radio: what is and what's next?

858.485.6372

Mercradio.comhear2.com (the blog)

THE FOLLOWINGTHE FOLLOWING PRESENTATIONPRESENTATION HAS BEEN APPROVED FORHAS BEEN APPROVED FOR

SMART RADIO FOLKSSMART RADIO FOLKSBY THE RADIO RESEARCH ASSOCIATION OF AMERICABY THE RADIO RESEARCH ASSOCIATION OF AMERICA

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Issues:

1. What’s going on?2. What the heck do we do about

it?

858.485.6372


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

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“A human being is nothing but a story with a skin

around it”- Fred Allen

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"Greg"54%

"Marsha"46%

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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

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Greg and Marsha by Demo0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

12-24

18-34

25-44

25-54

35-54

Greg

Marsha

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Assume

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“I Stopped Listening to

Radio”Myth 1

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“Radio Sucks”Myth 2

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Hear “Favorite Music” on the radio?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Greg

Marsha

Yes

No

Don't Know

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Hear “Favorite Music” on the radio?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

12-17

18-24

25-34

35-44

45-54

Yes

No

Don't Know

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Prefer Listening to Music…

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Greg

Marsha

Online

mp3 player

Radio

Satellite Radio

CD

Cell Phone

DK/ NA

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Prefer Listening to Music…

0 10 20 30 40 50 60 70 80 90 100

12-17

18-24

25-34

35-44

45-54

Online

mp3 player

Radio

SatelliteRadioCD

Cell Phone

DK/ NA

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Very/Somewhat Satisfied

0 10 20 30 40 50 60 70 80 90 100

Greg

Marsha

Radio

InternetRadio

SatelliteRadio

mp3Player

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“HD Radio: This will solve

everything”Myth 3

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“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

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Greg: Prefer “New Radio” or“Current Radio” (at price

points)?0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Free

99 dollars

199 dollars

299 dollars

499 dollars

"New""Current"

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Marsha: Prefer “New Radio” or“Current Radio” (at price

points)?0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Free

99 dollars

199 dollars

299 dollars

499 dollars

"New""Current"

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Sales Rank: #5

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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”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

TOTAL

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3 Ways TOmake HD Radio a

Success

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“iPods, Satellite, Internet, etc. are

Better than Radio”Myth 4

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Evalute images of…• Radio• Satellite Radio• Internet Radio• Mp3 player• Podcasting• Radio by Cell phone

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“More of Your Favorite Music”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Teens 12-17

Greg

Marsha

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“Plays the MOST MUSIC without interruptions”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Teens 12-17

Greg

Marsha

858.485.6372


“Has a great SOUND QUALITY”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Teens 12-17

Greg

Marsha

858.485.6372


“Has a widest VARIETY of music choices”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

858.485.6372


“Is the BEST for MUSIC ONLY”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

858.485.6372


“BEST for MUSIC Plus Entertaining Personalities”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

858.485.6372


“BEST for Music, Personaties, Information and a Local

Connection”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

858.485.6372


“EASY to use without much EFFORT on your part”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Teens 12-17

Greg

Marsha

858.485.6372


“Doesn't Cost anything - it's FREE to use”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

858.485.6372


“Is the place where you hear NEW music FIRST”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Teens 12-17

Greg

Marsha

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“Features News, Weather & Traffic headlines”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

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“Has been Part of your Life for a long time”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

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“Allows you to EXPRESS yourself best”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

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“Invites you to Influence or Shape the content”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

858.485.6372


“PORTABLE & CONVENIENT - you can take it with you”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

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“You're PROUD to show others because of what it SAYS about you”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

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“Features CONTENT you can't hear anywhere else”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

858.485.6372


“Takes RISKS and allows you to hear stuff you wouldn't otherwise hear”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

858.485.6372


“Is the COOLEST way to listen to audio entertainment or

information”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

858.485.6372


“Is the LEAST COOL way to listen to audio entertainment or information”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

858.485.6372


“Is the best way to be CONNECTED to your Local

Community”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

858.485.6372


“Is the best place to hear Something

FUNNY That Makes you Laugh”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

858.485.6372


“Is the best place to hear PERSONALITIES You enjoy

Listening To”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

858.485.6372


“Has the CONTESTS you enjoy playing along with”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

858.485.6372


“Has ENTERTAINING PERSONALITIES that make you

laugh”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

858.485.6372


“Has PERSONALITIES who feel like friends or people you know”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

858.485.6372


“Plays a lot of music YOU DON'T KNOW”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

858.485.6372


“You associate with a lot of COMMERCIALS”

0 10 20 30 40 50 60 70 80 90

Radio

Mp3 Player

Sat Radio

Internet Radio

Podcasting

Cell Phone Radio

Greg

Marsha

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What Marshaand Greg Want

Radio’sStrengths

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LEAST COOL way to listen

LOTS OF COMMERCIALS

Music YOU DON'T KNOW

BEST CONTESTS

PROUD of what it says about you

COOLEST way to listenTakes RISKS in Music

INFLUENCE/SHAPE content

EXPRESS yourself

PERSON FEEL LIKE FRIENDS

UNIQUE Content

ENTERTAIN PERSONALITIES

BEST for MUSIC plus ENT PERSON

CONNECTED to Community

NEW Music First

ENJOYABLE PERSONALITIES

FUNNY/LAUGH

BEST for PERS/INFO/CONNECTION

N/W/T Headlines

BEST for MUSIC only

PART OF YOUR LIFE long time

PORTABLE Widest VARIETYSOUND QUALITY

FAV MUSIC

EASY to use

FREE

35455565758595

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35 45 55 65 75 85 95 105 115 125

Greg Wants...

Rad

io P

rovi

des

...

858.485.6372


FREE

EASY to use

FAV MUSIC

SOUND QUALITY

Widest VARIETYPORTABLE

PART OF YOUR LIFE long time

BEST for MUSIC only

N/W/T HeadlinesBEST for

PERS/INFO/CONNECTION

FUNNY/LAUGH

ENJOYABLE PERSONALITIES

NEW Music First

CONNECTED to Community

BEST for MUSIC plus ENT PERSON

ENTERTAIN PERSONALITIES

UNIQUE Content

PERSON FEEL LIKE FRIENDS

EXPRESS yourselfINFLUENCE/SHAPE content

Takes RISKS in MusicCOOLEST way to listen

PROUD of what it says about you

BEST CONTESTS

Music YOU DON'T KNOW

LOTS OF COMMERCIALS

LEAST COOL way to listen

35455565758595

105115125135145155165175185195205

35 45 55 65 75 85 95 105 115 125

Marsha Wants...

Rad

io P

rovi

des

...

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Key for Greg• Free• Easy• Best for Personalities/Info/

Connection• Entertaining / Enjoyable

personalities• Funny/Laugh• New Music First

858.485.6372


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

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The Story: Radio…1. Free2. Easy3. Between the Songs4. Discover New Music

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“Non-Radio links…Deliver multimedia to local users wherever

they are”

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radio: what is and what's next?

Entertainment & Humor

current radio

hd radio truth

new radio description

new kind of radio

hd radio isfree

radio free easy

radio doesnt cost

regular radio doesnt