Glenn Beck takes cue from radio with live ads on TheBlaze

04/15/2013 | Advertising Age (tiered subscription model)

Glenn Beck's startup network TheBlaze is trying to retain its audience during ad breaks and prevent DVR users from skipping commercials by offering live spots during his evening program. TheBlaze has sold all inventory through the end of 2013 for ads that Beck reads on-air, similar to what announcers do on radio. "Live, in-program advertising benefits our viewers by entertaining them, and benefits our advertisers by most effectively sharing stories of why their products and services are so beneficial," Beck said.

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