For the last week, I've been editing the audio from the recent Crystal Awards' creative seminar. I have hours of fantastic material to cut down into bite-sized gems for the RMB web site. But all the while I've been listening to this wise and informative advice from North America's finest creative minds, I wonder...Is it worth the effort?

The seminar room was filled with radio writers, producers, students and sales people. I'm afraid the only people who got anything out of it were the students. I'm not hearing any change on the air. I'm not getting flooded with requests for help. The only note we got after the Crystals this year was from a guy who didn't like anything about it - especially the price of beer at the Royal York. Ironically, he was a guest and got in for free.

As a writer, it pains me to see my fellows' lack of effort to affect change. Sure things aren't perfect. Things have never been perfect. Make them better. But, they're resigned to the belief they're handicapped and can never create the world-class commercials like the guest speakers play. And invariably, when q&a time comes up, writers and producers tend to preface their question with..."I'm a writer at a radio station and we don't have the time; voices; sales support..." You name it. They've already given up and are simply announcing it to the rest of the room - and that's before they even ask their question.

Nothing will change. That's their reality. My reality is: Here are the tools to make your life a little easier and your commercials a lot better. Effective radio isn't difficult. And I'm making it incredibly easy for anyone to learn. But like I say, I wonder if it's worth the effort.

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