You’ve probably read Lori Lewis’ great weekly column in All Access called “Merge.” She provides great insights into what’s happening with social and digital media in ways in which everyone in radio can learn something every week.
A couple weeks back, her topic was A.J. Clemente, that infamous North Dakota TV anchorman who unwittingly dropped a line of profanity during his first moments on the air. Of course he was fired, and then made the rounds of every talk and entertainment show imaginable. I’m sure that many radio stations had him on, too.
Lori’s “Merge” singled out Clemente’s appearance on Morning Joe with Joe Scarborough and Mika Brzezinski. They brought in legendary anchorman Tom Brokaw who offered Clemente some heartfelt advice. Lori pointed out that Joe and Mika’s sympathetic coverage of this event was a departure from the way these things are usually handled by the media. In this case, they treated Clemente with respect rather than ridicule.
While I enjoyed Lori’s point of view on this story, I thought about it differently. To me, the brilliant aspect of how Morning Joe covered it speaks to treatment.
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Too often when stories break or an artist walks into the studio or a comedian’s in town, talent reverts to the tried and true questions and conventional angles. Problem is, on a big story that everyone’s covering, it all ends up sounding pretty much the same.
But a little thought, brainstorming, and planning can turn a cliché moment into a memorable one – just as Morning Joe’s producer did that day. Too often, shows are so busy high-fiving each other over a “great get” that they fail to take the extra steps to make that moment special, memorable, and yes, remarkable.
Getting Clemente on Morning Joe was cool. Having him sit on the set with grizzled veteran Tom Brokaw and get advice and counsel from the master was magic. It’s what elevated this appearance from more of the same to something special. The interview became emotional, genuine, and very real – even for an instant celebrity who was already making the rounds.
Treatment is what separates the good shows from the great ones.
It’s what gives us something to talk about when we get to work.
It’s what creates unforgettable moments.
It’s what builds personality brands.
And it’s what gets ratings.
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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