92.3 Now Using All The Net Offers
March 24, 2009 at 5:40 AM (PT)
The elevator was broken one night last week where CBS Top 40 WXRK (92.3 NOW)/NEW YORK broadcasts, meaning that new evening host "CHUNKY" had to climb 14 stories to reach the studio, writes DAVID HINKLEY in THE DAILY NEWS. "CHUNKY is aptly named," says CBS RADIO VP/Digital Media MARK MASON. "When he got there, he was puffing and sweating."
Like any good personality, he mentioned his climb on the air. But it didn't stop there, or with Tweets and text alerts to mobile phones. He and his colleagues have flip-cams, so he could simultaneously send out video to the station website and through social networking sites like FACEBOOK and MYSPACE.
Okay, CHUNKY's climb was less epic than SIR EDMUND HILLARY conquering MOUNT EVEREST. But this is an age when millions of 30-and-unders share everyday information, unpolished, as part of routine conversation. So this neatly illustrated what CBS hopes to do with NEW YORK's latest Top 40 radio station: Tie it into the daily media lives of its audience.
"Everything about this station is happening now," says MASON. "The website and these other platforms aren't tag-alongs. They're all part of what we do."
So when afternoon host LISA PAIGE asks for shopping tips, it can spark a real-time conversation -- on-air, through text messages and on the website.
The station has also recruited a growing network of bloggers who talk about great restaurants in BROOKLYN, or places to find designer clothes on the cheap. "We can simultaneously broadcast and narrowcast," says MASON. "Through the Internet, our signal is worldwide, but one of our advertisers can target a message specifically to people listening in BROOKLYN."
VP/Top 40 DOM THEODORE does stress that NOW must first be a good radio station, or the rest doesn't matter.