LET'S PAUSE FOR STATION IDENTIFICATION
The station I.D. is one of the most fundamental elements of being on the air,
yet, it's one of the most misused items in broadcasting. By Station I.D., I don't
necessarily mean the legal or hourly I.D. It your "handle", your station's
identifier, who you are known as, etc. This may also be incorporated into a
station's jingles as well. Are you "93 KHJ"; "The Big 610"; "Boss Radio" or
"More Music KHJ"; "Y-100"; "Magic 101.5"? Perhaps you'll say all of them.
When it comes to a listener identifying your station, they report to the ratings
services many sets of call letters in a radio market. I know this because I've seen
ratings that show this. Many years ago in Atlanta in a 15-18 station market then,
over 55 sets of call letters were reported. Same thing in San Diego when listeners
reported such non-existent stations as:KGBQ, Boss KDEO, 11-7 KPRI & B-1360.
Back in the day of the old Hooper and Pulse ratings services stations usually
needed both call letters AND dial position. Hooper would give a station a half a
point if a listener could give one without the other...a full point when both were
known. Radio dials were different back then. Especially car radios. Due to the
shorter dial space, many had just a "5", a "10" or a "13". Also some dials were
odd numbered, some were even numbered. If your station was at 1260, but your
radio had an odd numbered configuration, the listener was probably confused.
Arbitron then came along and rated differently. A station would send a list of ident-
ifiers it wanted to be used for that ratings period. It could also be a contest or
morning show for example. When I began in radio in the '50's it was imperative
to give both call letters and frequency..and give them often every set..everytime!
We would always have to say: "WING time____, WING temperature____" every
single time. This repetition got really tiresome, but it was effective. My belief now
is that not enough identification is given for the listener to remember if and when
he or she is contacted by a ratings company. Today, to complicate things even more,
we have simulcasting and streaming on a website. So, which "identifiers" and how
often is proper? Which do you think is most important? (a) call letters (b) dial
position (c) a combination (d) call letters first (e) dial position first (e)website ?
How often, (1) twice per hour (2) four times per hour (c) six or more per hour ?
I'd be interested to know. I also think stations lose ratings points when they stray
too far from their assigned call letters. If your call letters were WJJX for example,
and you wanted to known as "The Eagle" to your listeners...I wouldn't do it. I was
always told that BOTH call letters and dial position were best to maximize ratings
success. You look at your station as a "letter" you're mailing. The best way to make
sure the intended person receives it is to put BOTH name and address on the front.
I think a radio station is much the same. It seems like a small thing in programming,
but little things add up to big ratings in the end. We in the business know what we
mean, but the listening audience is not that sophisticated. It's best to keep it simple.
That's my RadiOpinion, what's yours?
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