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Consumers Want Radio In The Dash

3-13-13

Ever since distinguished Gartner analyst Thilo Koslowski said at Convergence, "The platform you use to get content in the car will be very different," and, "Before it goes away completely, you will see some changes over the next several years," the topic of AM/FM radio in the dashboard has reached the highest levels of the radio industry. Turns out the consumer may have something to say about that, according to a study by Mark Ramsey. The compelling data Ramsey produced is also making its way around the industry this week. We spoke to Ramsey about his research, his thoughts on this big debate, and whether or not radio is producing the kind of product the consumer wants and expects. Listen to our interview HERE

From Mark Ramsey's Research:
- 67.3 percent said they strongly disagree after hearing this statement: "If automakers removed radio from my next car, I probably wouldn't notice."
- 74.5 percent said they disagree after hearing this statement: "It's okay if automakers remove radios from my next car because I could always listen to my favorite stations on my mobile device via the Internet."
- 58 percent said they agree with this statement: "Even if I could always listen to my favorite stations on my mobile device via the Internet, I would be unhappy if automakers remove radios from new cars."

Reach out to Mark Ramsey at markramsey@mac.com




(3/15/2013 2:56:38 AM)
Perhaps we're missing the point. Us old fogies are still dedicated to kilowatts, cars and maybe LPs. A growing share of consumers are comfortable with non-radio sources, and even without cars. Network formats and traditional broadcasting are eroding, thanks to alternate technologies. How fast is the slide, and will it stop at some balance between access to a common experience (radio) on the one hand, and reliance on one's own personal library on the other? I think localism slows the slide.

- Darryl Taggerty
(3/14/2013 3:14:47 PM)
Excellent Point Chuck. The "passive" nature of our medium is also what has made it especially resistant to the erosion that has hit TV and Newspaper. The vast majority of people (93%) like music but it isn't an overriding passion. They are happy with the familiar and comfortable music radio plays. Those that want deeper cuts left us when they had access to 8 tracks.

- Realist
(3/14/2013 12:17:30 PM)
Not all transmitters will go dark but reality now says that some most likely will. The consumer has so many choices. The only thing that counts, to you, is that your transmitter will remain valuable. This means taking chances with new programming. Radio is today more exciting and more dangerous than in half a century. ENJOY!

- Daniel P. Mitchell
(3/14/2013 11:12:03 AM)
Look at these defeatist comments. When given evidence that people want dash radios, strongly, the commenters poo-poo it. The dashboard "controversy" is contrived. The comments uttered at RadioInk's gathering were from an uninformed party, upended by her boss 2 days later. Dashboard am/fm radios are staying. Do you programming prima donnas get it?

- Mel
(3/14/2013 11:08:01 AM)
It's not really about the technology. It's about making our kind of radio entertaining, informational, relevant and appealing to audiences and advertisers.

That these represent the matters we have let slide might be a factor in securing the future of terra-radio and its availability in the dashboard as non-issues.

- Ronald T. Robinson

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