A recent article presented by Advertel (News - Alert) featured Paul Beran, president of Gramark Advertising and Ads On Hold Telephone Productions -- who’d certainly be the expert opinion to take on this issue -- observing that “the proliferation of on-hold message sevices, and the teleprofessionals willing to recommend them over the last several years, has resulted in much discussion about the proper method of implementing an on-hold message program.”

The options as Beran presents them are digital vs. tape-driven, endless-loop vs. auto reverse and short 3-4 minute versions vs. longer 6-12 minute versions.

Such decisions, he says, are usually dependent on “the perception of the program on the part of the teleprofessional. Can you determine which is the most appropriate on-hold message program for a specific application?”

Beran says the typical on-hold message program consists of “some mixture of studio-produced announcer messages with instrumental accompaniment connected to the company’s telephone system music on-hold input. In most cases, the length is 3-6 minutes, and is changed at some regular interval, usually at the request of the company.”

Some good reasons for using an on-hold messaging system, accordingto Beran:

Promoting the business. Point-of-Purchase advertising is often the most successful at delivering verifiable, immediate results, he says: “So much of this country’s business is conducted over the telephone, I challenge you to name a better point-of-purchase that offers more traffic primed to do business.

Controlling the entire telephone experience. Most businesses experience heavy-calling periods, leaving callers on hold longer than they’d like. Using the opportunity to talk to their customers on hold for less than the cost of a postage stamp makes good sense.

Silence is not golden. The latest telephone systems are virtually silent on hold, if there is no music. Caller patience wears out quickly -- some hang up and call back, thinking their call has been disconnected, resulting in disgruntled customers.