Verizon Wireless is going where no national advertiser has gone before: to HD Radio side channels. Since April and continuing into next year, the frequent radio advertiser is sponsoring a branded channel on the HD2 channels of 21 Clear Channel radio stations.
Called Verizon New Music, the channel is also streamed on the Internet.
Targeting 18 to 34 year olds, Verizon New Music airs music from up-and-coming artists, along with artist interviews. The only advertising that runs on the channel is 40 seconds per hour, exclusive to Verizon Wireless, split into two, 20-second spots.
HD Radio is hardly a barn-burner.
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