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.

Now, being “local” means more. It means relevance, not geography. It’s about being in tune with what your audience is going through — today, right now, in their town. That requires awareness, sensitivity, context, and immediacy.

Plan a successful spring strategy for your station. Personality is paramount. Recruit and groom creative, passionate talents who sound interesting and relish sounding great. Review performances often and provide help. Establish a climate of improvement; provide the necessary tools to complete the job.