For this week’s Programming To Win column, our imaging expert Rich Van Slyke chats with Cumulus-Colorado Springs OM Bobby Irwin. Irwin oversees the imaging for six different stations in his cluster and chats with Van Slyke about his thoughts and experiences with imaging.
By Rich Van Slyke
with Bobby Irwin, OM, Cumulus-Colorado Springs
Rich Van Slyke
Bobby Irwin has done it all. In the 90s he was nominated 4 times for Gavin Magazine’s Major Market AC programmer of the Year with KLSY in Seattle. A station he and his team took to a format leadership position for nearly 20 books. In the 80s he was a programmer in Milwaukee for WISN and WLTQ, at KVUU in Colorado Springs and at WUSA Tampa, where he and GM Gerry DeFranceso of KIIS L.A. fame took the station to it’s first #1 25-54. Bobby loves Colorado, and in 1998 he moved his family back to Colorado Springs for what has turned into a dream job, as OM for the six station Cumulus cluster. He is an expert in programming AC, Top 40, Classic Rock, and News Talk. He’s seen it all and done it all twice. He has a full understanding of how radio imaging can help stations achieve better ratings.
Bobby Irwin
Every week, Bobby oversees the creation of imaging for 6 different formats. News Talk KVOR, Classic Rock KKFM, Country KATC, Top 40 KKMG, Adult Hits KKPK, and Sports Talk KCSF. Now, Bobby Irwin answers some simple questions about radio imaging.
- What is the number one goal of your radio imaging?
To serve as an extension of the personality of each our stations…reminding our listener that they’ve made a solid choice. - When you lose sight of this goal, where do you go wrong?
When we end up pounding our chest and playing to our own egos, rather than perpetuating the relationship with our listener. - How often do you update the imaging?
It varies from format to format. But news/talk is a constant churn to stay “front page”. - Do any of your stations have more than one voice?
Our AC uses two – Drew Patterson and Charity James – they work great on the station. She tells the stationality story with a charmingly snarky delivery and he does the heavy lifting for promotions and utility pieces. We use them together for quick transition sweepers. - What would you do different if you were in a PPM market?
Likely use more antacid. Because with PPM, you are flooded with data. Which makes it tempting to overanalyze everything, creating paralysis by analysis. What we have learned from PPM is to keep the imaging brief. Just because you are in a diary market, that doesn’t give you the right to waste the listeners time. - If you could go back in time to a station you programmed 20 years ago, what would you change about the imaging?
A bunch. Much of it was too analytical and way too long. - Do listeners care about imaging at all?
Not one bit, but they’re more likely to care about a station if the imaging is well crafted. - Have you ever been the voice of one of your stations?
Of course, but not because of any talent I possess, but there was a time when stations simply used someone on staff, rather than reaching outside for talent. Yes, I’m THAT old. - There is plenty of imaging on SiriusXM. Will we ever hear imaging on Pandora?
I hope not – it’s MY custom station…it would be difficult to craft a useful message. - Do you think jingles are still relevant?
In some formats, absolutely. They’re a great way to achieve transitions in AC, CHR and Country breaks that may not call for live talent or the station voice. - What qualities do you look for in an image voice?
A unique delivery, a strong work-ethic, and killer customer service. - What is the most important thing to keep in mind when you are writing a promo?
Making sure not to bury the “Why should I care” hook and not to burden the listener with too many details that might get in the way of the “oh wow”. - What’s the difference between imaging a station targeting Adults 25-54 vs Adults 18-34?
Quicker cuts and attitude. For stations targeting younger demos, I’m looking for imaging that has a certain swagger, a sound that’s cool and lovable too. A snarky attitude from someone who is likeable. - Are funny imagers effective?
They have a short shelf-life – but yes, if they’re very well done.
Excellent insight from a guy who makes it happen everyday. Thank you Bobby Irwin!
Rich Van Slyke does voice imaging for KUFX San Francisco, WBIG Washington, WCSX Detroit, WTKK Boston, WWWQ-HD2 (989 The Bone) Atlanta, WWSK Long Island, KXTG Portland, KISS San Antonio, WGRD Grand Rapids, WRIT Milwaukee, KCFX Kansas City, KKFM Colorado Springs, KDFO Bakersfield, WEGR Memphis, WZEW Mobile, WKQZ Saginaw, KIGL Fayetteville, WKZQ Myrtle Beach, WTMM Albany, KZOZ San Luis Obispo, KQWB Fargo, KTUX Shreveport, KZND Anchorage, WIXO Peoria, WRMR Wilmington, KKPL Fort Collins, WRZK Tri-Cities, XFM Nairobi, and the new Production Vault Classic Rock. www.richvanslyke.com 770.962.4788 richvs@bellsouth.net
