Date post: | 25-May-2015 |
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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
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
Issues:
1. What’s going on?2. What the heck do we do about
it?
858.485.6372
Mercradio.comhear2.com (the blog)
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
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
Total Audience
Persona 1 Persona 2 Persona 3
858.485.6372
Mercradio.comhear2.com (the blog)
“A human being is nothing but a story with a skin
around it”- Fred Allen
858.485.6372
Mercradio.comhear2.com (the blog)
"Greg"54%
"Marsha"46%
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
“Greg”
"I've got everything [on my iPod] - a
total smorgasbord“ - Sen. Hillary Clinton
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
“Marsha”“I’m technologically challenged and too
lazy to carry an iPod“
- Justin Timberlake
858.485.6372
Mercradio.comhear2.com (the blog)
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
858.485.6372
Mercradio.comhear2.com (the blog)
Assume
858.485.6372
Mercradio.comhear2.com (the blog)
“I Stopped Listening to
Radio”Myth 1
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
“Radio Sucks”Myth 2
858.485.6372
Mercradio.comhear2.com (the blog)
Hear “Favorite Music” on the radio?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Greg
Marsha
Yes
No
Don't Know
858.485.6372
Mercradio.comhear2.com (the blog)
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
858.485.6372
Mercradio.comhear2.com (the blog)
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
858.485.6372
Mercradio.comhear2.com (the blog)
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
858.485.6372
Mercradio.comhear2.com (the blog)
Very/Somewhat Satisfied
0 10 20 30 40 50 60 70 80 90 100
Greg
Marsha
Radio
InternetRadio
SatelliteRadio
mp3Player
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
“HD Radio: This will solve
everything”Myth 3
858.485.6372
Mercradio.comhear2.com (the blog)
“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
858.485.6372
Mercradio.comhear2.com (the blog)
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"
858.485.6372
Mercradio.comhear2.com (the blog)
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"
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
Sales Rank: #5
858.485.6372
Mercradio.comhear2.com (the blog)
Sales Rank: #2196
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
HD Radio truth #1: The right price for an
HD radio is “free”
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
HD Radio truth #2: People generally don’t buy radios…they buy things that contain
radios
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
HD Radio truth #3: People don’t buy
radios…they buy what’s on the radios
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
“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
858.485.6372
Mercradio.comhear2.com (the blog)
3 Ways TOmake HD Radio a
Success
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
“iPods, Satellite, Internet, etc. are
Better than Radio”Myth 4
858.485.6372
Mercradio.comhear2.com (the blog)
Evalute images of…• Radio• Satellite Radio• Internet Radio• Mp3 player• Podcasting• Radio by Cell phone
858.485.6372
Mercradio.comhear2.com (the blog)
“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
858.485.6372
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
858.485.6372
Mercradio.comhear2.com (the blog)
“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
858.485.6372
Mercradio.comhear2.com (the blog)
“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
858.485.6372
Mercradio.comhear2.com (the blog)
“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
858.485.6372
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
858.485.6372
Mercradio.comhear2.com (the blog)
“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
858.485.6372
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
Mercradio.comhear2.com (the blog)
“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
858.485.6372
Mercradio.comhear2.com (the blog)
What Marshaand Greg Want
Radio’sStrengths
858.485.6372
Mercradio.comhear2.com (the blog)
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
105115125135145155165175185195205
35 45 55 65 75 85 95 105 115 125
Greg Wants...
Rad
io P
rovi
des
...
858.485.6372
Mercradio.comhear2.com (the blog)
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
...
858.485.6372
Mercradio.comhear2.com (the blog)
Key for Greg• Free• Easy• Best for Personalities/Info/
Connection• Entertaining / Enjoyable
personalities• Funny/Laugh• New Music First
858.485.6372
Mercradio.comhear2.com (the blog)
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
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
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
858.485.6372
Mercradio.comhear2.com (the blog)
The Story: Radio…1. Free2. Easy3. Between the Songs4. Discover New Music
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
“Non-Radio links…Deliver multimedia to local users wherever
they are”
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)
858.485.6372
Mercradio.comhear2.com (the blog)