CLEAR CHANNEL'S NEW COMMERCIAL STRATEGY: "AD-LETS" FMQB In an upcoming FMQB Cover Story with John Hogan, the Clear Channel President/CEO discussed the company's Less Is More initiative, saying, "We were prepared to do whatever was necessary to ensure the long-term future and viability of radio. I feel extremely fortunate that Lowry, Mark and Randall Mays, as well as the other Clear Channel board members, continue to be extremely supportive of our initiative. They see LIM the way that I see LIM, and that is insurance that radio will remain relevant and viable as we move into the future."
Hogan also relayed that Clear Channel has just "begun to scratch the surface" with Less Is More and that they will be introducing a new commercial strategy of five-second spots, called "ad-lets."
"It's been interesting, in a little bit less than nine months we’ve gone from trying to convince people that :30s and :15s were a viable option, to now we’re responding to requests for even shorter length commercials," said Hogan. "We’ve had major national agencies come to us and talk to us about what we’re now calling 'ad-lets,' which are five-second commercials. We’ve had requests for seven-second commercials. It’s really spawned a different kind of conversation and a different level of participation with our advertising partners. That’s all really very encouraging." |