WMMS Music Marathon TV spot
Every contemporary and rock station in Cleveland pushed commercial-free music hours. We wanted to go one-better and did by promoting both our air personalities and long music sweeps. We adopted the slogan – Your “Music Marathon Station,” a subtle acronym for M-M-S and enlisted our air talent to sell the position. We wanted to differentiate our music sweeps from the competition. While they sold “commercial-free hours,” we promoted the number of songs played in a row. An hour of commercial-free music on our competition was “a 13-song music marathon” on WMMS. Sometimes we’d go over the limit (“we promised you 13 – and gave you 15”) – but never under. By promoting the number of songs – rather than length-of-time – offered us a unique position that was difficult to imitate.