One of the biggest and best blowbacks of the digital age is the ease with which voice actors can audition for parts from anywhere.

And here is a hot-off-the-griddle casting call from WGGRN for its Grizzly Clay Oxen Old Time Radio Western show.

Radio serials are just plain fun. This one sounds like it will be anchored firmly in Western values and peopled with colorful characters that voice actors can sink their teeth into.

Radio dramas and comedies show off the power, flexibility and reach of long-format audio. But those same benefits are available whatever the length of the audio.

If you’d like to put the power, flexibility and reach of audio to work for your business, shoot us an email.

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• Radio Yesterday (farpointmedia.com)

From pages 8-9 of Radio Scriptwriting edited by Sam Boardman-Jacobs:

Nothing is impossible: a lump of rock can philosophise on the ages of man; a child can speak to its mother from the womb; the writer can take the listener to the Battle of Waterloo or to the spaceship Mir without bankrupting the budgets. But, to me, radio’s greatest strength is its ability to creep up on a listener and shake him or her to the core. In a time when we have become anaesthetised by television images of violence, war, deprivation, displacement and famine, radio is, I believe, the most influential and powerful of all the media in that it speaks directly to the individual. It can break down barriers by raising awareness and promoting tolerance and understanding. (In the wrong hands, it can be used to devastating effect.)

Ms. Leicester was speaking about broadcast radio in particular, but other forms of audio delivery — such as podcasts — work similarly.

An earlier post here reported on an analysis of already conducted research that showed that radio is the most popular audio medium.

Now a new Nielsen analysis of a media study conducted by the Council for Research Excellence found that broadcast radio reaches 77% of adults daily.

Only broadcast television reached further, with 95%.

Third in reach was online (excluding email), with 64%.

So audio is likely an excellent medium for reaching your audience, whoever that audience is.

Ready to bring your business to life? Drop us a line.

(Hat tip: Media Post.)

In many ways, marketing through the medium of audio is similar to direct mail because the best results come from pieces designed to speak to each listener, a personal message meant for a single ear.

Harry Walsh, a freelance copywriter who once worked for Ogilvy & Mather, put it this way for direct marketing:

The tone of a good direct mail letter is as direct and personal as the writer’s skill can make it. Even though it may go to millions of people, it never orates to a crowd but rather murmurs into a single ear. It’s a message from one letter writer to one letter reader.

For audio, the tone should be as direct and personal as the scriptwriter’s skill can make it. Speak from one person to another, from your mouth to the listener’s ear.

(Hat tip: Denny Hatch at Business Common Sense.)

Are working Moms a prime target for your product or service? Consider reaching this mobile market through online audio marketing.

An article by Howard Goldberg at MediaPost’s Engage:Moms describes characteristics of working Moms that make them a good audience for podcasts:

• well connected, ready & mobile
• not shy with new technology
• open to connection during “Me Time”
• attracted to good deals

Package your service or product in a highly mobile podcast, make the package worth listening to during leisure activities, and include an offer that is too good to pass up — sounds like heaven to a working Mom!

Promotional gurus gush over integrated marketing solutions at pitch meetings and business conferences.

Depending on the marketing guru, an integrated marketing solution covers the range from traditional marketing channels like direct mail and print right through Google AdWords, a company blog and Twitter.

Podcasts, in one form or another, are usually crammed in somewhere.

Handcrafted ’Casts fully supports the idea that a podcast should be part of an integrated corporate marketing solution.

But we think that more consideration should go into that podcast than “cramming” allows.

Of all the media, audio is the most intimate — because it encourages the listener’s active imagination.

So if you want to personally engage customers, a series of professionally produced audio casts is an excellent marketing medium.