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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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Bruce Warren

In my recent ethnographic research project with 13 undergrads at Drexel University, only one of whom listened to "traditional" radio in the last week, 10 of them proudly held up their iPhones and said the only problem with them was that they couldn't hold all their music on them. And then they all very coolly exchanged their favorite radio apps and "hey, did you know that you can get 'MMR's podcasts also?" Yes the mobile revolution is here, and duh, your post lays it out pretty clearly. And if anyone in radio doesn't trust some "consultant" just talk to "the people" - they will tell you what the heck is really going on. I'll tell you this, my 12-year old who has an iPhone knows more about this that I do. He's available for your next focus group!

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