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radio imaging tips

A Loyal Reader Writes:

“We air some local radio imaging liners on some of our stations, i.e., ‘Radio X, Today’s Best Music.’ They air between two songs. One song ends, the liner starts and the next song starts underneath. 

“I’m being asked to air things other than image liners in that position, e.g., ‘Radio X: Listen for Today’s Newsmakers weekdays at 9.’

“I think you’ll agree that it’s wasting the listeners’ time to drop in this ‘program promo-type liner’ between songs instead of a quick image liner. If you agree, how would you defend my case? I’m having trouble finding words to articulate my position.”

Yes, I agree.

People listening to music on a music radio station don’t want to hear about your News programming — at least, not in the middle of the music.

That’s why when TV networks run promos for other shows within, say, a sitcom, the other shows they’re promoting also are comedies.

You won’t see CBS running a promo for The CBS Evening News in the middle of The Big Bang Theory. I wonder why that is?

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  • John December 16, 2013, 7:04 am

    I’ll throw out the but….how about the local stations running a news promo during a non-news show. This happens quite a bit.

  • GregWilliams December 16, 2013, 10:27 am

    I thought that was considered “cross-plugging”?

  • Don Lehn December 16, 2013, 10:44 am

    As a News Director of a Greatest Hits station, we cross promote the fact that there are two websites. One for the music (895thedrive.com) and one for news (mychilliwacknews.com).

    Also promoting that they have separate Facebook pages– it seems to work ! (Vancouver radio rips us off all the time– for Valley news..lol)

  • adz December 16, 2013, 2:37 pm

    One has to keep in mind the average age of the audience for the CBS Evening News is 60 and over…so they’re likely not watching ”The Big Bang Theory”.

  • Dan O'Day December 16, 2013, 4:01 pm

    how about the local stations running a news promo during a non-news show

    Sure, assuming it’s a message-to-audience match.

  • Dan O'Day December 16, 2013, 4:02 pm

    @GregWilliams: The problem is our Loyal Reader is being told to put those between songs,” which is really dumb.

  • Adam G December 17, 2013, 3:59 am

    Well The super bowl can be a good example why NOT to throw non format interruptors-in ..you like those bottom screen inserts plugging The Real sluggo wives of barnum and bailey while the Trojans are on fourth down in-play? They last about 10 seconds and that play could be dust on your vision….oops sorry does not really cut it and someone won’t be a happy camper. Especially if it’s an animated one Yikes!