790/The Zone has created a new slogan: “Outspoken, irreverent and fun… we’re the other sports station!”
Andrew Saltzman, co-founder of the Zone, said the first three words are key. “The personalities we have are outspoken, irreverent and fun,” he said. “That is really who the station is. That’s our positioning as that sports station.”
The use of the word “other” alludes to the fact they are not rival sports station 680/The Fan and also implies that the “other” station is not outspoken, irreverent or fun.
“You can draw your own conclusions,” Saltzman said.
The Fan and Zone have been battling for listeners for years. The Fan, which recently added an FM signal at 93.7, has been gaining the upper hand in recent years. It’s the official home of the Thrashers and with 99X, picked up the Hawks from the Zone last year.
David Dickey, general manager and president the Fan, said the use of the word “other” is for an underdog, not the market leader. “They’re saying we’re Hertz and they’re Avis,” Dickey said. “It’s nice to see truth in advertising.”
The slogan reminds me of the old slogan: “Pork: the Other White Meat.” That differentiated pork from the more popular option, chicken.
The Fan since 2000 has called itself very simply “Atlanta’s sports station.” Dickey said the Fan had its highest revenues ever last year.
By Rodney Ho, firstname.lastname@example.org, AJCRadioTV blog