What I Learned From Buying a New Car…

Gary Berkowitz

Editor’s Note: The views and opinions of this article do not necessarily reflect those of the MAB. Contact the MAB for information on the MAB’s official editorial policy.

By: Gary Berkowitz
Berkowitz Broadcast Consulting

My lease was up and after 10 or so years of driving a Honda (loved it), I decided it was time for a change. Cut to the chase, I wind up with a GM vehicle. Best part: it has an HD radio, which my Honda did not. I am now excited!

When the salesperson was explaining all of the bells and whistles of the new car, we finally got to the radio. Here’s how the conversation went:

Gary: Wow, it has HD radio.
Salesperson: Really?
Gary: Yes
Salesperson: I’m really not sure what that is.
Gary: Let me explain (and I do).

She looks at me and says: “I just thought it meant the radio sounded better.”

Needless to say, I love all the HD channels. New formats. New music choices. The audio is great and the signals are pretty solid. I just wonder how many people are out there and have HD in the car but are unaware of it. I guess you could say we have not done a stellar job promoting HD radio. There’s still time.

Gary Berkowitz is President of Detroit based Berkowitz Broadcast Consulting, specializing in ratings improvement for AC radio stations. www.garyberk.com

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