Mark Ramsey Media LLC - sync radio and digital media

Thanks for your note, Paul!
Nobody can disagree with the idea of better copy, of course!
I happen to think that radio almost completely misses the opportunities to work with sound in conjunction with that copy.
If copy is looked at at all, it's too often as a substitute for sound rather than as a compliment.
Few in radio nowadays even seem to understand sound, let alone copy.

Thank you for finding and sharing the presentation, Mark. The presentation is a great reminder to staff and to clients. Sound is often a lost form of writing and producing ads. However, scripts also tend to be lost... lost is a sea of crap.
The production of radio ads (and all other mediums) need incorporate better use of audio. However, before sound effects and other sounds are declared the answer to all, the copy of the at must be looked at first.
The copy must be written better and written without sound effects in mind. It must be written in a way that will draw a listener in to the message without the use of any sound effect or music.
The copy is what carries the message and if the copy does not reach the listener... no sound, music or sound effect will draw them in long enough to even read on their 'who gives a crap' meter.
Yes, sound is important. And yes, words are sounds.
But.
The copy written is more important.
Right now a majority the ads is lost in the air between our radio speakers and our ears. The solution is to write better copy.