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How To Sell HD Radio Spots In 2011

DToTheJ

DToTheJ

An interesting read form Mark Lapidus of Radio World which opens with this sentence:
"For over four years now, I’ve been entertained by the advertisements created to generate interest in HD Radio. The ads are often so clever that I laugh out loud."

Is it really the content of the ads that make him laugh out loud, or the prospect of somebody actually buying an HD Radio upon hearing an ad for it on the radio?

Next sentence: "Over the years, I’ve also heard a lot of these ads placed with good frequency in drive times when most people are tuned in to AM and FM stations."

Apparently, this person must have heard the same WOR newsbreak that I did this week.

The article then lays out ideas for the ads and closes with this: "Does HD Radio have a future? I’m still a strong believer, but ultimately, it’s the consumer who needs convincing."

I agree with the latter of that sentence, but not so much, the former.

Here's the full article:
http://www.rwonline.com/article/113278
 
I have found most of the ads moronic.

“Hey, its your radio talking, you know the old guy! Heard you got a new HD radio? Now you don’t even look at me! You want to hear everything crystal clear. You don’t want to hear between the stations? May be I could hit the gym and try some of those new stations you are into… haan?”

“Hey, I see you got a new HD radio by my side. Here I am laying all my buttons for you, but you don’t touch my buttons anymore. Don’t you like my buttons??”

“Remember those lonely nights, long drive, you and me? I would sing you non-stop, and you don’t talk, just listen …”

They make me cringe.
 
Once again the sweet sound of iBiquity butt-kissing is heard throughout the land. RW and IBOC....sitting in a tree.....k-i-s-s-i........(you know the refrain.)

Radio World richly deserves its unfortunate industry reputation as The House Organ For HD Radio. I understand the commercial necessity, but it still doesn't play well for the best interests of radio. I think the mag has really hurt itself by hitching its wagon to this divisive, almost universally-disliked dud.

The HD promos "are often so clever they make me laugh out loud?" Are you kidding, Mark Lapidus? Did you hear HD Radio creative that I somehow missed??? Most of the spots are idiotic.
As a radio guy, when one comes on when I'm in the car with a layperson, I'm actually embarassed. Frequently I hear my companion demand: what's with all these stupid HD Radio spots?

And, judging from the marketplace lack-of-reaction, the public agrees.
 
HD radio ads are clutter. For a business where communication and a "focused message" is key, the HD ads do not and have not communicated the advantages of the technology. The 'focused message' needs to be presented in a very simple way so that the general population can understand it and react to it. KEEP IT SIMPLE STUPID applies here. Messages like... If you have an HD radio, push the button and you will hear our other station playing the best classic rock (or whatever).

I am an early adopter of HD. I have a JVC radio in my vehicle. You know what? There is NO indication of which button I need to press to get to the HD2 and HD3 channels. Nothing. Just arrows that I played with to find out that the radio is capable of receiving the additional channels. Found out about this by accident. NO CLEARLY MARKED BUTTONS. (It is mentioned in the owners manual on like page 47) I have checked out other HD radios and its the same thing. A guessing game.

Then, when I tune in an HD channel, its really no different than what is already available on regular analog broadcast radio. Here in the Phoenix area, KTAR broadcasts the MORMON channel 24/7 (How's that for secular broadcasting Bonneville?) KOOL FM has the 70's HD channel. KMXP does some form of 80's-90's garbage on their HD2 signal. KUPD simulcasts it Sports AM station. KESZ is another undefined 80's-90's mishmash. KYOT is AAA on HD (more mishmash) KNIX simulcasts KFYI AM (Rushbo & Hannity in STEREO!!! WOW!!! or is it?) KMLE Country has a slightly traditional Country on its HD. KZZP CHR has a more Rhythmic CHR on its HD2 (yuck!)

Formats missing from HD in Phoenix. 50's-60's-70's OLDIES, Maybe a Smooth Jazz format, Urban AC, real traditional Country, or how about a Softer 70's based AC that plays Carpenters, James Taylor, Chicago, etc. or a progressive alternative format with deeper cuts. There's a lot out there and until these HD outlets provide some compelling programming, HD radio will be a waste of electricity.


And as far as AM HD... the horse has left the stable and it is time to GIVE IT UP. While you're at it, allow AM broadcasters their full 15KHz envelope. Get rid of the NRSC 10KHz brick mask. (Some are as low as 6KHz) A well processed AM station with a full 15KHz mask sounds very good. Add C-Quam stereo and it is even better.

Just my scattered thoughts on this subject. Not that it matters in 2011.
 
I'm glad to see that it is not just me that has found the latest generation of after-market car radios to be confusing and difficult to operate. Some are better than others, but many are almost impossible to tune, other than scanning through their pre-sets. That may be OK in home territory, but it is useless for people who travel a lot. It sure doesn't make it easy to find new stations, HD or otherwise.

Trying to figure some of these radios while you are driving has to be as dangerous as texting. Maybe more so.
 
What's missing from those ads is the content i.e hundreds of new radio stations, so what?

No monthly subscription fees, well now we live in a brave new world my friends because if I like something that much I'll pay for it!

No mention of the great new content because there isn't any, unless you call oldies or another country station new and exciting.. And if you do, then stick your head back in the sand.

CD or near CD quality, your choice I've heard both advertised. Again so what? big deal and nobody cares we know what what to expect from CD quality. Funny at 96 khz
it's a far cry from CD quality. That will be our little secret..

They've beat those ads to death, thus creating top of mind awareness. Only one problem though not enough consumers want whats advertised! Yes I know, some HD radios are factory installed units,
problem is HD radio penetration is moving so slow. I know, know, HD radio is in the top markets.. bla, bla, bla.. If a tree falls in the forest does anybody care? Not really.
 
Somebody on one of these forums was astute enough to point out that PDs and GMs don't want to promote their own additional HD channels on the analog channel for fear of diluting their own audience in the eyes of national ad buyers. Lapidus makes no mention of this, probably because it would be too politically incorrect to do so. Stations want HD to take off before they promote it themselves, hence the lame-o national ads are about the only mention of HD outside of the legal ID.
 
It seems like HD is doing the same thing that FM did in the early day after elevator music, simulcasting their FM signal. I am still waiting for a few stations to take a step and start a new format, perhaps either more targeted or so general that it appeals to everyone, which probably won't happen in this day of the ultra-targeted formats. Take a chance programmers, you could be on the cutting edge of something awesome.
 
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