Strategic Sound: Purposeful Radio Imaging That Stands Out

Radio imaging, like radio itself, continues to evolve. With fewer full-time specialists dedicated to a single station and more programmers and air staff producing as an added duty, it’s created a compelling array of sounds and styles, not to mention diverse skill sets and daily routines.

With the changes, some things have remained constant, like the demand for greater efficiency without sacrificing quality or creativity.

Sound familiar?  If so, there’s never been a better landscape for creating and producing creative radio imaging. Here’s why:

The availability of audio production resources is at an all-time high with specialty software, plugins, web tutorials, and affordable gear all readily accessible. And like the technical resources, the variety of creative audio resources such as production libraries and imaging services is growing.

However, not all providers are created equal, so here are a few things to consider when choosing a new production library or imaging service.

Quality and Quantity:

Go for the good stuff. You need a reliable source of high-quality imaging material that fits together seamlessly and creates a cohesive and recognizable audio brand. A well-executed radio imaging service helps craft these elements in a way that aligns with your station’s sound and target audience.

Efficiency and Ease of Use:

Your goal is to save time and sound great. Look for a library or service that’s a breeze to navigate, with content that is easy to access and use.  The best services help radio producers and programmers optimize their time and workflow.

Experience and Expertise:

Track records matter, so go with the pros. Great libraries and services are created by experts who are well-versed in audio branding. A good imaging company can also provide guidance on crafting a compelling audio identity.  Factor this into your budget because you really do get what you pay for.

Adaptability and Customization:

Because there is no “one size fits all” solution that universally works for all local markets, a well-chosen radio imaging service must offer flexibility and customization options.  A good library will also have a depth of content that is updated continuously.

Your audio branding matters as much as your programming and on-air personalities. So aligning with a radio imaging partner can transform your station sound and put extra hours back into your workday.

Dave Marsh is the CEO of Splat! Media offering a full line of imaging libraries, custom production, jingles, production music, and more.


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