Radio words are different than
other words. What works on radio, doesn't work on
the printed page. On radio, you'd say, "Radio words
are different," and let your voice imply, "than
other words." On the printed page, clarity
demands the implied
usually be spelled out.
Tom Baroni deftly uses radio words to weave mutli-dimensional
advertising images in the mind of the listener. Whereas most
radio commercial writers rely on "production magic," a
fancy term for technology supplanting creativity, Baroni sticks to words.
He isn't wordy. He's terse. Baroni uses just enough words
to create an image that motivates listeners to act.
Baroni understands fewer words often carry more
Here's a promo reel of radio spots, c
created by Tom Baroni. The writing and the
conceptualizations wear well with time.
spots are from CKLW -- "The Big 8" -- in
Windsor, Ontario. "In 1970," says media
maven, Warren Cosford, CKLW came calling. "Huey
Turnbull, the production manager, called [me in]
Winnipeg to offer me a job at "The Big 8." I
said, "What's that"? He said, "CKLW, Windsor:
#1 in Detroit, Toledo and Cleveland; number 2 in
Windsor. The signal is not very good in Cincinnati
[and] they have their own powerhouse, WLW-AM."
A writer had to be great to last at
CKLW, never mind soar. Baroni was that much better than great, as
to Listen! to a sample of Baroni radio spots.