Gary Owens fans and ear cupping announcers, rejoice!. Just when you thought for certain that the styling of the Announcer voice had packed its bags for good, the cyclical nature of advertising trends makes another revolution in the direction of the big, authoritative voice you grew up with.

Are the Guys and Girls Next Door moving to another neighborhood? J. Michael Collins gives some compelling evidence for why the Announcer is back in the building and about to take the microphone.
Are you hearing the rumblings?
Be sure to add your voice to the conversation now!

Did The Announcer Really Leave The Building?

For all of the hype around what’s known as the Real Person voice, the tides may be turning toward the voice of the Announcer, a voice that while still in demand has suffered a decrease in use over the past decade.
Aside from it simply being “time” for a change, there is more going on than meets the eye in terms of which generation has the buying power and who’ll they’ll be most likely to listen to when making a purchase.

The Revolving Door of Advertising

In a recent article on Voice Over Times, Death of the Announcer: Why It Has Been Greatly Exaggerated, J. Michael Collins astutely notes and supports what he sees to be a coming changing of the guard, especially for voice overs, in advertising.

The Announcer, it would seem, is due for a comeback!
Collins raises many valid points in favor of the Announcer and cites economic reasons for why the “chipper, upbeat, conversational, hip, genuine and, ‘real,'” voices are not as persuasive as they have been or continue to appear to be.

Generally speaking, the people the voices outlined above are aimed toward, those being men and women aged around 18-30 respectively, do not have the buying power (or willingness to part with their money) of those slightly more senior in age and therefore the voice selling to demographics other than young adults may be falling on deaf ears.

What Do You Think?

Who do you listen to? Have you seen an increase in the need for or use of the Announcer?
Looking forward to hearing from you!
Best wishes,

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Stephanie Ciccarelli is the Co-Founder and Chief Brand Officer of Classically trained in voice, piano, violin and musical theatre, as well as a respected mentor and industry speaker, Stephanie graduated with a Bachelor of Musical Arts from the Don Wright Faculty of Music at the University of Western Ontario. Possessing a great love for imparting knowledge and empowering others, her podcast Sound Stories serves an audience that wants to achieve excellence in storytelling. Stephanie is found on the PROFIT Magazine W100 list three times (2013, 2015 and 2016), a ranking of Canada's top female entrepreneurs, and is the author of Voice Acting for Dummies®.


  1. We live in both a changing and cyclic world, which sounds like a contradiction. However, the voice of a pro announcer coupled with the art of ‘sharing’ as opposed to ‘spruiking’ is, I believe, where the trained announcer fits in nicely today. Whatever you age, a good product, service, narration etc. should hit the mark with you, when delivered by an empathetic talent. That talent may have the timbre of Morgan Freeman or the light tones of Leonardo DiCaprio – it doesn’t matter, so long as the story hits the target with cred.
    IAN in South Australia

  2. The “Announcer” has never gone away. The TV booth voice on all major networks is an “announcer.” News anchors are announcers. The list could go on for a long time.
    I agree that the buying power is in the hands of the fastest growing demographic, age 50+. Someone turns 50 every 10 sec and 60 every 12 sec give or take a sec here and there.
    So when you consider a VO for a product, choose the voice to match the content and delivery style of a product message. For example, research tells us that male voices are more knowledgeable when describing technical attributes of a product, while female voices are more knowledgeable when describing a product with references to love, relationships and caring.
    Nowadays more than ever, you need the voice of experience to sell the product and you don’t get that with a “young kid next door” kind of read. In my opinion this is why the “announcer” will always be in demand.

  3. Cycles have always been with us. It’s part of nature, fads, business trends (fashion, music, art, etc..). Interestingly, I have auditioned 2 or 3 times over the past several weeks or so for the “Announcer-type” voice as requested in the job description.
    Best Regards,

  4. As a studio owner and voice talent, I’ve chuckled over the past decade at the number of auditions that arrive with the comment “no announcer voices please”. And as one of those announcer voices, I must admit to perhaps having missed the entire decade of not getting hired. All I did personally was back off the Gary Owens technique and make it a more one-on-one experience, still with the enunciation and spirit that we announcers possess and love to share. It has served me well through countless corporate industrials, audio books, commercials and radio series. And, in my biggest announcer voice I say – fellow announcers – welcome back.

  5. I’ve also noticed the huge number of voiceover job postings that specifically exclude the announcer type voice while the frequency with which I hear it still being used seems to indicate it’s still quite popular.