As consultants, we are exposed to more radio than most radio professionals at the local level. I don’t know if this makes us smarter, but it certainly provides us with a deep and broad perspective regarding who and what creates buzz, talk, and of course, ratings.
This past week provides more evidence that going to extremes has its value. For some perspective, let’s go back to Howard Stern, a one-time nebbish who became a superstar by opening up his mic and his soul on the radio. For Stern, it was never about bits, bells, and zoos. There was always conversation concerning things that people talked about, and asking questions that listeners secretly wanted to ask themselves. Jocks like Stern, and Steve Dahl before him, changed the face and vibe of morning radio.
Today, Stern remains the biggest draw on Sirius/XM. I talk to a lot of people through the course of the year – anecdotally and, of course, in focus and Listener Advisory Board groups. Putting it nicely, most are not subscribing to satellite radio to hear “The ‘80s on 8.” Howard’s extreme act is habit forming and, decades later, remains the state of the art of what was once called “shock radio.” Today, it’s just compelling.
And that brings us to our 2012 examples.
First, Tim Tebow. He may have finally run out of gas and miracles this past weekend, but he is the story of the year in the NFL. He has generated more talk, more controversy, and more awareness – among both hardcore fans and those who could care less about pro football. Any time a talent draws in people totally outside the demo, it’s impressive.
He has been the center point of the NFL Playoffs, and while the GIANTS, Niners, Ravens, and Patriots will provide plenty of entertainment and noise over the next few weeks, nothing will match Tebow. His is a story of extremes – in this case, the mixture of sports and religion. Are there two more fervent topics in all of American culture?
And like buzzworthy celebrities, Tebow has provided pundits, comics, and talk show hosts with great fodder. Perhaps the best of these was exemplified by Jimmy Fallon’s takeoff last week – “Tebowie.”
>EMAIL RECIPIENTS: CLICK HERE TO WATCH “TEBOWIE” VIDEO<
Then there was Ricky Gervais. We wrote about his amazingly controversial performance at last year’s Golden Globes.
After that show, everything you read indicated that we’d seen the last of Gervais on the Globes (or any award show for that matter). But last Sunday, here he was again, insulting, annoying, irking, entertaining, and giving us all something to talk about. While Gervais may have offended some members of the Hollywood establishment, the show’s buzz and ratings trumped any apologies the Hollywood Foreign Press had to make.
The secret behind Gervais’ success? Just ask him:
While not as cutting edge on Sunday as he was in 2011, Gervais may have transformed an otherwise boring, predictable awards show that has always been in the shadow of its older brother, Oscar.
Extreme wins.
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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