July 5, 2007 | Read Time: 1 minute
The development of HD Radio, or digital radio, could provide a golden opportunity for charities to promote their work in a new way, writes Paul Jones on his Cause-Related Marketing blog.
Radio stations nationwide are starting dozens of new radio channels as they convert from analog to digital signals. That allows them to compress their signal into a smaller portion of their allotted radio spectrum and use the leftover spectrum to add additional channels.
The stations are still trying to figure out exactly what to put on the new channels, which offer high-quality sound, and how to make money from them. None yet carry commercials and audiences remain small. So chances are stations would be open to ideas from outsiders, says Mr. Jones, a consultant at Alden Keene & Associates.
“If you have a cause with a lot of appeal, you could approach stations with some ideas, a radiothon, for instance. I think this is a virtual slam dunk for United Ways or other federated entities which could tell the stories of multiple charities. Same with certain advocacy groups.”
Charities would probably have to pay for the time, but they may be able to get it “for a song,” Mr. Jones writes.
Have any radio stations in your city started digital channels? What kind of programs do they broadcast? Click on the comments link below this post to share your experience.
