FCC regulations require a station ID to be broadcast every hour. This ID comprises a station's call letters, band and frequency, and the radio market it's licensed to serve. Just about every serious commercial station (which KFI very much is) appends to its ID a Sweeper, which is the little tag line by which the station wishes to be known. KABC, the other giant AM talk station in Los Angeles, deploys the entendre-rich "Where America Comes First." KFI's own main Sweeper is "More Stimulating Talk Radio," but it's also got secondary Sweepers that it uses to intro the half-hour news, traffic updates at seventeen and forty-six past the hour, and station promos. "Southern California's Newsroom," "The Radio Home of Fox News," and "When You See News Break, Don't Try to Fix It Yourself—Leave That to Professionals" are the big three that KFI's running this spring. The content and sound of all IDs, Sweepers, and promos are the responsibility of the station's Imaging department, apparently so named because they involve KFI's image in the LA market. Imaging is sort of the radio version of branding—the Sweepers let KFI communicate its special personality and 'tude in a compressed way.

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