[BC] Less is More (or is it?)

[Mark Humphrey]

There's an article in today's Philadelphia Inquirer about the success
of Clear Channel's "Less is More" campaign.   A St. Joe's marketing
professor concludes the 30 second ads are "only half as effective as
60s for conveying some kinds of messages", yet they cost 70 to 80
percent as much:

http://www.philly.com/mld/philly/business/14954923.htm
(registration may be required)

Locally-owned WBEB "B-101" appears to be the winner here.  The
independent FM station was founded in the early '60s by the late David
Kurtz, a local broadcast engineer -- and rose to prominence as an easy
listening/AC station after Jerry Lee acquired a ~49.9% stake in
ownership (he recently acquired the remaining share from the Kurtz
estate.)   Without a huge debt load and no need to answer to Wall
Street, Jerry can afford to beat Clear Channel at its own game: B-101
has been "holding breaks from programming to two to four minutes and
steering clear of loud, obnoxious or controversial ads."

Mark