Canada, as Canadian schoolchildren are proudly taught, is the second-biggest country on earth — only Russia occupies more territory. Yet when it comes to people, Canada trails behind many European countries such as Finland and Iceland, one-thirtieth its size. Over 80 per cent of Canada's land is uninhabited, and most Canadians live clustered in a handful of large cities close to the U.S. border.

Dear Mr. Gordon,

I am a great fan of your musical radio show ever since its inception. I have been a broadcaster for more than two decades and have helped many radio shows around the world improve the way they image themselves for over 12 of those years, both as a consultant and as a signature voice talent. I would like to put forward a few suggestions that I believe could prove highly beneficial in bringing a desirable improvement in your radio station’s imaging.

Your positioning statement should be simple, clear and repeated often both on the air and off. But first things first, you need to decide what that message should be. The best way to start your search for a positioning statement is by understanding how your station is perceived or considered by your audience. Call in a group of your biggest fans, but please, don’t call it a ’focus group’ because then they’ll only say the things that they think you want to hear. Call it a small ’thank you’ reception … it needs to be informal. Talk to them. More important is to listen to them. Listen for what they say about your station and take notes.

A simple technique to use when constructing your key marketing message is to talk to your audience from their point of view. The quick and easy way to do this is to incorporate the word ’you’ or ’your’… or to at least imply ’you’ or ’your’. Better still get the listener to do it for you in their own voice. Nobody cares how many thousands of watts your transmitter is or that your music library is packed with 4 decades of great songs. Tell them something that’s important to them.

If there’s snow on the ground, then it should be a part of your imaging. If it’s apple picking season, that should be a part of your imaging. If the potholes in your market are big enough to swallow up an Austin Mini, it should also be a part of your imaging. Your imaging should reflect the world that your listeners are living in, gone are the days of radio stations being God-like living high above us mere mortals, up there lounging in togas, snacking on grapes while playing golden harps.

Too often I hear liners that are absolute production masterpieces. I can just imagine the bleary-eyed producer who spent the night digging up and/or creating new awesome sounds he could incorporate into the liner, morphing the announcers voice like Jim Carey manipulates his face in such a way to create something that warrants my attention because of its ’total awesomeness’… but unfortunately it gets in the way of the message. Now, I’m not talking about the production elements that are too loud or misaligned into the sonic range of the voice, I mean production elements that are doing nothing to support the message.

If you’re ready to start strengthening your radio station’s market position through compelling radio imaging or if you just want a consultation, call me at one of the numbers below. I look forward to helping you and appreciate your feedback!

Sincerely

, Christopher Tyler

229-120-2232

A. The scientific name for Cascade Mountain wolf is Canis lupus fuscus. The Cascade Mountain wolf is a sub-variety of the Gray wolf, called Canis lupus, which comes from the Canis genus of the Canidae family. The Cascade Mountain wolf breed is also commonly called the Brown wolf and these wolves could be largely found in Oregon, British Columbia, and Washington. Originally, it was acknowledged as a separate genus from other wolves in the region during 1945 by an American zoologist, Edward Goldman, although the authority for the Cascade Mountain wolf breed was made much in advance during 1839 by Richardson. However, the Cascade Mountain wolf breed itself had turned out to be extinct during 1940.

B. The Cascade Mountain wolf breeds have not been found since 1940. The Cascade Mountain wolf became extinct as a consequence of excessive hunting, occasionally with the support of the government. Hunters often hunted and killed the Cascade Mountain wolf breeds by poisoning huge animal carcasses with strychnine (a toxin) and waiting for these wolves to consume it. Hunting by human beings has been the major factor in the destruction of these wolf breeds. Not much study had been carried out on the Cascade Mountain wolf earlier than it turned out to be extinct. From what is identified, the extinction of the Cascade Mountain wolf breed was similar to the extinction of the Tiger wolves. The Cascade Mountain wolf breeds were hunted by colonizers pending they were to be acknowledged as extinct. Again, the government supported bounties on these animals.

C. The Cascade Mountain wolf was similar in size to both the Southern Rocky Mountains wolf and the Northern Rocky Mountains wolf. The Cascade Mountain wolf was an average sized animal, with a height of 36 inches (90 cm). When alive, the Cascade Mountain wolf breed had a body length that ranged from 36 inches to 60 inches (90 cm to 150 cm). Usually, the male wolves were heavier than the females with the maximum body weight of 176 lbs (80 kg), whereas the body weight of the female wolves ranged from 70.2 lbs to 107.8 lbs (36 kg to 49 kg). The nickname ’brown wolf’ was assigned to the Cascade Mountain wolf because of its coat colour, which was normally pale yellow in colour with a hint of tan, or light yellowish-tan overall. Some Cascade Mountain wolves of this breed had a greyish-beige coat. The Cascade Mountain wolf breed also had a cinnamon colour coat and hence, it was also commonly called the Cinnamon-coloured wolf.

D. Before the Cascade Mountain wolves turned out to be extinct, they wandered the huge stretches of the Cascade Mountains. The Cascade Mountain wolf breed ranged from the Northern parts of California all the way up to the southern parts of British Columbia. The Cascade Mountain wolf is a carnivorous animal and these animals are thought to have eaten lots of mountain sheep, moose, deer, and elk. If a hunter shot and disillusioned any of these wolves by means of strychnine, these wild animals could have passed away from feeding on their flesh. The average lifespan of the Cascade Mountain wolf was believed to be from 12 years to 15 years.

E. Not given in any of the above paragraphs.

Even before the deluge of multinational coffee chains, the world was already a big fan of the beverage. Whether you call it coffee, kaffe, qahwah, kopi or kohi, the hot fragrant brew evokes a familiar sense of comfort everywhere in the world. Served with everything from cake and biscuits to dough fritters and cheese curds, coffee is universally loved across many cultures and societies. But is that love reciprocated? Is coffee doing us more harm than good? This topic has gained worldwide popularity and above all that, varied views of people from different walks of life. The great coffee debate seems highly interesting.

Paulina Isler, professor at University of British Columbia, said, ’My love for coffee started many years ago when I was a kid. Growing up in a Hispanic household, everyone drank coffee – even the little ones. I remember having my own Taza (coffee cup) at my grandmother’s house for café con leche (coffee with milk). Back then, it made me feel like one of the adults; now, it’s a part of my daily routine. I can’t imagine starting a day without it!’ She added that aside from people who should not consume any caffeine for medical reasons, coffee has several medical benefits. People who drink coffee frequently are less likely to get afflicted from Parkinson’s disease. Also, coffee aids in increasing people’s awareness and productivity.

Similarly, Mr. Damien Filcher, a researcher, also emphasized the advantages of coffee consumption. He explained that coffee is good for a person; however, too much coffee is bad. That is how addiction starts and is cultivated. He also stated that coffee consumption seems to offer a protective effect against liver disease, including liver cancer. It may counter several risk factors for heart attack and stroke. Other health benefits of the beverage include increased alertness, reduced asthma symptoms, and reduced gallstone formation. Coffee drinking has been linked to decreased overall mortality

. Dr. Lorraine Stone expostulated the idea of drinking coffee especially in the context of children. She said, ’Do you have a hyper kid? Then, I don’t think coffee is the best thing for him. Coffee can have a terrible effect on your child’s health. Also, did you know that the caffeine in coffee is a drug, because it stimulates the nervous system? This drug can cause hyperactivity. Lastly, coffee can make a kid or child’s diet grow worse every time they drink it. Kids shouldn’t be allowed to drink coffee for many important reasons.

Fortifying Dr Stone’s view, Peter Jefferson, Senior Manager, Bank of Montreal, criticized coffee. He quoted an article in the New York Times that he read recently and said, ’Coffee’s major element is caffeine. Caffeine in such high doses as a cup of coffee can cause irregular heartbeats, and could lead to heart damage. Caffeine also has some addictive properties which over time will result in more and more coffee to do the same job as the original amount. More coffee equals more caffeine which means more of the harmful side effects.’