{"id":5264,"date":"2022-11-25T11:41:23","date_gmt":"2022-11-25T00:41:23","guid":{"rendered":"https:\/\/bprworld.com\/?p=5264"},"modified":"2022-11-25T11:41:23","modified_gmt":"2022-11-25T00:41:23","slug":"why-average-sucks","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/why-average-sucks\/","title":{"rendered":"Why Average Sucks"},"content":{"rendered":"

An exert by Lee Abrams<\/em><\/p>\n

Last month we were on our weekly Conference call with Snoop Dogg\u2019s management and decided to do a month-long celebration supporting Snoop\u2019s newest release.<\/p>\n

Dion Summers who runs our Urban group came up with the name \u201cDogg-Vember\u201d a play on the incredibly tired \u2018Rock-Tober\u2019.<\/p>\n

Dogg-Vember is SO awful, it\u2019s brilliant.<\/p>\n

It gets back to the idea that AWFUL is great and BRILLIANT is great, it\u2019s that stuff in the middle, the \u2018average\u2019 stuff that gets lost to the point where, Average simply is unacceptable.<\/p>\n

There are SO many examples of this, including:<\/p>\n

Radio Classics:\u00a0 Those old-time radio shows.\u00a0 Some of them are SO dated, they are genius by today\u2019s standards.<\/p>\n

Special X-Mas: One of our holiday channels and the one that always gets the best response.\u00a0 It plays the worst Holiday music ever recorded. So bad… it\u2019s brilliant.<\/p>\n

Guest DJ\u2019s:\u00a0 The old guest DJ routine.\u00a0 The best ones were always the horrible ones.\u00a0 Far more entertaining than someone bordering on \u201cpro\u201d.\u2026 that\u2019s too obvious\u2026you get the idea.<\/p>\n

SiriusXM\u2018s new ad campaign is like this.\u00a0 There are those who think it\u2019s amazing and others who think it sucks.<\/p>\n

GREAT!\u00a0 It\u2019s \u201caverage\u201d ad campaigns that get lost in the muck.<\/p>\n

There are some things that are inherently average. Take Adult Contemporary Radio. The challenge is how do you make something NOT average in this environment?<\/p>\n

One of the several reasons radio in general has lost its popular edge is that it\u2019s SO average. Even 99% of the \u201cChuck & Stan in The Morning\u201d shows you hear in every market are designed to be edgy.<\/p>\n

Guess what\u2013they\u2019re average. The best shows are the great ones\u2026AND the truly awful ones. Those average ones are the LEAST entertaining.\u00a0 Nothing bugs me as much as \u201caverage\u201d morning show stunts, like a prank phone call that any talented 16 year-old could make.<\/p>\n

This \u201caverage\u201d thing is important to note. There seems to be this effort across the land to create things that are average. Probably because of the fear of doing something wrong. But it\u2019s the extremes that cut through. Average, unless backed by some marketing campaign of biblical proportions or remarkable accessibility like Fast Food or FM, will just blend in and not make any significant impact.<\/p>\n

When I was a radio consultant, I couldn\u2019t stand BORING Program Directors.\u00a0 Better someone completely off the wall than someone \u201caverage\u201d. There\u2019s something special about the extremes.\u00a0 EXTREMELY BAD and EXTREMELY BRILLIANT. That middle ground, aka average\u2026sucks.<\/p>\n

In media formats and most marketing and execution in general, I think a balance of razor-sharp focus AND spontaneous eccentricity is the combination that fights average.<\/p>\n

In our business\u2014\u2014You need both.<\/p>\n

 <\/p>\n

First published by RadioInfo<\/em>. Read original here<\/a><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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