Tag: "Dick Summer"
By Mike Kinosian
Editor’s Note: This story originally appeared in TALKERS magazine in July of 2011.
NEW YORK — Picture the warm-and-fuzzy wakeup talent who oversees and nurtures a friendly environment. That standard blueprint for eliciting a feel-good attitude has worked ratings wonders for years and is a cherished cornerstone for some of America’s top-tier heritage stations.
Now imagine pretty much the exact opposite with what some would insist is a cynical, bitter-sounding, often-mumbling personality who berates nearly everyone in his path (his bosses, co-workers, advertisers, guests and listeners are never exempt) and you have a reasonably good feel for “Imus in the Morning.”
LOS ANGELES — Use the word “creative” in a radio context and the first thing generally summoned up is a programmer spinning a different take on a music format, or as an application to that extremely rare, exceptional on-air personality who is capable of generating substantial buzz.
Infrequently though is it linked in a word-association game to commercials, which is not only distressing, but highly unfortunate since creative commercial content can be a strong attribute.