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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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Scott Herrold

Fred, I also spoke to that same class a few months ago. I had my radio start at WSDP back in high school. I now program SOS Radio 90.5 in Las Vegas.

I asked the students, how many of you think radio is a dead medium? About 90 of the class raised hands. When I asked them to explain, they said “radio is only a one sided medium while internet and mobile phones can be multi dimensional.”


Thanks, Scott. And of course, it doesn't have to be that way. Too often, radio operates like it's a "1D" medium in a music and entertainment environment that has expanded exponentially. Many of the students at Salem High School have some of the necessary skills to make broadcast radio more multi-dimensional - video editing, social networking strategies, etc. We just need to tap into them.

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