Shock jocks take NBNCo cash, then trash its ads
UPDATED WITH MP3s:Live reads pulled after DJs criticise NBN
NBNCo's plans to win over the hearts and minds of middle Australia have taken a hit, after two prominent radio announcers editorialised before reading paid ads which explained the company's role as a wholesaler.
Fairfax media reports Ray Hadley and Andrew Moore both prefaced paid ads with their opinions that the NBN is a waste of money.
NBNCo's General Manager, Communications, Andrew Sholl contacted The Register and said the ads " ...were read by 24 presenters over six talk stations. Hadley and Moore were the only two presenters ... that presented any difficulties."
"We removed the ads from those slots because [radio station 2]GB could not guarantee that they would be read without being subject to editorialising or misinformation. As recompense, GB has given us make-goods, with live reads and pre-records in other slots."
Live reads are a common form of radio advertising and see announcers read advertising copy, often without flags that the content has been paid for. The
turgid plainly commercial nature of the copy means audiences usually understand the content is an ad. Announcers do not always read directly from the script, a situation many advertisers are happy with as the personalised embellishments added by some announcers are seen as adding credibility.
It is, however, unusual for an announcer to editorialise negatively before a live read, given that advertising pays their wages.
"We’re keeping our options open regarding further metro AM advertising going forward," Sholl said. ®