Category Archives: Business & Marketing
Beltone: I’d rather be deaf
Beltone (hearing aid company) is far and away the most dishonest company I have ever encountered. Every direct mail piece they send (I have never been a customer) is designed to make you think it’s something important. Never, ever, says Beltone on the envelope.
Towne Grill
“Best community sports site”
RepublicTigerSports.com is the brainchild of David Brazeal, a long time friend and former co-worker. You won’t find a better community sports site. It features “live game broadcasts, highlights and audio interviews, photos, stats, scores and summaries.”
David gets some help with photos when he’s doing live play-by-play but he does all the content and sells all the advertising. It is a very successful website but a huge undertaking for one person.
David and I recently had a text conversation during which he shared how he was using ChatGPT to help manage content on the site. He recently did a post called “Shout Outs for Seniors”:
“I collected nominations in a form. Fed the exported form data to ChatGPT, spent about 15 minutes and it created the HTML bookmarks at the top of the page linking to each nominee, the H4 headline tags, etc. Rather than having to do all that by hand.
I’ve got the writing prompts honed in on Claude (rather than ChatGPT) so it writes pretty close to my style. For baseball games I have started just looking at my box score and recording a voice memo recapping what happens. I upload the audio to Dropbox, ChatGPT watches that folder and transcribes it. I feed the transcription to Claude and get a rough draft of my game recap. If I have quotes, I feed it my quotes and tell it to use them verbatim. Make a few tweaks when I’m finished and it’s ready.
The voice cloning really creeped me out when you first mentioned it, but I am paying for an ElevenLabs account. I’m not using my voice yet, because it’s not good enough. But I have tinkered with the API and will probably be adding a “listen to this” audio player to every article at some point in the future. I’ve got it working, but haven’t put it in place and haven’t calculated what it would cost.
Ideally I would be able to append each story with 2 seconds of text in the API: This audio version sponsored by Central Bank.Followed by the article.
The bottom line is AI tools like ChatGPT and Claude are making it possible to accomplish tasks that once required hours David doesn’t have as a one-man operation. And the athletes and their families are the big winners.
RadioGPT
I first read about –and started plays with– this technology in February of 2023. I wondered at the time how long it would be before radio station owners took notice. No time at all, it seams.
Futuri Launches RadioGPT, The World’s First AI-Driven Localized Radio Content
Cleveland, Ohio, February 23, 2023 — Futuri is revolutionizing the audio industry with the launch of RadioGPT™ — the world’s first AI-driven localized radio content solution. RadioGPT™ combines the power of GPT-3 technology with Futuri’s AI-driven targeted story discovery and social content system, TopicPulse, as well as AI voice tech to provide an unmatched localized radio experience for any market, any format.
RadioGPT™ uses TopicPulse technology, which scans Facebook, Twitter, Instagram, and 250k+ other sources of news and information, to identify which topics are trending in a local market. Then, using GPT-3 technology, RadioGPT™ creates a script for on-air use, and AI voices turn that script into compelling audio.
Stations can select from a variety of AI voices for single-, duo-, or trio-hosted shows, or train the AI with their existing personalities’ voices. Programming is available for individual dayparts, or Futuri’s RadioGPT™ can power the entire station. RadioGPT™ is available for all formats in a white-labeled fashion.
RadioGPT™ also generates social posts, blogs, and other content for digital platforms related to the content on the air in real-time. A TopicPulse Instant Video add-on creates AI-driven short videos on hot topics for social use. By adding on Futuri’s POST AI-enabled podcasting system, stations can take broadcast audio and immediately publish it on-demand with POST’s auto-publishing feature.
Two kinds of radio station
Last week the owner of Moberly, Missouri radio stations KWIX and KRES —Alpha Media— laid off all of their on-air staff. (Bob Priddy mourns)
The following is from a post and interview I did in 2007 with Dave Shepherd, the son of the man who put KWIX/KRES on the air.
Fifty years ago, Jerrell Shepherd mastered a form of broadcasting alchemy that turned small town radio lead into gold. It wasn’t much of a secret, however, since he readily shared it with countless radio station owners and managers who made the pilgrimage to Moberly, Missouri, in hopes of bringing some of Shepherd’s sales and programming magic back to their stations.
While most small market broadcasters were content to get “their fair share” of local advertising budgets (the bulk went to the local newspaper), Shepherd’s sales reps were trained to ask for it all and believed in their hearts they deserved it.
Mr. Shepherd’s approach to programming his stations was deceptively simple: report anything and everything that happened in each of the communities covered by his stations’ signals. The KWIX and KRES “Red Rovers” showed up just about every high school football game, junior high choral concert and chamber of commerce ribbon-cutting. And the Shepherd stations put it all on the air. Always with local sponsors. Lots of local sponsors.
The new owner, Alpha Media, owns a lot of radio stations including KBFF Live 95.5 FM in Portland, OR. Last June the station introduced the first AI-powered DJ, “AI Ashley.”
“Alpha Media’s EVP of content Phil Becker assured listeners that Elzinga’s job is safe and she’ll be receiving the same pay, telling TechCrunch that AI Ashley is a tool that will allow DJs to multitask like never before.”
I’d love to know what sort of prompt could result in an AI making a call and interacting with a listener as we heard in the clip above. As the program director of a small town radio station back in the 1970’s I was responsible for hiring and training weekend talent. I might have jumped at the chance to put an AI voice on the air.
Will the KWIX/KRES on-air staff be replaced with AI voices? If so, how will the station’s listeners and advertisers respond?
Public relations technology in 2006
In 2006 I was asked to be on a panel discussing new technology tools for public relations professionals in the greater St. Louis area. Blogging was still relatively new at the time and I’d been at it for five or six years, consulting for advertisers on our various radio networks. It was a packed house.
2006 was a busy year for technology (social media?). Twitter officially launched in July; Facebook opened up to everyone over 13 years old, leading to explosive growth from 12 million users at the end of 2006 to 50 million by October 2007; YouTube was acquired by Google for $1.65 billion in October, cementing its position as the leading online video platform.
I spent most of my working years on the media side of things rather than the PR side, but one (of many, no doubt) go-to tool was the written press release. These went out (fax, USPS, email) to any media outlet that might do a story (Newspapers, magazines, radio, TV) followed up by a phone call “pitching” the story. I don’t recall there being any way to get a release into the hands of the public. The internet –and, later, social media– changed all that. We started seeing and hearing the word “disintermediation.” Communicating directly to a target audience, bypassing traditional media.
By this time many (most?) businesses, organizations and institutions had websites but it took some technical skill to update these, a task made easier by the advent of blogs. And a well-written, frequently updated blog could be followed thanks to a bit of tech called RSS.
As I prepared to write this post I tried to recall what the field of public relations was like in 2006 (18 years ago!). Instead of googling I used a new (for me) tool called Perplexity that describes itself as an “answer engine” rather than a search engine. If you discount the personal touch, the result was much better than what you just read. I’m too new to this tool/tech to write intelligently about it does feel like a very big deal. I’m already starting to go to Perplexity for answers I once searched for on Google. And all we really wanted was the answer, right? Here’s a short (6 min) video overview of Perplexity and I’ll be sharing my experiences here.
Tattooed underwear model
This direct mail marketing piece showed up in our mailbox yesterday. Two things immediately caught my eye: the model didn’t look like he spent hours in the gym every day, his body looked more like a normal person’s body. And the tattoos. Lots and lots of tattoos.
According to a 2023 survey by Pew Research, 41% of Americans under the age of 30 have at least one tattoo. And we’re not talking high-grade Yakuza-class fine art here. These tats look like something you could get in the strip mall. Once again, I turned to ChatGPT for some insight on this cultural phenomenon.
How do pharmaceutical companies come up with names for new drugs?
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In 2022, the top three most advertised drugs on US TV were: Rinvoq, Dupixent and Skyrizi. Which got me thinking about how pharmaceutical companies come up with names for new drugs, so I asked ChatGPT. Continue reading
Sell me in thirty seconds
In my dozen years in small town radio I wrote a lot of commercials. Mostly thirty-second “spots” but lots of :60’s (more expensive). It wasn’t uncommon to finish a four-hour on-air shift and sit down at a manual typewriter and bang out ten or fifteen “spots” working from a newspaper “tear sheet” or a salesperson’ scribbled notes. And most of these commercials were scheduled to begin airing the following day so someone had to get in the studio and produce the ad. Point being, there was little demand or time for creativity and the sponsor wasn’t inclined to pay for it in any event.
For a variety of reasons, a :30 second ad had to be :30 seconds. Not 27, not 32. So we followed a rigid format. Given a normal reading speed, a thirty second ad was about 75 words, usually eight lines. Yeah, you could try to get cute and clever but the client wanted to hear about his business. His products or services. And if the client was a supermarket… price-and-item. As many as you could jam in.
So, no, this was rarely creative writing. It was short, simple, declarative sentences. Not a word or phrase to be wasted. I like to think I still write this way.
When email took over from letters and faxes people wrote long-winded tomes that went on for paragraphs. I went through a phase where I would put my entire message in the subject line with “see above” in the body. If it needed more space than that, I would call them or go see them. To this day I think of this approach as “write like you talk.” Which was the final test for radio commercials: reading the copy aloud before going into the studio.