Date Posted:
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:

  • Private Investment:   Terrestrial radio is only special so long as the content on terrestrial radio is special. Once it isn't... it isn't. And that's it.

  • A Case Of Moral Bankruptcy:   The seeds of Clear Channel's demise were sown years ago. Only the uninformed will blame the current state of the economy.

  • The Gamblers: Anatomy Of An Implosion, Kenny Rogers' Style:   One might think driving down the rate card while building massive debt would be the most ignorant of ignorant decisions... but Clear Channel saw the ignorant hand they'd dealt themselves and raised the entire industry a stupid.

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