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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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Don Beno

I think radio (or any company that conducts research) has to approach publizing the results and subsequent changes they triggered with extreme care.

While I believe the Dominoes promotion is very unique and is recieved positively by the consumer....radio on the other hand has become such a hype machine, a lot of what the listener hears from station promos, liners and positioning statements has become wallpaper.

Paul Orr

Right on! I am in complete agreement with this article.

Also, somebody as MSN was really smart or really lucky - it contains an ad stating, "We listened...the new MSN is coming"

Dan Kelley

Good piece Fred. I'll point again to one station/programmer that truly "gets it" and that would have to be WGRF-FM/Buffalo PD John Hager.

John is consistently polling/researching his audience and putting the results online.

By doing so (in my book), he's giving the audience much ownership and stock in the on-air product. And as most people inside the biz know, there's nothing like listening to something wonderful you've created. Listeners can share that feeling too.


Thanks for the comments and the observations, and it was great that Dan singled out John Hager at 97Rock who has truly elevated this technique to an art form.

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local radio stations that have long created a trust bridge with their listeners have a unique opportunity to makes these connections, and benefit from the process.

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