BRANDING AND MARKETING
6
THE STATION IDENTITY
No matter what the format is, what kind of music you play, what city you’re in, or how many competitors you have, the one thing that is absolutely necessary for the successful business operation of a radio station is to establish an identity. The radio station’s identity needs to be a combination of all the things a station is to its listeners, synthesized into one or two highly identifiable elements. A station identity is the one thing that, when people see it, hear it, or think of the call letters of the radio station, provides essentially a snapshot of the station itself. Station identity can be obtained primarily through what is given to the listeners in terms of programming.
One of the things ...
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