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Wednesday, May 24, 2006
5/25: Radio slogans part I
The Atlanta Journal-Constitution
Let’s review various radio slogans and the underlying meanings behind them:
The Fish: “Safe for the whole family”
Underlying message: “We make the likes of B98.5 and Lite 94.9 seem downright dirty in comparison.”
Lite 94.9: “It’s all about variety!”
Underlying message: B98.5 is all about the same 250 songs over and over again.
B98.5: “Voted #1 again for most music while you work!”
Underlying message: “We know this is a bogus positioner that involves no actual voting by anybody . We just want to pump into your head that you can leave this on at 9 a.m. at work and just have it run as background music.”
Star 94: “Always #1 for today’s hit music.”
Underlying message: “We’ve been around a lot longer than Q100 and we get better ratings, too.”
Q100’s new slogan: “10 songs in a row all day!”
Underlying message: “Star 94 gabs a lot in the afternoon. We don’t — as much. And we figure you’re all tired of the old slogan, ‘Bigger, more powerful signal!’ “
95.5/The Beat: “Atlanta’s new #1 for hip hop.”
“Underlying message: “We aren’t really competing with Star 94. Rather, we’re the more mainstream version of V-103 or Hot 107.9 for the suburban hip hop fans.”*
96rock: “Classic rock and Atlanta Braves baseball”
Underlying message: “Classic rock, Atlanta Braves baseball and the Regular Guys. But that’s a wee bit too long.”
WGST-AM: “Atlanta. Talk. Radio.”
Underlying message: “Because calling ourselves Braves Radio 640 wasn’t helping since everyone is listening to the Braves on 96rock anyway.”
WSB-AM: “Atlanta’s news, weather and traffic station. Depend on it!”
Underlying message: “We’ve had this slogan for 15 years. Why change it when things are going so well?”
Kicks 101.5: “It’s all about country!”
Underlying message: “We are laser focused on country music. That’s what we’ve done for decades and we ain’t stoppin’!”
Eagle 106.7: “Country legends and the best of today”
Underlying message: “We plays pre-Garth country, but we blend in plenty of new stuff too.”
More tomorrow!
