On the heels of a strong NAB/RAB Radio Show in Chicago last week comes the announcement that the 2012 site is Dallas, a familiar city for this convention. The Anatole is a large facility and conference center, more than capable of handling the throngs of radio people who will be in attendance.
And while we have nothing against Dallas as a convention city, it makes us wonder whether the “Other D” – yes, Detroit – might not have been a more strategic choice.
Now I know what you’re thinking…
Detroit is my hometown, so I’ve totally lost my objectivity.
And because Detroit isn’t anyone’s first choice for a convention, maybe I’ve actually lost my mind.
But here’s the thinking…
Radio’s relationship with the automobile industry is being challenged in a profound way. How the automakers fit radio into their dashboard architecture may be a major factor in determining the medium’s long-term fate for in-car listening. That’s because as systems like SYNC, Entune, and others are installed in new vehicles, radio’s dominance may be challenged like never before.
Radio needs to make a statement to the auto industry. While some perceive that digital radio is part of the future configuration for cars, they may also be confused by radio’s commitment (or lack thereof) to HD Radio.
And if there was ever a time when radio might benefit from making its case to automakers that the industry is as Bob Pittman called it – “America’s Companion” – it is now.
The other angle here is that car companies and auto dealerships continue to be at or near the top of the heap for radio advertising. Year after year, stations are dependent on car companies and their dealer networks for ad revenue. So having the Radio Show make a stop one of these years in Detroit just makes good business sense.
In the same way that the car industry goes all-out in cities like New York, L.A., and across Europe at auto shows to present a dynamic, glamorous, and hi-tech side, radio might benefit by displaying some of these same values and characteristics at a Detroit Radio Show.
As we discussed in yesterday’s post, the need for radio to trot out its biggest and best personalities and stars is an essential one.
The automakers need to tangibly see that broadcast radio offers something that drivers won’t get on satellite radio, Pandora, Slacker, or an iPod – great compelling local radio and personalities.
Radio needs to tell its story in a unique and compelling way. Otherwise, this long trend of taking the medium for granted will continue to radio’s detriment.
It’s time to start selling radio to the automotive industry. iBiquity has played a lead role here, but now the entire radio industry needs to step up.
It starts in Detroit.
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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Fred – Agree 1 billion percent. Also look at the big jump in attendance at Chicago. Detroit will offer the same advantages – lots of people can drive instead of costly flights. You know 2013 may not be too late NAB!!!!!! Time to start a facebook page/campaign to show support?
Thanks, Dave. The central location is a plus. And it has also occurred to us that one of the reasons why Detroit has hosted two Super Bowls goes right back to the automakers’ presence. The NFL knows how to follow the money. Appreciate you chiming in, and I’m ready to “like” your FB page.