I’ve been anticipating this day for some time now.
JacoBLOG turned 20 this week. (The official anniversary was this past Monday, but I was still wrestling with what I wanted to talk about. So, I blogged about DOGE instead.)
But there’s no avoiding it now. For two decades, I’ve written mostly fresh posts each and every weekday. True that on Thursdays now, I dip into the vast archives to dust off an old post that hopefully still has some relevance.
Three years ago on the 17th anniversary of this digital memoir, I wrote a similar, gratuitous post about the accomplishment. Conjuring up Malcolm Gladwell‘s theory that expertise in any discipline comes with 10,000 hours actually spent effing doing it, I noted I was getting pretty close to that numerical yardstick. Now with 20 years under my belt, I’ve now reached Malcolm’s threshold.
(Funny, but graffiti is not falling from the ceiling in celebration of this accomplishment.)
In fact, I’m not a great writer. But I’m a decent blogger, and I have improved from the earliest days when this blog came together under the encouragement (OK, cajoling) from Jacobs Media’s original digital dude, the late, great Tim Davis. He was convinced I would take to this written digital format. And in time, I did. But a look at my early work, and you can easily see I struggled over a lot of particulars about how the blog should be written and structured. As well as its tone.
Oh, but those early posts! Like digging up old airchecks, it’s more than a little embarrassing. But the truth is that unless you’re incredibly gifted, the first time you venture out to try any skill, your first attempt won’t be particularly good. But your second effort will be better than the first. And the fifth one will definitely show improvement. It’s a process, but after writing something like 5,000 posts, I’m a lot better than I was. And I found my voice.
To that last point, I have found signature and even traumatic events have helped me turn various corners with this blog. COVID was one of those moments. I think a lot of regular readers
appreciated JacoBLOG being there on some of those cold, dark, and desperate mornings when things looked bleak and none of us knew how this weird and scary chapter would end. JacoBLOG found a nice share of new readers during the pandemic, and for that I am appreciative.
However, there’s no denying “the incredible shrinking broadcast radio industry” is a shadow of its size of a few decades ago – even in 2005 when I started this writing venture. Before giving it a shot, I asked Tim how often I should publish, and he told me, “Often enough, that it becomes a habit.” To me, behavior forms when you do something daily, so my goal was to post something every weekday. And I have accomplished that goal.
We don’t take a census in radio, so none of us has an accurate measure for how many fewer work in broadcast radio – especially on the commercial side – today than in 2005 when I first got JacoBLOG off the ground. Mike McVay and I had this conversation a year or two ago at one conference or another. We guesstimated the average station had something like 40-50 employees. Of course that was pre-consolidation. There were no clusters. Just one AM and one FM station often under the same roof. Contrast that with today, and radio feels like a rustbelt Midwest city where a big factory or two has shut down. Countless thousands – perhaps hundreds of thousands of jobs have disappeared over the years, changing the industry in unfathomable ways.
It’s a much smaller industry today. I can see it in the numbers and even feel it in the comments. The cynicism – and frustration – runs higher these days. Understandably so. I do my best not to let it get the best of me. And when I’m on my game, I’m able to walk the line between pragmatism and hopefulness.
When you write five pieces a week (including my version of “Best of” on #TBT), some will be better than others. To use another of my tired sports analogies, I occasionally throw a touchdown. 
Most days, I run it into the line for a few yards. It is still very much a work in progress even after all this time. I’ve gotten better at predicting which posts you’ll like or the ones that will resonate with you. But I’m still surprised by some of the posts that take off, and disappointed by those I had high hopes for but somehow manage to be non-events.
Blogging has made me a better-informed person and a better blogger. Like a producer of a weekday morning show, I’m in a constant “in search of” mode, trolling for a new topic, angle, feature, or point I need to make. Many translate to radio promotions with our clients, sometimes with a twist or spin on the original concept. I am better read as JacoBLOG has matured. As you might imagine, I also work better under pressure as like many of you, I am constantly working under a tight deadline.
A lot of thank-you’s are in order. For projects that span two decades, there are several players in the mix. A number of Jacobs Media staffers feed me articles each week that might contain a
kernel of a blog post. Similarly, there are several outside contributors – former employees and friends – who similarly prod me to take notice of something worth writing about. Paul edits it every morning, usually just minutes before it “goes live.” I always appreciate his POV and his patience.
And then there’s all you “end users” as you’re known in the Digital Age. I like to think of you as avid readers who occasionally see themselves in my words and/or feel compelled to share it with others.
And then there are the commenters, many of whom are “regulars.” We’ve gotten to know each other, even in some cases where we’ve never met. It sometimes takes me a day (or so) to get to you, but I respond to most of them. Unlike social media and most news sources that allow readers to chime in, you’ve been remarkably civil in your feedback. I appreciate not reading incendiary comments or even name-calling and the usual vitriol. It’s a rarity these days, and I’m grateful you all police this feature (even if I do occasionally send particularly nasty ones to “spam”).
Many of you – including my son, Mickey – wonder why I continue with this more archaic form of communication when I could be one of the 4+ million souls who have launched a podcast. Or conjecture I should perhaps take one post a week and convert it into a podcast.
As interviewees say WAAAAYYYYY too often these days, “Great question!”
Simply put, there aren’t enough hours in the day (above and beyond what I put into JacoBLOG) to accommodate a podcast – at least one I would feel good about putting my name on. That doesn’t mean I won’t finally get one off the ground this year (or next). And I sure enjoy when you ask me to be a guest on yours. It’s easier than being the host, editor, social media director, etc.
Of course, JacoBLOG is free, in fact, commercial-free. Although there’s not a week that goes by when we’re approached about running ads along the top, bottom, or sides. Or someone wants to pay to write a guest post. Thanks, but no thanks. This little venture was never designed to be a money-maker. And to that end, it has hit goal. Its value to our company – and me – cannot be expressed in page views or advertising revenue. The contributions it makes are more ambiguous, and harder to explain. I’m fine with that.
Like being a program director who hears her station playing from the car in the next lane, on a work site, or in a retail store, every time someone tells me they read, enjoy, share, and discuss something they read in JacoBLOG, THAT’S the payoff. So don’t stop letting us know it’s part of your routine, or when a post speaks to you on the one hand, or you think overreached or was simply lame on the other. The feedback seriously helps and is appreciated.
Funny, but I’m often asked by broadcasters whether I think they should launch a podcast. On the other hand, virtually no one inquires about starting up a blog. I get it. It takes a long time to establish roots, much less to produce something that matters. And even with all those podcasts out there, it seems even more complicated to get a blog off the ground. With a blog, where do you even start? It’s not like there’s a native BLOGS app on your smartphone.
Finally, podcasts are cool, blogs not so much.
That said, every year, Mike Stern sends me the results of an extensive blogger survey, produced by Andy Crestodina, co-founder and CMO of Orbit Media. I use his research to compare his data with JacoBLOG’s metrics. Over 12,000 bloggers have responded to his surveys over the past 11 years (no, I am not one of them), so the trending is good.
This year I learned my lengthy posts (usually north of 1,500 words – like this one!) aren’t unusual. In fact, the average post is just under 1,400 words. And it takes nearly four hours to actually write a post. I’m a bit more efficient than that, but not always.
I am an anomaly when it comes to blog post frequency. Only 13% publish 2-6 posts a week. Only 3% post daily (or even multiple times a day):
As you might expect, the more bloggers write, the more are apt to report “strong results” for these efforts.
Embedded videos, pictures, and audio – the more, the better – tend to be consistent with positive blogs. And you all know, I’ve been a big proponent of all that type of content for many years now.
Many bloggers also report that conducting original research – and writing about the findings – is a plus, too. And that’s a box I always enjoy checking off, usually dozens of times each year. Our three Techsurveys (commercial, public, Christian music radio) always provide wonderful blog fodder. Add that to our AQ study of industry air talent, as well as the scores of focus groups we conduct each year, and there’s always something interesting to talk about.
Finally, there’s AI which has naturally made its way into the blogging process. As Andy reports, back in ’22, hardly anyone was making use of AI. By 2023, nearly two-thirds of his blogger sample were utilizing AI technology. in the new study, eight in ten bloggers are now using AI in one form or another.
Including me.
While I’ve never used AI to write, summarize, edit, or even develop post ideas, along with 12% of the blogger sample, I frequently use AI to create visuals. Often my pictures have been purchased from a source like Shutterstock. But those services frequently come up short when you’re trying to find an unusual graphic or picture.
Far from perfect, AI often works – if I can get my command worded correctly. As AI users know, there’s often trial and error that goes into communicating effectively with an AI engine. Below is one of the better efforts where my description ended up matching the AI-generated output:
As Andy conjectures, I expect the use of this technology by his blogger community will continue to increase. But it won’t here. I’m stubborn about the human, creative element being the primary source in what you read here. As much as AI interests us at Jacobs Media, it has its place. Just not here.
So, the logical question – and the one I get about my career and the future of Jacobs Media – is “How much longer are you going to do this?”
Working beyond the idea the answer may not be in my control, I’d have to say something along the lines of “As long as it’s making a contribution to you and the radio broadcasting industry.”
That’s somewhat subjective, but it’s my measuring stick.
So, thank you for being here. I appreciate you more than you know.
Onward.
You can access the Orbit Media 2024 blogger study here.
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.
- Getting Better All The Time? JacoBLOG Turns 20 - February 26, 2025
- What Did You Get Done This Week? - February 25, 2025
- Radio DOGE – Are We RIFing The Wrong Employees? - February 24, 2025
Thank you for the mention, but more so thank you for writing your blog daily. I don’t know how you find the time to do it, as I know the level of research that has to go into it, but I am glad that you do. Consider me a loyal “end user.” Happy 20th and here’s to many more.
What he said!
Ditto on what Mike McVay said. I’ve only been writing a weekly blog for over twelve years now, and simply can’t imagine how you crank out these incredible, well-thought out and sourced blog articles on a daily basis.
Thank You for 20 wonderful years of blogging, and even more for your webinars and Techsurveys.
YOU are truly one-of-a-kind and the work you do is so very important to the radio industry.
Thank You
Totally agree, but then Mike and Fred are my two favorite consultants.
I feel privileged to know them both, and I get a lot out of the stuff they write.
And Fred, I appreciated the analogy of early blogposts against early airchecks. In both, I think the old adage “practice makes perfect” applies. Both are talents that need to be honed to be truly useful.
Hey Fred-
Even though my daughter does a very successful podcast, I hardly ever listen to them. With a daily radio show, plus the production of a daily radio series (The 10@10) and recording commercials and voice overs, I just don’t have the time to listen. I appreciate the daily blog which only takes a few minutes to read, don’t really think it’s “old school” and often is a topic for conversation at weekly music/programming meetings at The Peak. Keep it coming!
Jimmy
Happy 20th to the JacoBlog and kudos to you for keeping it going all these years! I remain a regular reader, always looking forward to seeing the email arrive in my inbox.
I know you’re going to get a lot of response to this one, but I have to jump in. It was just yesterday my wife said “Please tell Fred how you have to read his blog to me everyday.” She knows what it it means to me to have a true beacon of hope in an industry that seems so bent on refusing to improve. I wish the boss felt the way I did. But you do, and I couldn’t keep coming to work with out you. Thank you Thank you Thank you. Congratulations and keep it up, please.
Tommy B.
Thanks, Fred, for this heart-felt post, and sharing your personally journey in deciding and continuing to blog. I read the posts almost every day and really appreciate them.
Fred- I appreciate your blogs more than you know. Like a good radio station, it’s Human Connection and a Shared Experience. And I’ve learned a lot over the years.
THANK YOU!!
And Happy Anniversary.
Fred, I’ve said it before, I’ll say it again–I cannot imagine the past 40 years of the radio business without you and your staff’s input, expertise, and insistence on greatness. Jacoblog turning 20 doesn’t even surprise me, it’s such a component of the fabric of our industry, but congratulations and thank you for your commitment to being such a North Star.
KH
Congrats Fred and thank you for taking the time every day to share your perspective. Always thoughtful and a great learning tool. To 20 more years!
Fred, I’ve read your blog every day since I started on my own 20 years ago. I have learned so much from you. I appreciate all the work you put into it. You are a world-class inspiration. Thank you for everything. Rich Van Slyke.
Congratulations on 20 years of JacoBlog, Fred. Thanks for being there every day with something to think about. Sometimes fun, sometimes scary, always important. Your voice always shines through and you are fair, thoughtful, and entertaining. Your advice and guidance over the years is appreciated. What if Starbucks wants to sponsor for trade!???
Fred, there is not much information available in Spanish about the latest trends in radio, programming techniques and content creation, marketing strategies, branding and positioning, and much less about market research for radio, something that is really scarce in Latin America, the region where I live and work.
That is why I am so grateful for your publications. They are an inexhaustible source of knowledge and an excellent repository of information and topics that make us think, doubt, renew ourselves and think differently.
But aside from the gratitude for giving us all that information, probably what I am most grateful for is the inspiration to continue producing my two weekly blogs on the radioNOTAS portal, where I try to keep the passion for radio alive, not only among veterans, but also among new generations of radio broadcasters.
There is no comparison: I only write two posts a week, and I do not have all your knowledge or the personnel and research resources that you manage. My approach is more about teaching the basics than revolutionizing radio, but seeing your posts, which I look forward to every day, are the inspiration to continue looking for new topics and try to win over those who have made the decision to continue doing radio.
My admiration and respect for you, Fred, and congratulations on these 20 years of success!
Congratulations on 20 years of blogging. And thank you so much for your generosity. Consider this proof that your wisdom is also very much appreciated by the international radio community.
I had the pleasure of meeting you at a conference a few years back and exchange some words. We share our passion and believe in this magical medium.
All the best from Amsterdam (The Netherlands)
Congratulations Fred on 20 years! While I haven’t been there for all 20, I can say i’ve been there for about half, and look forward to your daily posts. I usually find something different, interesting or unexpected. Finding a new way to look at an idea or a different perspective is the best! I really enjoy the TBT posts…. ah, the memories! Keep up the good work my friend.