Would radio and TV stations could keep their advertisers longer IF programmers allowed non-fixed stop sets? The idea may well be worth experimentation with FM stations that have 8 to 10 minute stop sets.
Simply allow the local talents to weave in commercials at varous points in an hour, maybe even one ad between songs with no call letters even mentioned. Yes, this means that stations have to break "the rules." And above all, programmers should ban air talent from promoting stop sets in all formats. Why would any talent, especially in a major market ever say or be allowed to say, "when we come back..."??? In other words, listeners would not have a predictable pattern for when ads would play.
I would love to see a few FM stations try my experiemnt for at least a quarter, and I would love for PPM to show that these stations' ratings didn't dip as a result. My experiment should not be a justification for stations to raise ad rates, which merely means a higher cost per client, patient, customer or case to that advertier in most cases; my experiment should be used to hopefully lower an advertiser's cost per client, patient, customer or case.
www.brucehorlick.com and www.radiostorybooks.com
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