Smelling The Popcorn

There's one thing that's always bothered me about movie critics: For the most part, they never watch a movie in the same environment as movie goers. Often times they sit in a theater all alone or in their living room watching a pre-release copy of the film.

Granted, either a movie is good or it's not, however there is something to be said for the total experience. When you're sitting in the middle of a crowed theater and the audience is reacting with you, it's electric. Movie critics don't usually experience or write about that.

The same phenomenon can be applied to radio. Listening to a morning show in the middle of traffic is different than what you experience in the studio. When you've got a day off, and you happen to be in the car listening to your competition during your time slot, you get a totally different perspective of what comes out of the speakers. Segments you thought weren't long enough are now way over the time they deserved. You suddenly realize how many other distractions you're competing with.

Premiere radio consultant Lorna Ozmon points out that the mind has 7 slots of perception. For a commuting listener they can be what they see directly, peripherally, sounds of outside traffic, thoughts, how they feel physically, and even the conversation of a passenger. When you realize what you are competing with as they "listen" to your show, you realize how important it is to make every minute count.

While movie critics can choose to view films in a moviegoer's environment, we really can't do the same. However, just knowing you've got more competition that you thought can help you to wake up and smell the popcorn.