LIVING THE PLAYBOY LIFESTYLE?

The guys that subscribe to Playboy - they don't live the Playboy lifestyle. Nobody lives the Playboy lifestyle accept Hugh Hefner. Most guys probably don't even really want to. That's not the point. The Playboy lifestyle - enjoying every moment to the fullest, devoting yourself to "the finer things", going through life in your designer robe and slippers, in a palacial grown-up playground of a house, surrounded by playmates, high end electronics and every gadget imaginable, garage full of stellar cars, fine food, fine wine, world travel...it's a nice escape from reality, huh?

You don't have to actually crave it. It doesn't have to consume you. But don't overlook the critical importance of the Playboy lifestyle. Without it, Hugh's rag is just another softcore collection of pictures of naked ladies. Reading the magazine, maybe even being a fan of Hef, gives the readers a connection to a world that often seems a lot cooler, a lot easier and stress free, than their reality. Note - this doesn't even mean these guys would trade their reality for Hef's. But that vicarious connection to a different world packs a mean punch. That's what seperates Playboy from a host of forgettable competitors.

Think about it. Hef's readers don't drive the cars they write about. They don't own the electronics the magazine raves about. They don't read the books or listen to the music reviewed in the periodical. They certainly don't have access to Hef's "girls next door". Sure, they may dabble in it - a few songs on their IPod that they first read about in Playboy, a book or two on their bookshelf. But they're more likely to talk about those cars, toys, music and books than actually indulge in them. But through the magazine, that world is opened up to them. And don't think Hefner doesn't know it. That was the plan all along. The lifestyle. It's the difference between Playboy and every other magazine you've ever seen that was trying to be like Playboy. It's the difference between Hefner's brand, and his competitor's commodities.

This is a lesson too many of us in radio have never learned. We don't think of our stations as brands, as a lifestyle, as standing for some things and standing against some things. We don't place a premium on "cool". We don't develop air talent to be advocates for the listener and representatives of the station lifestyle. We don't embrace the things we should with the passion we should, to become something more than just a source of background music for our listeners.

If we don't evoke the passion, if we don't create the consistent image, if we don't convey something they want to vicariously connect to, we complete miss the power of a great medium. And, worse, we fail to capitalize on a unique strength of radio that most of our new competitors don't have. There's never going to be an IPod lifestyle. The Internet isn't poised to connect with people on this emotional scale. This goes beyond the music. In fact, it mostly happens outside the music, between songs or off the air entirely. In fact, the music becomes just one more element of the lifestyle, of the cool.

But like Playboy, you've got to define the lifestyle, the image, and you've got to consistently reinforce it with every fiber of your being - the music, the talent, the morning show, the promotions, the marketing, the website, the events, even the commercials. Yes, the commercials! No inconsistencies. No contradictions. Ever seen a budget beer ad in Playboy? Every read an article defending traditional marriage? (Trust me, most guys who read Playboy want a traditional marriage...but not in "that" part of their lives.

Never let reality intrude on the perception. Never take the lifestyle for granted. Never send mixed messages.

That said, understand that you only get to dictate the attitude, the lifestyle, the image, when you're brand new. After that, it's set. The best you can do is identify what it is (the listeners will tell you) and live up to it. You can't change it once it's set. But you can still capitalize on it. And never be distracted by some clueless guy in a suit who says "yeah, but your listener doesn't really live this lifestyle".