Here’s a revolutionary announcement – Fox is aggregating a group of 2,000 loyal viewers and "giving them a seat at the table in the decision-making process," according to Melva Benoit, a senior VP of audience intelligence with the network. Holy NeoRadio!
Of course, many radio stations have been engaging listeners via email databases for years now, but the Fox announcement lends more credence to the wisdom of using the audience to help guide programming, promotions, website, and marketing decisions. Fox notes that it plans to use its "community" as another voice beyond perceptual research and focus groups.
This is exactly how radio should be shaping its future. As we’ve seen with our Tech Polls, Listener Advisory Board groups, and other tools, our email databases are a fountain of information and feedback from loyal, caring listeners.
In many ways, radio has been ahead of its curve, but simply hasn’t formally tapped into this resource, partially because it’s so different from traditional research studies. Many radio stations have larger and more vital databases than most cable television networks. It’s just a matter of putting together a program, and staying with it.
Even Homer Simpson could tell you that.
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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