Interview #7 in our series of interviews with highly successful and innovative direct response innovators features Dr. Greg Cynaumon.
April 21, 2004 (Press Release) --
DR Online: Dr. Cynaumon, you are one of the most recognizable commercial voices on radio today with your CortiSlim™ advertising campaign. Our readers are always interested in DR radio advertising because it seems to be such a difficult category to make work on a large scale. How did you get your expertise in DR radio?
Cynaumon: "First and foremost, I've been a radio junkie all my life. I can recall being four or five years old and listening to the radio. In fact, some of my earliest childhood memories are of Vin Scully, the radio voice of the Los Angeles Dodgers, as he broadcast his games on radio. I can recall his amazing voice and timing (I still love him today) and how great he was at commercials. Each Farmer John or Union 76 commercial seemed like a family reunion to Scully. It was like he was talking to an old friend except he was talking to them on the radio instead of the telephone."
DR Online: Were you into television growing up?
Cynaumon: Pausing for a moment to give me a sarcastic grin, Dr. Cynaumon replied, "Yes, we had television in the olden days. The Pony Express brought ours. It's just that radio was word pictures and I loved how well the craftsman of their day painted word pictures."
"While I was working for the Minirth-Meier Clinic West in a business capacity and later as a therapist, I again became fascinated in radio. The Clinic had a radio program (sort of a Dr. Laura type show) and whenever possible, I substituted for one of the doctors. That turned into a regular radio gig on radio station KBRT in California. My show was heard from Santa Barbara to San Diego and for a short time, it was even syndicated to a couple other cities. I learned the radio craft during that time – especially how to create word pictures for advertisers on my program."
DR Online: Is that why Infinity Advertising does primarily DR radio and TV?
Cynaumon: "Without a doubt!" Cynaumon replied. "I have found that radio advertising over all other forms, allows you to intimately connect with the consumer. TV is fine for many things, but nothing compares to creating a radio commercial, airing it, measuring its response in a real time basis, and then adjusting the message the next day if needed."
Information about Dr. Greg Cynaumon can be found at www.drgreg.org or you can visit the CortiSlim™ web address www.cortislim.com.
Cynaumon: "First and foremost, I've been a radio junkie all my life. I can recall being four or five years old and listening to the radio. In fact, some of my earliest childhood memories are of Vin Scully, the radio voice of the Los Angeles Dodgers, as he broadcast his games on radio. I can recall his amazing voice and timing (I still love him today) and how great he was at commercials. Each Farmer John or Union 76 commercial seemed like a family reunion to Scully. It was like he was talking to an old friend except he was talking to them on the radio instead of the telephone."
DR Online: Were you into television growing up?
Cynaumon: Pausing for a moment to give me a sarcastic grin, Dr. Cynaumon replied, "Yes, we had television in the olden days. The Pony Express brought ours. It's just that radio was word pictures and I loved how well the craftsman of their day painted word pictures."
"While I was working for the Minirth-Meier Clinic West in a business capacity and later as a therapist, I again became fascinated in radio. The Clinic had a radio program (sort of a Dr. Laura type show) and whenever possible, I substituted for one of the doctors. That turned into a regular radio gig on radio station KBRT in California. My show was heard from Santa Barbara to San Diego and for a short time, it was even syndicated to a couple other cities. I learned the radio craft during that time – especially how to create word pictures for advertisers on my program."
DR Online: Is that why Infinity Advertising does primarily DR radio and TV?
Cynaumon: "Without a doubt!" Cynaumon replied. "I have found that radio advertising over all other forms, allows you to intimately connect with the consumer. TV is fine for many things, but nothing compares to creating a radio commercial, airing it, measuring its response in a real time basis, and then adjusting the message the next day if needed."
Information about Dr. Greg Cynaumon can be found at www.drgreg.org or you can visit the CortiSlim™ web address www.cortislim.com.
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