagine opening the glove compartment of your car in a stressful situation like an auto accident to read the premeditated reassurance from a loved one that the most important cargo is you and not the mangled metal.

Steven King says:

“The most important things are the hardest to say, because words diminish them”.

Here are 10 more ways to say “I Love You” without saying it: