From The Columbus Dispatch

On a recent Friday, Pam Conley learned that she had something to say. She didn't know what or for whom, but that's not unusual. She's a hired voice, and this is an election year. Her pipes are in demand. Her orders were to go to Magnetic Studios, 1201 Olentangy River Rd., and await a fax. When it arrived, she found that her job was to say 18 words. The recording would provide the voice-over of a 10-second commercial for Thomas J. Moyer, chief justice of the Ohio Supreme Court. She read the words four or five times, concluding with "Chief Justice Moyer ‹ he works for you," as engineer John Hetrick recorded them. Listening by phone from Washington was a producer for an advertising agency. "More smile," the producer told Conley. She brightened her reading a little, and the recording session was done. It took 13 minutes. Like most other voice-over artists, Conley, an Upper Arlington resident who graduated from Ohio State University in 1975 with a degree in theater, records in a variety of mediums. For example, that's her saying "AT &T" when you use the company's long distance service. When fall nears, however, political campaigns come calling, often on short notice. Columbus has about a half dozen people who hire out their voices for political commercials. Conley records for Republicans. Most voice talents, as they call themselves, stick to one party. "I tell people I'm a broadcast Democrat," said Charlie Pickard of the North Side. "It's better to pick one party because politicians have long memories." Pickard, who also announces for WOSU radio and was the voice of Big Bear for many years, said that doesn't mean he agrees with everything that he's asked to say. "I try to believe in what I'm doing, which sometimes is a bit of a stretch." Conley, drawing on her acting background, said she assumes a role when reading a political ad. "For that minute, I believe what I'm saying. I have to believe it, or you're not going to believe me." Beyond that, certain techniques help, said Chuck Brown, a Westerville-area voice-over artist who also does political work. To convey warmth, he softens his tone and adds more breath by getting closer to the microphone. "It makes it feel like the person is close to you." Inserting pauses gives the words a more conversational feel. A lower tone with a hint of growl conveys gravity and concern. A slightly mocking singsong often is employed to question a rival's position. "It sounds a little demeaning, almost like you're talking to a small child," Brown said. Voice-over artists can make $150 to $300 for a brief recording session, Brown said. That's why the business is getting crowded. "Anybody with a microphone believes they can do this." Ad makers, though, prefer hiring experienced voices who can complete a piece quickly. Digital technology has sped political ad-making, and rival campaigns can answer ads in a matter of hours. Conley once was summoned at 1 a.m. in the heat of a campaign. "I told them, 'I'm coming in my pajamas.' They said, 'That's OK; just get in here.'" Joe Blundo is a Dispatch columnist. jblundo@dispatch.com

Call Pam at 614-488-8014.

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