A live read is when a host or newsperson reads the ad copy himself on-air. They're sort of a radio tradition, but the degree to which KFI weaves live reads into its programming is a great leap forward for broadcast marketing. Live-read spots are more expensive for advertisers, especially the longer, more detailed ones read by the programs' hosts, since these ads (a) can sound at first like an actual talk segment and (b) draw on the personal appeal and credibility of the host. And the spots themselves are often clearly set up to exploit these features—see for instance John Kobylt's live read for LA's Cunning Dental Group during afternoons' John & Ken: "Have you noticed how bad the teeth are of all the contestants in these reality shows? I saw some of this the other day. Discolored, chipped, misshaped, misaligned, rotted-out teeth, missing teeth, not to mention the bleeding, oozing, pus-y gums. You go to Cunning Dental Group, they will take all your gross teeth and in one or two visits fix them and give you a bright shiny smile."

Even more expensive than live reads are what's called "endorsements," which are when a host describes, in ecstatically favorable terms, his own personal experience with a product or service. Examples here include Phil Hendrie's weight loss on Cortislim, Kobylt's "better than 20-20" laser-surgery outcome with Saddleback Eye Center, and Mr. Bill Handel's frustrations with dial-up ISPs before discovering DSL Extreme. These ads, which are KFI's most powerful device for exploiting the intimacy and trust of the listener-host relationship, also result in special "endorsement fees" paid directly to the host.

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