Creative Mills Productions

Good old-fashioned radio has taken quite a beating over the last few years thanks to the explosion and popularity of podcasts, mp3 players and all kinds of streaming media.  As local radio listenership has waned (especially on the FM side), radio ownership groups have cut back on staff dramatically.  The victims?  On air talent, programmers, and now. . . Commercial Production Directors.  While this move has helped restore the coffers of stock holders (you know, cutting back on overhead equals higher stock values), radio advertising sales DID total $19.8 billion dollars in 2008.  So who’s writing and producing the commercials?  Sadly, in some markets this falls to whomever is around, part time air talent, promotion assistants, clents and well. . . basically anyone with a pulse (apologies to those WITHOUT a pulse). . . often resulting in less-than-stellar-sounding spots.  But Radio is adjusting.  More and more small to mid-size groups are outsourcing their commercial production needs to companies like us.  We’re now handling the bulk of writing and production for one station group and are in talks with others.  One major benefit for us is a lot more contact with account executives and clients on a regular basis, with conversations about branding and the use of Jingles as a major marketing tool.  So Radio Spot Production and Jingles aren’t dead, they’re simply evolving…like everything else with the media landscape.  Hang in there Radio!