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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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Michael Girard

Great blog post.

It was interesting to see this was the case in the States as it was also true here in Canada. Regardless of where you call home, if you've ever carried a lunch pale to a job site or struggled while others seemed to get by with ease you loved the music made by Bruce and the Big Man.

People are passionate about music and when something momentous happens, for good or bad, people have passionate feelings and look for places to express them. A radio station that has bought into social media will understand this and have created a culture where it's DJ's are already participating actively. When an event like this happens the radio stations that have built a social reputation will be the place people flock to share their thoughts and memories.

That creates brand loyalty. You shared an intensely personal experience with fans. Those relationships are real and will keep people coming back.

Michael Girard
Community Engagement, Radian6


Michael, thanks for the comment and the perspective. I believe that events like Clarence's passing are tests for rock stations and for personalities, in much the same way that an earthquake or natural disaster puts the pressure on news stations to step it up at a critical time in people's lives.

I see it in focus groups all the time - people remember those moments where you came up big and gave them a memorable moment.

Thanks for taking the time to write.

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