It’s as if some personalities have the idea that adding extra words makes them sound better. In a programming environment that stresses shorter breaks, air personalities have a hard time having something to say in a short period of time. Word economy is the key, and it’s one of the 3 steps to performance excellence.

As an industry, word economy is under attack. Talent takes 20 seconds to deliver a 7 second weather forecast. They deliver informational details that add length to a break while the audience’s eyes glaze over in boredom. I call it jamming 3 minutes of content into 7 minutes.

Taking longer to make a point doesn’t make it more important. The opposite is actually true.

And, by the way, this has nothing to do with shortening a break. I’ve heard 20 second breaks that sound like they’ll never end and 8 minute segments that fly by. It’s all about staying tight and connecting quickly to appeal to a distracted listener with extremely short attention spans.

Programmers Must Coach Word Economy


Subscribe now to unlock this article and thousands more for personalities, programmers and promotions pros.

Sign up now for just $1 for the first 14 days!

Sign Up

Are you already a member? Make sure you are logged in to access this content Log In