Do jingles matter?

[whit979]

First-time poster to the Programming board...hoping to get some opinions of the good folks over here!

I have read tons of articles and heard tons of people talk about liners, what to say, what not to say, voices to use, and so on. But one thing about imaging that I've rarely heard anything about are jingles. For every station that uses a jingle package, there are just as many stations who don't use them. Is there any kind of consensus when it comes to using jingles or not using them? What about formats? Is it a better idea to stay away from jingles on particular formats? Would love to hear what others have to say. Thanks.

 

[andreajesus]

it almost depends on the station - on a news or talk-formatted station, jingles are usually a challenge to come up with and make work (WABC NewsTalk 77 seems to be the exception here - but then again, look at its legacy....)

On a music station...let's put it this way, if i ever heard a jingle on a classical station like NY's WQXR or an AC like NY's WLTW (by the way, kiddies, BOTH ARE legacy stations 8).....), I'd be surprised...But on a station like WCBS-FM - hey, you GOTTA have your jingles - otherwise, it's like there's something missing...

Andrea

 

[Roger That]

Short answer: no...jingles don't matter. But branding can help your station, if you can pull it off.

Jingles might have had their place in the past, but they're useless now. Mostly, it's because (like all things radio) they haven't evolved in the last 30 years.

The IDEA of jingles is what most people should be striving for: an auditory brand that makes people think of your station. Like McD's has their "ba da bah bah bah" (which, btw, you could hear in your heard as you read that...THAT'S branding).

But, then again, if radio stations (and their people) knew how to brand, most would be in much better shape.

 

[FredRichards]

I don't know if I agree. If your competition is reading liner cards, sometimes jingles can be the way your listeners remember.

The biggest problem with jingles is that sometimes the buyer gets them for the wrong reason, or gets something that doesn't work. It is production ear-candy, but worthless to the listener who is not self-admiring it.

A jingle should be like the Coke, P&G, Ford, or IBM logo. It should invoke a clear memory in the listener's mind when they are asked "what station do you listen to?"

 

[radioboy]

Whit,

Personally, I've always liked them. Given two stations with similar formats I seem to always gravitate to the one with jingles vs the ones with just liners.

I have an Internet classic country station. It has very retro-sounding country jingles in it. Over half the emails
the station receives mention how much the listener enjoyed hearing the old station IDs/jingles.

 

[WCJS]

I PD a Urban/Hip-Hop station and I use jingles. I know your thinking "why have jingles on a Hip-Hop station nobody does that". That's the reason why I got them to make my station stand out. There is 6 stations the same format as mines around me and I needed some way to make me stand out. So I got jingles and the plan is working. People walk around singing the jingles at our remotes.

Jingles will work if you make them fit.

 

[TimB]

YES, they do matter. They dress up the programming and create a memeorable impression on your listener's minds.

 

[nightfly61]

YES they matter bigtime. Better to have a fresh, hot jingle than the same stale "all hits of the 80's, 90's & today" read by someone bored out of their mind. Jingles spice it up, dress it up, add color & flavor. Especially those fast to slow transition jingles that go into a warm, fuzzy slow jam.
I hear them on quite a few AM talk stations still...if not during the hour their top of the hour I.D is presented in hot jingle form.