When did the National Enquirer break into radio? Or maybe we’re talking about your typical local TV news tease.
But these days, it seems like everyone’s jumping on the “connected car” bandwagon with their own version of “expert advice” and hype about what you should do about radio’s relationship with the car.
My two compadres in media blogdom – Jerry and Mark – have recently published posts designed to tell you all you need to know about the “connected car” space using these headlines:
First Jerry: “Radio Should Abandon The Car”
Then Mark: “The New Auto Dashboard: Is Radio Screwed?”
There you have it. These are two smart guys who know how to connect the dots and are never at a loss for words. And they have the cojones to say what’s on their respective minds.
But step back from the hype and hyperbole and think about what you know – and what you don’t – about radio and the “connected car” space.
The first inconvenient truth – and I continue to see this as I make “connected car” presentations at conferences and on panels all over the country and the world – is that most broadcasters have still not even driven a truly “connected car.” Ever.
So don’t take advice about the “connected car” from me – or anyone else. Drive (buy/lease/rent/test drive) a vehicle with MyFord Touch or Chrysler UConnect or Audi Connect – or any of the others – and see for yourself. As I think you’ll learn, there are opportunities for radio, but immense challenges, too.
The second piece of advice I can give you is to educate yourself on the topic. There is a great deal of material available, as well as thinking about spending a few days in Las Vegas at CES this January. Many of the pundits and experts spouting off about the “connected car” haven’t made their own investment in the space nor have they spoken to the automakers or telematics professionals about the “connected car.”
Paul and I have been to five consecutive Consumer Electronics Shows, as well as several other telematics conferences around the U.S. I can tell you that there is a great deal to be learned from actually talking to and hanging with the OEMs and Tier 1s –rather than just talking about them. They have strong opinions – and in most cases, passion – about radio and its future in automobiles.
When you read statements that the automotive industry doesn’t know what it’s doing when it comes to media and consumer electronics, use your common sense and think it through. Inside and outside of the auto ecosystem today, there is plenty of innovation and experimentation, as well as trial and error going on. And clearly the lack of standardization opens the door to Apple and Google invading the space.
But the automakers and their teams are smart and inspired. They may not know any more about radio and audio infotainment than Verizon, Apple, or Amazon do, but that’s not going to stop them from forging ahead in the “connected car” space. They are investing billions of dollars in these systems and platforms, trying to meld safety with a personalized experience and easier-to-use systems. They realize these systems aren’t perfect (yet), but they are willing to take the risks, knowing that developing the optimal experience in car entertainment is essential to their futures, too.
It is broadcast radio’s responsibility to also make investments in understanding its future is in the car by attending conferences, establishing relationships, creating partnerships, and becoming part of the conversation. The only outcome from abandoning the car or hoping this will all go away will be devastation for broadcasters. The radio industry needs to learn and immerse itself into this issue – whether it’s the OEMs and Tier Ones (and that’s where the NAB and radio’s CEOs have to participate) or on the local level with dealers (and that’s where many of you working at small, medium, and large market radio stations can play a key role).
You could also talk to people who study the space – every week of every year – like Roger Lanctot of Strategy Analytics. Thanks to Dr. Ed Cohen and the former Arbitron team, Roger and I hooked up for our “Radio Show” super session about the “connected car” last fall. And Roger was a key player at our first DASH conference this past October, and will be back in the fray for our second go-round here in Detroit.
Valerie Shuman is another strong voice in the telematics space. She is our partner at DASH, and has gained a solid understanding of radio’s challenges with the “connected car” since we both spoke at the Arbitron Client Conference in 2012.
You could also do what Larry Rosin did when he put together a compelling presentation for DASH last fall – he actually interviewed real consumers who drive “connected cars” to get their perspectives, rather than to guess or make conclusions about what true “end users” are thinking.
And more importantly, you can see for yourself this October at our second DASH conference. We will break new ground, open new doors, and lean forward into this space because it shouldn’t be written off or given up on.
At Jacobs Media, I’m not going to tell you that we have this whole thing figured out in a way we can simplify in a blog post. But we have made a significant investment in time, dollars, and resources to the “connected car” because our research identified the paramount importance of the car years ago.
We’ve been there for more than five years, we’ve interviewed dozens of auto executives, created partnerships and relationships, conducted our own research, and we’ve provided networking opportunities for both broadcasters and automotive execs. Our development deal with Ford hasn’t just been good for our app business. It has enabled us to spend time in Dearborn and on the road with their executives, learning about their mindset, their vision, and their attitudes toward the radio broadcasting industry.
As my fellow bloggers are quick to ask, is it ultimately about whether your content is good enough to stand out in the “connected car?”
Of course it is. But that’s also true of smartphones, tablets, laptops, and yes, even terrestrial radios. But great content and being a killer brand will not help KIIS-FM, WMMR, KROQ, WCBS-FM, and WTOP if broadcasters and automakers aren’t working together, to learn from one another, and to forge new partnerships moving forward that will ensure radio’s prominence in cars.
Yes, we know that content is king, and that your brand needs to be different and provide unique benefits over the myriad competitors you now face. But change is inevitable and it’s constant – standing pat or abandoning ship is not an option. Getting into the ring and engaging broadcast radio’s best path toward continuing to play a starring role in this automotive drama is the best and only move we have.
Jerry and Mark, thanks for elevating this issue to the important place it deserves, in much the same way Eric Rhoads drew attention to the “connected car” at 2013’s Convergence. We would love to have both of you join us in Detroit this October for DASH and participate in the conversation, meet executives from the auto industry, and see for yourselves the challenges and opportunities ahead for radio in the car. And for those of you reading this post, there’s never been a better time to commit to your company, your brand, your industry, and your career to learn about the changes with the “connected car.” You can stay on the sidelines and grouse and opine. Or you can commit to being a part of it.
Our plan is to be in the driver’s seat. Please come along for the ride.
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.
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