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KSWD(FM) Adds RDS/Billboard Promotion

Signs for ‘The Sound’ resemble MP3 players, displaying title and artist of the song being played.

A Bonneville station in Los Angeles is using RDS plus Clear Channel Digital billboards to promote itself.

KSWD “The Sound” launched a “Now Playing” feature as part of an ad campaign supporting its new format of “world-class rock,” which started in April.

“Electronic billboards alongside busy Los Angeles streets and freeways have an appearance similar to listeners’ MP3 players and display the title and artist of the song currently being played on 100.3 The Sound,” a Bonneville spokesman stated.

Messages and static images appear on LED screens in eight-second spots in a 24-hour rotation, with eight advertisers rotating.

The station’s director of marketing/advertising is Sammy Simpson.