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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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Carter Cathey

This is a great chart, thanks for posting it because I missed it in Advertising Age. The only aspect missing from this chart is an analysis of media fragmentation over the same time-period.

By industry, this can be very telling:

Radio: Total share is roughly the same, but there are exponentially more stations today than in the 1930's and this does not include satellite radio, HD radio, etc.

Newspaper: In addition to total share evaporating, the number of papers has sharply declined. In the 80s and 90s, most markets became one-paper towns. Very few cities have multiple major papers today.

Magazines: Print is bleeding dollars. The most disturbing part of the Time Inc. situation is that even successful magazines are experiencing layoffs and closures.

Television: From the 50's to the 80's most homes were able to tune three stations on their televisions. The average home today can tune more than 100 channels.

The point is that even in growing traditional media, like television, shares for each individual network and each local market station continue to become more and more fragmented. Audience behavior is getting harder to predict, and trends are over by the time they are identified.

An excellent chart, to be sure, but traditional media still has quite a bit to worry about.


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