The news that Zenith Media is merging its print and digital divisions is another step toward media integration – from the advertiser standpoint.
That signals that content creators are going to have to increasingly think the same way. As Zenith’s SVP and Managing Editor of Digital John Nitti points out, “For us to go to our client with a holistic solution, we want to go to partners who can bring packages to life.”
Radio cannot be far behind. More and more, agencies and buyers are looking beyond the printed page – or in radio’s case, the :60, the remote, and the live read – and to an integrated solution to the marketer’s challenge.
Zenith also suggests that while advertisers are always trying to get the best deal, “smart marketing” demands approaches that transcend pricing and focus on results.
As Nitti notes, “No one’s disputing the power of print.”
And as Peter Smyth told Radio-Today, “I look at us as a media company – not just a radio company.”
More and more advertisers are going to be looking at radio the same way.
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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