Sunday morning, 11:30AM. The DJ is adlibbing his way through a break, being careful to work in two required station positioners. Twice during that break he refers to “Your Official At Work Station” — on a Sunday morning.
How smart is that, having your weekend jock promote the station as the Official At Work Station? Not very.
The Rationale (I assume): That’s how they want to be branded, so they say it all the time. Maybe some weekend listeners will be influenced to listen to them on weekdays, too.
1. Most people hearing that message are not, at that moment, At Work Listeners. The station is referencing an experience they are not having.
It’s like a sports station boasting in January about being “The Official World Series Radio Station.” Well, that might be true. But it doesn’t make sense unless it’s October, not January.
2. In fact, for many listeners it’s an experience they’d rather not think about then. Few are thinking, “Gee, I wish there were something to take me out of my weekend mood and make me feel like I’m back in the office!”
But It Gets Worse.
The break — which included two references to “Your Official At Work Station” — ended with the jock declaring this to be a “Work Escape Weekend.” Uh, at, um, y’know, Your Official At Work Station.