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


When a radio advertising  brief arrives, every writer looks for clues, nuggets of information, little handles on which to hang his scripts. It might be a detail, such as a superior service or a product feature, that sets your company apart from the opposition. It might be a genuine USP which takes the writer into… Read More


The cult of celebrity, of course, has always been with us. From Cleopatra to Henry VIII, from Rasputin to David Beckham. The question is:  does a celebrity voice add value to your company or brand’s  radio advertising? If so, is the celebrity voice worth the additional cost? All of this then leads to the bigger… Read More