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Ramon Ray wrote about Internet companies that have used
WCBS. As one of those companies that used WCBS, it may be of
interest if I explained why.
Firstly, I am launching a music focused internet only radio
service targeted towards much the same audience that WCBS
attracts. I also bought time on the other New York City news
station as well as other medium that reaches people close to
the workplace.
Secondly, without purchasing a ton of frequency, I was not
sure that the medium of the banner, like press, works to
build equity or a 'brand'. It's much easier to explain a new
product over 60 seconds than to get people to sample via a
tiny banner space.
Thirdly, as often discussed in this group, offline is
generally more cost efficient.
Fourthly, the total unwillingness of the salespeople of
banner space to creatively use their client's site to work
more effectively made the medium even more sterile. Going
beyond the banner or the commercial announcement itself is
something that the radio medium has had to deliver for many
years.
Paul Bendat
waby.com http://www.waby.com
Great Music and Good Company
paul_at_waby.com
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Received on Tue Jun 29 1999 - 18:28:42 CDT
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