Xhang Creative Serves 'Small Plate ' Radio For Niche Audiences
February 6, 2009 at 5:27 AM (PT)
XHANG CREATIVE is set to debut a new platform whose goal is to target and reach niche audiences. Small Plate Radio is dedicated to creating compelling, interactive audio content, specifically targeted to niche and specialized audiences, that allows for a new, deeper level of engagement.
Small Plate Radio can provide that platform in two forms. Live Podcasting lets brands, businesses and lifestyle interests broadcast live 30- to 60-minute shows from anywhere, engineered from the Small Plate Radio studios in Portland, OR. Shows are pre-promoted and broadcast live with the ability for end-users/listeners to interact with the show via instant message, e-mail and phone. All shows are created as "private-label" and clients own 100% of the content.
"The star of the show is the content," XHANG CREATIVE Pres. DOUG ZANGER said. "This isn't meant to be a replacement for anything. We're here to facilitate and enhance a brand’s strategy by using the power of live radio and podcasting. Our goal is to create content that brands and clients can call their own."
The second part of Small Plate Radio is Live On-Site Broadcasting. XHANG CREATIVE has set up "pop-up radio stations" that have broadcast live at conferences and events for the RAB, the Assn. of National Advertisers and the American Assn. of Ad Agencies, among others. To date, the 2008 Advertising Week project, WADV Radio, has attracted over 300,000 visits and over 80,000 unique visitors.
"These are highly-vertical audiences that crave specialized content," ZANGER added. "Everything we do is developed in collaboration with our clients and customized to ensure that the right communication is getting out there. Good content, in conjunction with solid duration and aggressive promotion, is a simple, yet powerful formula for engaging an audience."