[BC] Listener conceptions

[Rich Wood]

------ At 05:15 PM 9/28/2006, Reader wrote: -------

>Among these listeners who say they are receiving HD but haven't 
>purchased an HD radio, 46% say it is "about the same" as regular FM 
>radio, while 12% of them characterize HD as "a lot better" than regular FM.

That 46% will be a real detriment to the sales of receivers. It's 
dangerous when listeners falsely believe they have it and it sounds 
the same. No "wow" factor. Those who think it's better will feel no 
need to buy a radio. It's a lose-lose situation.

>One percent of listeners say they have purchased an HD-capable 
>radio. While a small subcell, two-thirds of them say HD is "a lot 
>better" than regular FM.

Somehow a "small subcell" of 1% doesn't strike me as a revolution.

>These findings are based on 752 telephone interviews completed from 
>September 13-17 in the U.S.
>
>Mark Kassof & Co. is a research and strategy firm specializing in 
>radio. Mark Kassof, President, states: "Stations contribute to 
>confusion when they say they are 'broadcasting in HD' without 
>offering an explanation of what HD provides and what is required to 
>receive it. As a result, some listeners wrongly think they are receiving HD."

Again, they feel they're already receiving the benefits, so there's 
no need to buy a new receiver. The on-air promotion that gives this 
impression is disturbing in an industry that's, supposedly, filled 
with advertising and marketing experts who should know better. I'm 
disappointed in Ogilvy, the PR firm handling the puffery. I see a 
tremendous lack of connection  with listeners and retailers at the 
sales level. There's near orgasmic response within the industry and a 
pre-Viagra response from listeners/consumers..

My most recent "Where in the world is Carmen IBUZ" retailer tour in 
Western MA shows no additional sales of either the BA or Polk 
receivers. No retailer has the outboard car tuners in stock. One has 
a few on order but the rest have none on the way. Equally disturbing 
is the fact that salespeople who have heard IBUZ don't think it 
sounds good and are having a hard time coming up with a unique 
selling proposition. In two cases (the biggest big box stores) tell 
me I'm still the only person not identifying myself as a radio person 
to ask about the technology. All units have been sold to radio 
stations. Local car dealer salespeople know nothing about the 
technology or if it's offered as an option in any of their models.

This is Keystone Kops marketing at its finest.

Rich