As a London based company, we’re all affected by some of the marvellous delays on the tube, none so much as today, with the walkout of over 800 tube staff in a dispute over safety or coffee or something. So, we all spent the early hours of the morning falling asleep on somebody’s shoulder on… Read More


Once again the media industry turns to Radio Experts for expert comment on all things radio. Click here to listen to our Managing Partner, Tim Cowland speaking to Peter Allen, Aasmah Mir and Radio 5’s near 7 million weekly listeners. The subject was an anti terrorism radio campaign and it appeared on the afternoon drivetime… Read More


You know the situation. You get a selection of scripts from Radio Experts. Which one, if any, do you choose? Which one is right for the brief you gave and the objectives you have? Believe me it’s not easy and I’ve been writing commercials for radio for a very long time. So you read them… Read More


We’d all like to have our own radio station. So technologies like Spotify , Last FM, We7 Radio and others all allow you to access this world of Radio On Demand. And just as we would all like to have our own unique radio station, so it is that every client would like to have… Read More


Before TV, radio was an all – powerful medium. Sir Winston Churchill used it to bolster Britain’s morale to help win the Second World War. His eloquence has never been equalled in 70 years. Why? Well a 30 second radio commercial leaves little time for eloquence. But that’s no excuse for not trying. I don’t… Read More


We’re all just a little bit afraid of silence. By ALL I mean those involved in creating, approving and producing radio commercials. We feel compelled to fill every second of the commercial length – after all, we paid for it didn’t we? Of course, too MUCH silence could throw the listener, inviting him to re-tune… Read More


Back in the 1970s in America, there was a comedy duo called Stiller and Meara who became spokespersons  for a wine called Blue Nun. Each commercial told a story, sometimes a little sad but always with humorous twists ,which ends in the couple sharing a bottle of Blue Nun wine. The equivalent today would be… Read More


This is a shameless plug for Radio Experts. Nevertheless, it contains an essential truth. Great radio needs specialist care and attention. From the planning through the creative process to the finished production you need people who are thoroughly immersed in the medium. Why should that be? The proliferation of stations has made the selection of… Read More


One of the more difficult commercials to write for radio is the product ‘demonstration.’ It has long been the stock in trade for TV advertising: “My product is superior and let me show you why.” Yet radio should not be shy over this – what is required is the extra 20% of thought and craft… Read More


Normally, a radio commercial is 30 seconds long. Take off five seconds for a phone number or website address and you’ve precious little time to make your case, tell your story, woo your listener. 30 seconds -it’s a good discipline, meaning the writer has to make every word count. And that’s the currency so that’s… Read More