The New York Times is reporting on an innovative move in the Dallas radio market, at a time when traditional radio is faced with increasing competition from satellite radio and iPods (which are often equipped for the car).
Clear Channel Communications is trying something radically different at a commercial radio station in Texas: getting rid of the commercials.
As of today, KZPS in Dallas — on the dial at 92.5 FM or online at lonestar925.com — will no longer run traditional 30- or 60-second advertisements. Instead, advertisers sponsor an hour of programming, during which a D.J. will promote its product conversationally in what the company calls integration.
The product-themed chitchat will account for about two minutes peppered throughout the hour, in contrast to the 12 minutes to 16 minutes of commercials that most stations broadcast each hour.
Advertisers will own not just the hour but also their categories. The station has four initial sponsors — Southwest Airlines, AT&T, Coors Brewing and Guitar Center — and will not sell advertising space to other airlines, phone companies, breweries or musical instrument stores.
