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Radio: What Is and What's Next?

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Notes on slide 1

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

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Radio: What Is and What's Next? - Presentation Transcript

  1. THE FOLLOWING PRESENTATION HAS BEEN APPROVED FOR SMART RADIO FOLKS BY THE RADIO RESEARCH ASSOCIATION OF AMERICA
  2.  
  3.  
  4.  
  5. Issues:
    • What’s going on?
    • What the heck do we do about it?
  6. Survey…
    • N = 1,000
    • Telephone Study
    • Q1 2006
    • Persons 12-54
    • Random-digit-dialed sample, including unlisted numbers and cell phones
    • Age, Sex, and Ethnic quotas match US Population parameters
    • National study, sampled proportionate to population by region
    • Respondents did not have to listen to the radio
  7.  
  8. Total Audience Persona 1 Persona 2 Persona 3
  9. “ A human being is nothing but a story with a skin around it” - Fred Allen
  10.  
  11.  
  12.  
  13.  
  14. “Greg”
    • "I've got everything [on my iPod] - a total smorgasbord“
    • - Sen. Hillary Clinton
  15.  
  16.  
  17. “Marsha”
    • “ I’m technologically challenged and too lazy to carry an iPod“
    • - Justin Timberlake
  18. Greg and Marsha by Demo
  19. Ass u me
  20. “ I Stopped Listening to Radio” Myth 1
  21.  
  22. “ Radio Sucks ” Myth 2
  23. Hear “Favorite Music” on the radio?
  24. Hear “Favorite Music” on the radio?
  25. Prefer Listening to Music…
  26. Prefer Listening to Music…
  27. Have Listened/Subscribe to/Own…
  28. Teens: Have Listened/Subscribe to/Own…
  29. Listen > 1 Hr/Day to…
  30. Teens: Listen > 1 Hr/Day to…
  31. Very/Somewhat Satisfied
  32. Teens: Very/Somewhat Satisfied
  33.  
  34. “ HD Radio : This will solve everything” Myth 3
  35. Heard of “HD Radio”
  36. What does “HD Radio” do that regular radio doesn’t do?
  37. Ever Listened to “HD Radio”?
  38. “New Radio” Description
    • 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
  39. Greg: Prefer “New Radio” or “Current Radio” (at price points)?
  40. Marsha: Prefer “New Radio” or “Current Radio” (at price points)?
  41.  
  42. Sales Rank: #1
  43. Sales Rank: #7
  44. Sales Rank: #61
  45. Sales Rank: #72
  46. Sales Rank: #80
  47. Sales Rank: #5
  48. Sales Rank: #2196
  49.  
  50. HD Radio truth #1: The right price for an HD radio is “free”
  51.  
  52.  
  53.  
  54. HD Radio truth #2: People generally don’t buy radios …they buy things that contain radios
  55.  
  56.  
  57.  
  58.  
  59.  
  60. HD Radio truth #3: People don’t buy radios …they buy what’s on the radios
  61.  
  62.  
  63.  
  64.  
  65.  
  66. “ Has a great SOUND QUALITY”
  67. $
  68. 3 Ways TO make HD Radio a Success
  69.  
  70.  
  71.  
  72. “ iPods, Satellite, Internet, etc. are Better than Radio ” Myth 4
  73. Evalute images of…
    • Radio
    • Satellite Radio
    • Internet Radio
    • Mp3 player
    • Podcasting
    • Radio by Cell phone
  74. “ More of Your Favorite Music”
  75. “ Plays the MOST MUSIC without interruptions”
  76. “ Has a great SOUND QUALITY”
  77. “ Has a widest VARIETY of music choices”
  78. “ Is the BEST for MUSIC ONLY”
  79. “ BEST for MUSIC Plus Entertaining Personalities”
  80. “ BEST for Music, Personaties, Information and a Local Connection”
  81. “ EASY to use without much EFFORT on your part”
  82. “ Doesn't Cost anything - it's FREE to use”
  83. “ Is the place where you hear NEW music FIRST”
  84. “ Features News, Weather & Traffic headlines”
  85. “ Has been Part of your Life for a long time”
  86. “ Allows you to EXPRESS yourself best”
  87. “ Invites you to Influence or Shape the content”
  88. “ PORTABLE & CONVENIENT - you can take it with you”
  89. “ You're PROUD to show others because of what it SAYS about you”
  90. “ Features CONTENT you can't hear anywhere else”
  91. “ Takes RISKS and allows you to hear stuff you wouldn't otherwise hear”
  92. “ Is the COOLEST way to listen to audio entertainment or information”
  93. “ Is the LEAST COOL way to listen to audio entertainment or information”
  94. “ Is the best way to be CONNECTED to your Local Community”
  95. “ Is the best place to hear Something FUNNY That Makes you Laugh”
  96. “ Is the best place to hear PERSONALITIES You enjoy Listening To”
  97. “ Has the CONTESTS you enjoy playing along with”
  98. “ Has ENTERTAINING PERSONALITIES that make you laugh”
  99. “ Has PERSONALITIES who feel like friends or people you know”
  100. “ Plays a lot of music YOU DON'T KNOW”
  101. “ You associate with a lot of COMMERCIALS”
  102. What Marsha and Greg Want Radio’s Strengths
  103.  
  104.  
  105. Key for Greg
    • Free
    • Easy
    • Best for Personalities/Info/ Connection
    • Entertaining / Enjoyable personalities
    • Funny/Laugh
    • New Music First
  106. Key for Marsha
    • Part of your Life for Long Time
    • Free
    • Easy
    • Connected to Community
    • N/W/T Headlines
    • Best for Personalities/Info/ Connection
    • Entertaining / Enjoyable Personalities
    • Personalities Feel Like Friends
    • New Music First
    • Funny/Laugh
    • Best for Music Plus Entertaining Personalities
  107.  
  108. The Story: Radio…
    • doesn’t cost anything; it’s FREE to use
    • is EASY to use without much effort on your part
    • is the best source for MUSIC, PERSONALITIES, INFORMATION, and a LOCAL CONNECTION
    • has ENTERTAINING PERSONALITIES that make you laugh – that are ENJOYABLE to listen to
    • is the best place to hear SOMETHING FUNNY THAT MAKES YOU LAUGH
    • Plays the NEW music FIRST
  109. The Story: Radio…
      • Free
      • Easy
      • Between the Songs
      • Discover New Music
  110.  
  111.  
  112. “ Non-Radio links …Deliver multimedia to local users wherever they are ”
  113.  
  114.  
  115.  
  116.  
  117.  
  118.  
  119. Special Thanks to…
    • Kidd Kraddick
    • WMAY-AM, Springfield MO
    • Howard Stern
    • Dave Paulus, WNOR-FM, Norfolk
    • Steve Goldstein, Saga Communications
    • Tracy Johnson, KFMB-FM San Diego
    • Corrine Baldassano and Dr. Laura
  120.  
  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

+ mramsey1mramsey1, 3 years ago

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