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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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« Great Content Costs Money | Main | The Content Guys »

Comments

Dave Paulus

Every time I think I've seen it "all", I see something like this. Unbelievable!

Not only is it a HUGE kick in the "groceries" for our business, but tell me where any of this copy actually helps sell the damn car!?

J

Fred-

Try going to Saturn.com and having a live chat with one of the "chat operators" I wonder what they'll say???

Doug McLeod

So, "you can't really get to know anyone on the radio"? What agency loafer overbilled some hours to get THIS piece of "creative" cranked out? Unless I've missed something in the last 20+ years in major markets, knowing someone is EXACTLY the strength of this medium. It's why live-and-local will always survive and thrive. Any broadcaster or advertiser who thinks listeners choose radio over iPods, the Internet and satellite only for the music is befuddled.
It's that voice on the radio and what it stands for and the passion it exhibits that keeps this a viable medium. I only pray listeners will get how much THEY, as well as the radio business, are insulted by this nonesense.

David Martin

Paul and Fred

Thanks for sharing.

Writing effective radio creative is really hard work just ask any agency creative director.

The strategy of using radio to drive internet traffic is solid. Radio is perhaps the best medium to achieve traffic lift. One example - back in the last century Amazon launched their business using national spot radio to great effect.

The execution is poor, they went off message. Using valuable time to rationalize the communication channel presents no value to the listener. They buried the lede. Betcha it played great in the conference room.

Virgil Thompson

Hi Fred and Paul--
I hope the stations that accepted this crappy spot at least charged the old (pay through the nose) "cost to clear" or "bump rate" that's 3-5x ABOVE the avg rate...the Saturn Agy should be embarrassed and fired--in that order :)

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