WestwoodOne's Paul Caine Discusses Biometric Research, Value Of Audio Content
October 17, 2013 at 4:20 AM (PT)
WESTWOODONE CEO PAUL CAINE gave an interview to MEDIABISTRO FISHBOWLNY's DIANE CLEHANE for her "LUNCH" column, and the talk ranged from CAINE's advocacy of the value of audio content and the reasons he made the move from TIME INC. to the radio syndicator to the company's name change and, most interesting, an exclusive preview of the company's biometric research project.
CAINE said that the company had measured consumer response to various media and discovered that audio "creates the greatest amount of theater in the consumers’ mind. It is a deeply connective medium," while video is the most passive. "“When people meet who they listen to on the radio, they are usually blown away," he said, adding that "Celebrities love radio, because it makes their presence stronger" and advertisers “like radio because it accelerates their print and television messages.”
CAINE also noted that people "spend one third of our day listening to audio content -- music, talk radio, sports, news... If all the consumers are there, there are great opportunities for advertisers.” He said that the old DIAL GLOBAL name caused confusion outside the radio industry (“People asked me, ‘Is it a soap company?’”) and called the name change "one hundred percent seamless, When you say WESTWOOD ONE people immediately know what that means. It has been absolutely effective.”
Read the interview by clicking here.