SOURCE: Emmis Communications

April 10, 2007 07:00 ET

Radio's First "Breaking the Band" On-Line Reality Show Brings Q101 Musical Experience to On-Air, Web, Texting, Retail

Emmis Reality Program Example of 360-Degree Marketing Approach That Reaches Listeners Everywhere They Are, on Their Time

CHICAGO, IL -- (MARKET WIRE) -- April 10, 2007 -- For the first time in any U.S. radio market, Q101 (WKQX-FM) and program sponsor Verizon Wireless are bringing listeners the musical journey of an up-and-coming Chicago alternative rock band through fully integrated media channels. The on-line "Breaking the Band" reality show at began March 12 and combines live and studio performances along with videos and MP3s; on-line band diaries and "home movies"; fan interaction through video and text message alerts for new Web entries; and a CD launch meet and greet at a Verizon Wireless retail location.

"The competition for listeners is greater than ever," said Lance Richard, Director of Sales for Emmis Communication's WKQX-FM and WLUP-FM. "Emmis' 360-degree marketing model is rooted in the idea that we need to be everywhere the consumer is on his or her time. By integrating multiple marketing solutions such as radio, on-line, texting and retail options, we custom-fit a program to people's lifestyles and create powerful multi-channel exposure for advertisers' dollars."

As Emmis Chicago takes the lead in executing 360-degree marketing programs, both WKQX-FM and WLUP-FM, in collaboration with Emmis' new media arm, Emmis Interactive, are tapping into the full range of multi-media channels to reach consumers. Marketing and advertising programs developed by Emmis Chicago's marketing sales staff include the traditional broadcast radio format as well as podcasting; audio streaming; music e-commerce; extensive and customized Web content; event marketing; "affinity" programs such as listener databases; and mobile marketing such as text messaging interaction.

For the "Breaking the Band" integrated marketing program, which runs until Sept. 30, specific elements include:

--  On-line content: features ongoing "home movies,"
    biographies and on-line diaries by the band talking about their experiences
    on tour, working with the record labels, interacting with fans, shooting
    their first music video, featuring their music and more. There also are
    links from the band's Web site and MySpace page to the Q101 reality
--  Texting: Q101 listeners can sign up for text message alerts for new
    entries on the "Breaking the Band" page, including contests to win concert
    tickets, CD's and band merchandise.
--  On-air features and promotions: Q101 will air 60-second ads with band
    members talking about Verizon Wireless products and services.
--  Retail: Verizon Wireless and Q101 will host a CD launch meet and greet
    with the band and a Q101 personality at a retail location where the band
    will sign autographs and perform a short acoustic set. In addition, the
    Verizon Wireless store will display "Breaking the Band" promotional
Verizon Wireless partnered with Emmis Chicago and Q101 because of the station's ability to reach tech-savvy Gen X and Gen Y consumers. By using the 360-degree marketing approach, Verizon Wireless will get the greatest mileage and exposure for their total investment.

"We are transforming how consumers have traditionally thought of radio," Richard said. "It's not good enough just to be a radio station; you need to be a media company. Future sales solutions must capture the full spectrum of consumer options in order to maximize the ROI on client media dollars."


An extension of Q101's 15-year "Everything Alternative" heritage brand, Q101's Web site receives 2.4 million page views and 106,000 visitors monthly. is a two-time EPpy award winner (sponsored by Mediaweek and Editor & Publisher magazines) for Best Local Radio Station Web site. Other recent winners have included, and

About Emmis Interactive:

The new media arm of Emmis Communications, Emmis Interactive develops custom, integrated marketing solutions to leverage multiple technology platforms. The Emmis Interactive team includes 18 talented interactive producers, such as former Fortune 500 brand managers and top media executives as well as a webmaster at every radio station.

About Verizon Wireless:

Verizon Wireless operates the nation's most reliable wireless voice and data network, serving more than 59 million customers. The largest U.S. wireless company and largest wireless data provider, based on revenues, Verizon Wireless is headquartered in Basking Ridge, N.J., with 65,000 employees nationwide. The company is a joint venture of Verizon Communications (NYSE: VZ) and Vodafone (NYSE and LSE: VOD). Find more information on the Web at To preview and request broadcast-quality video footage and high-resolution stills of Verizon Wireless operations, log on to the Verizon Wireless Multimedia Library at

Contact Information

  • Contact:

    John Foyer

    Stefanie Schumann