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THE FOLLOWING   PRESENTATION   HAS BEEN APPROVED FOR SMART RADIO FOLKS BY THE RADIO RESEARCH ASSOCIATION OF AMERICA
 
 
 
Issues: <ul><li>What’s going on? </li></ul><ul><li>What the heck do we do about it? </li></ul>
Survey… <ul><li>N = 1,000 </li></ul><ul><li>Telephone Study </li></ul><ul><li>Q1 2006 </li></ul><ul><li>Persons 12-54 </li...
 
Total Audience Persona 1 Persona 2 Persona 3
“ A human being is nothing but a story with a skin around it” - Fred Allen
 
 
 
 
“Greg” <ul><li>&quot;I've got everything [on my iPod] - a total smorgasbord“ </li></ul><ul><li>  - Sen. Hillary Clinton  <...
 
 
“Marsha” <ul><li>“ I’m technologically challenged and too lazy to carry an iPod“ </li></ul><ul><li>  - Justin Timberlake  ...
Greg and Marsha by Demo
Ass u me
“ I  Stopped Listening  to Radio” Myth 1
 
“ Radio  Sucks ” Myth 2
Hear “Favorite Music” on the radio?
Hear “Favorite Music” on the radio?
Prefer Listening to Music…
Prefer Listening to Music…
Have Listened/Subscribe to/Own…
Teens:   Have Listened/Subscribe to/Own…
Listen > 1 Hr/Day to…
Teens:  Listen > 1 Hr/Day to…
Very/Somewhat Satisfied
Teens:  Very/Somewhat Satisfied
 
“ HD Radio :  This will solve everything” Myth 3
Heard of “HD Radio”
What does “HD Radio” do that regular radio doesn’t do?
Ever Listened to “HD Radio”?
“New Radio” Description <ul><li>A new kind of radio that will offer all the stations you know now plus many more with bett...
Greg:   Prefer “New Radio” or “Current Radio” (at price points)?
Marsha:   Prefer “New Radio” or “Current Radio” (at price points)?
 
Sales Rank:  #1
Sales Rank:  #7
Sales Rank:  #61
Sales Rank:  #72
Sales Rank:  #80
Sales Rank:  #5
Sales Rank:  #2196
 
HD Radio truth #1:   The  right price  for an HD radio is  “free”
 
 
 
HD Radio truth #2:   People generally  don’t buy radios …they buy  things that contain radios
 
 
 
 
 
HD Radio truth #3:   People  don’t buy radios …they buy  what’s on the radios
 
 
 
 
 
“ Has a great SOUND QUALITY”
$
3 Ways  TO make HD Radio a Success
 
 
 
“ iPods, Satellite, Internet, etc. are  Better than Radio ” Myth 4
Evalute images of… <ul><li>Radio </li></ul><ul><li>Satellite Radio </li></ul><ul><li>Internet Radio </li></ul><ul><li>Mp3 ...
“ More of Your Favorite Music”
“ Plays the MOST MUSIC without interruptions”
“ Has a great SOUND QUALITY”
“ Has a widest VARIETY of music choices”
“ Is the BEST for MUSIC ONLY”
“ BEST for MUSIC Plus Entertaining Personalities”
“ BEST for Music, Personaties, Information and a Local Connection”
“ EASY to use without much EFFORT on your part”
“ Doesn't Cost anything - it's FREE to use”
“ Is the place where you hear NEW music FIRST”
“ Features News, Weather & Traffic headlines”
“ Has been Part of your Life for a long time”
“ Allows you to EXPRESS yourself best”
“ Invites you to Influence or Shape the content”
“ PORTABLE & CONVENIENT - you can take it with you”
“ You're PROUD to show others because of what it SAYS about you”
“ Features CONTENT you can't hear anywhere else”
“ Takes RISKS and allows you to hear stuff you wouldn't otherwise hear”
“ Is the COOLEST way to listen to audio entertainment or information”
“ Is the LEAST COOL way to listen to audio entertainment or information”
“ Is the best way to be CONNECTED to your Local Community”
“ Is the best place to hear Something  FUNNY That Makes you Laugh”
“ Is the best place to hear PERSONALITIES You enjoy Listening To”
“ Has the CONTESTS you enjoy playing along with”
“ Has ENTERTAINING PERSONALITIES that make you laugh”
“ Has PERSONALITIES who feel like friends or people you know”
“ Plays a lot of music YOU DON'T KNOW”
“ You associate with a lot of COMMERCIALS”
What Marsha and Greg Want Radio’s Strengths
 
 
Key for Greg <ul><li>Free </li></ul><ul><li>Easy </li></ul><ul><li>Best for Personalities/Info/ Connection </li></ul><ul><...
Key for Marsha <ul><li>Part of your Life for Long Time </li></ul><ul><li>Free </li></ul><ul><li>Easy </li></ul><ul><li>Con...
 
The Story:  Radio… <ul><li>doesn’t cost anything; it’s  FREE  to use </li></ul><ul><li>is  EASY  to use without much effor...
The Story:  Radio… <ul><ul><li>Free </li></ul></ul><ul><ul><li>Easy </li></ul></ul><ul><ul><li>Between the Songs </li></ul...
 
 
“ Non-Radio links …Deliver  multimedia  to local users  wherever they are ”
 
 
 
 
 
 
Special Thanks to… <ul><li>Kidd Kraddick </li></ul><ul><li>WMAY-AM, Springfield MO </li></ul><ul><li>Howard Stern </li></u...
 
Want to see this again? A version of this presentation will be posted on our blog within the next two weeks.  Sign up now:...
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Radio: What Is and What's Next?

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Presented by Mark Ramsey, president of hear2.0 and Mercury Radio Research, at the National Association of Broadcasters Radio convention in Dallas in 2006

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  • Once upon a time Entertainment through the air w/o wires Indistinguishable from magic Magic: Sleight of hand Sometimes what seems to be true – what people think is true - isn’t Theme of this presentation
  • Transcript of "Radio: What Is and What's Next?"

    1. 1. THE FOLLOWING PRESENTATION HAS BEEN APPROVED FOR SMART RADIO FOLKS BY THE RADIO RESEARCH ASSOCIATION OF AMERICA
    2. 5. Issues: <ul><li>What’s going on? </li></ul><ul><li>What the heck do we do about it? </li></ul>
    3. 6. Survey… <ul><li>N = 1,000 </li></ul><ul><li>Telephone Study </li></ul><ul><li>Q1 2006 </li></ul><ul><li>Persons 12-54 </li></ul><ul><li>Random-digit-dialed sample, including unlisted numbers and cell phones </li></ul><ul><li>Age, Sex, and Ethnic quotas match US Population parameters </li></ul><ul><li>National study, sampled proportionate to population by region </li></ul><ul><li>Respondents did not have to listen to the radio </li></ul>
    4. 8. Total Audience Persona 1 Persona 2 Persona 3
    5. 9. “ A human being is nothing but a story with a skin around it” - Fred Allen
    6. 14. “Greg” <ul><li>&quot;I've got everything [on my iPod] - a total smorgasbord“ </li></ul><ul><li> - Sen. Hillary Clinton </li></ul>
    7. 17. “Marsha” <ul><li>“ I’m technologically challenged and too lazy to carry an iPod“ </li></ul><ul><li> - Justin Timberlake </li></ul>
    8. 18. Greg and Marsha by Demo
    9. 19. Ass u me
    10. 20. “ I Stopped Listening to Radio” Myth 1
    11. 22. “ Radio Sucks ” Myth 2
    12. 23. Hear “Favorite Music” on the radio?
    13. 24. Hear “Favorite Music” on the radio?
    14. 25. Prefer Listening to Music…
    15. 26. Prefer Listening to Music…
    16. 27. Have Listened/Subscribe to/Own…
    17. 28. Teens: Have Listened/Subscribe to/Own…
    18. 29. Listen > 1 Hr/Day to…
    19. 30. Teens: Listen > 1 Hr/Day to…
    20. 31. Very/Somewhat Satisfied
    21. 32. Teens: Very/Somewhat Satisfied
    22. 34. “ HD Radio : This will solve everything” Myth 3
    23. 35. Heard of “HD Radio”
    24. 36. What does “HD Radio” do that regular radio doesn’t do?
    25. 37. Ever Listened to “HD Radio”?
    26. 38. “New Radio” Description <ul><li>A new kind of radio that will offer all the stations you know now plus many more with better-quality sound. For a limited time, many of the new stations would be commercial-free. To get it, you would have to buy a new radio, but there would be no monthly fee </li></ul>
    27. 39. Greg: Prefer “New Radio” or “Current Radio” (at price points)?
    28. 40. Marsha: Prefer “New Radio” or “Current Radio” (at price points)?
    29. 42. Sales Rank: #1
    30. 43. Sales Rank: #7
    31. 44. Sales Rank: #61
    32. 45. Sales Rank: #72
    33. 46. Sales Rank: #80
    34. 47. Sales Rank: #5
    35. 48. Sales Rank: #2196
    36. 50. HD Radio truth #1: The right price for an HD radio is “free”
    37. 54. HD Radio truth #2: People generally don’t buy radios …they buy things that contain radios
    38. 60. HD Radio truth #3: People don’t buy radios …they buy what’s on the radios
    39. 66. “ Has a great SOUND QUALITY”
    40. 67. $
    41. 68. 3 Ways TO make HD Radio a Success
    42. 72. “ iPods, Satellite, Internet, etc. are Better than Radio ” Myth 4
    43. 73. Evalute images of… <ul><li>Radio </li></ul><ul><li>Satellite Radio </li></ul><ul><li>Internet Radio </li></ul><ul><li>Mp3 player </li></ul><ul><li>Podcasting </li></ul><ul><li>Radio by Cell phone </li></ul>
    44. 74. “ More of Your Favorite Music”
    45. 75. “ Plays the MOST MUSIC without interruptions”
    46. 76. “ Has a great SOUND QUALITY”
    47. 77. “ Has a widest VARIETY of music choices”
    48. 78. “ Is the BEST for MUSIC ONLY”
    49. 79. “ BEST for MUSIC Plus Entertaining Personalities”
    50. 80. “ BEST for Music, Personaties, Information and a Local Connection”
    51. 81. “ EASY to use without much EFFORT on your part”
    52. 82. “ Doesn't Cost anything - it's FREE to use”
    53. 83. “ Is the place where you hear NEW music FIRST”
    54. 84. “ Features News, Weather & Traffic headlines”
    55. 85. “ Has been Part of your Life for a long time”
    56. 86. “ Allows you to EXPRESS yourself best”
    57. 87. “ Invites you to Influence or Shape the content”
    58. 88. “ PORTABLE & CONVENIENT - you can take it with you”
    59. 89. “ You're PROUD to show others because of what it SAYS about you”
    60. 90. “ Features CONTENT you can't hear anywhere else”
    61. 91. “ Takes RISKS and allows you to hear stuff you wouldn't otherwise hear”
    62. 92. “ Is the COOLEST way to listen to audio entertainment or information”
    63. 93. “ Is the LEAST COOL way to listen to audio entertainment or information”
    64. 94. “ Is the best way to be CONNECTED to your Local Community”
    65. 95. “ Is the best place to hear Something FUNNY That Makes you Laugh”
    66. 96. “ Is the best place to hear PERSONALITIES You enjoy Listening To”
    67. 97. “ Has the CONTESTS you enjoy playing along with”
    68. 98. “ Has ENTERTAINING PERSONALITIES that make you laugh”
    69. 99. “ Has PERSONALITIES who feel like friends or people you know”
    70. 100. “ Plays a lot of music YOU DON'T KNOW”
    71. 101. “ You associate with a lot of COMMERCIALS”
    72. 102. What Marsha and Greg Want Radio’s Strengths
    73. 105. Key for Greg <ul><li>Free </li></ul><ul><li>Easy </li></ul><ul><li>Best for Personalities/Info/ Connection </li></ul><ul><li>Entertaining / Enjoyable personalities </li></ul><ul><li>Funny/Laugh </li></ul><ul><li>New Music First </li></ul>
    74. 106. Key for Marsha <ul><li>Part of your Life for Long Time </li></ul><ul><li>Free </li></ul><ul><li>Easy </li></ul><ul><li>Connected to Community </li></ul><ul><li>N/W/T Headlines </li></ul><ul><li>Best for Personalities/Info/ Connection </li></ul><ul><li>Entertaining / Enjoyable Personalities </li></ul><ul><li>Personalities Feel Like Friends </li></ul><ul><li>New Music First </li></ul><ul><li>Funny/Laugh </li></ul><ul><li>Best for Music Plus Entertaining Personalities </li></ul>
    75. 108. The Story: Radio… <ul><li>doesn’t cost anything; it’s FREE to use </li></ul><ul><li>is EASY to use without much effort on your part </li></ul><ul><li>is the best source for MUSIC, PERSONALITIES, INFORMATION, and a LOCAL CONNECTION </li></ul><ul><li>has ENTERTAINING PERSONALITIES that make you laugh – that are ENJOYABLE to listen to </li></ul><ul><li>is the best place to hear SOMETHING FUNNY THAT MAKES YOU LAUGH </li></ul><ul><li>Plays the NEW music FIRST </li></ul>
    76. 109. The Story: Radio… <ul><ul><li>Free </li></ul></ul><ul><ul><li>Easy </li></ul></ul><ul><ul><li>Between the Songs </li></ul></ul><ul><ul><li>Discover New Music </li></ul></ul>
    77. 112. “ Non-Radio links …Deliver multimedia to local users wherever they are ”
    78. 119. Special Thanks to… <ul><li>Kidd Kraddick </li></ul><ul><li>WMAY-AM, Springfield MO </li></ul><ul><li>Howard Stern </li></ul><ul><li>Dave Paulus, WNOR-FM, Norfolk </li></ul><ul><li>Steve Goldstein, Saga Communications </li></ul><ul><li>Tracy Johnson, KFMB-FM San Diego </li></ul><ul><li>Corrine Baldassano and Dr. Laura </li></ul>
    79. 121. Want to see this again? A version of this presentation will be posted on our blog within the next two weeks. Sign up now: hear2.com
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