[BC] More is not less

[Robert Orban]

At 10:54 AM 9/1/2008, Sid Schweiger wrote:
>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.

In the '60s, I remember two commercials between every song. But they 
promoted the heck out of the upcoming song, so they always gave 
listeners a reason to stay tuned through the commercials, not to 
mention the possibility that the jock would plan around with the 
commercials like Ingram often did.