QUOTE (TimmyP1955 @ 21 Jun 2009, 3:29 PM)

"Use sparingly" is a common wisdom. I guess these folks have not heard some of our better sounding records (DSotM, Led Zeppelin 1, Black Sabbath 1, Frampton Live, several Def Leppard albums, Yes 90125, .....).
Heard DSotM? I grew up with it--and am happy to say I've even seen it performed live a couple of times!
However, the advice to use reverb sparingly still holds. Plonking a thick, heavy "hall" reverb on every track you mix just because "ballads sound good with reverb" gets tiring very quickly. Reverb isn't a magic bullet that makes every ballad as great as "Breathe".
Yes, most tracks and voices benefit from a bit of presence, be it natural from a nice sounding studio or added electronically in the mix. But I stand by what I said in my first post: most beginners use too much reverb in an effort to "do something to make it sound good". Yes, there are exceptions but MOST pro mixes tend to be drier than MOST amateur mixes. The pros spend more time with things like EQ and multiband compression to make the vocal sit perfectly in the mix--and use just a bit of carefully considered presence/reverb. Actually, I've jumped ahead of myself there. Most pros spend even MORE time getting the initial recording as perfect as possible, considering things like mic choice and placement as well as the basic position in the room. The better the track, the less processing you need!
My 2 cents worth anyway.