On-air/on-sale - the great divider

On the one side are those who continue to believe in the logic of building excitement behind a song in the weeks before release by delivering it to radio in advance of it going on sale.

This, the logic goes, ensures consumers are eagerly awaiting the song's release and will rush to buy it when it hits the shops, driving up its initial chart position, which in turn increases the buzz.

This worked well in the Nineties when, short of ...

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