The FM Red Herring

(Editor’s note: today is the last day to get the $300 discount on my January 27th Media Solutions Lab – learn more here). 

For years now radio executives have been screaming for FM chips in cell phones.

Their twisted little minds figured that just about everyone eight years of age or older keep cell phones in their hands and wouldn’t it be nice to put a radio there, too.

Emmis CEO Jeff Smulyan has been leading the FM chip charge but to no avail.

Smulyan argues that radios on mobile devices in Europe increase a station’s total listening. That may be so in Europe, but even there the increase is statistically insignificant.

Mark Ramsey came out with an excellent study this week in which he polled actual consumers who already bought a cell phone and asked them if they specifically looked for a phone that had FM radio.

88% said no.

4% said yes.

So, as we say in Philadelphia, “who don’t know that?”

Why all the fuss about putting FM on cell phones?

It doesn’t take a brain surgeon to tell you that young consumers barely even use their telephones as telephones let alone radios. And as Ramsey points out maybe Apple only has one mobile device that is FM ready (Nano) but there really are a lot of cell phones for sale with FM capability.

FM on cell phones is a red herring -- the definition of which is something intended to be misleading or distracting.

Why is the radio industry being played for fools by virtually every group CEO (that is a good question in and of itself) and by the very group that is supposed to represent their best interests – the National Association of Broadcasters?

And one more thing – are we as dumb as they think we are because I can show you how to look at consumers and read exactly what they want which begs the question what do potential listeners want and what does the radio industry want.

They are not the same thing. 

The back story is almost unbelievable.