The Famous Radio Ranch in Sherman Oaks donated their creative talent and record¬ing studios to make radio ads they hope will help boost sales at auto dealers across the country.
Stations can download the three ads for. free from the Radio Ranch website and a spe¬cial site set up by Radio Ink, a radio industry trade publication. As of mid-March some 500 stations from markets including New York, Boston, Chicago, Atlanta, and Florida have downloaded the spots.

Auto dealer ads have long been the "bread and butter" of many stations, said Sandy Orkin, president of the Ranch, which he oper¬ates with his brother Dick, creative director Christine Coyle and an office of ranch hands.

Eric Rhoads, publisher of industry trade publication Radio Ink, came up with the free ads idea as a way to help both radio and auto dealers.

Radio stations, Sandy Orkin said, are noto¬rious for taking public service announcements and playing them at times with the least lis¬teners. Because the reputations of the Radio Ranch and Dick Orkin are. so well known in the industry, Sandy Orkin expects the ads will run during drive time.

The radio spots written and recorded by the Orkins, Coyle and the staff are done in the format of comedic dialogues and the auto ads are no different In one a married couple bick¬ers over the bad condition of the husband's car; in another a father buys his daughter a horse rather than a car until convinced other¬wise (and then uses the horse as a trade-in).
"From a philosophical standpoint using humor breaks through the clutter," Coyle said. "When you do that you make a strong connec¬tion and reward the listener."
The Orkins and Coyle got their start in Chicago where Dick Orkin created the radio serials "Chickenman" and "The Tooth Fairy." They moved west 30 years ago, settling on LaBrea Avenue in Hollywood.

As the studios became better known more calls came in from third parties wanting to rent studio time. There was not enough space for the Orkins to do their projects and rent the facilities for outside projects.

"It was an expansion issue," Coyle said of the move to Sherman Oaks in 2006.
Being in the Valley also puts the Ranch closer to the voice-over talent who live there and makes it more convenient for out-of-town clients to fly into Bob Hope Airport in Bur¬bank rather than LAX.

The decor of the Ventura Boulevard office is just what you would expect from a compa¬ny called the Radio Ranch with a lot of wood, western movie posters and cowboy photos, statues and trinkets. The three studios respec¬tively are named Annie Oakley, Buffalo Bill and Cochise.

Annie Oakley is used by the Ranch hands for radio commercials and audio projects. The other two are rented out to record audio books, sales training voiceovers, and audio for video games. Buffalo Bill has video capability for putting words to pictures.
"We're doing more post-production than we ever would have at the other location," Dick Orkin said.

Coyle: "From a philosophical standpoint using humor breaks through the clutter. When you do that you make a strong connection and reward the listener."

MARK R. MADLER

THE FAMOUS RADIO RANCH RIDES TO THE RESCUE
 (6,200 radio stations air free auto spots created by The Ranch)

Sherman Oaks, CA –April 13, 2009:  In an effort to help boost sagging auto sales, The Famous Radio Ranch, arguably the premier radio production company in the country, created a series of free radio commercials encouraging listeners to consider buying a car now.  According to Ranch Head Honcho, Dick Orkin, “We had hoped the radio industry would get behind the spots but frankly, we’re astounded that almost 3,500 stations in the U.S. and Canada are running the commercials—donating tens of millions of dollars in airtime.” 

Creative Director of The Famous Radio Ranch, Christine Coyle, explained,  “The  challenge was to create consumer centered spots that acknowledge the tough economy.  Daily, Americans are bombarded with inflation, deflation, recession, and depression news.  The message of the spots is simple, direct and true:  Times are tough and money is tight.  Your local car dealer is working to stretch your dollars like never before.  If you’re in a position to buy, now is the time to consider it.”

To help spread the word, the award-winning shop teamed up with industry magazine, Radio Ink.  Publisher B. Eric Rhoads, commented, “Car dealers have long been local radio’s largest advertising category. And now it’s time for radio to help out the troubled auto industry and show its gratitude for so many years of support.”

The spots, which are available free for the use of any radio station, can be heard at http://www.radio-ranch.com/radio_auto.php.

About The Famous Radio Ranch

For over 30 years, the award- winning Famous Radio Ranch has been creating radio spots that motivate consumers by touching their hearts and tickling their funny bone.  The Ranch provides creative and production services to advertising agencies, radio stations and to advertisers directly.  Located in Sherman Oaks, California, the company pioneered the concept of storytelling in radio advertising producing radio commercials for clients the world over.  The company website is:  www.radio-ranch.com

About Radio Ink

Radio Ink is a leading radio broadcast trade publication, providing news, information and commentary to radio sales and management professionals in the U.S. and 43 countries worldwide.  The biweekly magazine focuses on marketing, management and multiplatform challenges facing radio broadcasters today.  Daily e-mail headlines and news updates can be found at www.radioink.com