Well, I guess my company, Jacobs Media, is officially middle-aged. We just turned the Big 4-0, a milestone I never imagined when I started the company way back in 1983.
It all began in my suburban Detroit apartment. I bought a typewriter (not an IBM Selectric, but a cheaper knockoff), a bunch of file folders, and a calculator. And I was officially a consultant.
It was not a simple rise to the top. Far from it. Success is rarely linear. It’s messy, and mine looked a lot more like the gnarliness on the right:
There was nothing pretty about this startup in the early years. It took me two years to convince any sane radio owner that Classic Rock could be a viable FM format. For a while, I felt so much rejection I began to doubt it, too.
And like most success stories, luck, timing, and kismet all were very much in play. I had spoken about my Classic Rock concept at a Great Lakes Radio Summit at Central Michigan University in 1984. When Jeff Crowe and Bob Ottaway ran out of ideas for their Lansing (OK, Charlotte – pronounced Char-LOT), Michigan station, Jeff remembered my speech. They were so desperate, they signed me.
This Class A FM exploded. And I was off to the races, signing up stations in markets of all sizes. WMMQ/Lansing, now owned by Townsquare, remains a strong station to this day.
Believe me when I tell you I was not exactly a hot commodity during those early years. I wasn’t a regular at industry gatherings and conventions. I wasn’t writing guest columns for the trades. My lack of networking skills was a real deficit. It was a slog. So no matter what you might think about how success works, I’m the poster boy for the rollercoaster ride.
In the early years, I also had Saga’s Ed Christian and my Dad each whispering (OK, Ed was at a higher volume) logical thoughts into my brain. It helped me overcome some of the insecurities that come along with starting a one-man band.
Prior to launching Jacobs Media, I had worked for the iconic research firm Frank N. Magid & Associates and ABC Radio – both amazing organizations packed with superstar talent and expertise. Going from those organizations to my dining room table was a bit of a comedown, and often lonely.
A lot of smart people took a chance on me. I’ve gotten to work with and for some amazing programmers, personalities, managers, and owners. You cannot help but get smarter and better being exposed to so many stone cold pros.
And along the way, I’ve learned a lot about our business and a lot about myself. If any of these “takeaways” resonate for you, I’m pleased. We can all learn from each other.
- Programming is art, sales is commerce. But the two cannot exist without the other. As a PD back in the early 80’s, I didn’t truly understand the symbiotic relationship between these two departments. They each have to respect each other’s goals because they often contradict one another. The relationship only works when there’s mutual respect and common goals. When one side isn’t honest with the other, it’s a house of cards.
- Conventional wisdom is where good ideas go to die. When they tell you “It’ll never work” or “That’s a dumb idea,” it’s the moment you know you actually may be onto something. If I had a buck for every person who told me Classic Rock was a bad idea, it would burn out, it wouldn’t last, I’d be a lot further ahead financially.
- Standing pat is falling behind. It used to be that innovation was an option. The very best managers pushed it, but many other broadcasters spent decades in a “steady as she goes” state. Don’t rock the boat, maintain the ratings, and keep your sales numbers competitive. Today, staying the course is a direct path to mediocrity, and eventually obsolescence.
- It really IS about the people. I don’t care how strong your brand is or how long you’ve been around. There is no substitute for brilliant programming, compelling content, and inventive sales and marketing efforts. When you find those rare people who can move mountains, do whatever it takes to retain them – and continue to challenge them.
- Don’t just steal good ideas – make them better. As most of you know, great consultants are professional thieves. Part of our job is to recognize great ideas when we see and hear them. The people who stand out are the ones who can improve upon tried and true concepts. That’s been my goal, and I’ve gotten pretty good at it.
- The good old days aren’t as good as you remember them. It is so easy to get caught up in the nostalgic vortex where everyone piles on today’s radio, missing days gone by. It was a different industry “back in the day” – comparing it to today is like those endless debates on Sports Radio station that pit Magic Johnson versus LeBron James. It’s pointless. Be.Here.Now.
- There is nothing more fulfilling than serving communities and helping people. Ultimately, radio’s secret sauce is reflecting the local region and its vibe. Talk to industry veterans and they’re likely to tell you their best days on the air or behind the scenes were during emergencies and/or when they were doing good to help an individual or their entire community. And BTW, this is something radio does that digital media struggles to do.
- You can get stupid overnight. I’ve seen it happen way too many times – when a talented person catches a rotten rating book – or three – and before you know it, they’re headed for the exits. Recognizing talented people in good times and bad is something great managers have a gift for.
- No guts, no glory. You cannot win over the long haul by always playing it safe. Radio’s failure over the last 25 years hasn’t been about disruption or COVID or the Internet. It is about the fear of taking good risks now and again. And there’s a bonus. Most people remember your successful gambles, and forget the ones that fell flat.
- Research is the ultimate gut adjustor. This is a Tom Bender axiom that perfectly sums up how to use data intelligently. If you rely on research to a fault, you’re simply looking back on what has already happened. When you use research like radar – as a way to see the battlefield more clearly – it becomes an important tool in your quiver. But it will never program your radio station for you.
- Surround yourself with people who aren’t like you. Hire to your weaknesses. And who will tell you when you’re full of it. Too often, leadership brings in sycophants – “yes men” (and women) who agree with the boss, often to the detriment of the organization. Smart people who question the norm are worth their weight in gold.
- It takes a village – Most successful companies built over the long haul typically have lots have people in the mix. I’m no exception. I’ve been blessed with two brothers and lots of incredible people who believed in me enough to go to work for me. I feel a deep sense of responsibility to all of them.
I’ve teased a new initiative for 2024. Paul and I are working on something I hope a lot of you will be able to take advantage of in a rapidly changing industry. While companies are understandably trying to hang on during these challenging times. it is incumbent on all of us to learn, to grow, and advance this industry if we can.
I do not find it acceptable when I hear veterans say, “I’ll be long gone by then – it’ll be someone else’s problem.”
That won’t cut it. This business has afforded me and many of you many opportunities, great careers, and one helluva good time.
Thanks to all of you who have been a part of our company over these past four decades. It’s been a great ride.
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.
- Old Man, Take A Look At My Ratings - December 20, 2024
- In The World Of On-Demand Audio, How Do We Define Success? - December 19, 2024
- Scenes From The Classic Rock Highway – 2024 Edition - December 18, 2024
Thank you for the words of wisdom. I didn’t make it to 1984 GLRC, but I was there in 1985. Your talking points regarding music programming at that conference were my biggest influence and have followed me through my career. Congratulations on your continued success and thank you for everything you have given this industry.
Congratulations, Fred!
Amen. Thanks for being one of the morning’s rays of sunshine!
Congrats Fred. Thanks for “blazing” for the industry. This was my favorite from the list:
Spot on.
Surround yourself with people who aren’t like you. Hire to your weaknesses. And who will tell you when you’re full of it. Too often, leadership brings in sycophants – “yes men” (and women) who agree with the boss, often to the detriment of the organization. Smart people who question the norm are worth their weight in gold.
Congratulations, Fred. Thanks for always telling the truth, pointing out the good and bad and for trying to make the industry better. You’re right: It’s about people. The good ones stand out and thrive. And here you are. Happy 40th. And don’t read yesterday’s blog.
Fred, you’ve set a bench mark for all of us in this business. Congratulations! Thank you for your honesty, insight and resilience.
Congrats, Fred.
So if programming is art, and sales is commerce, what is engineering?
Points 6 and 7 resonate with me. I’ve left a lot of on-air radio forums because they’re filled with ex-radio or never-in-radio people who have nothing positive to offer, and their “fix” is always moving back to the “way things were”.
I’ve never enjoyed this job more when I can use it to help other people. Playing the hits and telling stupid jokes is fun, but the real rush comes from being able to make a difference for the better in the towns we serve.
Outstanding, Fred! Thank you for sharing and once again important words to grow by. Excellent!
Congrats! I’ve always admired your ability to put out a blog post every day with something to say. Thank you for your service 😉
And without writer’s cramp! Appreciate it, Tom.
Thank you for your words of wisdom Fred. You always share that others may learn and grow. That generosity is what sets you and Jacobs Media apart from many others.
Thank you, Mike, and for all you do for our industry!
Congratulations, Fred and I thank you, in particular, for setting a “programming know-it-all” (ME!) in his place many years ago. Your honesty helped move a career in a very positive direction after a short setback. And now, I still learn from you, pretty much every day.
I don’t know where to start in acknowledging the many truths in this post, Fred. Suffice it to say that you make it obvious the old saying “experience is the best teacher” is indeed true, by your own history.
So I’ll just quote an old Little River Band song:
♫ Happy anniversary, baby … got you on my mind. ♫
We ALL got you on our collective minds every day, Fred. Here’s hoping you never run out of things to share with us!
Thanks, K.M. Means a lot. My only regret is that it’s taken me so many years to figure some of this stuff out! And thanks for the LRB!
And keep riding.
Thank you my friend.
Loads of congratulations, Fred, and here’s to many more years to come!
My favorite thing, even though there is a lot of great here, is “Be. Here. Now. Second is to hire people different than you. Genius.
I look forward to reading your stuff for the next 40 years!
Thanks, Tamamie. I’m a fan from afar. Thanks for those kind words!
Hey Fred—when we worked together back in the late 80’s-early 90’s at K-Rock I said to you and to Tom Chiusano my boss that you were unlike the other rock radio consultants I had worked with. I felt that we were on the same team and worked together on ways to make the station better–yes it was “Howard Stern in the Morning and Classic Rock all Day” but when I was thinking out of the box—Flo and Eddie for example in afternoon drive—you were a believer nd helped me sell the idea…and I always admired and respected how you ran focus groups. Some ideas worked, others didn’t but I never felt like we weren’t working together I wish you, Paul, Bill and your entire staff many more years of success.
Mark, you’ve done some amazing things in our business. I always enjoyed working for you. You made me feel like a friend. You’re a true mensch, and I appreciate our adventures over the years.
Fred , congrats on hitting 40! It’s been a crazy ride but through your talent and persistence -and honesty-you have outlasted all the others!
Mazel Tov to you and the entire organization !
So appreciate that, Ed. Thanks for those kind words, and for showing all us PD what could be done. All the best!
Congratulations to you and the Jacobs Media team on 40 years, Fred! I am proud to say I’ve learned from you and Paul for decades, and am a better broadcaster because of it. Thank you for your continued guidance and wisdom in the business we love so dearly! I’m excited for the future!
Andre, you’re truly one of the good guys in the business. You have truly made an impact both as a programmer and talent. Always a joy to work with you.
Only because no one has said it yet…hiring you was one of the best investments I ever made. The return on the money was incalculable and I made some great friends too. I’m sure I’m somewhere in the middle of a long list in that way.
Congrats on 40 years, here’s hoping for a lot more.
Bob, that is SO appreciated. You and I connected at our first meeting when you were in the consultant interview process. It was always great working for you. Thank you.
Congratulations, and thanks for everything you do for the media community!
Appreciate that, Greg. Always enjoyed working with you!
As a life-long lover of Classic Rock, thank YOU for making it happen–and spreading like wildfire! As to point 4, “It really IS about the people,” I’m reminded of a picture I’ve seen going around of a less-than-well-thought-out sign at a McDonald’s: “Our secret ingredient is our people.” Not a great line for McDonald’s. Perfect for you. Congratulations, Fred!
At the end of the day, the humans are the difference-makers and what separates the great brands from the also-rans. Thanks for being a key voice on this blog.
Congrats, Fred. I’m old enough to have known you for the majority of that time span. And I’ve had the pleasure of working with you officially and directly in at least two if not three of those decades. Hope we get to do it again. All the best to you and your team (and I don’t mean the Tigers!)
Dave, thanks for being part of what has been an amazing journey. I especially think back fondly on those Syracuse days. All the best to you.
Fred, after too many decades am still working to get that line untangled…THANKS!
CONGRATULATIONS FROM MINNESOTA
Appreciated it, Steve!