Today's All Access newsletter is about theft versus "homage," sort of:
Here's where I take something entirely unrelated to radio, labor mightily to make it somehow relevant, fail miserably, and end up just plugging the columns and getting out of here. It's what I do best.
First, the Thing Unrelated to Radio: Earlier this week, a sportswriter for a major daily paper was hit with a long suspension for plagiarism. This guy did the "notes" column for the paper. Every paper seems to have one of these- it's a compendium of little human interest and kicker sports stories, usually tied together with some jokes and a trivia question. If you've seen one, you've seen them all, and there's a good explanation for it: the guys who write these columns get their material from the same places, the wires and each other.
Each other? Yes. They go on message boards where they trade stories, and the assumption is that the stuff that gets posted is fair game to be "borrowed."
Now, the Part Where I Try to Relate It to Radio (and Fail Miserably): Does that trading-bits thing sound familiar? Right, they do what radio guys have always done, trade bits and ideas. It's not unethical to do that in print if you properly attribute everything; the writer's real transgression was that he didn't rewrite the bits he took, he just printed them verbatim.
Radio's different. In radio, hosts "borrow" other shows' material all the time, and nobody goes on the air and says "here's an item that was originally done by Bob Otherguy on K-Competitor last week." (Bob Otherguy might go on the air complaining that you stole the bit, but nobody likes a whiner) In order for radio to have an ethical standard, we'd have to steal it from some other medium.
I'm not going to tell you not to do something that's been part of the business since Marconi counted down the hits of 1899. (Except "Hawaiian Shirt Friday." Don't do that) But if radio guys don't give credit to their sources, the very least you can do is to make the story or bit or item your own. With things like contests or comedy bits, the way to do that is to put your own spin on the thing- don't just lift jokes and characters and contests, do some creative heavy lifting and- gasp!- some writing of your own. That means you have to work. So work. Make them funnier and more relevant and more local and more specific to your own sensibility. Don't just read it off a sheet, and don't just do something the same way another show did it because it sounded good enough that way; find your own angle on it.
But what about those news stories and kickers that every single show does? As the provider of a lot of those items through Talk Topics, I get to hear the same stories (my babies!) batted around by countless shows every day. And in the case of big stories, it's unavoidable- EVERYONE has to talk about them. The best shows, however, take those stories and make them different from every other show's treatment of the same item, and they do it in a simple way: the hosts tell you their own opinion. While some shows just read the item ("Huh. Amazing story"), and others go with the most obvious gag line, the best go a little deeper- there's ample evidence that they've READ the story before bringing it up, and there's always a comment or angle that you didn't hear when another show did the same story. And that's why listeners come back to those shows: there's a perspective, a sense of humor and personality, that you can't get from another show even if they start with the same material. You want people to make an appointment to listen to you? Give 'em a reason. Make them want to hear YOUR opinion or commentary on every story. That's hard to do, but if you want to break out of the pack, that's what you need to do. Don't just take someone else's material. Rewrite and twist and invert it until it's uniquely yours.
Right. Now that even I'm not sure what I just said, I might as well just plug the place where you'll find all those stories and items and other stuff that you can try to rewrite and twist and invert into your own, Talk Topics at All Access News-Talk-Sports, where this week so far we have items like the reason why alcohol, lighter fluid, flames, and men's most-intimate-of-areas should never mix, the kind of invention that only a recent college graduate could develop, another reason that air travel's getting more annoying every day, the Amazing Very Temporary Recovery of Coma Woman, the mysterious case of the dead roommate, what the smart thief is stealing from your car these days, the result of the Big Bopper's autopsy, how man caught crabs, the tragic death of Captain America, death by toothache, why Beijing taxis stink, and the biggest story of the week, Ernest Borgnine stopping off for a soda at a fast food joint in Alabama. If that's not enough, you'll also find "real news" like the shame of the Walter Reed scandal and plenty of way-too-early presidential race stories, plus "10 Questions With..." WTAQ/Green Bay and Midwest Communications Northeast Group News Director Danielle Bina, the Talent Toolkit with sites recalling your favorite bad TV cartoons, and the rest of All Access with the radio and music industry's best, fastest, and most regularly updated news coverage at Net News, message boards, Mediabase charts, the Industry Directory, and everything else you need about the business, all free.
And if you're attending that talk radio thing in Marina del Rey over the next few days, I'll see you there. As usual, just look for the most uncomfortable-looking guy in the room.
Share