FAST COMPANY, a great source for who and what is next, has an article about sound in the current issue: The Ten Most Addictive Sounds in the World.

Those of you I've worked with over the past 30 years will immediately recognize the #1 most addictive sound, because I have long advocated to have it included in some of your station imaging and promos. It's infectious and warming.

We've known for generations that sound is one of the most powerful emotional tools available. Music has been proven to heal brains damaged by strokes, and we've all experienced the instant flood of emotions and memories a particular song or sound can evoke.

So its interesting that 83% of all the ads to which we're exposed daily focus primarily on sight, and not sound.

Great radio stations have always used sound to their advantage.

To this day,everyone exposed to WLS in the 70s can hum their jingle. I'm certain you have an example in your local market.

Jingles are an important signature for your brand. The #2 most addictive sound on the list is the Intel jingle, and you're probably humming it to yourself as you read this line. That's the power of sound.

But jingles are just one part of the sound arsenal at our disposal.

Great production always uses sounds to enhance the narrative, to help us imagine in our minds what is not in front of our eyes. And because each of us is unique, imagining is always more personal, and often more powerful, than the actual visual.

I realize there is now often only one production person for multiple stations and the imperative is to get things cranked out, not produce memorable masterpieces.

Still, when you have a spare minute, experiment with sound in your production and imaging.

If you don't, you're surrendering one of the most potent weapons in your arsenal.