[BC] More is not less

[Sid Schweiger]

>>At least 5-minutes of commercials with no content to keep me tuned  in!  If I hadn't reached my destination and was instead driving I would have been punching the button for another station or hit scan.<<

>>On our air we never go beyond 2-minutes without content.<<

I go back to the old WABC approach to commercial sets.  Back in the 1970s (when WABC regularly had shares in the 20s and 30s), the rule was:  Every commercial had to be "adjacent to program matter."  Or, to put it another way:  No more than two commercials in a row without something else in between, even if it was only a quick jingle or a quickie weather forecast by the jock.  In AM drive during those years, spot loads were pretty heavy (18 minutes an hour and sometimes a bit more during holiday season), but they still had the #1 morning show in the market by far.  I tend not to quibble with those kinds of results.

Sid Schweiger
IT Manager, Entercom New England
WAAF/WEEI/WEEI-FM/WKAF/WMKK/WRKO/WVEI/WVEI-FM
20 Guest St / 3d Floor
Brighton MA  02135-2040