Radio: What Is and What's Next?
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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

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

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

  • THE FOLLOWING PRESENTATION HAS BEEN APPROVED FOR SMART RADIO FOLKS BY THE RADIO RESEARCH ASSOCIATION OF AMERICA
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  • Issues:
    • What’s going on?
    • What the heck do we do about it?
  • 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
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  • Total Audience Persona 1 Persona 2 Persona 3
  • “ A human being is nothing but a story with a skin around it” - Fred Allen
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  • “Greg”
    • "I've got everything [on my iPod] - a total smorgasbord“
    • - Sen. Hillary Clinton
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  • “Marsha”
    • “ I’m technologically challenged and too lazy to carry an iPod“
    • - Justin Timberlake
  • Greg and Marsha by Demo
  • Ass u me
  • “ I Stopped Listening to Radio” Myth 1
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  • “ 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
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  • “ 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
    • 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
  • Greg: Prefer “New Radio” or “Current Radio” (at price points)?
  • Marsha: Prefer “New Radio” or “Current Radio” (at price points)?
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  • Sales Rank: #1
  • Sales Rank: #7
  • Sales Rank: #61
  • Sales Rank: #72
  • Sales Rank: #80
  • Sales Rank: #5
  • Sales Rank: #2196
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  • HD Radio truth #1: The right price for an HD radio is “free”
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  • HD Radio truth #2: People generally don’t buy radios …they buy things that contain radios
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  • HD Radio truth #3: People don’t buy radios …they buy what’s on the radios
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  • “ Has a great SOUND QUALITY”
  • $
  • 3 Ways TO make HD Radio a Success
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  • “ iPods, Satellite, Internet, etc. are Better than Radio ” Myth 4
  • Evalute images of…
    • Radio
    • Satellite Radio
    • Internet Radio
    • Mp3 player
    • Podcasting
    • Radio by Cell phone
  • “ 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
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  • Key for Greg
    • Free
    • Easy
    • Best for Personalities/Info/ Connection
    • Entertaining / Enjoyable personalities
    • Funny/Laugh
    • New Music First
  • 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
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  • 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
  • The Story: Radio…
      • Free
      • Easy
      • Between the Songs
      • Discover New Music
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  • “ Non-Radio links …Deliver multimedia to local users wherever they are ”
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  • 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
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  • 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