March 26th, a day that will live long in Midlands commercial radio history. Tonight from 7pm, Free Radio takes over as the named on air brand for what was BRMB, Mercia, Wyvern and Beacon. And whilst there may be some soggy bran flakes tomorrow morning as listeners adjust to the changes, we’re confident that by… 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’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


I’ve just been onto the Talksport website. I make it my business as a radio advertising expert to regularly do a ‘secret shop’ on all of the main radio station websites. What struck me as fascinating about the Talksport site was just how much of a multimedia zone it has become and how much World… Read More