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Chriss Scherer Scherer has been the editor of Radio magazine since 1997. His experience in radio includes work as chief engineer at stations in Cleveland (WMMS-FM, WHK-AM, WZJM-FM, WJMO-AM...more

Archive for March 20th, 2009

The radio ads for HD Radio (or “What the ??”)

I’m sure you’ve heard the latest round of radio spots for HD Radio. The school teacher-sounding woman who compares HD Radio to the mating cycle of an insect, or the feeding habits of a bat, or some other bizarre idea.

The body of these spots focuses on the odd comparison, which I suppose is intended to pique interest while entertaining. That’s a valid method of advertising. We want listeners to remember the product being advertised, and if they are engaged in the ad, they probably will.

But these ads are just strange. I mean really strange.

When I am in the car with someone not in broadcasting and one of these spots is played, I ask the person with me what he or she thinks. Most of the time the reply is, “I don’t get it,” or “What was that all about?”

Perhaps they appeal to a younger demo, although I doubt it.

I have yet to really see a compelling campaign to spark interest in HD Radio. There are some unique multicast formats available, but I’m not hearing any promotion on the primary channels.

I’m not seeing promotional efforts for listeners to win an HD Radio receiver.

I’m not seeing signage at events promoting multicast streams.

What’s your plan to promote HD Radio? What would your HD Radio promo spot sound like? Go ahead and make one and we’ll post them online. What are you doing to promote HD Radio? Tell me about it and I’ll share it here.

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