Please review the following list of proposed Action Plan items designed to lead the next generation of music lovers to high-performance audio.

All Action Plan items will be brought to a vote mid-2014.  To participate in the vote, please click here and complete the Save The Stereo survey.

While Save The Stereo Project is independently funded and participation is free, the following Action Plan, including the campaign website, public relations, and advertising, will require significant industry funding.  This funding will be generated through an industry-wide crowd funding campaign tentatively scheduled to launch late 2014 following industry and community approval of the Action Plan.

If you have an idea to propose for the Save The Stereo Action Plan, click here.

Save The Stereo Project Action Plan
Updated February 16, 2014

Action Plan Item 1: Save The Stereo Project

The first Action Plan item for Save The Stereo Project is the continued formation, development, and management of Save The Stereo Project itself.

The priority of Save The Stereo Project is to bring the industry and community together to focus – and stay focused – on the challenges of leading the next generation of music lovers to high-performance audio.

If successful, Save The Stereo Project will be the centerpiece initiative to take on these challenges and turn them into growth opportunities for the future of high-performance audio.

Action Plan Item 2: Social Media / Save The Stereo Project

Save The Stereo Project will employ Facebook, Twitter, and Google+ to network the high-performance audio industry and community via social media.  Project updates, industry and community feedback, Action Plan item votes, and initiative surveys will be announced through these social media channels as well as the Save The Stereo Project opt-in email list.

Action Plan Item 3: The Campaign

Accomplishing the objective of leading the next generation of music lovers to high-performance audio will require a multifaceted marketing approach including, but limited to, public relations, social media, and search engine advertising.

In order to maximize the effectiveness of these efforts, Save The Stereo Project will develop and deploy a separate campaign website to focus the message and the response.  Every press release, social media post, and search engine ad will link directly to this campaign website.

The campaign website will be titled  The very name of this campaign and website address communicates both the health and wellness benefits of recorded music, and the enriching lifelong hobby of high-performance audio system ownership.  These will be the principal themes of the campaign.

Action Plan Item 4: Media Response Plan

After the establishment of the project, a top priority for Save The Stereo is to address the “future of stereo” debate in the audio and mainstream media.  Examples of this debate are cataloged in the Articles section of this website.

As part of a media response plan, Save The Stereo Project will contact the journalists responsible for content related to this debate and request their active participation with the project.

Moving forward, the Save The Stereo Project will monitor audio and mainstream media for articles addressing high-performance audio and, if necessary, publicly respond via professionally distributed press releases to support or refute the published content.

The media response plan will eliminate the “open net” situation that exists now where any journalist can write anything about high-performance audio without a positive-points response from the affected industry and community.

Action Plan Item 5: Public Relations / Campaign

Addressing misguided press is a good start, but the bigger media opportunity is to cultivate positive press through the constructive engagement of audio and mainstream journalists and the publications, websites, and news organizations they represent.

As part of the campaign, Save The Stereo Project will actively engage the audio and mainstream media with a variety of high-performance audio content ideas and opportunities including invitations for media to experience component-based high-fidelity stereo, regular press releases on the unique health and wellness benefits of recorded music in the home, and industry-coordinated stereo system loans for stereo lifestyle stories and reviews.

The focus of the public relations campaign will be to generate wide-reaching online, print, and broadcast media that educates and excites the next generation of music lovers about high-performance audio systems.

Action Plan Item 6: Social Media / Campaign

The campaign will utilize Facebook, Twitter, and Google+ to connect and interact with next generation of music lovers.  This communication will include ongoing dialogue about high-performance audio, addressing identified challenges (see Challenges To Stereo), promoting emerging trends and opportunities (analog/LP, computer audio, headphones, and affordable components), and encouraging participation in campaign contests, polls, and surveys.

Additionally, will employ YouTube and Pinterest to post videos and pin images and articles related to high-performance audio and, whenever appropriate, link back to the campaign website.  Finally, MeetUp will be activated to assemble local stereo music enthusiast groups.

Each of these social media outlets offers a significant number of potential participants and is critical to the success of the Save The Stereo project.

Action Plan Item 7: Search and Social Media Advertising / Campaign

A key method by which the campaign will attract next generation music lovers is through search engine advertising (Google, Yahoo, and Bing) and social media advertising (Facebook, Twitter, and YouTube).

These advertising opportunities allow the campaign to target next generation music lovers who are either searching for or have already expressed interest in topics directly related to recorded music and/or consumer audio.

Action Plan Item 8: Traditional Advertising Campaign / Campaign

A traditional mass-media advertising campaign would require the assistance of an advertising agency for creative, media planning, and insertions.  Interest and funding permitting, the campaign could be expanded in this direction including television commercials, radio spots, billboards, direct mail, and magazine print advertising.

In the mean time, the next generation of music lovers are available via more affordable and efficient means of communication; the web, social media, and online public relations.  Until these efforts prove successful, Save The Stereo Project will keep traditional advertising on the table, but has no intention of pushing it forward.

If you have an idea to propose for the Save The Stereo Action Plan, click here.


Feedback for Save The Stereo Project:

“I strongly support Save The Stereo Project and urge my fellow stereo industry friends to do the same.” - Gene Rubin, Gene Rubin Audio

“Finally, someone realized that we as an industry need to do something to prevent extinction.  Hope that influential industry members can/will pull together.” - Vade Forrester, Contributing Writer, The Absolute Sound

“I love the idea to promote, reach, and educate not just the audio lovers, but also to advance the appreciation of the music we try to reproduce.” - Ernie Fisher, Editor, The Inner Ear Magazine

"Bravo, Gordon. Your efforts to advocate for quality reproduction of music are sincerely appreciated." - Richard Schram, President, Parasound Products, Inc.

"We heartily agree with the Project. Young people are always surprised when they hear music through our Nola loudspeakers and associated electronics. "WOW!", they say, "I never thought it could be this good!" - Marilyn Marchisotto, VP/CFO, Accent/Nola Speakers

"I heartedly support Save The Stereo Project." - Bill Thalmann, President, Music Technology, Inc.

“This is just the thing needed to promote and encourage the next generation of high fidelity music listeners.” - Craig Sypnier, Owner, Audio Renaissance

“Great idea, I sincerely hope we all can get together spreading the word.  Listening to music is one of the greatest ways to decouple and relax, be it live or from a great music system.” - Peter B. Noerbaek, President, PBN Audio LLC - Montana Loudspeakers

“I wish Save The Stereo Project every success.” - Steve Daniels, President, The Sound Organisation

“High fidelity stereo enjoyment lives on through Save The Stereo Project!” - Adam Johnson, Madisound Speaker Components, Inc.

"Brilliant! The efforts of Save the Stereo Project are timely and much needed. We at Veloce Audio look forward to helping in any way we can." - Mark Conti, Managing Director, Veloce Audio

To read all of the industry and community feedback for Save The Stereo Project, check out the Feedback section.