Stop sets: the "2-Minute Promise"
Brian T. Vita
Wed Jul 2 09:44:43 EDT 2014
Of course, if they're not able to sell the complete blocks and end up
filling them with PSA's its costing them money not to do this. Listeners
p'od by long stop sets and the embarrassment of long stop sets with PSAs.
Not sure if this is the case here but it does happen.
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On Tue, 1 Jul 2014, Glenn Spatola wrote:
> There was a discussion on the list not too long ago about the length
> of stop sets, pros and cons of longer vs shorter commercial breaks...
> I just found a very interesting blog piece about an AA station here in
> the Seattle area that has made a "2-Minute Promise" to its listeners.
> Perhaps it will spur more discussion.
The biggest challenge is going to be convincing advertisers to pay higher
rates. Cutting the inventory by 50% means one has to get double one's
previous average rate in order to achieve the same revenue.
I suspect this is the main stumbling block to most stations considering this
approach, particularly when their owners are burdened by big debts, as many
of them are.
Will Entercom try this in Boston?
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