Author Archives: Rod Schwartz

About Rod Schwartz

Rod Schwartz backed into a lifelong career in radio advertising in 1973 in Springfield, Illinois. He joined the Pullman (Wash.) Radio Group in 1979, where he worked until his retirement at the end of 2022. Since 1991, Rod and his family have operated Grace Broadcast Sales (GraceBroadcast.com), providing short-form syndicated radio features to radio and TV stations across the U.S. and Canada. Rod also operates an independent advertising, marketing, and communications consultancy for small business owners and professionals, FirstStrikeAdvertising.com. An avid photographer, Rod shares some of his favorite images of the Palouse at PalousePics.com and on his Viewbug gallery.

On Creativity – lessons from LA Gear, Jesse Stone, James Bond, and the Bible)

Posted on July 27, 2022 by Rod Schwartz

“That’s really creative—I like it!” For an ad writer, getting that kind of reaction to a new spot or campaign idea brings joy-joy feelings. But what makes someone creative? Is it innate or learned behavior? What exactly is creativity? I … Continue reading →

Posted in Uncategorized | Tagged , | Leave a comment

“Make Us Famous”

Posted on July 4, 2022 by Rod Schwartz

Early in his snarky, whip-smart analysis of what advertising can and cannot do for a business or brand, veteran adman Bob Hoffman asks:  – Why do some actors get million dollar fees for appearing in movies while other equally good actors get … Continue reading →

Posted in Uncategorized | Tagged , , , , , , | Leave a comment

The Era of the Ear

Posted on May 1, 2022 by Rod Schwartz

“…there is virtually no waking moment that isn’t now an OTL (opportunity to listen) to some form or other of third-party content.” – Charles Vallance Despite the many constraints of lockdowns and pandemic living, there are two parts of us … Continue reading →

Posted in Uncategorized | Leave a comment

This Appliance Dealer Digs April Fool’s Day (and these Radio Commercials Prove It)

Posted on March 29, 2022 by Rod Schwartz

Every year at this time, I get to do something extra special—and thoroughly enjoyable, as Don Frei, co-owner of Howard Hughes Appliance, Television, and Sleep Shop in Moscow, Idaho, and I collaborate on creating radio commercials that hit the airwaves … Continue reading →

Posted in Uncategorized | Leave a comment

Meet Your Listeners/Customers Where They Are

Posted on December 18, 2021 by Rod Schwartz

by Roy H. Williams This article was originally published in Williams’ Monday Morning Memo (10/4/21) and reprinted in RadioInk (11/8/21). Understanding the distinction between transactional and relational customers is vitally important for business owners and advertising professionals alike, and no … Continue reading →

Posted in Uncategorized | Leave a comment

Harness the Power of a Five-Second Ad

Posted on October 7, 2021 by Rod Schwartz

I sold my first five-second radio commercials back in 1975. For the record, that’s thirty years before Clear Channel would proclaim “Less Is More” and with great fanfare begin offering five-second “adlets” or two-second “blinks.” Twitter founder Jack Dorsey had not … Continue reading →

Posted in Uncategorized | Tagged , | 1 Comment

WHAT GOOD WRITERS DO

Posted on July 21, 2021 by Rod Schwartz

Good writing makes us feel deeply. If you’ve ever loved a canine companion, these words will reduce you to a puddle. And you will feel richer for having read them. Because good writing touches our emotions. Good writing also paints … Continue reading →

Posted in Uncategorized | Leave a comment

The Radio Mercury Awards – #ThirtyYearsinYourEars

Posted on July 7, 2021 by Rod Schwartz

2021 marks a milestone for the Radio Mercury awards. For 30 years, these awards have recognized exceptional audio advertising created by advertising agencies, production companies, and radio stations across America. The Mercury is to radio commercials what the Oscar® is … Continue reading →

Posted in Uncategorized | Leave a comment

Remembering Rush Limbaugh

Posted on February 23, 2021 by Rod Schwartz

So much has been written and said about Rush Limbaugh recently in the wake of his death at age 70. Much more will be said in the weeks and months ahead, as his millions of listeners and fans mourn his … Continue reading →

Posted in Advertising (General), Branding, Client-voiced commercials, Communication, Copy, Copywriting, Paul Harvey, Rush Limbaugh, Uncategorized | Tagged , , , , , , , , , , , , | Leave a comment

What POTUS Can Teach Us About Marketing

Posted on October 15, 2020 by Rod Schwartz

Editor’s Preface: The following article has drawn more response than any we’ve ever run. Heading into what is likely to be the most contentious political contest in recent history, a number of readers have asked about this piece all over … Continue reading →

Posted in Advertising (General), Branding, Business, Communication, Copy, political advertising, Positioning, Slogans and taglines, Storytelling | Tagged , , , , | Leave a comment