Imaging Matters

There is a theory now making the rounds in US radio that imaging doesn't matter in the world of PPM. A recent blog from Edison Media alerted me to this.

That theory is wrong.

It is probably true that PPM is teaching some of the new programmers what experience hasn't had time to teach: Imaging needs to be of high quality, and it needs to be brief, it needs to be true, and it needs to be compelling. Otherwise, it is just a tune-out. Okay, I think I we can all agree with that.

But an accompanying thought is that there is a whole generation that is used to hearing their music without hype. Think iPod. And do not irritate these listeners with imaging.

Well, think record player. They never had much to say between cuts either. Saying that an iPod doesn't include hype between tracks is just silly.

On the other hand, think of other ways young people are exposed to music. Think MTV. Hype. Oh, I think so! How about the role of concern about image? Think iPod cases. Do they sell because of a concern with image? Think iPod's TV spots and magazine ads. Can you get just a whiff of concern about image? There are MP3 players that cost less, but none with the image of an iPod.

For radio programmers, imaging accomplishes two things (at least).

1. Environment. Radio is a social activity. It connects us to other people. As an iPod, radio sucks. As a club we want to belong to, it can be great. We use audio. Or we have nothing to add.

2. Viral marketing. Your imaging expresses in words how you connect to and benefit your listeners. You give them the words that they can use to easily and quickly communicate their appreciation of you to others. What, your imaging doesn't do that? Then the imaging is wrong. But it isn't wrong to have imaging. Just do it better.

We've got to stop throwing the baby out with the bath water. Bad imaging replaced with no imaging? Radio formats that are hell bent on becoming just bad iPods?

No. And never!