[BC] PPM: another chance to game the system

[James B. Potter]

Whenever I get to run things at a radio station, I forbid locally created
60s (exceptions are nationals from agencies and political season).  Well
written and produced 10s, 15s and 30s are far more effective for the
advertiser because folks may actually get the ad message, necessarily
succinctly delivered. 60s are far, far too long to hang in with for the next
song -- a very high annoyance factor.  The only thing more agonizing is
pledge time on NPR.  So, for the advertiser, less airtime really is more --
more effective because more listeners listen before punching that station
button on the dash.

Regards/J
McCarthy wrote:
> I guess less isn't more....

All I remember about "less is more" was 8 30's instead of 4 60's,  creating
a much higher annoyance factor.