> > By Keith Berman; photo by Scott Kirkland/Retna Ltd. With radio persistently
> > losing listeners to other media sources like iPods, the Internet and
> > somewhere around 10,000 cable TV channels, HD radio is aiming to serve as a
> > draw to bring younger listeners back to the terrestrial airwaves. But
> > detractors warn that the additional digital channels offered by HD
> > technology could only further fracture an already scattered audience. In
> > any case, the latest progress report on the potential of HD radio reveals
> > some serious vulnerabilities--despite radio programmers' best intentions to
> > utilize those new channels to attract the masses, of all ages. At R&R's
> > "Keeping Radio Relevant for Tomorrow's Listeners" round-table discussion
> > held Aug. 17 in Los Angeles, participant Larry Rosin (pictured),
> > co-founder/president of Edison Media Research, admitted, "I did a study on
> > HD radio, and the women were laughing. They were literally mocking the
> > commercials." Jacobs Media senior consultant Dave Beasing concurred that
> > current promotional campaigns aren't exactly turning the tide: "I find
> > increasing awareness of HD because of the promos, but low intent to
> > purchase." Indeed, marketing might be called into question, with many
> > studies showing that the general populace still doesn't know what HD radio
> > is--and even worse, many in the industry telling stories of attempting to buy
> > HD radios from electronics dealers whose salespeople have no clue what the
> > product is. Another issue: Once a consumer finds someone selling an HD
> > radio, installing it and getting it to work can be just as difficult.
> > Spanish Broadcasting System VP of programming Pio Ferro told his own story
> > of trying to buy an HD radio for his car and having to jump through numerous
> > hoops to get the proper equipment. "We've been running HD on [Latin pop]
> > WRMA [Romantica] in Miami since the capability was there," he said. "When it
> > came in, it sounded phenomenal." However, getting a consistent signal proved
> > to be an irritating challenge. Even so, HD has become a priority for SBS.
> > "The marketing message of 'stations between the stations' is difficult,"
> > Ferro said. "It's hard enough to get people to write down 96.3--but hopefully
> > [the Portable People Meter] will make that easier." Rosin also had
> > difficulties with HD. "I can receive one HD station in the New York metro, a
> > Christian station from New Jersey that I didn't know existed until I got an
> > HD radio," he said. Broadening that landscape to the industry as a whole,
> > Rosin revealed that last year at the NAB Radio Show, he went to the HD radio
> > Web site and counted the formats available. "As of last September, it was
> > clear the programmers of America considered the killer app to be classic
> > country: It was the most-programmed format. But I'm skeptical that classic
> > country is what's going to drive people to Best Buy and Circuit City and say
> > they need HD radio," he said. Rosin's point: If you're not programming
> > formats targeted at listeners under 30, how can you appeal to them and get
> > them to listen? "I've long said HD shouldn't be trusted to anyone over 30,"
> > he said. "It could potentially foment the revolution that FM was in the '60s
> > and '70s. Kids will come up with ideas that none of us are capable of, and
> > it will create incredible programming that will drive sales." Read much
> > more about "Is HD The Answer To Radio's Youth Listening Exodus?" --
> > including other breakout youth-oriented listening articles from R&R's recent
> > Executive Round Table -- in this week's R&R (Sept. 14, 2007). Get your copy
> > now by calling 800-562-2706 or 818-487-4582 between 5 a.m. and 5 p.m.
> > Pacific Time, or e-mail: radioandreco...@pubservice.com
> > <mailto:radioandreco...@pubservice.com>.
> > Copyright (c) 2008 The Nielsen Company. All rights reserved.

> Scooter - That was an Interesting Read with both some
> Pros and some Cons concerning HD Radio. ~ RHF
> .
> -ps- But since it does have somethings to say about
> HD Radio that are 'positive'; someone will be coming
> along to say that you are an HD Radio "Shill".
> .- Hide quoted text -

> - Show quoted text -

> Like Real Estate - Radio is : content, Content. CONTENT !

>  RHF <rhf-newsgro...@pacbell.net> wrote:
> > On Mar 14, 1:10 pm, "Scooter" <sm...@hotmail.com> wrote:
> > -
> > - Oh don't get me wrong.. I think HD is a joke!
> > - And is not radio's future.
> > - I'd bet on content before HD!
> > - Erosion of 18-34's is directly related to content and how
> > - the user chooses to seek entertainment or enjoy music.
> > - I'm sorry, more of the same, but better quality
> > - isn't goint to fix the problem.
> > -

> > Like Real Estate - Radio is : content, Content. CONTENT !

> Like Real Estate - Radio is : content, Content. CONTENT !

> Is HD-Radio "The Answer" to AM/FM Radio's Youth Erosion Problem ?
> - "NO" The Answer is Inter-Active Web-based Content Driven Radio
> Programming.

> Arbitrons Days Are Numbered - When Every Radio Station
> begins to have it's Own People Meter WebSite taking the
> On-Line Pulse of It's Radio Listeners 24 / 7 / 365 !

> Hello Everyone,

> For those with an Open-Mind about IBOC and HD-Radio :
> Read these Messages Post by Me {RHF} to get
> The-Other-Side-of-the-Story about the HD-Radio.

> WHY ? - Balance-out the Wishful Thinking that IBOC will
> simply Go-a-Way : With some Thoughts on Inspite of all
> of IBOC's current problems there is Corporate Will and
> Money to Make IBOC "The Standard" with the Help of the
> F¢¢ and the U$ ¢ongre$$.

> First Read - The Future of Free Over-the-Air AM/FM Radio
> is Web-Based Inter-Active Participation by the Radio Listeners.http://groups.google.com/group/rec.radio.shortwave/msg/ee20fde193bb394b
> The Younger Generations of Audio Consumers arein-fact
> Inter-Active Listeners and the Internet is there Tuning Knob.http://groups.google.com/group/rec.radio.shortwave/msg/ea6eb2962abeafc3

> * AM/FM Radio - Be It Analog -or- Be It Digital :
> It Ain't About Technology It's About Content [.]http://groups.google.com/group/rec.radio.shortwave/msg/36056db1a2513844

> * IBOC & WiFi : The "All Mode" AM/FM/DS/WF Radio
> - Is It the Next Step in the Evolution of the Radio {Sound Box} ?http://groups.google.com/group/rec.radio.shortwave/msg/70107d1e0f1536c0

> * IBOC : Where Are My AM/FM Radio Listeners Going ?http://groups.google.com/group/rec.radio.shortwave/msg/bff99b232dd3d098

> * A Revolution in Audio Content Delivery May Be in
> the Making . . . The All Digital Mode AM/FM+DS Radiohttp://groups.google.com/group/rec.radio.shortwave/msg/fd5918c62cb6a3b7

> * Point-of-Fact : Consumers Are Buying "HD" Radios !
> - How Is This Bad News For "HD" Radio ?http://groups.google.com/group/rec.radio.shortwave/msg/f3c41a2a0421a4...

> * "HD" Radios ! - The Un-Qualified Comments by a
> Simple Consumer of "Free" Over-the-Air AM & FM Radiohttp://groups.google.com/group/rec.radio.shortwave/msg/2185aed02732ce3e

> * IBOC : A Dynamic Change in the American Listening Audience :
> The New-Generation of Audio Consumers versus Older Radio Listenershttp://groups.google.com/group/rec.radio.shortwave/msg/6e175d57589ef4f7

> * IBOC : Wishing That IBOC Will Fail : Ain't Going to Make IBOC Failhttp://groups.google.com/group/rec.radio.shortwave/msg/1952b979e2103313