What are your thoughts on stations that brand with plain old News/Talk or Sports Radio? To me, you need a positioning statement. If you’re a sports station, Sports Radio AM 1300 just doesn’t cut it for me. Same with News/Talk 1300. As a PD, don’t you want to brand your station with a strong positioning statement? I hear more and more stations with these 2 formats going with the generic brand. Where’s the creativity?
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Positioning Statements
- Thread starter SportsRadioDoc
- Start date
I like to call this the "IABDBSWB Effect." That stands for "It's all been done before, so why bother?" Incredible lack of creativity for the simple excuse that everyone's heard everything already and it's not worth the effort. Just another reason why traditional radio is dead.
We are using some "buzzwords" here and I guess I am having trouble understanding the conversation.
Does creativity impress the radio professionals?
Does creativity (who decides what meets the guidelines of creativity) impress the rank-and-file listeners?
If "Traditional Radio" is dead, what defines traditional radio? No, make that WHO defines traditional radio?
How do we know that traditional radio is dead? Because it doesn't work? Because no one is doing it?
Does creativity impress the radio professionals?
Does creativity (who decides what meets the guidelines of creativity) impress the rank-and-file listeners?
If "Traditional Radio" is dead, what defines traditional radio? No, make that WHO defines traditional radio?
How do we know that traditional radio is dead? Because it doesn't work? Because no one is doing it?
In defense of the uncreative "News/Talk WXXX" and "Sports Radio WXXX" positioning statements, they aren't very creative but they do exactly what you need them to do: succinently and in your station name tell people what the station does and what its about.
The trick is coming up with an alternate statement that is just as brief that does the same thing.
The trick is coming up with an alternate statement that is just as brief that does the same thing.
SportsRadioDoc, good question. However I would like to know if you were programming a news/talk or sports station...what would YOUR positioning statement be?
I think it's important to remember the purpose of a positioning statement and to whom it's targeted A positioning statement is designed to tell listeners who aren't already familiar with your station exactly who you are and what you do. The best positioning statements are simple, clearly defined descriptions of what a listener can expect to hear when they tune to your station for the first time.
I have more of a problem with positioning statements that are vague and subject to a listener's interpretation than those that would appear to lack creativity. And even more of a problem with positioning statements that aren't true. Like when a station says it plays "the best variety of...." and then I listen and some songs in heavy rotation keep coming up every 3 or 4 hours. That's not variety. Or when I hear a station talking about how they have more music and less talk. Huh? Weren't you just talking?
If you're a radio guy...you've got to remember that listeners don't have the same perception we do. If a listener is looking for a news/talk or sports station to tune into in a market, those are the positioning statements they are going to key in on.
I think it's important to remember the purpose of a positioning statement and to whom it's targeted A positioning statement is designed to tell listeners who aren't already familiar with your station exactly who you are and what you do. The best positioning statements are simple, clearly defined descriptions of what a listener can expect to hear when they tune to your station for the first time.
I have more of a problem with positioning statements that are vague and subject to a listener's interpretation than those that would appear to lack creativity. And even more of a problem with positioning statements that aren't true. Like when a station says it plays "the best variety of...." and then I listen and some songs in heavy rotation keep coming up every 3 or 4 hours. That's not variety. Or when I hear a station talking about how they have more music and less talk. Huh? Weren't you just talking?
If you're a radio guy...you've got to remember that listeners don't have the same perception we do. If a listener is looking for a news/talk or sports station to tune into in a market, those are the positioning statements they are going to key in on.
C
chadd
Guest
If a sports station's linked with a local team (that matters), using them in a "Home of (town's) _____" is a good way to go.
Since lotsa places don't have that home team pride (or a team at all; or if someone else has exclusivity), consider what else is going for you at "Sports".
That's what a positioner does, right? It's just highlighting the most desirable feature of the station.
I dunno, I'm not a sports guy. Lean on what the market loves about you.
Since lotsa places don't have that home team pride (or a team at all; or if someone else has exclusivity), consider what else is going for you at "Sports".
That's what a positioner does, right? It's just highlighting the most desirable feature of the station.
- "On the bench scouting for the latest deals, trades, and rumors... Sports"
- "Your teams, Your games, Your Sports Station"
- "The sportiest sports in the sport of sports. Sports."
I dunno, I'm not a sports guy. Lean on what the market loves about you.
A lot of that depends on what my station brings compared to my competition. Your comments were right on the money as far as statements that are vague and not true, so If my sports station is new and not #1 or 1st, then I wouldn't make my PS, WXXX, 1st for Sports or WXXX, Your #1 Source for Sports. I would, however, want my audience to "Experience Sports". So, maybe I'm Sports Radio 1300 WXXX, Experience Sports.dmargalotti said:SportsRadioDoc, good question. However I would like to know if you were programming a news/talk or sports station...what would YOUR positioning statement be?
Great insight here, but I would want to add a little sumpin sumpin just to sweeten the deal like DudeFan stated.dmargalotti said:If you're a radio guy...you've got to remember that listeners don't have the same perception we do. If a listener is looking for a news/talk or sports station to tune into in a market, those are the positioning statements they are going to key in on.
Depends on the professional.Goat Rodeo Cowboy said:We are using some "buzzwords" here and I guess I am having trouble understanding the conversation.
Does creativity impress the radio professionals?
Depending on what you're being creative with, yes it does. In terms of imaging, not as much as the essentials of programming, but it does make a difference. As to who decides what meets the guidelines of creativity, the listeners do, and they're resoundingly telling traditional radio stations that they're not being creative enough.Goat Rodeo Cowboy said:Does creativity (who decides what meets the guidelines of creativity) impress the rank-and-file listeners?
Traditional radio is a term I coined to replace the mistaken term "terrestrial radio". Internet radio is just as terrestrial as AM and FM, if not moreso considering that the signal runs through mostly underground fiber as opposed to through the airwaves. That's what traditional radio is.Goat Rodeo Cowboy said:If "Traditional Radio" is dead, what defines traditional radio? No, make that WHO defines traditional radio?
We know that traditional radio is dead because of two simple facts: one, the younger generation doesn't listen to it, and two, they don't listen to it because it ignores them. Sure, traditional radio still has the older folks to rely on... until they die off. When literally no one is left listening, where's the revenue going to come from? It simply won't be there. Therefore, traditional radio is dead. Like it or not, it's a fact. There's no arguing it. It just is.Goat Rodeo Cowboy said:How do we know that traditional radio is dead? Because it doesn't work? Because no one is doing it?
Dude in reply#3 has it right. Dress it up or down, but tell the people
1: What you are...Sports/Talk
2: Who you are....WSPX
3: Your address....1300Kc
and tell 'em 20 times an hour, or more if you can. KYW Newsradio 1060 in Philly holds the record I believe. 44 times in 1 hour. It's w...sports time, w... sports weather, w... sports traffic, w... community bullitin board, w...scoreboard results, w...news update, w...sports update, w...sports wrap, w...bedcheck. You get the rythym.
As to the report of the death of radio, it is total crap, and we in the business know better. Your arguement has been discussed adnauseum on these boards, and the arguement loses everytime. Oh, XM / Sirrius is the end of radio. Try a whopping 4 share nationwide, including the "King Of All Crap" Howard Stern, who has a SMALLER nationwide cume than he had on just one station in Market 6..WYSP, Philly!
Record players were gonna kill it, TV was gonna kill it, 8-Track/Cassette/Walkman/CD/mp3 was gonna kill it. It's all crap.
It's not perfect, there's much room for improvement to garner the "yoots", but not in any trouble. And those "yoots" grow up.
What is in trouble is the newpaper industry, who the ABC reported today that the top 20 papers lost 2.6% of circulation in just the past six months! Now THAT'S trouble!
Opinions are like elbows, everyone has two. But facts are facts.
1: What you are...Sports/Talk
2: Who you are....WSPX
3: Your address....1300Kc
and tell 'em 20 times an hour, or more if you can. KYW Newsradio 1060 in Philly holds the record I believe. 44 times in 1 hour. It's w...sports time, w... sports weather, w... sports traffic, w... community bullitin board, w...scoreboard results, w...news update, w...sports update, w...sports wrap, w...bedcheck. You get the rythym.
As to the report of the death of radio, it is total crap, and we in the business know better. Your arguement has been discussed adnauseum on these boards, and the arguement loses everytime. Oh, XM / Sirrius is the end of radio. Try a whopping 4 share nationwide, including the "King Of All Crap" Howard Stern, who has a SMALLER nationwide cume than he had on just one station in Market 6..WYSP, Philly!
Record players were gonna kill it, TV was gonna kill it, 8-Track/Cassette/Walkman/CD/mp3 was gonna kill it. It's all crap.
It's not perfect, there's much room for improvement to garner the "yoots", but not in any trouble. And those "yoots" grow up.
What is in trouble is the newpaper industry, who the ABC reported today that the top 20 papers lost 2.6% of circulation in just the past six months! Now THAT'S trouble!
Opinions are like elbows, everyone has two. But facts are facts.
Yes, facts are facts, and the fact is the "yoots" are not coming back to traditional radio. It's as simple as that. That argument cannot be refuted.
O
Old Yeller
Guest
Here's a way to see if your branding is effective: diary review. They can be done on-line.
If your listeners refer to you as News/talk 1300...that's your "handle". Recall is the ARB game for non-PPM markets.
If your listeners refer to you as News/talk 1300...that's your "handle". Recall is the ARB game for non-PPM markets.
Whatever you call it, the only reason radio is tarnished is because there are companies putting out a mediocre product that does not inspire or compel the average person to listen. The radio stations that continue to do well offer the listener something more than well-researched music and perfect voice-tracks and liners. Perfectly executed formatics only give radio folks wet pants. Communicating passion and information that is important and relevant to the listener is what inspires regular folks.
Josh, respectfully, I'd like to ask the question: "Says who?" What data are you quoting, what source.
There's lot's of posters here who preach that because ther's nothing much that THEY like on the air, so that must mean everyone else their age is disinfranchised. It's simply nor true. Maybe your market, but don't speak in generalities for the entire industry. Where I am, the 12-24 listening is as strong as ever! Who do you think is pushing the Hip-Hop format and sales? There are fewer rockers, not fewer listeners.
There's lot's of posters here who preach that because ther's nothing much that THEY like on the air, so that must mean everyone else their age is disinfranchised. It's simply nor true. Maybe your market, but don't speak in generalities for the entire industry. Where I am, the 12-24 listening is as strong as ever! Who do you think is pushing the Hip-Hop format and sales? There are fewer rockers, not fewer listeners.
The data I'm making these claims based on is my own study. It's ongoing, and I've used upwards of 200 test subjects, both those I know and anonymous survey respondents. I'm not saying these things because I don't like what's on the air, because I actually do like the music. And, frankly, so do the listeners. That's not the issue here. What's at issue is the presentation and the format. Today's youth do not put up with 15-minute (or less) music sets and jocks who don't know the first thing about being a true on-air personality. The listening driving the numbers in that demographic today are what I like to call "convenience listening". They tune in because it's there and it's background noise. Very few people in this generation tune in to actually listen to the radio.
Additionally, you know as well as I do that everything is calculated around TSL these days, and that's not an indication of how many people are truly tuning in. I'd be willing to bet that if you look at cume numbers in your market (or any market, for that matter), you'll see a pretty good dip in that age group over the years that they've come into it. That's ground that's not going to be made up unless and until traditional radio changes it's programming philosophies significantly to target them. Quite frankly, you and I both know that's not going to happen. Therefore, when this generation comes to the all important "money demo" (and I use that term loosely), traditional radio won't have them to rely on.
Given that traditional radio will refuse to change until the bitter end, it's pretty safe to say that it, as we know it, is dead.
Additionally, you know as well as I do that everything is calculated around TSL these days, and that's not an indication of how many people are truly tuning in. I'd be willing to bet that if you look at cume numbers in your market (or any market, for that matter), you'll see a pretty good dip in that age group over the years that they've come into it. That's ground that's not going to be made up unless and until traditional radio changes it's programming philosophies significantly to target them. Quite frankly, you and I both know that's not going to happen. Therefore, when this generation comes to the all important "money demo" (and I use that term loosely), traditional radio won't have them to rely on.
Given that traditional radio will refuse to change until the bitter end, it's pretty safe to say that it, as we know it, is dead.
B
bub
Guest
Amen to that! Once you've worked in this racket for a number of years, you'll never listen to radio the same way again.dmargalotti said:If you're a radio guy...you've got to remember that listeners don't have the same perception we do.
B
bub
Guest
Prior to the advent of PPM, it was those stations that followed the above-quoted formula that did very well in the ratings because it was easier to remember that top-of-mind sequence when filling out the diaries.amfmsw said:Dress it up or down, but tell the people
1: What you are...Sports/Talk
2: Who you are....WSPX
3: Your address....1300Kc
and tell 'em 20 times an hour, or more if you can. KYW Newsradio 1060 in Philly holds the record I believe. 44 times in 1 hour. It's w...sports time, w... sports weather, w... sports traffic, w... community bullitin board, w...scoreboard results, w...news update, w...sports update, w...sports wrap, w...bedcheck. You get the rythym.
I'm on board with the "Simpler is better" philosophy when it comes to positioning statements. It obviously depends on the individual situation, but Sports Talk 1300 WXXX seems like a very straightforward positioner to me. You could add a secondary line in there like "Anytown's Sports Authority" or "Anytown's Sports Leader" or something to that effect. Most of the time PD's and consultants try to conjure up positioning statements that really are vague or meaningless. I've always believed that if your positioner needs to be explained or thought about to understand, it ain't gonna to work.
KYW Newsradio 1060 in Philly holds the record I believe. 44 times in 1 hour. It's w...sports time, w... sports weather, w... sports traffic, w... community bullitin board, w...scoreboard results, w...news update, w...sports update, w...sports wrap, w...bedcheck. You get the rythym.
From what I've heard, 1010 WINS in NYC says the station name 120x per hour. I also heard about a 3 minute clip of them, and heard the name 8 times, so I'd almost believe this as an all day thing. Anyone have any insight? I think it's\brilliant.
D
DoubleC
Guest
Branding Branding Branding.....its that simple.
Remember the Great example of Top 40 Brandig 77 music radio WABC.
Say your frequency and your name...
Where are you...77
what are you... Music Rado
yur call letter....WABC
1010 WINS had te perfect slogan for todays fast movingworld decades ago when they said
1010 1ins Give us 22 minutes and we'll give you the world
Remember the Great example of Top 40 Brandig 77 music radio WABC.
Say your frequency and your name...
Where are you...77
what are you... Music Rado
yur call letter....WABC
1010 WINS had te perfect slogan for todays fast movingworld decades ago when they said
1010 1ins Give us 22 minutes and we'll give you the world
B
bub
Guest
Just give it back to us when you're finished. ;DDoubleC said:1010 WINS had te perfect slogan for todays fast movingworld decades ago when they said
1010 Wins Give us 22 minutes and we'll give you the world
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