It’s happening more and more often, especially on CFRB. The incessant promos, designed to increase hours tuned, that inevitably begin with the words, “You won’t believe…” In fact, I heard another one of these things just this morning.
 
The worst offender on Toronto radio is definitely ’RB’s afternoon driver Ryan Doyle, who has fallen into the annoying habit of promoting almost every upcoming story by saying things like, “Coming up after the news, you won’t believe the reason three people were arrested in downtown Toronto this afternoon.” And then it turns out the referenced trio were pinched for something like arguing over a parking space. It may be unusual but it’s not that spectacular.
 
Or “you won’t believe how much someone spent for a recently discovered baseball card.” And after waiting through what seems like 40 minutes of spots, you discover it’s $100,000. Actually, I would believe it. It’s not all that amazing.
 
The problem with these promos is that after they overdo them too many times, it becomes impossible to accept anything they say, even on the odd occasion when there really is an incredible story worthy of your attention.
 
City TV news used to suffer from this problem a few years ago. Every promo for their major 6 pm newscast would be predicting disaster. “The three things you’re doing that could result in the death of your children!” Or “the things experts say could be slowly eating away at your house and putting your family in danger!” It got so stupid that it’s my understanding staffers who were there at the time started making fun of them internally. Never a good thing.
 
So while I understand the need for promos, maybe save the outrageous hyperbole and hype for the items that actually deserve it. Otherwise you own words may well come true. “You won’t believe…” And you’re right. I’m starting not to believe anything you say.