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Should Classic Hits Stations Play Jingles? New WLS-FM Jingles

The Hustle said:
...even in a PPM market. Just because you dont NEED to identify yourself with the meters, it doesnt mean you shouldnt.
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I'd say that in the PPM world you need the identifier even more for several reasons:

First, the world is filled with options. If you did a good job of satisfying a listener's needs when they last listened, you want them to know where to come back to. A jingle does that (and it should identify the name used across all distribution channels, whether radio, streams or audio aggregators like our friend Alexa).

Knowing where to "come back to" is critical in the PPM world, where "all day listening" is really a bunch of 10 to 20 minute bits and pieces and where you can loose a listener at any moment.

Second, you want the station associated with its brand of music. So playing a jingle next to a big-testing song gives your station a subtle "ownership" of the song itself; call it "guild by association"!

Third, jingles wear better than recorded voice liners and sweepers. In many cases, a simple acapella jingle does a better job than anything else in those cases for many formats.

Of course, some formats just don't work with jingles... Alternative Rock comes immediately to mind. But most formats do, if the jingles are short and fit the tone of the station and its music.
 
K.M. Richards said:
That's why I use an old package. Very old.
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And a lot of the older packages can still be cut, and refreshed with a less "booming male voice" (one of the things that dates older jingles).

Because the tracks remain the same, if they were saved in multi-track format one can even get a more contemporary feel there if you are dealing with a real pro like Jonathan Wolfert at JAM.

A package does not have to be bought in its entirety, and you can skip the ones with jock names, or ones that sing "weather" or "hitbound" or whatever.

I'd take the shortest ones and mix without instrumental intros and instrumental closes. Maybe, in some cases, an intro can be done just with the signature notes on one instrument to reinforce the sing.

If the programmer knows music, or has an associate who does, you can really customize jingles, particularly if time is taken to listen to the tracks many times in advance to come up with the desired feel, sound and lyrics.
 
If you are playing the music from the time that the music was surrounded by jingles, I think it adds a nice texture. Branding is also important (although there is something to be said for the use of the dial position.) I can't tell you how many times in my life people have "sang" our radio station name. It's usually women who I apply this logic to formats skewing above 35. Same things as TOH. Is it necessary? Probably not. But if you take it away, you have just cut another piece of the radio puzzle out of the product.
 
Kelly A said:
www.theatlantic.com

What Killed the Jingle?

Marketing ditties once had a distinctive, hokey sound, but today’s advertisers have ditched them for standard pop songs.
www.theatlantic.com www.theatlantic.com
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The danger there is that the consumer may so easily recognize the song that they may not connect it to the product being marketed.

When Ozempic adapted the 1975 one-hit wonder "Magic" by Pilot, I sang along using the original words and didn't really pay attention to the drug being marketed until much later.
 
K.M. Richards said:
The danger there is that the consumer may so easily recognize the song that they may not connect it to the product being marketed.

When Ozempic adapted the 1975 one-hit wonder "Magic" by Pilot, I sang along using the original words and didn't really pay attention to the drug being marketed until much later.
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But at least you wondered what triggered the ear worm of a long-forgotten one-hit wonder. That's the point that makes ear worms more effective today than some cheesy jingle.
 
Kelly A said:
But at least you wondered what triggered the ear worm of a long-forgotten one-hit wonder. That's the point that makes ear worms more effective today than some cheesy jingle.
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Yes ... presuming the average consumer would trigger in that way. If they're so into the song that they really don't pay attention, all that licensing, etc. was wasted.
 
K.M. Richards said:
Yes ... presuming the average consumer would trigger in that way. If they're so into the song that they really don't pay attention, all that licensing, etc. was wasted.
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I'd say other than Ozempic, most of the medications being pushed on TV are geared toward Boomers, so it makes sense to play a tweaked excerpt of some song from that era.
 
Kelly A said:
I'd say other than Ozempic, most of the medications being pushed on TV are geared toward Boomers, so it makes sense to play a tweaked excerpt of some song from that era.
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But that's my point, Kelly. We Boomers are going to remember the original song more than we remember what drug it was tweaked for. (After a while, all those drug names start sounding alike to me.)
 
K.M. Richards said:
But that's my point, Kelly. We Boomers are going to remember the original song more than we remember what drug it was tweaked for. (After a while, all those drug names start sounding alike to me.)
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I want the gig coming up with the bizarre name for new drugs. For example; a Peyronie's Disease drug would need to have Richard Nixon's name hidden in there somewhere. Brings a whole new meaning to an 'Easter Egg'.

So we agree that cheesy jingles are less effective than modern use of one hit wonders?
I'm waiting for a new COPD drug to use The Sweet, Love is like Oxygen.
 
Kelly A said:
I want the gig coming up with the bizarre name for new drugs. For example; a Peyronie's Disease drug would need to have Richard Nixon's name hidden in there somewhere.
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I doubt you'd get that past the FDA, Kelly. Here's an AMA article that explains the process.
 
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