What consumers really want

“A J.D. Power survey may hold the most promising news yet about HD. Consumers say they want it.”

So reads the headline in today’s Inside Radio, referencing (strangely) a study that was released months ago.

If one reviews the actual release from J.D. Power about this study, the true voice of the potential consumer becomes much clearer than its distorted representation in the above headline.

In fact, since virtuallly no one knows anything about HD Radio, we can’t possibly conclude that “consumers want it.”

Here’s what we can conclude: That consumers see a price point for a newfangled Radio they’ve never heard of with unknown offerings, factory-installed, of $150 as a small price to pay. Especially compared to Satellite for $12.95 per month.

This isn’t an argument in favor of HD Radio, it’s an argument against Satellite.

In fact, it’s easy to extrapolate that if the HD radios were, in fact, not an option at all (and at $150, why not make them standard equipment?), then it would slide into every consumer’s new car unnoticed. It’s just plain “a new radio.” The only kind there is.

If the HD radio consortium wants to achieve its goal, it should simply pay Detroit automakers $150 for every new car they pump out, equpped at no extra charge with an HD radio. Or, alternatively, how about $150 in free advertising for every vehicle which rolls off the assembly line with a newfangled radio?

The best way to circumvent the fact that the audience doesn’t need or want HD radio is to give it to them as a gift. And sit back while they naturally use it.