“TUNE IN WEDNESDAYS” and the My Radio Fashion project is about celebrating radio, celebrating YOU – the radio people who shape it! Rod Schwartz is one of them! As our friend Peter Waak would say: “THANK YOU FOR MAKING THE WORLD SOUND BETTER!” Rod, really, thank you!
We’ve never met but it feels as if we have (as if it was me on the phone all those years back in ’79- check the photo on the left).
To tell you the truth Rod, I don’t know when was the first time we “met” and it doesn’t really matter. You and your amazing 2000+ Radio Sales Family @ the RadioSalesCafe just came to my life one day and I’ve had this laaaaarge radio family for more that 2 years now! Not to mention “meeting” your daughters Rebecca and Heather who seems as much in love with radio as you (and are the perfect “hosts” at the RSC) and your lovely black labrador beauty Belle. Our white lab Dodi would love her.
Rod is the one who always sends us great slogan ideas for the MyRadioFashion Tees and soon Rod (in just 6 days) all your ideas will shine in their glory! I promise! Thank you for everything you are doing for the radio stations but mostly for smaller advertisers who are lucky to have you (tell me would you willingly let yourself be kidnapped by the Slovenian radio sales family?)
About Rod: “He creates masterful, money-making radio commercials and campaigns for radio stations and advertisers.”
Grace Broadcast Sales (owner/creative director) – producing radio features and commercials
Pullman Radio stations KQQQ/KHTR – advertising sales consultant;
RadioSalesCafe.com – administrator, frequent contributor
RodSpots.Wordpress.com – radio advertising blogger
PalousePics.com – avid photographer
Let’s get ON AIR with Rod!
Rod, when and how did you fall in love with radio? When did your heart get trapped? “Love” is a bit strong, I think (I reserve that for persons). But after spending 2-3 years in radio sales I received some training from the legendary Jim Williams which forever altered my perceptions of the value of radio as an advertising medium. Jim knew how to infuse us with BELIEF in the power of Radio.
Who was your inspiration – a radio DJ, consultant, copywriter, PD, GM etc.? Closest thing to a radio mentor was my second boss at KAGE-AM/FM in Winona, MN, Len DeSomer. Besides being a supportive manager, he was a great copywriter (cut his teeth at J. Walter Thompson) and producer; I tried to emulate his warm, friendly, engaging delivery style.
Why RADIO? All other factors being equal, Radio’s advantages (intrusiveness, pictures in the mind instead of on a screen, affordability, flexibility) make it the best choice for local advertisers serious about growing their businesses.
Your TOP 3 radio songs of all times: I love thousands of pieces of music, across many genres, not just pop. Big band swing, straight up jazz, classical, choral, movie soundtracks… Hard to pick just 3, but for the sake of an answer this evening, let’s say: Saint-Saens’ Symphony No. 3,
Handel’s Messiah
Beethoven’s Ninth
Tomorrow, who knows?
What are your first memories of radio? I grew up listening to Chicago powerhouses WLS and WCFL in Chicago during the golden days of Top 40 Radio. I got my first radio when I was in 6th or 7th grade, I believe; it was a black Zenith 9-volt transistor radio. I used to tuck it under my pillow and fall asleep to Dick Biondi, Art Roberts, whoever the night jock happened to be at the time.
Tell us your favorite radio story, Rod! I have many favorite radio stories – and they all have to do with client successes. For instance, last month we heard from a radio station client that parlayed two of our health and fitness campaigns (under $200 investment total) into a $34,000 annual with a local hospital. Or this email I received from a Realtor® client of mine locally, who’s been running a campaign I designed for him for just under a year now:
1) Got a listing with a seller that pretty much knows every Realtor in Pullman. He knows that he will take some heat from his friends but the campaign convinced him to go with me. As he called it “Kick ass campaign.”
2) Had an older buyer come in yesterday (knows my in-laws) but has been working with another agent in our office say that he wants to work with me because of the radio.
The thrill I feel every time I hear from a client who’s had success with a campaign remains undiminished, even after 38 years! (this gives us goosebumps)
Rod, respect!
Yours,
Lenja