Think whatever you will of Howard Dean, but as you’ll recall from his ill-fated campaign, the highlight was the incredible way he used the Internet to accrue a strong, active database that raised millions of dollars. His old organization, Democracy For America, is at it again, creating a grassroots campaign that should ring familiar to Jacobs clients.
They’ve bought billboards in Tom DeLay’s district and have asked their base for slogan ideas. Over 20,000 responded and the best are were voted on in an online election. Some of the finalists include: Nail the Hammer, All His Ethics Aren’t In Texas, and Unchecked And Unbalanced. The winner: “Lobbyists sent Tom Delay golfing; all you got was this billboard.”
Running a political campaign or a radio station can be so much more effective when you include the electorate (listening audience) into the process. While the Jack phenomenon is truly impressive in its wide-open approach to countering format radio, NeoRadio is cut from a different cloth – integrating listeners into a station’s programming. Both “movements” use an alternative approach to tried-and-true radio programming, but Neo’s “listeners first” foundation is at the root of creating buy-in from the audience, while providing something more meaningful that listeners cannot get from an iPod, satellite radio, or Live 365.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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I am curious as to how Neo’s “‘listeners first’ foundation” provides “something more meaningful that listeners cannot get from an iPod, satellite radio, or Live 365.”
I understand your point re: satellite radio, but surely an iPod offers a “listener first” music experience, which presumably will trump a plural “listenerS first” experience in most areas.
And since Live 365 is an aggregation of microbroadcasters which can tailor their offerings for an audience measured in dozens (and be thrilled to receive such a cume!), how do you suppose radio–whether “Neo” or however it’s styled–be more meaningful?
While iPods provide its users with the ultimate personal experience (you load it, you program it), there’s no personal connection. You have no contact with Apple, they’re not in your community, there’s no face on the technology. Done right, local radio is personal, reflective of the community, and in touch with its audience. We believe in database marketing at Jacobs – aggregating our most loyal listeners to find out what they want, how they can help make our stations better, and how we can serve them better. That’s the “listeners first” difference.
Thanks for writing.
Fred