May 25, 2001  
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It's that lonely, empty feeling. Sure, it's great to wipe that pesky AFTRA-produced spot right out of your stream, but what then? Like the mark on a wall left after you've taken down the picture that's hung there for years, there's a void.

Certainly, it'd be ideal to sell this space as extra inventory. That's what everyone's hoping to eventually do, right? But advertisers and agencies don't seem to have gotten that particular memo just yet. So the space remains.

It's strange to realize that certain broadcasters -- communicators and entertainers by trade -- just leave their commercials breaks silent over the stream, even with the technology to do something else! That's dead air, plain and simple.

StreamAudio
is a firm that offers its streaming partners the ability to delete or replace broadcast ads in their streams. They understand that most stations haven't yet been able to replace that inventory with Internet-only ads, so VP/ Sales and Marketing Tom O'Connor (pictured) and Project Manager Rich Petschke have offered their clients the following suggestions, and they've allowed us to share them with RAIN readers.

"1. Do Internet-listening only e-contests. Create a dedicated e-mail address (or addresses if you do the contest daily) and solicit for entries via an inserted-ad promo that runs at whatever frequency you want. Pick a winner at random from all the e-mails received, and then make an Internet-only winner playback promo to stimulate interest in the contest! StreamAudio's ad manager easily allows you to change start and end dates for any audio file, making it easy to schedule a specific contest solicit/promo to run on any given day.

"2. Test new music! Play cuts from new songs and solicit feedback from your listeners. Make it easy for them to respond by adding a link to the feedback section of your website on the Favorites menu of your StreamAudio player. For better response, offer a prize to a random feedback respondent!

"3. Produce a "blast from the past" Internet-only segment! This is a: 30 or: 60 historical vignette with a local flavor (like the "guess the year" feature that NBC's Dateline runs). Produce it as a: 60 with a: 30 donut that can be offered as a sponsorship opportunity as well! Everyone's into retro everything these days - and while these features work best on News/Talk or Oldies stations, practically every station can do these bits on their Internet streams!

"4. Run testimonials to your advertising effectiveness! Most stations run these on-air when there are avails - with StreamAudio's ad insertion, you now have a bunch of additional avails to promote advertising on your station!

"5. Promote lifestyle activities that are compatible with your audience - e.g. Gardening tips, home improvement help, "behind the team" sports glimpses, music calendars, etc. Use your StreamAudio ad insertion to run all those promos you'd LOVE to run on-air... but can't!

"6. Build your online audience by putting viral marketing to work for you. It's free and effective. Run a "Send To A Friend" contest, referring streamers to the "send to a friend" button on your StreamAudio player. Use a promo to encourage your streamers to e-mail your stations link to someone, entering both the sender and receiver for a chance to win a random prize. StreamAudio will collect the entries for you automatically!"

xx

From RadioHorizon.com: "For years, 'The Pig,' one of the last great independent-minded radio stations in the country, has been buying comedy commercials from two companies that produce them nationally.

"But who knew that the wacky fake breaks would help keep the station streaming on the Web, while those around it are silent?

"The Pig never missed a minute, working out a system to drop the nationally aired slots off the Web, and having already subscribed to the entertaining fake promos.

(There's) "a commercial for the Jehovah's Witness Protection Plan, the best way to get people never to find you or talk to you again. Later, there's one for the Swiss Army Remote Control, and then those stores at Gargantuan Mall, like Melinda's body stapling, which makes piercing passé by stapling Social Security cards to your chest. And then another for the Second Hand Food Shop, serving leftovers first."

Read this piece here.
xx


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BY RALPH SLEDGE

I don't want to start off on a bad foot here: I like NPR stations a lot, but they can be, in a way, the Houston's Restaurant of Radio Stations: nice, seemingly high class, but most places you go, they're pretty much the same. Things might be shuffled around a bit, but all that it means is that you hear "All Things Considered" at 8:00 instead of 9:00.

When I first hit the KCRW web page, then, I was a little confused. I had my expectations, and KCRW didn't fit them. Indeed, for a while, I thought that I had made a mistake, that KCRW was not a public radio station after all. It was simply too bizarrely wonderful and different.

After a bit of exploration, I discovered that I was initially correct. According to the "About KCRW" page, the station is "National Public Radio's Southern California flagship..." It is not, however, the same NPR you'll hear in Montana.

Like most NPR stations, the programming itself
is fairly eclectic, and KCRW is more eclectic than most. And proud of it. This pride becomes evident quickly, with the more popular shows being "Morning Becomes Eclectic," and also "Sounds Eclectic" which is a 2-hour best-of "Morning Becomes Eclectic."

That's not to say, though, that the station is merely a hodgepodge of random music done college-radio style. On the contrary, the station somehow seems to have a very good idea of who and what it is. What it is, is Public Radio done LA style -- but in a good way. Not so much of the usual Garrison Keillor or Klick n' Klack, but a bit more of shows like "Chocolate City" and "Dragnet," which is apparently a "musical lineup of criminally overlooked tunes."

And, like most NPR stations, KCRW has a pretty good arsenal of news feeds. They claim to carry shows and segments from PRI, the BBC and NPR, and they produce a fair number of original news, commentary and talk programs themselves.

How all of this comes together on the KCRW web page is a beautiful thing. They have three streams you can listen to: a simulcast (i.e. you hear what's being aired), a music-only stream and a talk-only stream. Of course, the music-only and talk-only streams are delayed a bit, but it's still a remarkably nice feature to have, and a fairly unique one at that. Many of KCRW's original shows are archived as well, although in a lower bitrate than the live streams.

The page itself has all the elements to make a reviewer happy: It has schedules, show information and station information all in easy reach, all in a well-designed setting. The semi-modernistic style of the page might get a little confusing from time to time, but it's not much of a learning curve, as the pages generally stay consistent in style and form.

At the time of this writing, KCRW seemed to be having some problems with some of their RealAudio streams. I could access most of the archives, but the live bits would come and go: I'm not sure if this was our fault or theirs, though generally speaking we don't have problems will RealAudio (no problems were noted with the WindowsMedia stream). Still, it's a pretty minor gripe: KCRW is more than worth the attempt. The station itself seems to be a unique creation amongst a lot of cookie-cutter-cutouts.


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From the Wall Street Journal: "Several major record companies, widening their fight to control use of their music online, sued two Internet firms for alleged copyright violations.

"The suits, filed in federal court in New York City, were brought against Aimster, a music-sharing Web service with similarities to song-swapping service Napster Inc., and Launch Media Inc., an online music company in Santa Monica, Calif., that offers radio-style Web broadcasts...

"Aimster, of Troy, N.Y., offers software that works with the 'instant messaging' product provided by AOL Time Warner Inc.'s America Online Internet service, and allows users to swap music and movie files and the like...

"Launch has in the past tried to cooperate with some labels. The suit says the labels' copyrights are being infringed by the Launchcast service, which lets users influence what they hear in streamed Webcasts. In their suit, the labels contend that because consumers can influence what tunes they hear, Launch needed permission to use their songs in the service."

Read the entire article here (registration required).


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