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"The Future of
Radio" series
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"Net radio frontier:
Ad sales" series
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From The New York Times: "Let's compare two artists
who have little in common.
 "Kelis,
the R&B singer produced by the Neptunes, has a song that's all
over the radio, 'Milkshake.' It has been on the Billboard singles
chart for months, currently residing at the No. 3 spot. But while
the single continues to climb the
chart, Kelis's full-length CD, 'Tasty' (Arista),
is not doing nearly as well...
"Josh Groban, on the other hand, does
not have a song on the singles chart. But this week in
Billboard his CD of operatic pop, 'Closer' (Reprise/Warner Brothers),
beat releases by Outkast and Alicia Keys for the No. 1 spot. In eight
weeks, his label said, he has sold some two
million CDs.
"So how did Josh Groban become so popular without exposure
on the radio? The answer is that other medium,
television. 'Every single time he goes on television, you
can bank on the fact that the next day his album is No. 1 on Amazon,'
said Diarmuid Quinn, the executive vice president of Warner Bros.
 "As
the Internet changes the distribution of music, it is also changing
the way fans respond to marketing... After all, it is easy
for a music fan to hear almost any single on demand online free and
legally or even to see the video at sites like mtv.com
and launch.com...
"With radio formats closed to many types of popular music,
labels have only two options for promoting many releases. One is to
force radio to widen its scope, an unlikely
possibility in the wake of widespread consolidation, and
the other is to find other promotional outlets
for the music. Thus for recent successes by older acts
like Fleetwood Mac,
Rod Stewart and the Eagles, the promotional campaigns centered on
television advertising and television appearances. For newer artists
who sing pop or opera, the same has been true."
Read this entire story online on The New York Times
website here. |
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| RAIN is brought to you today by: |
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There's huge, and
growing, demand among consumers for Internet radio (at least during
the 9AM-5PM workday), as shown by the rapid growth of our AccuRadio project.
AccuRadio features a variety of popular music formats that
you simply can't find on the broadcast dial: Swingin' Pop Standards, Brit
Rock, Piano Jazz, Broadway and more at www.AccuRadio.com.
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From a column by Cory Treffiletti in Mediapost newsletter Online
Spin: "In the 80's we  saw
video take the place of radio as the premier
means of breaking new music and creating a connection between
artists and their fans (eighties pop reference = 'Buggles' on MTV.)
Now we're witnessing video once again launch itself forward and take
the place of another established form of media, specifically within
online advertising.
"The simple facts are unavoidable. Approximately 2/3 of
the U.S. is online and 50% of those folks are utilizing a Broadband
connection. As more and more people are taking advantage of faster
connection speeds, video is becoming
more important in the world of online content, and therefore will
become more important in the world of online advertising...
"The use of video assets in the online space makes it
much easier for agencies to integrate their
campaigns...
"The second argument in favor of video is... that the
increased use of video online makes it easier for advertisers to convey
the same level of emotion here as they do on TV...
"Currently there are a number of technologies that allow
you to place video within a standard size
ad unit and
there are many sites that are already accepting these technologies.
"We are also starting to once again see the development
of some desktop applications that provide
content directly to the consumer. These are updated behind
the scenes and updated often, keeping users coming back repeatedly
for new content. Advertising is integrated seamlessly into these experiences
and can be deemed quite effective not only
for branding campaigns but also for DR [direct-response]
campaigns since they all have an interactive component to them as
well."
Read this essay online at Mediapost here
(free registration required).
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We covered a related story in RAIN on Wednesday
here.
As Kurt pointed out then, an ideal position for video (i.e.,
TV spots), would be the video gateway
ad that can run upon the launch of an Internet radio
stream.
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Digital
Media Magazine seeks
experienced sales professional
Digital Media Magazine, the premiere publication for the world
of digital media, has a rare opening for an advertising sales
representative. If you have at least three years sales experience
and a successful track record, know the players and the lingo,
and are interested in being a catalyst behind helping other
businesses grow, we're interested in speaking with you. Send
resume and convincing cover letter demonstrating your success
to Eric Rhoads, Publisher. Eric@digitalmediamagazine.net. |
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