When it is time to make new liners...

When it’s time for you to create new liners for your radio, it’s probably worth it to do a little brainstorming with your team, partners or social group and think about your core message: what do you want to say to your listener? What image do you want to imprint into your listener’s mind? 

“We play 10 songs in a Row”, City’s # 1 Hit Music station, or “Your Listen at work station” are slogans that have been overused for decades and have become radio cliches.

Liners not only are creative audio elements a radio station plays between songs, but most importantly they shall reflect the core values of the radio station and how it benefits the listener.

Liners that speak to your listener

The last thing you want to do is write multiple slogans in every possible ways or steal ideas from other radio stations. Instead, you want to make sure that your station can make a promise and stick to it. Delivering that promise and then iterating that same promise again is what will make your station “top of mind” and keep the loyalty to your brand.

Every single product you buy has a brand name and a slogan. Think about your favorite apparel, cereal or soda brands.

Every single product you buy has a brand name and a slogan. Think about your favorite apparel, cereal or soda brands.

It shouldn’t be different for your radio station. Therefore, before you run to your production booth, focus on what you have to say. If you only want to create new imaging material, then that’s fine! Ask your voice over talent to record your slogan and station’s name with a different intention, or integrate short listener’s testimonials into your production. Be creative, concise and focus.

F.B.

About

F.B. has been working in the radio industry for 10 years. He produces radio imaging elements for sonsduproducteur.com

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