LaPierre on the loose...on the beach?

[Pete Ferrand]

>SteveOrdinetz transmitted:


>  Why 
> does it make any difference whether the anchor is in the 
> studio or if he's 
> 1500 mi. away? 

Doesn't to me, since I rarely listen to news or WBZ. But the reason he
gets paid what he does and BZ keeps him around is that people respond to
him, and that is reflected in ratings, focus groups, clients, etc.

Ultimately communications is between two people and the listener has a
certain set of expectations from the sender. LaPierre's been around for
so long that people have a set of expectations about him as a
personality, whether he's a newscaster or whatever. It's a lot different
than the expectations they have for a AP top of hour newscaster at 0500.

If you ask in focus groups who you listen to in the morning, I'll bet a
lot of people will say "the news on WBZ" but a lot would say "I listen
to Gary LaPierre", or do with a little prompting. 

Reason why radio works, or used to work anyway(!) is that people respond
to other people.

So if LaPierre is doing something and not letting the audience in on it,
the involved listeners (P1's) will be antagonized. Especially for a
station where things are supposed to be stable and comforting.
> 
>
> >the weight marking, when people find out they feel taken 
> advantage of 
> >and annoyed...even though obviously the maker adhered to the law and 
> >didn't misrepresent the weight.
> 
> 
> I don't get the analogy.  The news isn't being downsized by 
> not having the 
> anchor in the studio.

The analogy is that people have allegiance to products - candy bars are
in substance an undifferentiated product - so it's perception and people
buy a certain brand because they feel good about it, because it's been a
part of life for years, because they have a certain expectation about
what they get, and they don't want to be surprised by finding out the
company they have done business with for years has tricked them.

Or, in television terms, busting the franchise.


A few folks mentioned ordering spirits, as a non-drinker I hadn't
thought of this but if one can actually tell the difference between
brands and one day the tavern you've gone to for years started to serve
you something other than what you ordered it would be a disappointment.

Can't comment on the ketchup either as I truly have never noticed - it's
the empty bottle that's the problem. Or the dried crud...oh never mind.
Ketchup's radio connection is that I have several antique telegraph keys
here that I cleaned by soaking in ketchup - very effective and doesn't
damage chrome. There's a million things one can clean with, but ketchup
works safely.



> "becoming cloudy this afternoon" at 8pm with it pouring rain 
> or reading 
> liner cards promoting an event that was over 3 hours ago.  
> How is this any 
> better than having someone who actually has talent, but is in another 
> city?  

It isn't, this is another problem entirely - the audience has no local
identification with either jock. I will say that in the old days there
was an expectation that radio was concerned and competent, and a jock
who repeatedly read something out of date would get a switchboard full
of phone calls. No more.


> Maybe we should go back to playing carts & 45s?

Nah, wearing tuxedos and long evening dresses. Everyone these days can
identify with that.

-p