Something simple. Easy to remember. And makes an impact.
Said best below...
yep, a little OT here, but positioners are becoming weird. You have "Widest Variety of Music" which sounds fine, 5MMM and now 2GO do "Variety Like You've Never Heard Before" which just sounds weird. Are they saying "Widest Variety of Music" was just crap, and THIS is more variety? Perhaps "Unbelievable Variety" would be better there. I dunno.
I was having a few drinks with some old radio mates a month ago. We were talking about NewFM and how they need to get back to what they did best. Sooner or later the penny has to drop for NewFM, they'll have to look at what Triple M has done, by going back to its heritage, and they'll have to reclaim the 25-44 male rock back from KO and try and push KO a little older. They'll need programming smarts, a crap load of promotional money and patience. At the moment, they sound ok. But its multiple personality disorder and its not really working. April 20 is the next survey, if they're around the 6-7 again, you'd have to think they'd do something.