Sunday, 23 December 2007

Radio

Stupid Stupid Stupid - #4 of a series


The HD Radio Alliance has issued a new series of spots promoting HD radio.

One problem.  The spots promote HD by dissing standard radio.

In a sort of snarky approach, the campaign features a humanized radio talking to his owner about why HD Radio product is so attractive... ...Traditional radio is repositioned as old-fashioned, repetitive, and lame.

Why does the Alliance feel they have to market HD Radio by selling against AM/FM Radio?...

Why isn't HD Radio positioning against the subscription model of satellite radio or the 99 cents a song iPod? That would make sense because HD Radio could potentially be postioning its variety and free attributes...
(The immediate snarky answer: Because radio is old-fashioned, repetitive, and lame.)

What's more, I wonder how this campaign will be received: "You're hearing this spot on traditional radio, right? But traditional radio is old-fashioned, repetitive, and lame. So that makes you what?  Because if you weren't, you'd be listening to satellite or your iPod right now, right?"


Via Mark Ramsey, who believes that HD's marketing problem is so extensive that, at this point, the content of the spots "doesn't matter in the least."
The problem is not with the campaign it's with the logic underlying the product and its place in the marketplace. Sometimes a marketing problem is bigger than an ad campaign, folks.


Elsewhere: Ken Dardis thinks HD is dead, it just hasn't noticed.

Posted by: Old Grouch in Radio at 22:58:00 GMT | Comments (1) | Add Comment
Post contains 239 words, total size 2 kb.

Tuesday, 11 December 2007

Radio

Water pitcher


As the radio industry undergoes yet another round of layoffs, Richard Factor takes us back to a time when things were quite different:

I was in a union long ago. It was NABET, the union for the people who operate the equipment at major market broadcast stations. Part of my job was to sit opposite the "talent," the deejays, newscasters, etc., whose voices went out over the air. I was responsible for turning the microphone on and off on cue, playing music recordings and commercials, editing news tapes, and interacting with all the technical equipment necessary to broadcast a program... WABC was an important "flagship" and "clear channel" station that ran 24/7 and there were quite a number of NABET "brothers" employed thirty two is a number that just popped into my mind. Likewise, the talent union, AFTRA, represented a large number of employees. Seven full-time deejays, a handful of part-timers, newscasters, etc...

The AFTRA guys had their territory, but they would no sooner press the start button on a tape recorder than they would curse on the air... And when we NABET guys turned the microphone on, we turned our mouths off, not just to prevent cursing, but because only AFTRA was allowed to vocalize.  Of course there were other employees. Managers, secretaries, directors and schedulers of one sort or another. Together, union and non-union, we managed to keep this small but very successful division of a very large and very successful corporation on the air and raking in money for what we now call "the stakeholders."

But there was an issue, and it needed resolution.

Broadcasting is a thirsty business. If you talk for hours a day, you need to take sips of water frequently. So, on the AFTRA side of the broadcast console, there was a water pitcher for this purpose... Needed was a way to keep the water pitcher enabled for its critical task.
Now read on...

Posted by: Old Grouch in Radio at 22:15:41 GMT | No Comments | Add Comment
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