Geo Perdis
Wayne MacPhail
Marc Weisblott
dailystream.mondoville.com
Mashing, mixing and making media make sense — send us whatever you find dailystream@mondoville.com
Toronto–ish media, pop culture, business and technology news, links and tweets at http://mondoville.com and @mondoville on Twitter.
Contributors
Boom 97.3 comments moderator caught napping
Some obvious clumsy Franglais translation in the overture, too ...
previously: http://dailystream.mondoville.com/my-music-at-work-by-the-tragically-hip-influe
'My Music At Work' by The Tragically Hip, influenced by billboard slogan for 97.3 EZ Rock in year 2000 — via 'The Passing Show' section of 'Saturday Night' magazine
changing format to BOOM 97.3 12/26: http://www.boom973.com/
via youtube.com
EZ Rock radio aims to seduce "Jennifer," inadvertently attracts Gord Downie [Music @ Work]
Gord Downie, front man for The Tragically Hip, let slip recently that the inspiration for the title of their latest album, "Music @ Work," came from "My Music @ Work," the advertising slogan for Toronto radio station EZ Rock 97.3. Subsequent investigations revealed that the motto represents not just an ad campaign, but a fully imagined world view. Passing Show correspondent Marc Weisblott spoke with Marc Paris, the general manager of EZ Rock, and asked him to outline the EZ Rock philosophy.
The EZ Rock Slogan
"We figured it would be a good idea to promote the station as something to listen to from nine-to-five. As a way of life."
The EZ Rock Philosophy
"It's McRadio: the same formatics, branding, marketing, and jingle package. In the initial days we were very cautious. Disc jockeys were discouraged from using the word 'hate' on-air. Now that we've figured out the brand character, we take things right to the limits -- of course, it took some time to figure out what those limits are, and who we're talking to."
The EZ Rock Audience
"We imagine our target listener as a real person -- we call her 'Jennifer.' Then we ask ourselves, 'What are her values? What does she think about?' She thinks about family, her security, and the environment she lives in. So, what can we do to connect with that person?"
The EZ Rock Phobia
"We thought about having some fun with it [the Hip's title track, 'My Music @ Work'] during our morning show. Then we decided against it. There is a phobia that our audience will tune out any fads. We wouldn't want to compel them to go away and start listening somewhere else, and [playing the song] would mean introducing something to the audience they don't know. We don't want to do that. Weird we are not."
— Saturday Night, 9/23/00
final ad campaign, Fall 2009:
http://adsoftheworld.com/media/print/astral_media_radio_ez_rock_crib
