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Fred Jacobs is President of Jacobs Media, a media research and consulting firm. Jacobs Media clients have included CBS Radio, Premiere Radio Networks, Citadel, Greater Media, MTV Networks, Playboy, Amazon, Electronic Arts, NPR, Sylvan Learning Centers, and Taubman Malls. Learn more about the company here.

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August 2011

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Comments

Buzz Brindle

George Burns was a proponent of VALS research 30 years ago but we radio types were too left-brained to appreciate its implications.

Fred

Buzz, I remember that as well. And to some degree, we're right back where we started. Everyone sits around, trying to figure out how to "game PPM," and at the same conference, here's the guy from Starbucks telling us that it's not about "clocks" - it's about learning how your customer thinks, and determining how to serve him/her.

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