Clear Channel is testing one-second radio spots — the NBC bell, Intel’s tonal figure, whatever McDonald’s current audio sting is — to see if . . . well, we’re not sure what they’re testing. Whether they can fill every second with saleable product? whether there is any more money on the table? perhaps a new rollout for "Name That Tune?"

According to AdAge, Clear Channel VP-Creative Jim Cook called the one-second initiative part of a search "to find new uses of radio for advertisers who are continually asking us to demonstrate that our medium can successfully extend brands, can successfully reach the consumer with touchpoints that are new and surprising." Or invasive. Or annoying.

A June 14, 2006 dispatch from AdAge invited marketing types to vote on whether they think one-second radio ‘Blinks’ will catch on. Gee, I don’t know, is my opinion billable?