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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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John Hendricks

You know, Fred, Radio has been doing this "you told us what you want and now we're giving it to you" line since the early 80's. Now, everybody else is doing it--to your point, Target.

It's old, tired lacks credibility...the lack of response (624) it got from USA Today (millions in circulation) indicates just that.

Radio used to LEAD...not FOLLOW. The "tell us what you want" worked really good when FM radio was developing. It's used up! Like its AM predecessor, it's time to LEAD--set the tone, with content developed to entertain. Instead of researching "what people want", let's find out what "makes people laugh" (for example).


John, thanks for the comment, but I beg to differ. There's always an opportunity to better serve customers, and radio has fallen short in this department. When you call a request line and get a busy signal, an endlessly ringing phone, or an ambivalent voice on the other end of the phone, that's not customer service On the sales side, one poor guy producing commercials for six stations' advertisers isn't customer service. Radio would be much better off if broadcasters got more in touch with their two key constituencies and did a more professional and through job of serving them both.

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