We’re welcoming back Paul Jacobs for a guest blog today:
If you want to get to the bottom of why radio revenue isn’t growing, maybe it’s time to face the harsh truth that we’re out of favor with the advertising community. While we can argue the reasons, the finding from a recent study from Forrester says it all – if an advertiser had an extra $1 million in their media budget, radio would come in last among all of their choices.
It’s time to stop arguing, hypothesizing, speculating, and terminating. Our industry clearly has an image problem. This is an industry problem, and organizations like the NAB, RAB, and other industry associations need to address it head on. Coming in last – after "other" is unacceptable.
And if there’s any doubt left in anyone’s minds about the importance of the Internet in our creative planning and revenue-generation efforts for our stations, just look at what’s on top of the list.
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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