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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 there has always been a faction that wants to get involved and/or make their thoughts/feelings known.

In radio, we were used to these individuals calling in on the request line or taking the time to write a letter.

With today's technology is so much easier to accomodate these "active" people. It can sometimes lead the recipient of this feedback into false assumptions.

I still believe a majority of the consumers (or listeners) are passive....they know what they like. They also know what they don't like. My feelings are if they aren't getting what they like, they just move until they find something that suits them without bothering to let their feelings be known.


Good points all, Don. While most are passive observors, engaging those core active fans is a goal especially as more consumers express a desire to weigh in. Thanks for commenting.

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