Cutting Edge Radio: How to Create the World's Best Radio Ads for Brands in the 21st Century

by Jim Aitchison

This is the first definitive side-by-side guide to creating cutting edge radio commercials, exploring everything from how radio communicates, what kind of commercials work best, how to get great radio ideas and develop them into scripts, how to cast the best talent, and how to record and mix the final tracks. Join a master class of legendary radio gurus that includes Britain’s Tony Hertz and Ralph Van Dijk … America’s Austin Howe, John Immesoete, Keith Reinhard and Thomas Hripko … Australia’s Street Remley, Lionel Hunt and Jack Vaughan. Spiced with first-hand tips from famous creatives like Michael Conrad, David Droga, Paul Fishlock, Neil French, Steve Henry, and more. Share their personal creative processes in page after page of practical and inspiring advice, complete with the world’s best scripts. Learn the trade secrets of radio recording in the world’s sharpest studios like Britain’s Angell Sound and Eardrum, America’s Famous Radio Ranch, Australia’s Flint Webster, Song Zu and Stellar Sound. Step behind the scenes of radio campaigns like Real American Heroes and Motel 6 from world-class agencies like BBDO, The Campaign Palace, DDB Worldwide, Leo Burnett, Saatchi & Saachi, and many more. It’s the one book that can help you master radio creativity.

Paperback

Published September 16, 2002

Reviews

[Nodee03 · Rating 4 out of 5]

A good source for inspiration and technical know how. Just a bit of warning, reading may make you feel like you know the real deal, when you actually don't