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Lane Advertising in Marblehead, Mass., last week unveiled six radio ads for its newest client, Lids, a 150-store hat retailer based in Westwood, Mass.
The light-hearted, 60-second executions made their debut on WJMN-FM in Boston, WPHI-FM in Philadelphia and WHTZ-FM in New York.
Pop stations are being used in each market because the client wants to “bond” with its target audience of 12-25-year-olds, said company founder Ben Fischman. Young consumers strongly identify with their favorite radio station, he said.
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