October 5, 2010

While in D.C. for the NAB Radio Show, I listened to a number of radio stations and among them, WTOP, which I remember always tagged their stories "(reporter name) WTOP Radio." I also remember reading recently that they dropped "radio" from all mentions.

I got to thinking about this:

Why it's good:

• Their positioning is that they are much more than a radio station because of multiple distribution platforms
  • Obviously online and mobile, but these guys also give out a station listen-line phone number
• It takes them beyond the scope of (and limitations of) what radio can offer
  • I've changed our sales approach at my stations from a "purveyor of spots and dots" to a full-service marketing organization with limitless messaging solutions.
• It speaks to a sense of "bigness" and I've always liked that.

You may or may not use the word "radio" in your own marketing, but consider the PERSPECTIVE and imagine the possibilities.