While music, talents, and promotion are essential, creating a one-on-one relationship with each listener requires instilling a distinctive on-air personality or Stationality.  It requires more than just playing the right music or having the best contest.  The depth of programming knowledge necessitates reaching out and touching the listener, developing new ways of marketing radio, and being a music source.

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.