Guess What's Back? Live Reads
October 27, 2009 at 5:15 AM (PT)
Is everything old, new again? MEDIAPOST.COM reports "radio ads delivered by on-air talent, one the oldest forms of sponsored entertainment, are back. Called live reads, the ads are often worth 1.5 times the average 60-second spot, say insiders."
The report quotes OPTIMEDIA SVP GREG KAHN as explaining live reads work best when they are a part of an integrated marketing campaign or part of the personality's ongoing relationship with a brand. OPTIMEDIA has several deals with radio talent this year.
One example is with CLEAR CHANNEL, which has cut deals with LAS VEGAS TOURISM and PURINA. CLEAR CHANNEL personalities reportedly fill out profiles listing the products and services they're most interested in, to be used as a lead-generation tool for the sales teams.
At CBS, local DJs are doing live reads for local streaming audio stations through its partnership with YAHOO MUSIC.