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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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Larry Rosin

Great post Dave --

One further amplification of your point -- not all 44 year old men are the same either. Yet qualitative is hardly used by either the buyers or the sellers in radio. In my career I have done dozens of format searches. Not ONCE has a client said to me: "Get me the best qualitative I can get." The only thing I am pretty much EVER told is: "Get me into the top 5 25-54."

Greg Gillispie

Dave, I think this entire concept has PISSED everybody in our biz OFF for a number of years...and I'm not sure what we can do about it...unless we can get the head of all the ad agencies to join us for a day hanging around the WAWA stores! But don't hold your breath on that...

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