My favorite sandwich of all time is PB&J. Seriously, I buy Jif peanut butter (extra crunchy, of course) in bulk from Costco. I get tired of all sorts of food, but I always look forward to a well-made PB&J sandwich. Part of the reason is that these two foods go so well together. Alone, they’re fine and hold their own. But together, they’re magical – something I enjoyed as a kid I still relish today.
I use the graphic you see at the top of this post in some of my automotive presentations. It illustrates the complementary appeal of the car and radio industries. There are lots of places where you can listen to radio, but none is more satisfying, intimate, and one-to-one than the car (especially if you’re alone). And driving comes alive when it’s accompanied by a soundtrack – music, voices, and the local flavor of a radio station.
For the past two days, I’ve outlined the many challenges radio now faces as cars and trucks expand their connectivity, their infotainment systems, and their media options. But I’ve done nothing to map out action steps that might stimulate you to consider your role in the radio/automotive relationship. Some of you reading this are in better, more influential positions to affect change than others But whether you’re in the corner office by day, or you sweep it out at night, if you’re in radio, you have a major stake in the future of radio and automotive.
So, this post contains some of my best shots. And I’m not going to characterize any of them as silver bullets. But Paul and I have studied this space, interviewed and had beers with scores of experts, and have pored through reams of research. We’ve learned about autonomous, electrification, voice in the car, and systems like Apple CarPlay and Android Auto. We don’t know it all, by any means, but we’ve got a good grasp of the space and the mindsets of those who work in it.
Broadcast radio’s challenge is to connect and engage with its automotive brethren. One of the things we learned early on is car company execs aren’t disdainful of broadcasters. The reality is that radio is off their radar screens.
Oftentimes, when meeting car folks at CES, we’d tell them we’re in radio. And invariably, they’d ask, “Satellite radio?” Or “Pandora?”
That means reintroducing radio pros to auto leaders.
Our DASH Conferences were a start, bringing the two communities together in Detroit. Afterwards, the NAB’s automotive committee made some strides pre-COVID – visibility at key conferences, including CES.
But know this – there is no central organization that governs the automotive industry. Its 30 or so OEMs – like broadcast radio companies – acting independent from one another. They all have different operating philosophies; hence the fact there are myriad dashboard systems and RDS display screens. Getting to know them, much less influencing them, is a long term initiative.
Radio broadcasters and automakers have been silent partners for nine decades. I’ve learned there’s been precious little communication for most of that time. Most radio people don’t know a whole lot about what the OEMs are thinking – except we drive their cars. And auto execs can’t really speak to what broadcasters are thinking – except they listen to radio (at least some of the time).
Here, then, are some ideas about how radio broadcasters could establish better presence in the auto community, while helping radio’s mission. Shoot holes in them. Call bullshit on them. And build on them to create better solutions.
Start with dealers – These local businesses are in virtually every market in the country, from Boston to Barstow. Local radio groups and associations (and/or state
broadcaster associations) could start programs where local personalities make strategic appearances, act as talent on instructional videos, and create a presence in the front office, the sales cubicles, and the service bays.
Maybe it’s the establishment of an “Automotive Week” (yes, like “Food Week”) where radio and dealerships co-promote each other, with discount ad packages (emphasis on the web, mobile, and other secondary platforms, along with on-air promos and campaign spots). We might sell some cars and they might gain a better feel for the power of radio.
Go statewide on the dealer initiative – Just like state broadcaster associations, most states have car dealer associations. Again, they don’t know us, and we don’t know them. But that gap can be remedied with a couple of meetings. Where can radio help them? Where can they help radio? Co-promotions, visibility, and radio’s megaphone(s) should all be on the table.
Use the power of radio’s celebrity – If there are opportunities to get meetings with automotive movers and shakers, radio’s stars can move mountains. At our DASH Conferences, all three years, we featured Detroit personality panels that showed off the best talent in the market. We actually got calls in the days leading up to the event asking, “Are Valenti & Foster actually going to be there?” “Are Dave & Chuck the Freak going to be signing autographs?” “Can I meet Jay Towers?”
For the biggest meetups, radio needs to wheel out Ryan Seacrest, Delilah, Bobby Bones, and Kim Komando-level talent. But radio has regional stars – the Bob & Tom Show, Roula & Ryan, Kid Kraddick.
And then, of course, the local shows that matter, like Bob Stroud in Chicago, Lana Greene in Nebraska, and Terri Carr in Jersey. In their spheres of influence, they can charm any and every auto dealer in ways Facebook, Spotify, and SiriusXM can’t.
Radio needs a dashboard facelift – You’ve likely heard me opine (OK, maybe whine) about this one for years, but radio stations large and small, spoken word and music, Christian, public, and commercial need to get on the same page when it comes to RDS and HD Radio displays. There’s a free DIY guide on the NAB website for programmers and engineers. Get it here.
This matters. We just wrapped up phase one of a research study for Quu (a company dedicated to improving radio’s dashboard appearance with synchronized
messaging). And drivers have told us it makes a difference when a station looks good on the car’s touchscreen. And when there are tech errors and other sloppiness, it reflects poorly on a station – and radio.
Move to Detroit – OK, perhaps not permanently, but every player in the media space that’s
serious about their place in the dash has a Motown address – Spotify, Pandora, SiriusXM, Google, Panasonic.
Detroit is where auto business gets done and where decisions are made. Radio has to show up to be seen – and heard. It needs a Motor City presence to let the automakers know the industry is serious about meaningful connection and collaboration.
iBiquity has had office space in suburban Detroit forever, later DTS and now Xperi.
Speaking of Xperi – This is a company that you all know about, but you may not have a sense of the scope of their activities and initiatives.
They are connected with virtually every OEM in the world, connected to more than 10,000 radio stations. Their new DTS AutoStage platform looks robust, helping makes radio look good, while supplying analytics and data.
More than any other radio entity or company, they have strong presence at CES year in and year out. When we take broadcast execs on tours of that mega-event, they begin to wonder “Where’s radio?” That’s when we walk them over to Xperi.
Every time I talk with Joe D’Angelo, I learn more about what automakers and broadcasters are up to in the States, as well as around the world.
Get your mobile program together – If you’re an iHeart or an Audacy station, your company’s aggregated app is all you need. Over the years, iHeartRadio and NPR have earned dashboard leadership roles by getting their respective apps embedded on touchscreens across the automotive landscape.
If you’re everyone else, you hopefully learned during COVID about the paramount importance of having a great mobile app, but also making sure it shows up along
with all those other apps in Apple CarPlay and Android Auto. For jacapps – our mobile app company – we were first on that important hill.
Showing up is everything in the dashboard space. But whether you go with our company or another developer, your presence in car – especially late models – is key to staying in the game. Even when the radio tuner disappears when drivers are connected to their phones, your station is right there with all her other mobile apps.
Apple and Android in dashboard ecosystems are a fact of life. Radio broadcasters need to be sure their apps are front and center.
Get back to CES – COVID has disrupted everything – including CES. But it’s back next year, and will pick up right where it left off.
The NAB made great strides at this event during the past few years, especially at the GENIVI event. Why not buy a keynote, and bring out stars of radio to remind car makers why the medium very much matters?
Hopefully, this is a start. Radio’s needs and goals in automotive aren’t going to be addressed by a single event. It will likely come down to many different initiatives and events, choreographed to mesh together.
OK, or maybe a fast jumpstart.
It will also require radio broadcasting’s leadership to set aside their differences and speak in one voice.
I know – that’s a heavy lift.
But there’s a lot at stake.
Meantime, pass that jar of Jif. Extra crunchy, of course.
You can read part 1 of this post, “Why My Radio Paranoia Is Back (And Yours Should Be, Too)” here.
You can read part 2 of this post, “Radio’s Car Radio Paranoia 2: What If Eric Rhoads Was Right? here.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
- When Did Radio Stop Advertising? - December 27, 2024
- Radio Listeners Don’t Get Tired Of Music, Only PDs And Music Directors Do - December 26, 2024
- It’s The Most Wonderful Time Of The Year - December 25, 2024
Great posts these past few days, Fred.
I’m with ya on the Jif, too,
But those darn sealed tops gotta go!
https://m.facebook.com/story.php?story_fbid=10224790527257416&id=1440067824&sfnsn=mo
You’re right! They never come off without a fight, JC!
I agree with everything you say here, but I would add that the most important task for radio is to make sure that its programming is so compelling that car owners continue to have the radio as one of the must-haves in the car.
My wife and I bought a new car earlier this year, and if my phone is connected, I have to jump through two screens to get to the place where I can listen to the radio. That’s a problem, and from what I gather, GM designed the dash system this way because their research indicated that radio is no longer at the top of mind for many car owners.
One other note: Some business consultants are speculating that the age when most Americans own personal vehicles may be ending as early as the 2030s, replaced by ride sharing and autonomous electric vehicles. I don’t think the timetable is correct, but I can see this happening. This would require the radio industry to think seriously about what happens if that much disruption happens to its business model.
Bill, no doubt that autonomous is another threat on the horizon, like driverless Ubers. Thank you for the comment.
Blessings on you, Fred, for the blog and the good ideas. Being retired, and living now in a very minor metro, there ain’t much I can do but keep listening and envisaging success for all who are fighting the good fight. Keep the flame alive.
John, appreciate it. Keep engaging & talk to as many people as you can.
1000% agree, Fred. I made the leap to the automotive tech space three years ago and industry alignment is critical for a successful future. The OEMs are working TOGETHER in Washington to ensure they can place electric charging stations nationwide for the successful future of EVs. It’s impressive to watch staunch competitors come together to lobby for what’s in the best interest of the industry— they had an effective meeting with Transportation Secretary Buttigieg last week. Imagine what powerful things we could accomplish for the radio industry if our leaders did the same? Which meetings are we currently taking with Cabinet members about our future innovations? One of the things Ford learned early on is you need to own your supply chain and distribution channels to protect your business. As we look to our long term future, how can radio do the same?
This is an insightful comment, Julie, with great perspective or broadcast radio execs. It’s been a rough period with COVID, but the time for radio execs to start speaking with one voice is long overdue. Thanks for contributing here.
Fred:
Yes, I see your points and am in total agreement we can do all of the stuff you indicate but the problem of radio technology still exists. The P.D. of one of the stations I engineered complained to me about the stations poor coverage. Now it’s a 100kw FM on a 1000 foot stick so it goes”way out”. Well in his new Chevy, he starts losing the signal about 20 miles from the transmitter. I went out to the area where he was having issues which is still in the predicted 70 dbu contour and had no problem hearing the station on an old broken down battery radio with the whip antenna broken off. Looking at his new car, there’s really no antenna for FM or AM with the exception of this little “rubber duckie” hidden inside the monster of a satellite radio antenna. Why are people going to listen to a weak fluttery AM or FM station( due to Detroits love of satellite radio) when the satellite signal is solid. I know the car dealerships sell the satellite radio and never mention to the auto buyer about the poor performance of the broadcast radio so I am sure Detroit has the same financial interest in selling the satellite radio. We need to have our voices heard that we should expect performance on AM and FM as good as it was in 1970. My 2003 Dodge pickup with its stock factory radio has no problem hearing this very same 100kw station 120 miles out. Now, as far as AM goes, most auto radios,especially the Japanese cars are really crap. Besides no antenna,the audio fidelity is flat from 300-2000Hz. There is no reason for this. Back in the days of stereo AM, the few stereo radios had variable IF bandwidths. When they detected the stereo pilot, be it Kahn or Motorola, the IF was opened up to 10kHz which sounded excellent. Now, this can be incorporated in AM receivers today by varying the IF passband dependent on field strength, wide for a strong signal, narrow for a weak one. Why must we suffer with this rotten sound on AM when most AM stations now actually sound quite good on a decent receiver. I am sorry, I dont go for the bells and whistles they provide, just a good performing AM/FM radio would be fine with me.