Every Friday, from 4.15pm until his show ends at 5pm, SW plays music in the style of a club DJ, with the bass levels accentuated and the separation between the loudest and quietest sections of tracks reduced to an absolute minimum. This he refers to as 'serious jockin', (meaning 'serious clubland disk jockeying', with 'no g' appended to stress that he's using the language of club DJs as well as their presentation techniques).
Listeners have picked up on the 'no g' part of the title and now contact the show to say, for example, that they're doing "serious cookin (no g)", "serious groutin (no g)" or serious drivin (no g)".