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HD Radio Web Site Shows Industry Myopia

Is HD Radio good for the radio industry? It's great PR. It's also good for industry trades looking for a news story. But, is HD Radio going to blow up in everyone's face as the panacea that doesn't pay off? That's a possibility which raises its head. It's demonstrated by how HD Radio is being presented to the radio industry and the public by the powers that be.

Use the link below. See how whoever has put this "web site" together is using the same technique that HD Radio is following for public exposure. There's plenty of buzz about the term HD Radio but no real explanation of what it is or the benefits it brings. Those are two elements you'd expect to find at a web site titled "The HD Radio Playbook." (See Publishers Note Below)

The web site page you land on (after clicking the link below) has nothing that matters except a long list of names, a registration field, and a statement of "Will Pay Cash For Promos."

The long list of names reflects the radio industry's need to constantly pat itself on the back. But there's no reason to pat anyone's back yet. HD Radio hasn't done anything that's of importance. It certainly hasn't rung any bells with consumers.

You may consider a tally of "540 HD Radio stations on-air today," "938 HD Radio stations licensed," or "2,500 HD Radio stations committed" as being newsworthy. The web site link below does. However, all that these numbers spell out is a less than 25% commitment by the radio industry after HD's 10 years of existence.

The web site page that you land on also offers registration. You'd think by "registering" there'd be a payoff, some info of value delivered. Not the case here. In return for giving someone, somewhere, my personal information I receive the following: "Your message to the HD Radio team was sent successfully. We will contact you soon. Thank you. Return to Home page." That's really not good enough when I was expecting entry to the "HD Radio Playbook."*

As for "...cash for promos," this short section starts with "Announcing the first radio promo competition of the 21st century!" Considering we're already six years into this century, it's sad that radio hasn't had a promo contest already. (Someone, please ask Arbitron what happened to "The Great Radio Promotion Contest" of the 1990s.)

* Time: 4:38pm 2/29/05
I tried, again, to gain access to this web site. This time being successful. There is a far greater depth of knowledge here than was found during the first try. Will digest it, and let you know the contents when we next publish.

Related Article:
HD Radio
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Posted: 12:05 8/29/2005


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