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Stations using "Only" slogans

The Diet Coke comment is right on the money.

Back in 2000, we came up with "Playing What We Want" for JACK-FM. It allows for a wide latitude of music, since it is impossible to "break the format" if you are playing what whatever you want, right? The listeners considered themselves part of the "we" as they should.

BOB-FM (from CHUM Radio) in 2002 went with "80s, 90s...whatever". Interestingly, it doesn't test well as listeners end up saying "I don't want a song from the 1980s or the 1990s...I want something different". They painted themselves into a corner.

CJ
 
I am not the only one who feels the "playing what we want" is trivially ridiculous. "We" could mean the station's staff / programming department, the way it is being used. Why not "Playing what YOU want", instead? To me, that connects better with the listener.
 
OK, you and Fred Jacobs agree on your idea. Never got too far did it?

When we created JACK back in 2000, a basic idea behind the format was that your current radio station is lying to you.

They might say "we have the biggest library of music" - but it's locked up since they only play 300 songs out of it (and always the same ones).

"We play your requests" - a pantload of crap that even the most casual listener knows isn't true. Same for "We'll get that on for you" equals "the check's in the mail". Sure, IF it's already coming up in Selector, you'll hear it, but otherwise have a nice day and get off the phone.

CJ
 
Back to making claims in slogans, that are un-true. In England a couple of years ago, a listener took a station to task for their "London's Most Listened To Radio Station" slogan. It turned out they were not London's most listened-to (at the time of complaint), and Ofcom, the UK radio governing body told the station they could no longer make this claim in a slogan or on-air chat. Ever since, UK stations have stopped making any claims of 'Best', 'No 1' etc.

So yes, make your claim but be ready to prove it.

The time may be coming to an end, when Americans praise only the 'winners', the 'best', the 'biggest', the 'richest' etc. Even the phrase 'loser' comes close to being an infringement on human rights, condemning people who don't win to a life of misery, instead of encouraging them to keep trying, who is to say a loser cannot try again and win.

Consider the British view... we love the 'underdog' and we champion losers, trust me, it's a great place for your head to be ;)
 
Goes back to the "coolest" people all have one thing in common.
No need to tell you how cool they are.

The B.S. and annoyance meter goes off when someone feels the need to tell you how wonderful they are.

I'm Number 1!!

I'm the ONLY(fill in the blank)

Here are some foks telling you how wonderful I am.
(staged recording of people telling you their life wouldn't be complete without listening to Dick & Jane in the morning)
 
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