Hogan: CC's 'Less Is More' Revised To Air More ... And Less ... Spots
July 2, 2008 at 3:21 PM (PT)
Now that he's secure with a five-year contract, CLEAR CHANNEL RADIO Pres./CEO JOHN HOGAN sent an in-house e-mail that announced the second step in the company's "Less Is More" spot reduction campaign.
"Armed with a recently-completed, in-depth analysis of more than two years of real performance data, we are again refining our inventory-capacity guidelines," HOGAN wrote. " The new guidelines cement the customized approach that has worked so well over the past four years in select markets -- and goes one better. Now, we're customizing by station and by daypart. It’s phenomenal to have this level of visibility into our business and we expect the audience and advertiser experience to benefit significantly.'
The changes are designed to give you the greatest opportunity to compete effectively for listeners and for revenues.
HOGAN went on to note that "In some cases, we will be reducing inventory further," while "In other cases, we will be increasing it. In all cases, the changes are designed to give you the greatest opportunity to compete effectively for listeners and for revenues." He did not cite and specific instances where the spotload would decrease or increase.
"You can be sure that we will continue to evolve and improve our inventory capacity and mix using real performance data and input from you," HOGAN concluded. "And we remain committed to maintaining our competitive advantage of having the lowest commercial and promotions loads -- as well as the shortest spot breaks -- in our markets."