Most of the time we receive a reader e-mail or, on rare occasion, a hand-written letter from a RBR+TVBR Member, the topic of conversation is usually about our poor proofreading and copy-editing, our choice of wording in a Headline E-mail subject line, or request that RBR+TVBR gives up trying to win a Pulitzer Prize by offering up very lengthy stories on a very esoteric subject.
Today’s RBR+TVBR Mailbag, however, includes a letter that was worth sharing. The topic: the lack of presets on a brand-new Sport Utility Vehicle’s snazzy OEM in-dash entertainment system.
The letter comes from the President/CEO of a radio industry entity who requested anonymity.
In it, the CEO writes:
I am shocked. I just took delivery of one of Ford’s most popular SUVs. I now own a 2021 Explorer LTD. It has the new Bang and Olufsen Radio, HD with Analog AM/FM and has Sirius. Can you believe that there are only TEN PRESETS?! A total of ten for all of this. The Dealer Rep says, man, you need more than 10? Ford Customer Service thinks I am complaining about a defective radio. They are as obtuse as they can be. I am sounding an alarm, here. We’re in trouble.
Is this executive overreacting? Are we really “in trouble” because there are “only” 10 presets on his fancy new SUV in-dash audio system?
Our Editor-in-Chief and DNA Cafe Executive Chef Adam R Jacobson offered a quick reply:
I am not surprised at all, considering how confusing Ford’s entertainment systems have been to me when renting Ford vehicles of late. In contrast, my old Toyota Camry, a 2017 model, had 30 presents for AM and FM. I lived in Miami. I only used six of them. In my current vehicle, I don’t even know how many I have, and half are used for SiriusXM. The truth: If you listen to the radio, you only listen to a maximum of four stations anyway. Ten is generous.
There is no empirical evidence in Adam’s statement. Yet, it is based on discussions with industry executives over several years. If there is a driver or passenger who actually listens to an AM or FM radio station while driving, chances are they listen to no more than three or four choices. Five or six? Perhaps, if they are in a larger metropolitan area or in a region of the country where “DXing” is common. But more than ten presets? Even in at the height of AM/FM car radio use, who needed more?
That got us thinking. With the radio industry not about a single station but a group of six or perhaps eight for the majority of the companies operating in the U.S. today, making sure each of these stations gets a preset is something never discussed. Then again, if you’re not an iHeartMedia station able to capitalize on using a Clear Channel Outdoor billboard, who engages in any out-of-home advertising to actually promote a radio station anymore?
We love variety. When we are in the car, we regularly select one of several presets. But, what’s the likelihood one of them is not a SiriusXM channel? While at stop lights in multiple locales in the last two years, we’ve glanced at the dash. More times than not, it’s a broadcast radio station.
That’s great news … and is once again an example of how the Radio industry fails at promoting this. In fact, it could make a great commercial: A couple in a SUV drive up to a stop light. The car to the left has the window down, and the driver is smiling. They’re tuned to FM 107.9 and they like the song they hear. At the next stop light, the pickup truck they’ve pulled up to is tuned to the local hip-hop station. The third light yields a woman listening to country music. The fourth light shows the couple in the SUV hitting the FM button on their in-dash audio system. The tag line: You’re free to choose what moves you, too. Radio. What would your drive be without it?
Checks may be made payable to Streamline Publishing for this spot-on spot idea.
The radio industry CEO offered a response to Adam’s e-mail. The leader remarked:
Man … I guess I’m an oddball. My Expedition Max had 30. I used them all. My wife’s 2018 Ford has 30. Who knows what she does with that. My Cadillac has a crazy amount and I’ve got it filled. I must have about 10 SiriusXM channels alone. Between news and music, I’ve got five or six AM stations and 10 FM. This seriously sucks. I’ve notified the NAB. This is almost like my battle with GM over cheaper chips. At least we bought some time there.
Industry figures may be radio consumption fiends, but there is an important message here that needs to be shared: If Radio is to survive the digital era, it must not only do a better job of promoting itself, but also share how there are many choices at no-cost that can be accessed easily.
That alone could give the industry a better reputation, not only on Madison Avenue but, importantly, on Wall Street and Main Street.
Post-Script: We received a call from the radio industry CEO who notes that, after digging around a little by playing with the radio itself, one can add an additional preset page. This elevates the number of presets to 15 — still half of what is available in a 2017 Toyota Camry or, for that matter, a 2018 Ford.
