TURN ONS

Eye-catching, racy headlines are used to entice listeners to tune in to National Public Radio affiliate WICN 90.5 FM.

The ads position WICN as “hip,” said Brian Barlow, general manager at WICN, Worcester, Mass. “The creative nature of the ads got people to try WICN for the first time.”

The print campaign is from Smith & Jones, also based in Wor cester. The effort, which broke last week, consists of five black- and-white executions with headlines such as Ménage à Trois.” In small letters underneath the headline, the copy reads, “Jazz, folk and news.”

Another headline reads, “Do you swing?” The copy answers, “We do.” A third execution simply reads, “Turn us on.”

“WICN is widely perceived to have an older audience,” said Derek Beahn, account executive at Smith & Jones. “We wanted [a campaign] that wasdramatic and edgy to expand its listenership.”

Ads are currently running in Worcester Magazine, the Worcester Business Journal, the Fitchburg Sentinel and the Worcester Telegram & Gazette.

Other Smith & Jones clients include Dare Foods, All Star Incentive Marketing and Clark University.