Tuesday, May 8, 2007

Tuesday, May 8, 2007

The Internet does a better job in selling their advertising than radio does...

While radio still clusters its spots boring its listeners to the point of changing stations mid-stream, web properties are figuring out how to avoid that same trap. It's a given that you can do more with video than you can with audio. Given that advantage, you can do billboards ("brought to you by") before online-video clips or you can shorten your spots to 15 seconds or less or run in-stream ads at the bottom of the screen. Yesterday, NBC Universal became the 1st big-media player to limit the length of ads that run before on-line video clips. Starting July 1, advertisers will have to keep their spots to 15 seconds or less on NBC Universal web properties from NBC.com to MSNBC.com. The network will continue to run 30-second ads during full length episodes of shows that also play online...

A consensus has emerged that shorter clips call for shorter commercials. Most viewers become annoyed sitting through a 30-second spot before watching a 2-minute video. YouTube with millions of bite-size video clips is reportedly considering even shorter pre-roll ads as it tries to increase their ad sales. Right now there are no ads when you view music, news or sports video clips on YouTube. Joost, a recently launched YouTube rival is trying a "brought to you by" format before launching a video clip and that brings me back to radio...

For the longest time I've wondered why radio doesn't take the same approach. Instead of selling ROS (run of schedule) spots, sell each hour and/or show in quarter, half or whole hour segments using billboards, "the next quarter/half/hour of the show is being brought to you by...." much like some all-night radio shows used to be sold or TV is commonly sold. This could only help radio at a time when it needs that help the most...

If you don't think radio is in trouble consider these figures: total revenues for U.S. radio stations "is around $20 billion, an increase of only 1% over the past six years" (from RDN Central 5/8/07). A recent Pew study found that "73% of U.S. adults own a cell phone, 68% have a desktop computer, 30% possess a laptop and 73% connect to the Internet". You think they're listening to radio? I'll leave you with one more looming threat. According to J.D. Power and Associates 2007 Marine Audio Report released today "new boat owners are more likely to subscribe to satellite radio than new-vehicle owners". This does not bode well for local radio...

10 Timeline Memories...

  1. 3 teams take a bite out of the Apple: 1970] Willis Reed makes like Chester of 'Gunsmoke' as he limps out on the court and inspires the Knicks to join the Mets and Jets as world champions of their sport with a 113-99 win over the Lakers to wrap up the NBA title...
  2. Who needs rum?: 1886] Atlanta pharmacist John Styth Pemberton invents the flavored syrup for Coca-Cola. It originally contained a dash of cocaine used in the 1800's for stomach distress...
  3. Fenway fire sale: 1926] A fire destroys the left field stands at Fenway Park. The bleachers along the left field foul line are not replaced, giving outfielders a chance to catch fly balls before they go into the stands...
  4. Takes a licking but keeps on ticking: 1935] Jockey Ralph Neves is declared dead after being trampled by 4 horses during a race at California's Bay Meadows. Placed in a storage area, somehow he is revived. Ralph hails a cab for home and comes back to race the next day...
  5. What me worry?: 1956] That handsome devil Alfred E. Newman appears on the cover of Mad Magazine for the 1st time...
  6. Let's go Mets: 1961] The New York Metropolitan Baseball Club, Inc. announces the new team nickname: The Mets...
  7. Son of Sam: 1978] David R. Berkowitz a.k.a. Son of Sam pleads guilty to 6 murder charges in Brooklyn...
  8. Wedding Bells: 1984] Joanie a.k.a. Erin Moran and Chaci a.k.a. Scott Baio get hitched on "Happy Days"...1997] Tea Leoni and David Duchovny walk down the aisle led by aliens. They are still happily married...
  9. The Love Boat sinks: 1987] Gary Hart, hounded by questions of the Donna Rice boat cruise, withdraws from the race for the Democratic presidential nomination...
  10. Tyson crashes: 1988] Mike Tyson crashes his $183,000 Bentley on Varick Street in Manhattan. He didn't see that fire hydrant on the sidewalk...

"Happy Trails": 1982] Record executive (Casablanca, Cameo-Parkway, Buddah, etc.) Neil Bogart dies of cancer and lymphoma at 39. Neil was way ahead of his time in the growth of the disco, rock and glam-rock eras and played a key role in the growth of Donna Summer, Kiss, T. Rex, among other artists...

Music Memories...

[To ensure accuracy, multiple reference sources are used in each timeline]...

"Happy Birthday...happy birthday":

Enrique Iglesias (32), Melissa Gilbert (43), Philip Bailey (56), Toni Tennille (63), Gary Glitter a.k.a. Paul Francis Gadd (63), Angel Cordero Jr. (65), Don Rickles (81) and David Attenborough (81)...

Timeline Countdown: 20 days until Memorial Day...

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