An article published by AdAge yesterday reports that media dinosaur Clear Channel is thinking about offering one-second radio spots. Basically the spots would consist of a sound effect and one or two words, like a Mini Cooper horn blowing and a guy saying “Mini” before news briefs, etc. Hmmm. (Seems to me that shorter interruptions are STILL interruptions.)

Wow. Are these guys getting desperate or what? Our own Media Boss, Jack Welch, and I were talking the other day about how, many years ago, we wanted to run a funky shaped print ad in the local paper and they refused. Last week the execs of the same paper came by and said we could do anything we wanted (as long as we do something!).

It is so incredibly interesting to see how these old, tired mediums are being forced to evolve. Will they survive? For a while. But I do believe that they will find a way to remain relevant – only if they embrace change and reinvent themselves.

Until then, get ready for the bombardment of new spins on old ad tactics.

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