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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 January 2nd, 2010

Promoting and Demoting HD Radio

I was listening to a Jack-formatted staton the other day, and one of the smart-alec, prevoiced liners came on to tout that the station was transmiting an HD Radio signal. Like most stations, promoting the technology — even just saying “HD Radio” — is a step to inform listeners about it.

Unfortunately, the liner destroyed its purpose as it continued. After saying “HD Radio,” the slacker voice added, “What does that mean? It means you have to go out and buy a really expensive radio.”

Well that’s great. That liner just says that HD Radio is expensive for the listener.

Great message.

Pull that liner, please.

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