'LESS IS MORE' EARNS PRAISE AT NAB Phyllis Stark – Billboard Clear Channel/Cleveland's Kevin Metheney was a passionate advocate for his company’s “Less Is More” (LIM) clutter reduction strategy at a Sept. 23 session focused on the topic at the National Assn. of Broadcasters Radio Show.
When Jefferson-Pilot/Denver’s Cat Collins asked whether CC stations will drop a scheduled promo if they have an opportunity to add spots, Metheney said no. “We’re not fooling around with this,” he said of LIM. “We’re living this every day.”
Ultimately, Metheney said, LIM has turned out to be about much more than simply reducing spot load. “It has focused us very much on leaving no moment unwasted.” LIM, he said, has forced CC programmers to “be more careful about what we do and to be careful about every word,” that goes on the air.
Radio is better served, Metheney said, by focusing on one message at a time. In the course of implementing LIM, he said, “we’ve become better practitioners of our craft.”
Metheney also spoke about the quality of the spots, noting, “Crappy commercials drive people away.” He also said radio sellers are not effectively working with clients on “outcome-based” spot development. |