August, 2012

I don't mean to give away professional secrets, but San Diego radio stations get together periodically to ascertain the "State of the Radio Business" in the market.  It's not like we're conspiring, or anything, but we just talk about Best Practices and stuff.  The organization has undertaken a formal study of the perception of the radio business, through the point of view of some large, local advertisers.

[SIDENOTE:  Of course, Jazz 88.3 does not carry advertising, but we do seek and enjoy the financial support of local businesses who appreciate the value of the service we provide. From that standpoint, the thoughts of the "advertising community" are important to us, too.  We are, after all, players.]

Anyway, without sounding like we're patting ourselves on the back, at least according to these advertisers, Radio, as a medium, is doing just fine, thankyouverymuch!  With the advent of mp3 players, streaming music services, and "Internet radio," the profession has struggled with the fear that radio, as we have all grown up, knowing it, is going the way of the newspaper.  Well, if these advertisers are any indication of the public' perception  at large, that's just not the case.  One advertiser said, "The listener relationship with radio is the strongest of any medium."  Another one said, “The connection with the listener differentiates it.” Finally, probably my favorite quote is, “Listeners are passionate about radio.”

Everywhere you hear, people are talking about "branding."  Advertising agencies have become "branding specialists."  Low-end celebs work very hard to create their own "brand," which is just another word for reputation.  Even nonprofits, like public radio stations, are paying attention to the presentation of their "brand." 

John Burke, in his Nonprofit Branding blog, says, "Implementing a mission that benefits society is probably not enough. Your nonprofit must commit all employees, all volunteers, all directors and all actions to the branding process. Your brand is shaped incrementally and always – shaped by every interaction, shaped by the way your phone is answered, the way your office is maintained, and by the grammar in your emails."  

 So what about a logo?  Why all the fuss about logos? Why is a recognizable logo important to a retail product?  A well known logo is intended to re-create the feeling of the brand in the mind of the consumer.  When you see that pink and orange logo, you're supposed to smell coffee and taste sugary-sweet fried dough.  Wearing the Nike swoosh means you are a real athlete.  The design of the logo is neither here nor there, as long as the effect on the audience's brain is there.