NY Times: Play A Hit, Again And Again
December 3, 2007 at 10:34 AM (PT)
The mainstream media turns its attention to radio, as THE NEW YORKS TIMES writes, for the millions of Americans who listened to Top 40 radio last week, it was almost impossible to miss "Apologize," the string-tinged elegy performed by the modern rock band ONEREPUBLIC and remixed by the eclectic producer TIMBALAND.
The song’s success is more than yet another sign of TIMBALAND’s prowess -- it’s the third hit from his latest album, "TIMBALAND Presents Shock Value" (INTERSCOPE), a compilation of genre-bending collaborations with everyone from ELTON JOHN to FALL OUT BOY.
CLEAR CHANNEL EVP/Content TOM OWENS said that "Apologize" deserved such heavy airplay because it had received "off the charts" results in listener research testing, and added that the song is devoid of content that might prompt more conservative pop stations to limit its airplay.
And, there are those who think repeating the same songs over and over will hurt radio. PARAGON MEDIA STRATEGIES CEO MIKE HENRY said, "What most of these folks do is retreat to a more safe position, and in radio, the safer position is to play fewer songs more often, a fear-based response. That will only take you so far. There will always be people who are just fine taking what they’re given, more and more people will be enticed by programming their own media."
Check out the full article here.