New York Times Looks At High-Tech Marketed On 'Low-Tech' Radio, Features Kim Komando
August 23, 2011 at 4:14 AM (PT)
The NEW YORK TIMES' article SUNDAY on how high-tech companies are using "low-tech" radio ads to sell their products featured WESTSTAR TALK RADIO NETWORK's KIM KOMANDO to highlight how CITRIX's GoToMeeting teleconferencing software is being marketed to consumers.
“We identified radio hosts who were influencers who gave us an endorsement and provided third-party validation,” CITRIX Radio Media Manager MICHAEL GUARNIERI told the TIMES, offering KOMANDO as an example. The article quotes KOMANDO's live spot for the service, and writer RANDALL STROSS notes that while listeners can't see the video product during the spot, "radio as a medium is particularly well-suited for endorsements. On radio, spoken words can create a brief sense of personal connection with each listener, in a way newer media can’t really match."
Read the article by clicking here (subscription required).