Proof that offering apps to radio listeners is now paying dividends comes from Clear Channel. Among the 8 million people who have downloaded Clear Channel's free mobile applications, the average user is spending 3.5 hours listening to the streaming radio service and visiting an average of 4 stations a week. Since the apps are free to download, what's the pay off? Evan Harrison, Clear Channel Radio's EVP/President of online music and radio tells us the applications generate revenues in two major ways. The apps, available on iPhone, Android and BlackBerry, increase a radio station's overall audience (by an average of 15% when combining both apps and online), and the apps create additional opportunities for ads. Then there are the affiliate fees that are generated when a user buys a song or album through the V Cast app store on Verizon Wireless, or through Apple's iTunes. Since Clear Channel considers this a "less substantial" benefit, the pay-out can't be great but it's revenue they didn't have before adding apps...
Ads don't appear in the app until a user selects a station. That's when the ad takes over the whole screen. Harrison says users either have the option to click-through or dismiss it. The ads are returning a roughly 3 to 4% click-through rate. My guess is that each time you see the same ad the "dismiss it" percentage increases dramatically. In the next iPhone version to be released, the application will feature ads from Apple's own iAd network, which are touted as being engaging and returning good results. The ad content also features the typical audio ads you'd hear on the radio...
Clear Channel apps feature a number of celebrity stations in addition to content from their 750 terrestrial stations. Radio shows hosted by the Eagles and Maroon 5 are available and the app is currently featuring an exclusive music video created for American Idol by runner-up Alex Lambert...
While Clear Channel's success hasn't presented them with a license to print money, it does prove that offering radio apps is starting to pay off. A good thing for an industry that sorely needs whatever extra revenue they can generate...
10 Timeline Memories:
1.1940] Bugged: Bugs Bunny makes his debut in the Warner Brothers animated cartoon "A Wild Hare"...
2.1953] This war is over: The Korean War armistice is signed at Panmunjom, ending three years of fighting...
3.1960] Nixon's the one: VP Richard Nixon is nominated for president at the Republican national convention in Chicago. The funniest sign at the convention was the pregnant delegate with a "Nixon's The One" sign on her belly...
4.1980] The Shah checks out: The deposed Shah of Iran dies in Egypt at age 60...
5.1992] Another Celtic tragedy: Boston Celtics star Reggie Lewis, 27, dies after collapsing during practice...
6.1995] This is dedicated to the ones we love: The Korean War Veterans Memorial is dedicated in Washington, D.C...
7.1996] Dropping a bomb: A home-made bomb explodes in Centennial Olympic Park in Atlanta (GA) killing one person and injuring more than 100. The games continue and a suspect (Richard Jewell) is charged in the case in 2003...
8.2003] Sir Lancelot: Lance Armstrong wins a record-tying fifth straight Tour de France title. Armstrong would go on to win 7...
9.2003] "Happy Trails": Legendary comedian Bob Hope dies at the age of 100...
10.2005] Foam fly-over: NASA grounds future shuttle flights after a sizable chunk of foam insulation comes flying off the shuttle Discovery's fuel bank during liftoff...
Music Memories:
•1959] Released on this date: "Sleepwalk" - Santo and Johnny...1974] "Sweet Home Alabama" - Lynyrd Skynyrd...
"Happy Birthday...happy birthday": Alex Rodriguez (35), Maya Rudolph of SNL (38), Maureen McGovern (61), Peggy Fleming (62), Bobbie Gentry (66), Ron Alexenburg (68), Jerry Van Dyke (79) and Norman Lear (88)...
Timeline Countdown: 12 days until the Pro Football HOF induction & 1st pre-season game, 41 days until Labor Day & 44 days until the Vikings open the NFL season in New Orleans...
