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CBS Radio Targets Mobile Listeners

CBS Radio Targets Mobile Listeners

CBS Radio and Vibes Media are partnering on a mobile marketing project.
Vibes, based in Chicago, provides interactive text message and mobile content marketing programs. The firm has placed 25 CBS stations in big markets on its iRadio Instant Response Text Messaging Platform.
Listeners can participate in contests using the text messaging function on their cell phone without getting shut out by busy signals, the companies say. Stations can customize promotions through Vibes analysis tools, tailoring them according to listener response in real time.
A person who sends a message receives a response, regardless of service provider. The companies said advertisers like the fact that each message to the listener can be tagged with a “powered by” message.
CBS Radio Chairman/CEO Joel Hollander said the technology will help stations interact with listeners, even during a large contest.
The iRadio service will be used in New York at WNEW(FM) and WFNY(FM); Los Angeles at KROQ(FM); and Chicago at WSCR(AM), WBBM(FM) and WCKG(FM); as well as stations in several other major markets.
The deal also involves premium messaging strategies, with CBS listeners being able to join mobile clubs that give them access to ringtone and wallpaper downloads.