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Getting It Timed Right

Once the basic sound elements have been selected, the critical limiting factor is time.

Usually, different versions of the radio spot are written to fit the vari­ous standard time slots, from sixty seconds down to ten seconds. In the case of the paid announcement, cost savings can be realized by intro­ducing the campaign with full 60-second spots, and then achieving the desired repetition using 30- or 20-second spots that contain all of the main elements but that have been condensed.

When a nonprofit organization prepares PSAs, it is a good idea to offer 10-, 20-, 30-, and 60-second versions so a station can choose the versions that best fit its format.

Here, for example, are different versions of the same PSA written for the George Street Playhouse, a re­gional nonprofit professional theater:

ANNCR: The spotlight is on the George Street Playhouse. Make sure you get the best seat in the house. Subscribe now. Call 246-7717. (10 sec)

ANNCR: The spotlight is on the George Street Playhouse. You'll see Tobacco Road, Jacques Brel, Private Lives, Shakespeare, and two great new American plays. Subscribers have the best seats in the house. To reserve your season tickets, call 246-7717 now. (20 sec)

ANNCR: The spotlight is on the George Street Playhouse.

The season begins in September with Tobacco Road. You'll thrill to the delightful musical Jacques Brel. Rounding out the season are Noel Coward's wonderful and witty Private Lives, William Shakespeare's moving Henry the Fourth, plus two great new American plays. Our subscribers enjoy the best seats in the house. Reserve your season tickets now. Don't wait. Call 246-7717. (30 sec)

Notice that the extra time is not used to make quantum jumps in the amount of information, but rather to flesh out the basic ideas of the shorter spots by offering more adjectives, filling in a few particulars, and engaging in greater familiarity with the listener.

Time constraints dictate that most radio stations must be selective about which PSAs they use. The main reasons for rejecting a PSA are: