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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.
