"We don't have regularly scheduled traffic reports. Only when warranted. But, we need a better and consistent way to get in and out that flows with ME and sounds like public radio."
Traffic reports are aired on 46% of the stations analyzed by the MEGS team. They are done poorly at most of these stations. Using a voice from a service like Metro Traffic often results in announcers who sound commercial and do not match the conversational sound of Morning Edition. Other common problems with traffic reports include:
- Not doing traffic frequently enough to be of value to listeners - two or three reports per hour are not sufficient to provide much useful information. The MEGS team believes stations should commit to four or five reports per hour - or not do them at all (and stations should decide based on audience research whether traffic is a necessary service for their listeners).
- Airing a traffic reporter's name more often than the names of any other local voice in the hour, including the host's or newscaster's.
- Underwriting announcements that sound like commercials and/or are billed inappropriately as "sponsored by."
- Providing credits that feature products not typically associated with public radio listeners - car washes, smoked pork, etc. - (actual examples heard during the MEGS analysis!).
- Jamming in too many credits per hour in exchange for traffic reports - stations do not realize that the number of credits they agree to run for the traffic service is often negotiable.
MEGS workshop stations are working on problems associated with traffic reports in a variety of ways. Some are working to have their host voice traffic reports instead of using a commercial service. Others have decided to provide traffic information only for situations serious enough to be considered news, ignoring those recurring traffic problems that occur in the same places at the same times nearly every day.
