Radio Still Brain Dead
Anyone with Mac & Cheese for brains could see the potential for non-audio content generated for iPods. And that's just the case in Kraft Foods new summer promotion.
Kraft has teamed with Apple to provide downloadable summer recipes for the iPod. Here's the article from Promo Magazine:
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Kraft Offers Summer Recipes for iPod Users
By Patricia Odell
Need a recipe for Pesto Crostini, Parmesan Corn or Peach Shortcake? Go no further than your Apple iPod.
In a partnership between Kraft Foods and Apple, the"Greatest Hits of Summer" now come in the form of 100Kraft-inspired recipes that can be downloaded to aniPod.
Promoted at Kraftfoods.com, the download includes recipes on grilling, desserts, appetizers and sidedishes. The site offers step-by-step instructions onhow to access the recipes, which can be browsed usingthe iPod scroll wheel.
The download uses the iPod Notes feature and stores the recipes separately from audio files.
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See, Radio?
You could have been driving this type of promo through your station websites instead of hearing about second hand and being Kraft's bitch. Even if Kraft decides to make a radio buy -- they'll be sending listeners to THEIR website to download the files, instead of simply visiting WXXX.com and downloading it from YOUR site.
You could have EASILY added a sponsorable (and profitable!) audio component by involving a local chef or on-air personality doing a review of the recipe. The audio could have carried a station jingle and you would have been one of the only radio stations to actually get 'an add' on an iPod.
But that's okay.
Just keep stumbling around in the dark and avoiding all contact with users of downloadable custom content and the growing base of iPod owners -- they'll just keep avoiding you, too.
Anyone with Mac & Cheese for brains could see the potential for non-audio content generated for iPods. And that's just the case in Kraft Foods new summer promotion.
Kraft has teamed with Apple to provide downloadable summer recipes for the iPod. Here's the article from Promo Magazine:
---
Kraft Offers Summer Recipes for iPod Users
By Patricia Odell
Need a recipe for Pesto Crostini, Parmesan Corn or Peach Shortcake? Go no further than your Apple iPod.
In a partnership between Kraft Foods and Apple, the"Greatest Hits of Summer" now come in the form of 100Kraft-inspired recipes that can be downloaded to aniPod.
Promoted at Kraftfoods.com, the download includes recipes on grilling, desserts, appetizers and sidedishes. The site offers step-by-step instructions onhow to access the recipes, which can be browsed usingthe iPod scroll wheel.
The download uses the iPod Notes feature and stores the recipes separately from audio files.
---
See, Radio?
You could have been driving this type of promo through your station websites instead of hearing about second hand and being Kraft's bitch. Even if Kraft decides to make a radio buy -- they'll be sending listeners to THEIR website to download the files, instead of simply visiting WXXX.com and downloading it from YOUR site.
You could have EASILY added a sponsorable (and profitable!) audio component by involving a local chef or on-air personality doing a review of the recipe. The audio could have carried a station jingle and you would have been one of the only radio stations to actually get 'an add' on an iPod.
But that's okay.
Just keep stumbling around in the dark and avoiding all contact with users of downloadable custom content and the growing base of iPod owners -- they'll just keep avoiding you, too.
