Today’s news, yesterday’s music

Finally, I give-in to your relentless bombardment of demands to see some radio station print advertising from Equador.

Despite edging dangerously close to the “today’s this, tomorrow’s that” formula of lazy copywriting this is a splendid ad for Radio Metro 88.5 FM fusing two distinctive figures (it’s Jimi Hendrix, youngsters) to demonstrate the station positioning.

Notice, also, how two words in the copy demonstrate a feature of radio that other music sources simply don’t deliver: news. We know a distinctive music positioning is key to brand trial but are you underplaying the benefits of news on your station?

Credit: Koenig & Partners, Ecuador