58° - mostly cloudy at 9:09am
At this week's event in Las Vegas - the NAB unveiled the "Radio Heard Hear" campaign. I mentioned it in this blog in the post below this one. Without comment.
Now in the past few days, I've ready the ramblings of all the naysayers regarding the NAB campaign. Some of these voice I do respect; some not so much.
Many of these same people are quick to jump on and be critical of any efforts by the HD Radio Alliance to promote its new technology.
Adding to the noise are the anonymous commenters. Some with their own blogs - some leaving comments on the blogs of others. Hiding behind a screen name without the opportunity for the reader to have a clue of the writer's background, agenda or qualifications.
All that said - here's my take on the NAB efforts - and to some extent those of the HD Radio Alliance: They're attempting to do what the individual broadcasters are unwilling to do.
And it ain't easy.
Promoting radio - in my view - is best promoted by its brands. The product and promotion of individual radio stations. The product is the reason to listen (or as my blogging collegue David Martin has written many times over: "the play's the thing").
And that product needs to be invested in and then well-promoted in this cluttered media environment. And it doesn't appear to be happening much these days.
The NAB - and the HD Radio Alliance are simply trying to do what the stations are unwilling to do. With a handicap. They can't talk brands. So they're left simply to promote the medium. And that's a difficult task indeed.
Also this morning: a great post on small market radio from Edison Media's Larry Rosin. Read here.