I tend to agree completely with this article, although some believe radio jingles are out of style. But the right package mixed with the right music can create a very special sound. And having a singing ID gives you the one element no other station can ever use - your branding and/or call letters that make a station unique on a crowded dial.

I'm sad to see they're not used more often these days. 

Jingles Are Like Potatoes!