The Dan Mason Road Show Continues
May 6, 2008 at 12:50 PM (PT)
After a brief introduction from CBS Pres./CEO LES MOONVES, CBS RADIO executives took the stage YESTERDAY (5/5), attempting to convince advertisers that radio is not dead, reports THE WASHINGTON POST. CBS RADIO Pres./CEO DAN MASON claimed that "$1 billion in ad dollars were telling you that the IPOD and satellite radio will lead to the death of radio. That's a myth. Like when you were told the eight-track tapes, cassettes and the CD would sign radio's death warrant. To say that an IPOD or satellite radio, with little or no human connection will ever replace radio is absurd."
MASON's second goal was to call attention to CBS RADIO's intention to make use of digital distribution, even as CBS RADIO and its peers struggle to cope with the additional competition from those platforms.
Another focus was CBS' new media player called "PLAY IT,"designed to create a personalized radio station. PLAY IT will feature a large space for contextual ads that displays marketers’ slides. It will also feature new internet-only stations, such as archives from NEW YORK CITY rock station WNEW. As for the personalization function, users can type in an artists’ name and build a playlist based on automated recommendations. The player will also boast e-commerce links and synchronized banner and audio ads.
Pres./Digital Media Group DAVID GOODMAN made the case that CBS RADIO was in the wireless business 80 years and therefore, has seen all kinds of challenges meant to bury radio. But he insisted that internet radio is more friend than foe and hopes CBS can tout the ad advantages over other platforms. "Internet radio is more popular than mobile audio streaming or satellite. Initially, we were nervous about cannibalization. What we found was it amplifies our listenership. People go from their car to their office and put on their media player. They're listening more and for longer periods."