From: hhallika@zeus.calpoly.edu (Harold Hallikainen)
Subject: Decline of AM radio-self imposed? (was Re: How common are AM stereo..)
Originator: wdp@gagme
Organization: California Polytechnic State University, San Luis Obispo
Date: Wed, 22 Jul 1992 10:03:32 GMT



	A couple years ago, Broadcasting magazine published my letter (copied
below) regarding promotion of AM.  I still have not heard of any stations 
using such agressive promotion techniques.  As such, they seem to be 
contributing to their own decline.          
        
EDITOR:  I find the decline of AM radio interesting.  I also find it
surprising that the stations are not putting up more of a fight.  It
may be that AM is an obsolete technology, but it still works 
quite well (we get good quality audio through it) and there 
are millions of receivers out there.

Earlier today, I stopped into a store called Audio Video City.  With a 
name like that, I'd expect to find everyting I could possibly want in audio and 
video.  They don't have any AM stereo receivers.  I never have found an audio 
dealer that had them.
     Radio broadcasters are in the promotion business.  Generally, they are 
promoting other people's products, but should also be promoting their own 
product.  I've always been impressed with the Radio Advertising Bureau ads, 
which show the power of radio.  This compares quite favorably to the outdoor 
advertising ad I see that says "space available".  It doesn't quite convince me 
that I should use outdoor advertising.  So, AM stations need to promote 
themselves, and promote AM in general.  It's been pointed out many times that 
to the typical consumer in a typical listening environment (where there's 
background noise, like in a car or at the office), NRSC AM stereo cannot be 
distinguished from FM stereo.  Yet I hear consumers say, "I don't listen to 
AM."  AM stations have got to make listening to AM (or their station) the "in" 
thing to do, just as FM was in the 1960's.
     AM stations should also work with local audio equipment dealers to educate 
them about AM.  It DOES sound good.  Get the local retailers to set up an AM 
receiver demonstation (and stock good stereo AM receivers), then promote the 
demo on your station.  Work with the audio retailers to let the consumers know 
how good AM is.  Make up some printed literatures that explains the recent 
improvements in AM.  Being technically oriented, I'd suggest literature include 
a nontechnical description of what the improvements accomplish plus a technical 
explanation (including details of frequency response, distortion, adjacent 
channel interference, stereo transmission method and stereo performance) for 
the audiophiles.  Without the technical data to back up your nontechnical 
statements, the audiophiles will not believe you.  You'll intorduce consumers 
to the "new and improved" AM and get people into the retailer's store (which 
they shouldn't object to).
     Stations can also promote AM at community events.  Every Thursday night in 
our town is "Farmer's Market" downtown.  Thousands of people are there every 
week.  Some stations (FM's) are there promoting themselves by giving away 
buttons with their call letters or other clever promotions.  AM stations could 
promote their programming and their quality.  Perhaps a demonstation could be 
set up using some good soundproof stereo headphones and switching between a 
tape (or perhaps a CD) and your AM station.  If the listener can tell which is 
which, she/he wins a Target Tuning AM stereo radio.  You can also give away the 
above described literature (telling what's so great about AM).
     There are thousands of AM stereo radios already in use.  Unfortunately, 
the consumers don't know they have them (in their cars).  Stations can work 
with the car dealers, just as they'd work with audio dealers.
     Finally, AM has some real history behind it (being the original broadcast 
service).  Additional promotion of AM could feature this history.  I was very 
impressed with the videoo shown at one of the National Association of 
Broadcasters luncheons this spring.  It showed the history of broadcasting 
(with a song about a magical box) and how we've all experienced recent history 
through broadcasting.  Stations can promote broadcastings most historic part 
(AM) by reminding us of the part it has played.
     With enough promotion, you can sell a fair product.  AM stations have got 
an excellent product.
        
Harold Hallikainen, Hallikainen & Friends, San Luis Obispo, Calif.


Newsgroups: rec.radio.broadcasting