Everyone’s talking about the so-called “Audio Revolution.” But beyond the obvious – streams, podcasts, and talking books – are there other tools radio stations could use for both tactical and strategic purposes?
Past blog posts have focused on companies like Veritonic, folks who understand the essence and application of audio signatures. In “Why Radio’s Audio Strategy Should Focus On Sonic Branding,” we discussed efforts by marketers to associate a memorable sound with a brand.
In radio terms, I was always impressed with KOIT’s use of that famous San Francisco cable car “ding ding” (used by Rice-A-Roni, too). At WRIF here in Detroit, we were lucky to have Arthur Penhallow’s resounding
“BABY!” As I run into former Detroiters around the country and WRIF comes up, those ex-Motor City residents are apt to use Art’s favorite phrase, synonymous with the station – its energy and attitude.
But the use of memorable sounds goes back decades in radio. I remember Bill Wise, former programming wizard at 96Rock in Atlanta, using the Sonovox voice of the Hartsfield-Jackson Airport’s terminal tram to remind his listeners where they were.
And Michigan Radio, the state’s mega pubic radio network, used an ongoing “Sounds of the State” package of sound effects to bring listeners closer to the uniqueness of “The Mitten.” From the Boblo Boat to the clip-clop of horses on Mackinac Island, these sounds instantly brought back vivid memories from Michiganders, young and old.
Ambient sound is used with frequency and skill in public radio with regularity. So often, news stories and features contain the sound of what’s going on around a story, such as the war in Ukraine taking place right now, today – the sound of tanks, babies crying, and of course, explosions – all symbolic of war.
Much of that soundscaping has carried over to podcasts, the best of which use audio brilliantly to take us there – to a story, to a place, to a time.
But now, the use of familiar sounds is more than about branding. The automotive industry has long used sound in their vehicles as aural warning systems and alerts. Ford thinks they can save many lives by developing a package of warning sounds most of us intuitively recognize to let us know about a nearby bicycle or pedestrian.
How often do we hear a digital sounder in our vehicles, only to wonder whether it’s a door or hatchback that’s ajar, an object behind us, or an unfastened seat belt? There are so many hazard detection and warning sounds in our own vehicles, not to mention the difficulty of getting used to these audio alerts in rental cars. The end result is confusion, or just wishing the annoying sound would simply go away.
To alleviate these problems, Ford is testing natural sounds and directionality to more clearly send signals to drivers. According to Gizmodo’s Andrew Liszewski, the Ford Europe team is experimenting with Directional Audio Alert.
By pegging particular hazards to familiar sounds and then routing them to a specific speaker, these Ford engineers think they’re onto something. This short video shows you how it works:
So, what can a radio station do to best utilize sound that brands (with apologies to Dave Beasing)?
Of course, a signature for the brand is still very elusive for most stations, no matter the market or the format. As Veritonic’s research continues to reveal, if you did nothing else but work on developing great audio signatures for your very best stations, you’d be ahead of the pack.
But what those subsonic sounds? And by that, I mean the branding of other elements on your station. The Ford team is in the process of proving that consumers – OK, let’s call them humans – intuitively recognize key sounds and associate them with events.
The study of psychoacoustics is what this is all about – the science of sound and its effect on how we humans interpret and react to it. A simple audio sound effect can be so evocative – like when a tone arm makes contact with a vinyl record just before a song begins. That signature sound triggers powerful memories and images. We know what’s coming next.
That takes us to ASMR – a trend in audio that many have never heard of, but is powerful nonetheless. Autonomous sensory meridian response is a sort of “brain massage” that kicks in when we hear particular signs or sound – “whispers, accents, and crackles.”
An archived Google article on ASMR reveals the sensation “feels like the amazing chills you get when someone plays with your hair or traces your back with their fingertips,” says Heather Feather, an ASMRtist with a huge YouTube following. that recently topped half a million subscribers.
So, why not more strategic use of sound for radio features, giveaways, personalities, and other frequent occurrences where the goal is to connect something in the minds of consumers?
Many news stations and personality shows have done this forever with sounders for service elements such as traffic, weather, or sports. But the concept could be extended to contests, concerts,
events, and even digital elements. Interestingly, radio has made use of using sound triggers to initiate a contest giveaway or “cue to call.” Why not use sonic branding not just for the occasional giveaway but for other core features and benchmarks?
As someone who moderates umpteen focus groups every year, it never ceases to amaze how so many people confuse station elements, misattributing them all the time to the “wrong” station. Anything a station can do to make sure something positive and compelling sticks to the brand, it’s a plus.
Of course, too much audio indicators and sound alerts can have the same impact as warning indicators in our cars – we ignore them because they’re annoying and disturb our mood at the moment. It’s why so many are walking around wearing noise-cancelling headphones.
But harnessing the power of associative sound is something that radio could do better than any other medium.
Sound like a plan?
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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For a good long run, Boston radio station WJIB-FM “The Jib” (now WBQT-FM) would position itself with the sounds of gulls, lapping water and the ship’s bell of “Old Ironsides.”
Long since gone, it is still remembered by thousands, including my Framingham-born wife. And was so popular that it lives on today as jibontheweb.com
They done it right.
I remember the JIB sounder. Yes, one of the first and one of the best. Thanks, Alan.
That sounder has been repurposed, you can still hear it hourly on Cape Cod’s “Ocean 104” WOCN at 104.7.
Timeless! I remember when the late Michael Luczak had a signature sound for WING-FM in the late 90’s, early 2000s, when it was Classic Rock. To me, it was somewhat annoying and I asked him about it. But he said to me: “do something different to ward off your competitor…
HMMM???
Perhaps ever since the format started, Mexico City’s Stereo Cien (XHMM)–one of perhaps three local stations that currently plays an English-language Classic Hits (or, at least, Gold-based AC) music mix–has used a dolphin within its logo, along with a dolphin cry on-air.
Liked the “X” sounder on KSLX-Phoenix after David Moore explained it to me.
There’s another one. Thanks, Tim.
As a mid-60’s 13 year old long distance radio programming wannabe living in St. Louis, I loved the WABC chime. Fast forward 30 years. I found a way to use it effectively for 5 years every hour during the final break of the hour. I used that original single chime (thanks Ken R.) in between our voiced multi-city legal ID, and a simple voice “Oldies 92”.
One other sound that was synonymous with Indianapolis radio for decades was the TOH on 1070 WIBC. “Radio Indiana”
Mike, it just gets stuck in your head – powerful stuff. Thanks for sharing that.
New York has always been unique. Old airchecks of WMCA have a jingle out of each song. WINS has the WINS jingle and a chime- and then of course the world famous WABC Chime Time and the sometimes overpowering WABC reverb. WKBW had its ever popular “Pulse Beat News” intro heard all up ‘n down the east coast. I worked for one station with a terrible ground system, so the RF got into all the equipment. Our signature “sound” was the RF buzz on the sidebands.
Think of the ba-da-ba-da-da for McDonald’s. They still use it. You definitely know who it is.
Thanks, John! The Mickey D’s audio sounder is now an ear worm!
It’s not the format you’re familiar with, but in San Francisco before KOIT Gordon McLendon’s KABL ran the cable car bell for years as one of the first easy listening formats in radio.
I remember this, Mark. Thanks for the heads up on KABL (great call letters, too!).
Mike Haile’s comment about the WIBC top of the hour ID was beyond iconic! I keep hoping they’ll bring it back. It was voiced by the brother of Michael Hanks (aka Buster Bodine)…Chuck Riley. He was Chuck Dann at KOMA in the 1960’s. That ID was RADIO INDIANA (major bong) W I B C Indianapolis!
Even though they moved it from 1070 (now dark) to 93.1 FM, it can still be used as a legal ID. I talked them into resurrecting it for the 100th running of the Indy 500 and it sounded fantastic. All it would take is one phone call from Emmis CEO Jeff Smulyan. Please make the call Jeff.
Art, your historian perspective is valuable, as always. Sometimes stations stop doing a great idea because it was working so well.