What commercial gets played on your station the most? Answer: Your imaging -- sweepers, promos, jingles, even when it is spoken by a (presumably) human voice. Oh…were you expecting another answer? Have you ever thought of imaging as a spot?

I know, I know…a lot of you aren’t writing the copy you produce, commercially or promotionally. For those who are writing, this will hopefully open your eyes to a few ways to sharpen your skills. For those who do not, this should guide you in making better production decisions, knowing where you need to spend your energy on any given project.