As competition from Web and satellite-based media continues to eat into the radio market, Clear Channel is working hard to find a new formula that will keep listeners tuned in.
Their newest idea involves eliminating commercials in favor of integrating sponsorship announcements more subtly into programming. They’re testing this model with their new Dallas-based Lone Star 92.5. For example, a host might say, “Ladies and Gentlemen, this is your captain speaking: you are not free to enjoy nonstop Lone Star music thanks to Southwest Airlines and Lone Star 92.5.”
This is similar to the way that many video and audio podcasts set up their sponsorships. Just look at how Seagate has integrated their brand with The Scoble Show.
Media buyers need to be particularly aware of this changing format. If this model bears out as well as I think it will for Clear Channel, you’ll soon be changing your entire media plan. You’ll no longer simply buy time in which you can insert a pre-produced ad. You’ll be working with individual radio stations to determine how your company’s message can best fit within the culture and musical genre of the radio station in question.
This is also a potential big change for advertising firms. If this model takes off, companies might wind up skipping the production phase of radio advertising entirely and working directly with the radio station to produce ad copy. Advertising firms that specialize primarily in radio content will need to develop new specialties and become even more familiar with the content, message and audience of specific radio stations in specific markets.
{ 1 trackback }
{ 0 comments… add one now }