Quiver & Quill

This is a good basic primer for radio programming by Holland Cooke.

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KISS’ Clear Channel LA executes a strategy our company calls “client as content.” Our underlying belief is that advertisers who provide a service or value to their customers see a greater return from their advertising (a concept also know as branded utility). KISS LA invited advertisers trying to market to their listeners to do so by recording podcasts. The podcasts contain audio commentary on the topics on which the clients are experts: health, legal, auto, etc.

I think this idea could be taken to the next level if advertisers interacted directly with listeners. Build a forum on each AsktheExpert page. Create a blog for the advertiser the excepts public comments. Create a live chat—and sell advertisers a package of streaming commercials and banner ads to advertise for it. Use Qwizzy to build a free Q&A forum. Invite listeners to send in their questions directly to the experts, or to record a video of their question and post it publicly. Not only will advertisers connect more with the listener, but the website will also become more of a community. And you need conversation for that…

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Google Audio and TargetSpot have dramatically increased the efficiency of radio, and in so doing, created opportunities for new advertisers to invest in the medium. While the media on these two platforms, remnant terrestrial and streaming spot inventory respectively, is less desirable than the prime spots available on the same stations, the turnkey process of placing an ad, setting the demographic criteria and instantaneous reporting might just justify the quality difference to an interactive media buyer.

It boils down to having data in a language that’s easy to analyze and compare across media. Google Audio and TargetSpot makes it easy to measure the ROI of spot radio in the same language as an interactive campaign. That’s their greatest asset. And it doesn’t hurt that you can place an entire buy in minutes…

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