Hey gang, here's an excerpt from a recent conversation with PRODUCER X...
BAG: We're in the meaty part of the holiday season. How's it going for you production-wise?
X: As expected I guess. Even with a bad economy we're still pushing out a lot of spots.
BAG: Really? A ton of spots in this slump?
X: You have to keep in mind that plenty of bonus spots are being added to packages to sweeten deals. I think we're using more barter these days too.
BAG: What about imaging?
X: When the spot load gets big, imaging takes a back seat. Sometimes imaging is just a thing I squeeze in at the end of the day if there's time. Usually, I need to clear my head after a big spot day so, I go home, eat something and produce at night.
BAG: Would you say you're imaging has suffered in a big way?
X: Hmmmm, depends on how you look at it. I don't produce things that sound bad, I just keep them simple so they're quick and easy. They're less complicated and less creative for sure. That keeps me from working 12 hour days.
BAG: How does that compare to the past?
X: In the past, I could just focus on imaging. PDs that I've worked for always liked to have plenty of specialty imaging on around holidays. The challenge was to keep it fresh and to try and tie in to whatever was happening that year. You know, if Tickle Me Elmo is hot, you've got to have a sweeper relating to that.
BAG: And how do PDs feel now that everything is stretched?
X: I've never known a PD that doesn't love having fresh creative imaging on the air. Most of them feel like imaging is one solid thing you can own between songs that you can't own. Still, my PD understands that resources are tight to the point that we can't do what we used to do.
BAG: So, how does the people meter fit into all this?
X: Good question. I don't know. Things are too busy to think about that right now. Personally, I think the PPM will be a nostalgic museum piece as radio figures out how to transition to the web with decent monetization. In fact, PPM may be the motivator for the radio biz to speed up the process. Being a slave to the FCC and the PPM is not good for business when the web runs like a liquor store that sells to minors.
Our thanks to PRODUCER X once again for sharing real life experiences as our business transforms. More from X in the near future.
