Net radio: a way to reach eyeballs, er, eardrums?

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The Internet Broadcasting Co., Detroit, has created original radio programming to air on the Web.

In addition to listening to the radio broadcasts while on IBC's site or while surfing around the Net, users--as long as they're online--can hear the programming regardless of what application they're using, be it word processing or e-mail, etc.

Using RealAudio technology, IBC features children's programming, a news venue and an all-music broadcast where marketers can air audio spots in conjunction with creating banners that complement the radio messages.

Ad packages begin at $3,300 per month and promise one audio spot per hour for a month, including a banner ad on the site for the same duration.

General Motors Corp.'s Pontiac division next month will begin testing 30- and 60-second spots it has formerly run on the radio via D'Arcy Masius Benton & Bowles, Bloomfield Hills, Mich.


"Although broadcasting on the Net is still in its infancy, the potential is definitely there," said Rob Sekulich, an interactive media planner at DMB&B. "We want to see how many people this technology attracts and if it will actually direct consumer traffic on the Web."

While an average audio listener is likely to spend 18 minutes listening to something, IBC President John Bornoty claims users on the Web spend an average of 45 minutes listening to audio programming online.

"New technology is very difficult to sell," Mr. Bornoty said. "But we're in this for the long haul."

Mr. Bornoty said he is in discussions with a few other automotive and national food-related retailers as well as large content sites on the Internet to advertise on the site.

Copyright September 1996 Crain Communications Inc.

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