As Gordon Borrell put it so well at Summit 11, Internet advertising has incredible momentum, and is moving up the world chart very quickly.
ZenithOptimedia just revised its global ad tracking study, and reports the Internet is now an overall fifth, and is closing in on radio’s fourth place ranking.
As ZenithOptimedia reports, a great deal of Internet spending has occurred among smaller advertisers who often find mass media campaigns too expensive or wasteful. They are attracted to the web because they feel it’s easier to target and it’s efficient.
Aren’t those radio advertising’s main assets?
President & Founder at Jacobs Media
Fred Jacobs founded Jacobs Media in 1983, and quickly became known for the creation of the Classic Rock radio format.
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.
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.
Latest posts by Fred Jacobs (see all)
- Baby, Please Don’t Go - November 22, 2024
- Why Radio Needs To Stop Chasing The Puck - November 21, 2024
- Great Radio – In The Niche Of Time? - November 20, 2024
Then the regional or national account exec has
failed to do his #1 job—qualifying the client
first, finding out their product or service’s USP,
and constructing a package that truly augments
whatever OTHER ads are running. I’ll say this
about my former employer Cox Radio…their sales
training sets a WHOLE NEW STANDARD of excellence.
Nobody is even allowed to pitch before graduating
from an elaborate, sophisticated “college” of sales
in which the credo is “qualify, qualify, qualify”.
Cox’s schooling and mentoring goes on for WEEKS!
I have gone on several sales calls where the Cox rep
said, “You know what? Our station actually is not
an efficient fit for you guys…you need a combo of
urban and direct mail (or whatever)”. And we get in
her car and my jaw is hanging open as I reflect on
the substantial commission she left “on the table”.
But talk about scoring credibility points with the
prospective client! And how many times do you think
that business operator will sing that AE’s praises
to OTHER owner/operators with whom they network??
Professional, ethical, “bigger picture” selling
grows the AE’s rep almost to mythical proportions.
I’ve watched over a career spanning 38 years literally
HUNDREDS of new reps try every conceivable gambit.
Inevitably, it was the ones that did what I just
explained who excelled and progressed to senior
management (not to mention, went from driving a
beat-up Nissan Sentra to a Lexus 450). Efficiency
that gets results and disuades agency buyers from
trying sexy new alternatives such as internet stems
directly from proper pre-qualifying…getting inside
the skin of the prospect as I saw Cox reps do…and
then cobbling together a clever and sometimes
unconventional assortment of alligned ad buys.