Retailers Backing HD Radio Launch

New York — Three major CE retailers launched an advertising and promotion campaign to boost the fortunes of HD Radio at the same time that radio stations in the HD Radio Alliance launched a second wave of awareness-boosting radio ads in a $200 million ad campaign that began early this year.

In another advance, the HD Radio Alliance announced an expanded roster of digital FM stations broadcasting two channels of programs simultaneously to offer new music formats not offered in their markets. By July 31, more than 450 stations will broadcast a second channel, up from 264 stations earlier in the year and 70 at the end of 2005. HD2 multicasts will be available in 50 markets, including 42 of the top 50, more than six months sooner than planned, the alliance said. (For a list of the new markets, see TWICE.com.)

To encourage consumers in these markets to listen, Tweeter, Crutchfield and ABC Warehouse began running HD Radio commercials, and the broadcasters have begun to prominently feature the retailers in their ads, the alliance said. On top of that, all three retailers launched in-store an on-line education campaigns, sales training, and POS materials, the alliance said.

This month, Tweeter added HD Radios to its selection in all stores nationwide accompanied by in-store signs, POP displays, sales training and an ad campaign that has already been rolled out nationwide, Tweeter told TWICE. In April, Tweeter began offering the Boston Acoustics table radio and multiple Alpine car head units with HD Radio capability in all of its stores.

For its part, Crutchfield expanded its commitment with additional models, sales training, online consumer information and advertising.

In the Detroit area, ABC Warehouse added HD Radio to stores in multiple markets, added information to its Web site, installed store listening stations, and began running ads in the Detroit market, the alliance said.

HD radio receivers are also available from Alamo Electronics, Audio Adviser, B&B Appliance, Bjorn's Stereo Designs, Car Toys, eCost.com, Electronics Expo, Flanner's Audio & Video, Great Indoors, HammacherSchlemmer.com, Harvey's, Hi-Fi Buys, Home Entertainment, Huppins Hi Fi, J&R Music, Listen Up, Magnolia Audio Video, One Call, Ovation AV, Pyramid Audio, Rudy's Autosound, Sound Advice, Spearit Sound, Tweeter and World of Sound.