Yesterday I promised that I would provide the answer to the problem of people switching stations or channels when commercials come on.
It requires breaking the mold that we are stuck in as far as the way airtime is bought and sold.
It involves stepping back in time when advertising was not treated as an interruption.
It involves taking risks that will result in real results and a win/win situation for everyone.
Since I work in radio, I'll focus on that medium.
Recently we had a local radio station go commercial free for a good 6 months or more. And they promoted the hell out of it. It worked in the ratings game. When the results were announced, the fall 2007 ratings for that radio station jumped to near the top of the heap.
But here's where the problem lies. They are now playing commercials in the traditional method.
That means you stop the music, play between 2 and 10 minutes of commercials and then play another bunch of back to back music until it's time to stop and do it again.
I used to work on the air when we started introducing "Commercial free music blocks", and I knew it was a bad idea 25 years ago. It taught and conditioned listeners that commercials are "bad".
Here is the solution. The best of both worlds.
- Non-stop Music.
- "Live" commercial announcements that are 10 seconds to 30 seconds long and done over the intro of the song. Not a music bed, but the actual song that is being played.
You have eliminated bad commercials that ramble on and on and on and on and.... and replace them with a message from the air personality that is believable.
Is there anybody that has the guts to do this? Let me know, and I'll show you how to do this and make lots of money and put lots of smiles on lots and lots of faces!
That's a lot of lot's! Here's my number: 260-710-7078 Sphere: Related Content
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