KTFM: Nothing But The Truth

• Got this intriguing email from Alpha Media Sunday night that read, “There are so many branding positions in our industry, most of which are bombastic, chest-thumping statements that outright lie to audiences. Positioners like ‘the No. 1 hit music station,’ or the ‘ONLY place to hear your favorite music,’ are so common that deviating from them seems unconventional. Well, that is precisely what VP of Content Phil Becker and Ernie Martinez, Alpha’s National Director of Digital Content and recently named PD of KTFM (Energy 94.1)/San Antonio and crew are doing.”

Martinez said, “People inherently smell B.S. a mile away. Audiences are smarter than most programmers give them credit for, and because of this, we are taking a radical approach to branding. We are going to tell the truth. Today we launch our new positioning statement — ‘San Antonio’s #2 Hit Music Station.'”

Martinez continued, “There is one thing that audiences crave today, and that is authenticity. We aren’t going to brag; we aren’t going to boast. What we will do is work harder than everyone else to show audiences that their attention is appreciated.”

Becker commented, “Our focus is not on being the biggest but on being the best. We want to create the best listening experience or our fans and the best results for our clients. The demographic that Energy 94.1 reaches believes as we do that hype-laden positioning statements are unnecessary and a thing of the past. I’m proud of the team in San Antonio for understanding the power of candor and honesty, and I’m hopeful our audience appreciate being told the truth and will spend more time with us.”