Radio Imaging is Glitter
If the station you’re making Radio Imaging for isn’t rating – it’s not your fault.
If you’ve not got good on-air talent making great shows, an excellent music position with a well-managed rotation that’s not too tight, just tight enough then it doesn’t matter how good your work is – you’re not going to save it.
Often I find that people get in touch with me at wizzFX to help them improve their ratings by creating a new sonic identity for their brand (while I mention that word, have you read this article I wrote about Brand Identity on radio?). I always explain that new Radio Imaging isn’t going to directly improve the ratings – how often has a bad TV show improved because the station’s graphics looked nicer? Never. If it’s a bad TV show, I’m not going to watch it. Radio is the same. If your music/on-air talent/or both aren’t working for you, then there’s no way a new Radio Imaging package is going to work.
Radio Imaging is like icing on a cake. Good cakes with good icing are amazing. If you have bad icing, but the cake is good you’ll eat it anyway, but if the icing is amazing and the cake is stale or over/under done you’re not going to keep eating it.
Don’t get me wrong, Radio Imaging is extremely important – but it’s not the saving grace of your station. It’s the Icing on the Cake. The Glitter on the top. Radio Imaging is Glitter. Sprinkle it tastefully. Remember, no-one ever rolled a turd in glitter and thought it was better… or tastier (yuck).