A common gripe about HD Radio within the industry over the years is that it has not been marketed to consumers as effectively as possible, and that typical radio listeners either aren’t familiar with it or don’t have easy access to information about it once they are interested.
The alliance of broadcast owners that supports HD Radio thinks its own online presence could be improved, so it has now introduced a redesign of its website.
The HD Radio Alliance says it studied how consumers used its site and took cues from that as well as feedback from member stations. CEO Peter Ferrara said the site needed to provide easier-to-understand information as well as better support for the 600 or so stations among its members.
Those include CBS, Clear Channel, Greater Media, Emmis, Entercom, Bonneville, Beasley, Buckley and WBEB(FM), Philadelphia. Texas Creative handled the site design
The site hdradio.com has a search-based interface that delivers geographic results so listeners can find a point of purchase more efficiently, the alliance says. It also aims to promote new digital content on multicast channels; and it includes an improved “Search” function tied to prominent “Station Guide” and “Buyers Guide” offerings.
The alliance believes that marketing by its member stations has increased visitor traffic to the site. But President of Operations Diane Warren said listeners want to see programming and format listings of HD Radio stations and HD2/HD3 channels in their market, as well as available HD products and an easy way to shop and buy.
Visitors also want access to information to help them learn more about the technology, according to Warren.
Redesigned sections include “What is HD Radio,” “Retailers” and “Buzz.” Visitors are offered ways to learn about the technology and HD content. Links to social media sites such as Facebook, Twitter and YouTube are retained, as is the ability to purchase products or visit licensed brands’ websites. Retailers that sell HD Radio-enabled products can have their online stores link from the site.
