Since March, the San Diego Metropolitan Transit System (MTS) have been displaying banners promoting San Diego City College’s Jazz 88.3 FM on the side of their buses.
Mark DeBoskey, KSDS station manager, asked MTS for a donation and was granted the “unused space.”
Printing the paper and designing the artwork was the responsibility of Jazz 88.3. The KSDS staff came up with the concept and Gavin and Gavin Advertising Agency printed it.
“It’s great because it’s all over San Diego,” said Claudia Russell, KSDS program director.
“Any exposure for a station that has little to no marketing budget is good [exposure],” said Russell.
Song lyrics from jazz artists, including “Come fly with me,” “stolen moments” and “take five,” are used as catch phrases on the banner, anchored by the Jazz 88.3 logo on the bottom of the banner. Deboskey refers to the banners as “tease ads” because “it invites people to try the station,” he said.
There’s been no ratings increase for the station, yet.
The “tease ads” are displayed for “people who may not find us,” said DeBoskey.
Jazz 88.3 is the last radio station on the FM radio dial and one of the few pure jazz radio stations left in the United States
The banners will continue to be displayed on the side of MTS buses throughout the year.