THE STATE OF IMAGING

A lot of stations are cutting back on imaging but we’ve yet to hear a programmer say that branding isn’t important or that they don’t want imaging anymore. In our opinion imaging cutbacks may be temporary while the radio biz morphs. Whatever form radio takes, there’s likely to be a need for smart, creative, marketing minded production people who know how to entertain.
That being said, the state of imaging is a hot topic. Here are some issues that we hear being kicked around.
What’s up with the PPM? Doesn’t that make imaging obsolete? No. Your station is a brand regardless of audience measurement. People need to know what they’re listening too so they can tell their friends about it. When they like what they hear, they’ll want to come back so, why would you stop telling them who you are?

People perceive promos as commercials so that’s bad right? People have ALWAYS perceived promos as spots for one simple reason, THEY ARE SPOTS. They’re spots for your brand and they’re important for all the same reasons you tell ad agencies to buy time on your station. If you believe in the power of radio, you’d be seven kinds of crazy to stop running promos. Marketing on your own air is free and you need all the free marketing you can get.

Imaging interrupts the music and music is why people listen. We all know better. The magic of many great stations in the history of radio has been found between the records. Imaging done right is entertaining. It can be part of the programming. Yes, underneath it’s an ad for your brand, however, it should be creative and interesting such that nobody minds. Kinda like those spots in a certain highly publicized football game. People expect them and actually look forward to them. Folks want to be entertained; end of story.

All of those crazy noises and undulating music beds summon the devil don’t they? The point here is about production value. How much is enough? How busy is too busy? This is a tough one. Why not start by looking around at other media for clues? When you watch tv, does everything just sit there? What about when you go to the movies? Remember when Al Gore started the Internet? It was text only at first. What’s changed? Now it has tons more hot rockin’, flame throwin’ production value. See a pattern?

So, ask yourself, what is your imaging doing? Is it actively working to build the brand? Is it lifestyle relevant? Is it entertaining or at least interesting? You’ve got a transmitter, a stick and access to free airtime. Why not work it?