Lee Scoggins

Better Marketing for Super Audio on Dylan and DSOTM

Friends,

I have noticed an encouraging trend for Super Audio - major print ads to advertise the new Dylan series and Dark Side of The Moon.

Observation #1
Home theater magazines are running a full page Capitol Records ad discussing the advantages of Super Audio and Dark Side's availability. Capitol has some great catalog titles so I am wondering if they are planning more releases soon.

Observation #2
The Wall Street Journal and Stereophile (October) both ran full page Dylan ads with a retailer featured in the lower right corner and specific mention of Super Audio. The Journal had Best Buy's logo and Stereophile had Borders' logo.

This is a step up in marketing commitment. I suppose it is possible that Sony did some common "cooperative adverts" with a series of retailers. It is also interesting since it shows a stepped up commitment to Super Audio from Borders which has been lackluster in the past.

Also, here is some info on the remastering of the Dylan series from HFR:

http://www.highfidelityreview.com/ne...umber=10380631

no fears alone at night she's sailing through the crowd
in her ears the phones are tight and the music's playing loud
~skateaway

Mike Broadman

Blender magazine (music and pop culture mag published by Maxim) had a two-page thingy on the new Dylans. They mentioned the SACD, but focused on the music itself and referred to it more as a "remastering." I actually think that's better than focusing on the SACD aspect of it because it doesn't scare people into assuming that they won't be able to play it on their systems.

I think major pop and rock SACD hybrids need to be marketed as remasters that also happen to have an extra even-better sounding version on the CD that can be played on certain players, not as a new format "but don't worry, you can still use a regular CD player."

Michael Broadman: marketing genius.

My awesome music collection

Lee Scoggins

That's cool. Thanks for the news.



I agree. The Dylan ads I have seen say "playable on both regular CD and SACD players for the ultimate audio experience."



Good point. If people see that the CD layer is an upgrade, they may purchase. After a few good remastered titles, maybe they think to themselves..."hmmm, I wonder what the Super Audio layer would do for the sound?..."

no fears alone at night she's sailing through the crowd
in her ears the phones are tight and the music's playing loud
~skateaway

Angelo.M

Lee Scoggins

I see your point and I would agree that "coup" would be too strong. It does discuss the advantages of Super Audio and that's more than we have seen before.

no fears alone at night she's sailing through the crowd
in her ears the phones are tight and the music's playing loud
~skateaway

Ron Reda

I too saw the Capitol ad and thought that it was great to see some support behind SACD. Not only did it announce the release, but it also gave some background on the format as far as what type of hardware you need to play it.

"Music is a magic carpet loaded with oils and other soothing potions, it's just what you need when you don't know what you need, when you've got more questions than answers." - Bob Lefsetz

KeithH

Mike,

Excellent points. Everyone has CD players, so play up that aspect. Then tantalize them with the option of better sound in stereo or surround.


Lee,

This is indeed very good news. Things certainly are picking up for hi-rez. I think SACD is making strides, at least by expanding the catalog with significant titles. Whether or not this is making a difference in the marketplace, I have no idea. The ads could help.

My:
Main Stereo and HT Systems ;
Second Stereo System ;
Equipment List ; DVDs, SACDs, and more ;
Planned Upgrades and Additions


\"You know, the tomato never took off as a handfruit.\"

- George Costanza

Lee Scoggins

Yeah its very encouraging. Maybe hirez in general, both SACD and DVDA, could draw strength from a comparison with high definition video.

...Maybe this ad idea would work:

Show a picture of regular video (low rez like tape) and hi-def video.

Then ask the question below:

"You have seen the benefits of higher definition video...
Why not take your audio to the next level as well?

Introducing Super Audio with 64X the musical information of regular Compact Disc...

Here's what Sting and Mick Jagger say about the format:

...some positive comments from both with picture...

Then mention some key facts on Super Audio like:

1,500 titles available including x, y, z (best sellers across a few genres)

Players as inexpensive as $150.00

Available now at Best Buy, Circuit City, Media Play, Tower Records, etc.

***

I'm no marketing genius but there could be worse ads!

no fears alone at night she's sailing through the crowd
in her ears the phones are tight and the music's playing loud
~skateaway

Mike Broadman

Thanks, Keith. As I said- Mike Broadman: marketing genius.

So here's my ad idea: a big ol' picture of yours truly with wide grin and classic thumbs up pose holding up a copy of the San Francisco Symphony's SACD of Mahler's 6th symphony. I dare any consumer to resist that.

My awesome music collection

Rachael B

Is better marketing going to make more than a marginal difference? IMO, proably not???

Rachael, the big disc cat! I used to be looking for Hi-Vision Laserdiscs & D-Theater tapes, now I'm looking for HD-DVD's and Blu-rays.

I survived the AFI top 100 Film Challenge! I've seen them all.

favourite saying: hard feelings are for park benches... sit on that!

Lee Scoggins

Better marketing always makes a difference...after all there are many products that get purchased due to the brand name.

If the marketing just adds a few thousand buyers to the Super Audio community, the increase in overall disc sales (tens of thousands+) could still be substantial enough to entice more bands to sign on (perhaps with encouragement and capital from Sony/Philips) and more hardware players to come to market. It could also help establish SACD and/or DVDA as a standard "expected" capability of newer DVD players.

The goal is to create a "virtuous cycle" where increasing disc sales lead to more buyers to more (and cheaper) players to more buyers to more titles to more disc sales and then repeat.

If we are even conservative and we just expect hirez to fully gain hold in just 2 channel circles and home theater buffs, those markets are sizeable enough to support the product as a niche for a while.

If you add portable hirez to the mix, then I can see the average consumer buying less expensive MP3 for most of their music but higher quality, slightly more expensive hirez for their favorite bands...It's easy to mix and match both and I think the record companies would prefer a mix of hirez and MP3 since it will mean higher average dollars per customer. That would be worthwhile for them to promote.

Another scenario might be that portable hirez never arise, but with hirez you get a video of the band and other special features and a nice package of disc & liner notes. Maybe people are happy to spend $10-12 on that for their favorite