Given the news that some HD Digital Radio Alliance members are starting to air something akin to public radio’s underwriting announcements on their multicast channels, a group that hasn’t been in the spotlight, Entercom, says it’s looking at non-conventional marketing methods.
Entercom Communications SVP of Programming Pat Paxton said, “We have no current plans to start selling :30 and :60 second spots; we would be more open to finding one or two sponsors per brand that want to be woven into the fabric of what the brand is all about.”
The broadcast group is looking at ways to integrate an advertiser’s brand with the HD2 brand, according to Paxton. “Product placement, program sponsorship and anything that is not a traditional commercial is on the table.”
Entercom counts itself as one of the five largest radio groups by station count in the U.S., with 110 stations in 23 markets.