Channel Media and Entertainment, previously known as Clear Channel Radio, is bolstering its content marketing capabilities with the hiring of Tim Spengler as president of content marketing and revenue
strategy, a new role within the company.
In this position Spengler, who previously served as CEO of Magna Global, will work with CCME’s national programming, national sales,
marketing and partnerships, and local sales staffs to develop media and advertising opportunities for ad clients.
The content marketing push will draw on CCME’s media and
entertainment assets to create content that integrates brands. Generally speaking, content marketing is akin to native advertising for radio and may overlap with techniques like brand integration and
Examples of content marketing initiatives on broadcast radio have included campaigns where talk-show hosts and DJs mention brands or products, coverage of local events
featuring product sponsorship and integration, and so on -- often reinforced by traditional ad spots in commercial breaks.
However, CCME sketched out a much broader vision for content
marketing, reflecting the rise of digital media and the growing number of channels for reaching consumers. In Clear Channel’s case, that includes its digital iHeartRadio platform and associated
events like the iHeartRadio music festival, an annual concert featuring popular musicians and celebrities in Las Vegas, as well as online video and any number of experiential marketing opportunities
at the local level.
Clear Channel is interested in the possibilities of content marketing and native advertising for radio.
Last month, the interactive division of Katz
Media Group, the radio sales representation firm owned by Clear Channel, introduced a streaming audio ad product called the Secondary Action Unit, which allows advertisers to employ native advertising
with custom content in their digital radio campaigns. The SAUs will follow up regular audio advertising with additional content that is both relevant to the advertiser’s product and entertaining
for the listener