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5/26: Radio slogans part II
The Atlanta Journal-Constitution
here are more. I didn’t want to overload you yesterday:
790 the Zone: No specific slogan
Underlying message from Andrew Saltzman, the GM: “We were at one point ‘790/The Zone, Atlanta’s sports leader.’ We thought it was much more important to have sports in the moniker so we’re ‘Sport radio 790/The Zone.’ In this day and age, people refer to radio stations by where they are on the dial.”
Dave FM: “Rock without rules,” transitioning to “Radio without rules”
Underlying message: “We aren’t tied down by a specific rock format. And this sounds vaguely rebellious and cool, too. Oh, and there’s alliteration.” In reality, the station is going broader to ‘radio without rules” so it’s not tied down by the music alone.
Praise 97.5: “Atlanta’s inspiration station.”
Underlying message: “This slogan rhymes! And it sounds lofty and noble, like the music.”
V-103: “Celebrating 30 years as the people’s station”
Underlying message: “We are the institution in town and we represent the African American community in the broadest sense.”
Hot 107.9: “Atlanta’s real hip-hop and R&B station”
Underlying message: “V-103 and the Beat are way too wimpy for us. We’re more genuine, more street savvy than our competitors.”
Smooth jazz 107.5: “Your trip-a-day giveaway station”
*Underlying message: “This is obviously a short-term slogan and is merely trying to entice folks to listen longer and show we’re generous.” *
Kiss 104.1 “Atlanta’s old-school R&B station”
Underlying message: “This is purely descriptive of our music compared to V-103 or 102.5.”
97.1 The River: not a specific one, using “best classic hits” and “52 minutes of music an hour”
Underlying message: “We’re new and we haven’t actually come up with a specific slogan yet. But by using the phrase classic hits rather than classic rock, we are implying a much narrower, hits-driven playlist. Plus we don’t play many commercials.”
99X: “Everything Alternative”
Underlying message: “We are trying to cover all our bases by playing some of the gold from our heyday in the ’90s and some new stuff. Dave FM is too soft and unfocused. The Buzz is too hard. We’re happily in the middle. And we’re not getting squeezed. Really!”
105.3/The Buzz: no slogan
Underlying message: PD Chris Williams said: “The name of the radio staiton is the brand. People know what we stand for by our attitude, our music and delivery.” He did introduce “I am 99X” in 1999 when he worked there. “It worked at the time. A slogan needs an emotional connection. We use ‘new rock revolution’ more than anything but it’s not something I’d brand and beat my chest about.”
Comments
By War Eagle
May 26, 2006 12:51 PM | Link to this
v103-repeat the same songs every 3 hrs-Boring. Star94-An FM talk show where Steve and Vickie Talk-music? you call that music? Sounds like noise. 790 the Zone-Where intelligent talk turns to barking in the afternoon. 97 the River-where you can understand the words and sing along. The Fish-evangelical brainwashing at its best. Kicks 101.5-clean songs of today Eagle 106.7-clean songs of yesterday. 680 THE FAN-home of intelligent Sports discussions. VIVA-Wonder if they are telling people where the guards are?
By Amy
May 26, 2006 01:21 PM | Link to this
WAOK- The voice of the iliterate, the senile, the corrupt preachers, the project pimps, and the skip skaps.