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October 10, 2008 4:14:52 PM CDT

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Radio Replaces Commercials With Sponsors

Posted Apr 23, 07 9:33 PM CDT in US,  Business,  Technology,  Arts & Living,  Glossies 

(Newser) – In a throwback to the days of Texaco Star Theater and the Colgate Comedy Hour, a Clear Channel radio station has ditched spot ads in favor of hourly corporate sponsors. In an effort to compete with uninterrupted satellite radio and mp3 players, DJs on KZPS-FM in Dallas will pepper their banter with references to that hour's backer.

The first four sponsors—Southwest Airlines, AT&T, Coors and Guitar Center—get sporadic on-air mentions and a ban on competitors' ads on the station. The experiment by Clear Channel also spells trouble for Dallas Deadheads: KZPS's overhaul includes dumping the classic rock format in favor of a rock-country blend.

Source New York Times

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