Less Proves Higher CPMs For Clear Channel, But Fewer Radio Ad Dollars »

Less apparently does mean more in radio advertising -- more CPMs. Clear Channel Communications, which embarked on a controversial plan to reduce the amount of commercial time on its radio stations, boosted the price of its ad time during the first quarter, its top executive confirmed in an interview with Reuters on Thursday. 'Advertisers are paying more for 60-second spots with us than they did last year, and more than they did the previous month,' John Hogan, CEO of Clear Channel Radio, the nation's largest radio broadcaster told the newswire service, adding that radio advertisers are also relying less on the medium's traditional 60-second ad units and more on 30-second spots.