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08 | 15 | 05

Less Is More, But It Might Still Be Less Overall

Clear Channel's "Less Is More" initiative makes headlines today on CNN/Money. You can read their thoughts here.

My opinion is that Less Is More could still end up being less overall.

"If it's not compelling, does it really matter how few commercials interrupt it?"

It's true that lowering spot loads means less listener frustration due to program interruption. But the bottom line still is - and will always be - the quality of the program that was interrupted. If it's not compelling, does it really matter how few commercials interrupt it?

Content is King.

Less Is More will only succeed if it is part of an overall effort to improve the quality of the More. Better radio with fewer ads will work. Lowering spot loads to compensate for lackluster programming will not.

Colophon:

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Think About It:

  • Jock In The Box:   The on-air signal of a radio station is only a piece of the puzzle. Rather than waiting for people to come to us, we need to do a much better job of going to them.

  • HD For AT:   What happens when listeners stop listening to the main FM station in favor of the HD streams? Any listener on an HD stream is a listener NOT listening to the FM station.

  • Execute The Executioner:   Taking an idea that worked in Vancouver B.C. and executing it as cheaply as possible in Chicago isn't how you entertain listeners in New York City. Don't kill the format. Execute the executioner.

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