I feel it’s due to the art of marketing being lost by many.
Simple is always better for station positioner.
Nova with Paul Thompson’s experience had it right: Sounds different.
The one I and many within the network at the time never understood: ‘Today’s best music’ - best music to what? It meant nothing.
which I guess is why they’ve gone with “Hit”, it’s very simple, but as a brand it just doesn’t work, especially when there are stations out there combining “Hit” with their existing brands, e.g. “Sea”. “Fox”, “2Day”.
Today’s best music is a great positioning statement… particularly when followed by 2Day FM.
It works so well on so many levels. I’m not sure what you’re getting at with ‘best music to what?’
Well compared to yesterday’s music…
Or even tomorrow’s music…
it’s here and now…
Here is a quick list of slogans / positioners that I can remember from Sydney (and one from the Central Coast)
My favourite - “If It Fits, Wear it” I mean WTF? But so cool.
The biggest turn off? “40 Years of Music”. Why remind people of how old they are?
The weirdest use of a negative word? “Hits and Old School” Why use the word “old” in a slogan? I know that “old school” is a saying. But the word “old” is usually a negative word. If something is old…
Most bizarre? “Talking Lifestyle” What exactly is a lifestyle and why talk it?
Greatest Mouthful: “Sydney’s Home of Rock, Sport and Comedy”
Great list
A couple I recall
Radioactive 2UE
Hits and Memories 2WS
Class Hits 2UW “Best of the 60’s, 70’s and 80’s”.
Does “Rocktober” count?
Good Music Radio, Nice and Easy, Easy 1170, Happy Days 2CH (and lots more!)
Lite and Easy 1269
Thanks TV. Cynic - Rocktober - How could I have left that off the list?
And Nice and Easy for 2CH. It summed up the station so well.
I also remembered when 2UW used the positioner “The Amazing AM”
And when 2DayFM was tackling Triple M head on in the early 90s - Triple M guaranteed triple plays - never less than 3 in a row after 9am. 2DayFM introduced “fourplays” never less than 4 in a row. Of course, it was a clever play on the word “foreplay”
Doug Mulray’s 'Nice and sleazy Triple M’
In the Know (2GB)
2GB Newstalk 87
Yes I agree about “40 years of music”. Makes you feel old just hearing it 
Also can’t stand “old school”. The songs they play aren’t old to me so it makes it even worse.
I used to like the simplicity of 4BK Music.
5DN “When Adelaide Needs to Know”… wonder why that one didn’t last??
“The Biggest Sound in Australia” 3AK/2UE
“FM is Fox Music”
“3UZ Muzic”
That’s a good one!
A few that I can recall over the years.
2KA/One FM 96.1 - We are the west
2CS - Stereo 64
Sea FM GC - Nothing but great rock and roll
KROQ GC - Roq of the 90’s
A range of regional stations had the slogan “We’re part of your life.”
3DB Radio Sunshine (a strange on for Melbourne!)
Colour Radio 4IP (LG,MI,WK,LM)
2AY Fun Radio and 4GG for Fun
Magnetic Radio 2NZ
6IX The Station Where You always get the best.
4AK Garden City Radio - Warm and Wonderful
Music for You on 4BU
Living in the City - 3XY etc
KM Country - Good Summertime Music
2GN Country - Good Earth Music
2WL - Summer Sound of Woolongong
That fox was a very cool dude.
Good Times and Great Classic Hits - WSFM Sydney, circa Early-Mid 2000s.
I think it was around this timeframe that the jingles/Station IDs had lines like “We love this city” and something like “From the city to the coast to the Greater West” at the start. I’d love to hear those again at some stage.
From memory, the old Mix 106.5 used slogans/positioners for much of the station’s life which emphasised it’s playlist of 70s, 80s and 90s, later changing to 80s, 90s and now.
A few more recent ones from Sydney…
Your City, Your Station - 2UE Sydney, 2014-16
Sydney’s Original - 2UE Sydney, 2015-16 (used in conjunction with “Your City, Your Station”)
The Songs You Know And Love - Magic 2CH Sydney, 2016-17 (will probably be dumped when the new owners make their mark on the station branding).
Was “Move To It” ever used by 2DayFM as an on-air slogan/positioner when they briefly attempted Hit station branding in 2015?
Who can forget “The best mix of music with the biggest variety from the 70’s, 80’s and 90’s”?
The Widest Variety from 2K to Today was Mix 101.1’s last one - I think the rest used a similar tag line until the KIIS rebrand
TTFM! Miss that, so iconic in Melbourne, still would be like the Fox had they not brought in the horrible Mix name.
They featured John Farnham heavily throughout their history, even as the singer in this promo.
That was when TT was at its best, despite the wordy slogan.
Some other classic slogans;
“Great Company 1260 3SR” and “Great Company 530 3UL”… presumably 3YB which was also of the same network possibly had the same slogan.
3AK “Where No Wrinklys Fly”… apparently a slogan that was first pitched to 3XY, which would have made it rhyme, but 3AK picked it up.
“100 3DB Newsmaker Radio” circa 1983, when it had talkback around racing broadcasts.
And of course “The Greater 3UZ” which seemingly lasted forever.
And in Central Victoria the simple “3CV Music” when it had a top 40 format in the 1980s
No one’s mentioned “Rhythm of the City” on 2UE and 3DB. And possibly others. But the jingle always worked best with KFRC (San Francisco).