Positioning Statement Ideas From 1991
In Radio Drops #17, I talked about Positioning as the marketing mantra before it came to being called: Branding today. From my radio archives, I found the article below. Jay Trachman was a radio personality “coach”. He wrote a lot of articles in our trade papers and published several small, handy books about the DJ craft.
The radio airwaves had been getting more crowded when this was written. Radio programmers were all in search of the magical phrases that would help cement their Station name and the attributes of their particular music formatting mix. As you deal with an even more crowded listeners-sphere that we all now face, you may find a gem of an idea in how thinking was going back there in 1991
