Breaks National Campaign

Interactive music site on Wednesday kicked off
a $5 million national campaign to boost awareness of its recent launch
among its target audience — Web savvy folks between 15 and 35 years old.

The campaign, developed by Camp/Arbues, will include print, radio, outdoor,
and direct mail elements.

Radio spots will break first, airing in New York, Los Angeles, Chicago, San
Francisco, Boston, and Seattle. The print campaign, which targets music
publications, college newspapers, and alternative weeklies, begins April 3.
Outdoor will roll out April 15.

The campaign, which will be supported by a direct mail effort running from
late April to the end of May, will last through mid-May.

“Since our launch, has received an incredible amount of
industry and media attention due to the unique experience we deliver
online,” said Lisa Crane, president and chief executive officer of

“Our ad campaign’s objective is to differentiate our brand in the consumer
marketplace while communicating to our core audience.” offers users the chance to interact with hosts while they’re
appearing on 24-hour Webcasts.

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