One of the findings from the focus groups we did for Arbitron in the fall is that our 18-34 year-old respondents often referred to radio as keeping them company. While there are many aspects of FM radio that are falling short – the inability to program their favorite music, commercials, etc. – this interpersonal aspect of radio came through in multiple groups. It’s just that radio’s ability to keep listeners’ company has become more checkered over the past several years.
Recently, Mark Ramsey interviewed media futurist Douglas Rushkoff, whose "Merchants of Cool" documentary on PBS’ "Frontline" was mandatory viewing in our offices a few years back, and what led us to book Look-Look’s Sharon Lee at a Jacobs Summit.
One of the Rushkoff quotes jumped right off the email, so I thought (with a tip of the hat to Mark) I would share it with you:
Finally, I would say the purpose of radio is to keep people company. And in order to keep people company there’s got to be a human being on the other side of it. The more truly human your radio station is the better it is at keeping people company. And the more computerized and business-like it is the farther outside the box you’ll find yourself.
We talk a lot at Jacobs Media about humanizing the listening experience, integrating the listener, and working toward making radio sound less "scheduled." When you think about the competition we’re facing now – and you imagine how much it will intensify in the next year or two – it’s this local, human element that will keep terrestrial in the game. Assuming of course, that we don’t let it go by the wayside.
Jockless Jack stations, boring HD Radio channels, and card reading DJs are the quickest paths to obsolescence for our business. Hopefully, we’ll realize that simply saying "content is king" isn’t going to get the job done for us. We truly must start walking the walk.
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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