probably gets tired of being told to talk less. But there are a couple
of good reasons why we need to be concise and to the point on the air.
people listen more slowly than we talk. The more words you use, the
more difficult it is for listeners to follow. And the sooner they tune
listeners are media-savvy, so they make the transitions and connections
in their minds. In other words, they do the work for you.
realities mean that air talents should not spend a lot of time on
transitional words and phrases because they turn into clutter. Too much
language can obscure the point that the talent is trying to make.
of unnecessary phrases or saying the same thing two or three times in a
break or a produced piece causes the same problems.
Here are a
“Good morning ...it's a Friday morning... here comes the weekend.”
Better: “Good Friday morning!” Or “The weekend starts
“Coming up next; coming up in just a few minutes; coming up soon.”
“And, as a matter of fact....”
Better: Avoid the phrase “As a matter of fact.”
“Your chance to win coming up, that's right, we've got another chance
for you to win...”
Better: “You can win Fray tickets at 6:15.” “Spin the
Birthday Wheel next hour.”
“Middle of the week Wednesday, hump day, just three more days until the
Better: Why get into this at all?
“You're a winner! And thanks to everybody else who called in....”
Better: “You win!”
you mean and mean what you say. Mother told you this already. It’s as
good a rule for radio as it is for life.