Many radio stations talk about how good their traffic updates are. These traffic updates are usually brought to you twice an hour and last around 2 minutes each. You get to listen to information about the location and severity of any accident or slowdown that lies ahead of you. However, each traffic update starts with a “This traffic update is brought to you by Ben & Jerry’s” or something similar, as if any accidents or slowdowns were caused by the sponsors for that day.

After about 30 seconds of the traffic updates, the traffic reporter says “Before we get into further details on that, this traffic update is brought to you by Ben & Jerry’s. Ben & Jerry’s, all your favorite ice cream flavors at special prices. Don’t be caught by surprise by the summer heat; walk into any Ben & Jerry’s location for a free sample and special summer pricing on all flavors.”

Thus, out of a 2 minute traffic update, more than a minute is spent on talking about the sponsor of the day for that very traffic report. That leaves us with almost a whopping 55 seconds of traffic updates. Radio stations do have something to brag about: the uniqueness of the way they advertise their sponsors. How about having a traffic updates with no advertisements? These same radio stations say that they have reduced the number of advertisements between songs. However, these advertisements have been shifted elsewhere, like during traffic updates or even weather updates.

Quality content, regardless of its form, should not be blended in with advertisements all the time. Having sponsors between songs is perfect. However, having advertisements before and during every segment of broadcasting may cause the name of the sponsor to be imprinted onto the thoughts of a listener, and at the same time, it may create a feeling of frustration in that same person whenever they run across another radio station that gives traffic updates or weather reports without any advertisements.

What do you think about this? Do you think this is a good deal in the short and long run for the radio stations? What would you think of this if you were the listener?

Going from listening to radio stations while driving to driving to other cities, I recently went to Mission Viejo to visit Saddleback College. Here is a picture of Saddleback College as seen from the back parking, walking up the flight of stairs. This was taken in the evening on June 10th, 2006, around 7:25 pm.