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M’mm, M’mm, Timely

M'mm, M'mm, Timely

Why does it seem that whenever it snows, you happen to hear a Campbell’s Soup commercial?
It’s not coincidence. CRN International, a Connecticut-based radio marketing firm, promotes a weather-triggered radio placement service called Storm Radio, originally created for Campbell’s Soup.
“For the last twenty years, CRN International has offered Mediarology, a service that specializes in buying radio time when weather conditions are at their peak to stimulate consumer purchases,” it said in its announcement of the next season’s program. Clients have included Country Time Lemonade, Sears Die Hard Batteries, Windex and Allstate Insurance.
Its new season began this month and will include 26 markets.