For this week’s Programming To Win column, Rich Van Slyke chats with Cumulus-Kansas City OM Chris Hoffman about the importance of imaging to a programmer. Van Slyke and Hoffman discuss the differences between imaging different formats, how PPM has affected imaging and listeners’ perception of imaging.
By Rich Van Slyke
Rich Van Slyke
Next to the music, Imaging is the most often heard sound on your radio station. Let’s go straight to the source: PDs who do it everyday, just like you. Chris Hoffman is the OM of Cumulus in Kansas City, and PD of 101 The FOX, KCMO Talk Radio 710 and 103-7 The DAM. He’s no brain surgeon, but he’s pretty dam smart.
1. What’s the difference between imaging a station targeting Adults 25-54 vs Men 18-34?
For me, it’s about putting myself in the mindset of the audience I’m writing for at that time. At Cumulus, Jan Jeffries and his team provide a lot of resources. I work with Vice President of Programming Val Garris to really define the target. Once you’ve achieved that…When you can see that person in your mind, or in some cases, you are that person, you know what moves them. My writing on the Classic Rock Station may be a little more mature, the Active Station may be quicker paced. They each have their own attitude. In both cases I like a lot of energy to provide that forward momentum.
2. How has your imaging changed for PPM?
Today it’s even more focused and more concise. Not just in length, but also word economy. Can I say more with less? With attention spans shrinking and listeners being bombarded by thousands of media messages a day, you have to make every word count. If you want your message to cut through the clutter, you better be able to serve it up on a cracker!
3. What qualities do you look for in an image voice?
I’m listening for a voice that fits the attitude and energy of the brand. While there’s a lot of talent out there that give a great read…many can only give ONE great read. I’m looking for talent with versatility. Those that give that little something extra. When a talent gives another take on your copy that makes it even better, you have a winner.
4. What kind of production do you think is best?
Production with a purpose. I like ear candy as much as the next guy, however in 2010, you have to think from a listener perspective. Sure you want the imaging to enhance your brand, but make sure you’re clearly communicating your message, be it a promo or a positioner.
5. Have you ever thought about radio imaging during sex?
What the hell kinda question is that?
6. How many Imagers do you have in rotation at any given time?
Tons! More than one hundred per station. I use a lot of categories and then focus on freshening one category at a time.
7. What are the categories?
On my Classic Rock Station, I have Legals, Launchers, Music Quantity, Station Positioners, Daypart Elements, Internet/Streaming, Music Essence, Quickies, etc.
On my Active Rock Station, I use Legals, Launchers, New Music, Station Positioners, Attitude, Repositioners, Quickies…
8. What is the most important thing to keep in mind when you are writing a promo?
It’s all about the message! What am I trying to communicate? Is the listener going to be able to “absorb” my point out of the copy. As I mentioned earlier, I like production with a purpose, so paint the picture clearly and concisely. In the PPM world, brevity plays a role.
9. How do you think listeners perceive imaging?
They certainly don’t spend as much time thinking about it as we do. Although they may not be able to put their finger on it, I think they realize it’s what differentiates one station from another. Take two stations with similar playlists slugging it out, it’s the imaging that creates two very different listening experiences.
10. If you ran an internet station, would you use imaging?
Of course. I’ve spent many years programming library formats, it’s what’s between the songs that sets you apart. You’re crafting a brand, it’s all about finesse.
Rich VanSlyke is the voice of WBIG Washington DC, WCSX Detroit, WGRD Grand Rapids, WRIT Milwaukee, WNWV Cleveland, WKQZ Saginaw, KYLZ Salt Lake City, WKZQ Myrtle Beach, WRXW Jackson, KZOZ San Luis Obispo, KZND Anchorage, WIXO Peoria, KCBL Fresno, WSFM Wilmington, KKPL Fort Collins, WRZK Tri-Cities, XFM Nairobi, and the New 1037 The DAM in Kansas City. www.richvanslyke.com Want a free demo? 770.962.4788 richvs@bellsouth.net
