Digital Transformation in Radio Broadcast with the Voxpro Audio Editor

Radio is one of the most trusted forms of communication in the world today. With digital transformation of on-the-air recording, the radio industry has successfully increased the trust that makes it one of the most preferred forms of communication. Warren Schirtzinger provided strategy guidance and go-to-market execution to make this transformation successful.

digital transformation in the radio broadcast industry

The Challenge

Seattle DJ Charlie Brown spent 35 years in radio cutting audiotape with a razor blade and re-splicing it. And he was tired of it. So, he went out and developed an alternative — a digital audio editor known as VoxPro. That invention formed the basis of a high-tech startup called Audion Labs.

In spite of having numerous product advantages and a CEO with domain expertise, Audion needed the three elements required for digital transformation to be successful in the radio broadcast industry.

Go-to-Market Strategy

Preliminary research revealed that a small percentage of radio stations were already using digital audio systems live and on-the-air. These “innovators and early adopters” typically modified digital devices that were made for other applications such as sound studios or post-production facilities.

Audion needed to ensure alignment with mainstream buyers. The product, its value, distribution channels, and all communications, had to resonate with the requirements of the mainstream radio broadcast industry. The company’s top 3 needs to ensure digital transformation were:

  • Mainstream referral program – Warren needed to recruit a group of customers who were willing to use VoxPro, and then also serve as reference sites.
  • Sales channel development – The mainstream radio broadcast industry prefers buying equipment from well-known and trusted channels of distribution. Given this requirement, Warren needed to set up a distribution agreement with the world’s largest distributor of radio/TV products.
  • Positioning and communications – According to early users, the most unique benefit of VoxPro was the ability to quickly take and edit call-ins from the listening audience. This differentiator needed to form the foundation of positioning and messaging.

The Solution

Warren’s research indicated that mainstream radio stations were very interested in solving their slow-editing problem. So, he identified a group of customers in the mainstream who were willing to use VoxPro, and then also serve as a reference site. This targeted reference program led to substantial mainstream market acceptance. VoxPro soon started to become a recognized and valuable name in the radio broadcast community.

According to users in radio broadcast, the greatest benefit of VoxPro was the ability to record and edit calls in less time than the length of a single commercial.  This high-value perception was incorporated into key positioning messages and prioritized as the lead benefit.


The Results

From razor blades and tape to lightning fast digital audio editing

VoxPro can be found in radio stations around the world. As a result of Warren’s customer-alignment efforts, the VoxPro digital audio editing system is now the de facto standard for live radio broadcasting. It is used for recording, editing and airing of clips in studios, control rooms, and newsrooms worldwide. Digital transformation in this segment of the radio broadcast industry was accomplished in less than 5 years.

High Tech Strategies’ Contribution

  • Product offering definition. Our understanding of what customers are actually buying accelerates new product introductions and leads to improved product and company image.
  • Technology-adoption expertise. Our experience in winning over a sequence of buyer types, combined with the necessity of promoting intangible benefits tailored to the user’s point-of-view, form the cornerstones of market leadership.
  • Channel partner recruiting. We recognize the necessity of matching the selling process to the stage of technology adoption. Our strategy of leveraging the reputation of Harris Corporation (NYSE: HRS) gave Audion and VoxPro instant credibility.
  • Positioning and messaging. We created a unique depiction of Audion Labs and its product, within the chosen market segment, and then built support throughout the market infrastructure or ecosystem.

The Impact

VoxPro has received multiple awards and has been honored repeatedly for its excellence:

  • Broadcast Engineering’s “Top Pick” industry award
  • Radio World’s “Cool Stuff” award
  • The “Pick Hit” Award in both 2010 and 2013
  • Best of Show at the International Broadcasting Convention (IBC) 2018

Digital Transformation Achieved

VoxPro lets disc jockeys, news announcers, and producers record and edit broadcast-quality audio with speed and precision. It was the first digital audio editor based on the simplicity of “cut, copy and paste.” And the product simplifies the day-to-day operations of any radio station.

  • Mainstream market acceptance. VoxPro quickly became known as a staple in radio broadcast. It is the only on-air digital voice editor designed to quickly record and edit phone calls on the fly.
  • Unique value proposition. VoxPro is unique. Out of all the recorder/editors in the world, only VoxPro integrates a dedicated ergonomic controller with purpose-created software designed expressly for use on-the-air to record, edit, and play clips in real time.
  • Category leadership. In 2015, Wheatstone Corporation acquired Audion Labs and with it, the industry’s beloved VoxPro digital audio editor. Wheatstone has been a supplier of professional audio equipment for broadcast radio, television, and new media for more than 40 years.