• October 4, 2004

Radio giant Clear Channel Communications today is expected to unveil a new unit created to help advertisers and agencies convert from standard 60-second radio advertising units to :30s, reports Reuters. The move is part of Clear Channel's commitment to reduce the total amount of commercial time on its stations by 19 percent by January. Because the plan relies on advertisers embracing :30s, the new unit, dubbed Clear Channel Radio Creative Resource Group, will work with agencies to ensure that the shorter-length spots work as effectively, if not more so than industry standard :60s. Thirty-second radio units generally cost about 80 percent of the price of a :60, but Clear Channel has reduced its rates slightly to encourage advertisers to buy the shorter length spots. Clear Channel has set a goal of having no more than 15 minutes of commercial time per hour on its news talk radio stations, and even less commercial time in some of its other formats. Reuters reported that the new unit will be headed by Jim Cook, who most recently served as vice president of creative services for Clear Channel.