THE NEW GOLDEN AGE. THE BEGINNING OF FIERCE CREATIVITY

Nick Michaels
Copyright 2014 American Voice Corp. All Rights Reserved

The opportunity is endless. Those that can hear what’s coming can barely contain their excitement. As advertising messages become forced to detach from overt, recognizable selling, a new highly creative form of advertising will begin to take over. Gone will be the pitchmen, and hucksters. Replaced by a new emotional engagement that will make the commercials far more interesting and better than the programming. 

Instead of the commercials being camouflaged in the programs.  The programs will be camouflaged in the commercials. The commercials are the reason the programs exist. Making them  annoying or disturbing or making them about the advertiser's need is no longer an option in this new environment. 

These new commercials will not sound, look or feel like the advertising we are used to. They will not be restricted to arbitrary lengths like 15 seconds or 30 seconds. Some will be stories of varying lengths. Others will be like games with a high degree of interactivity. Some will allow the audience a degree of participation that actually lets them control the outcome of the message.

As the audience’s time becomes more and more valuable to them, they will become very selective about where and how it is spent. It will be too valuable to be spent absorbing a message that is merely the advertiser’s need to sell something.  Messages that are not about the audience’s deepest needs wants and fears will not be welcomed or received.

Audio has a huge advantage in this area. It is an old concept about to be applied in a new way. Theater of the mind. It is what makes radio the most intimate and emotional of all mass media and if used to its fullest potential, will be the reason that audio messages will be sold at a premium to all other types.