by Jay Trachman
(This “summer re-run” first ran in One to One in September, 1997. – jt)
Should a DJ say goodbye at the end of his or her show? There’s a fair amount of disagreement on the subject: consultants whom I deeply respect say “no.” I say “yes,” but it’s important that it be done right.
Look at other examples from show biz: Live concerts have a “closing number” (and maybe an encore) — they make it clear that the show is over. TV sitcoms have a black-out, or a freeze-frame and credits, that makes the statement that they’re done. That’s not quite the same as mouthing the word “Goodbye,” but it does bring closure to the episode. TV newscasters thank you for listening and say goodbye. The stand-up comedian saying, “Thank you, thank you, you’re beautiful!” is a joke cliché. In fact, I can’t think of a branch of the performing arts, where the performer doesn’t thank the audience, or somehow close the show.
None of that makes it necessarily right for radio. One could say, “The station is the show, and it goes on all day and all night.” Fair enough. Nonetheless, my reasoning for a “goodbye” statement is based elsewhere… As radio personalities, we are trying to weave an illusion of a personal relationship with each listener. We create a fabric of companionship — of being with him or her through time, as a good friend. To my way of thinking, friends say hello — and friends say goodbye when they leave.
That’s not the whole story. The “show” is going on. The last thing we want to do is leave the impression that when we walk out of the studio (or the listener’s mental living room), we’re shutting down the station. On TV, virtually all shows include a promo for what’s coming up next, at the end. In radio, it becomes even more important, because what we’re shutting down is not the entertainment or the companionship, but merely our portion of it.
Thus: I believe our “goodbye” should be brief, maybe even perfunctory, but what this statement should emphasize is that the best is yet to come!
I think it’s bad manners to leave a friend without some statement of parting and thanking him or her for their good company. But the primary impression the statement should leave is, “Nothing is changing, except the ‘friend in charge’ who’ll be keeping you company over the next several hours.”
For example: “Well, that’s it for my portion of your day; thanks for keeping me company. Up next, Johnny Jock with ten-in-a-row, along with his wacky view of life, to get you through the middle of your day. Hope you’ll enjoy him — I know I do!” If you can say something very specific about what kind of person Johnny Jock is, and why your listener will like him at least as much as you, that doesn’t involve “the most music” or “the best mix” or other phrases the listener perceives as BS, so much the better.
While we’re on the topic, most teases and promos I hear are so pro forma and so formulaic, they border on wasted breath. If Johnny Jock has the debut of a brand-new release, or the final round of the monster contest you’re running, or a special interview, or he’s just back from vacation, or there’s anything specific that might provide an exclusive benefit to the listener for hanging around, it ought to be mentioned.
Naturally, it’s J. Jock’s duty to inform you if anything special is happening on his show that day. But that’s not the whole story; in order to promote someone sincerely, you have to know what they’re about. Does J.J. do anything besides play song-after-song? Does he have an unusually friendly personality? Is he getting married in a month? Did he just move into a new home? Did he crack you up with some comment while you were driving home yesterday or last week? What can you say about the next jock that sounds like more than mere words, that says to the listener there’s a real benefit from staying tuned?
To my thinking, that’s the important thing about a closing break: offering the listener some real motivation to stay tuned. But walking out and closing the door without the courtesy of saying “Thanks for having me” — in hopes that the listener won’t even notice you’re gone — is a weak substitute. And rude, too, in my eyes.
Jay Trachman is publisher of “One to One,” a weekly information and humor service for broadcasters. Jay can be reached at: phone (559) 448 0700, fax (559) 448 0761, e-mail at 121@att.net, or www.121online.net. Reprinted with permission.
