The Jack wave continues, running through NYC and Chicago this past week. Unlike some of the other Jack changes, however, this one took out a couple of heritage Oldies stations, much to the chagrin of many loyal listeners.
Oftentimes, I have written about our industry’s inability to sell younger demographics, and the long-range concerns this presents for radio. Too often, however, it’s easy to forget the same phenomenon is occurring in formats that appeal to listeners that are "north of 54" – specifically, Oldies. While Alternative mavens may derive some pleasure out of watching a format other than theirs under attack, the fact of the matter is that radio is systematically killing its own promise and potential. This 25-54 myopia artificially narrows radio’s breadth and reach (driving consumers to iPods, satellite radio, and the Internet). In the old days, the big pitch for radio was that there was something for everybody. That promise has been eroding for years, and today, there’s the proviso that you have to be in the 25-54 sweet spot in order to find something listenable on terrestrial radio.
In the same way we’re walking away from fertile demos and advertising dollars on the young end, radio is ignoring aging Boomers – many of whom have lots of spendable income. But once again, radio continues to put the governor on itself, perpetuating the rush toward other media outlets that promise – and deliver – more variety. Jack isn’t going to save radio, until radio decides to save itself.
President & Founder at Jacobs Media
Fred Jacobs founded Jacobs Media in 1983, and quickly became known for the creation of the Classic Rock radio format.
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.
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.
Latest posts by Fred Jacobs (see all)
- Why Radio Needs To Stop Chasing The Puck - November 21, 2024
- Great Radio – In The Niche Of Time? - November 20, 2024
- “Be My 9th Caller Right Now And Win A Free Slurpee!” - November 19, 2024
I’ve long wondered if it is radio that is doing this of its own volition? Or is it the ad agencies that “dictate” formats at the end of the day based on the demographics their clients seek? For instance, there just ain’t as many 54+ buys out there, therefore radio needs to rethink oldies as a viable $$ format, even though these oldies stations are healthy ratingswise.
Is radio killing that culture? Or are Ad Agencies? I don’t know the answer…or if it’s even the right question.
Radio does it to itself.
Ad agencies will buy who their clients damn well tell them to, or they’ll find another agency.
If radio had the balls to market itself directly to the advertisers instead of dropping their drawers..er… I mean their RATES… because of what Arbitron says about them, then Radio could set it’s own rates and STICK TO THEM.
I can’t believe a media as effective as radio lets agencies TELL them what they’ll pay based upon Arbitron’s arbitrary tracking/rating systems. But this is the same industry that base playlists on national testing instead of local surveying.
No wonder JACK is the flavor of the day and all the personality and personal rapport with their local audience has slipped away. Their appeal is definitely dropping to meet the value agencies have set for them.
There is value beyond ratings.
Starbucks doesn’t let anyone tell them how much a cup of coffee is worth. Harley-Davidson doesn’t let people tell them how much a motorcycle is worth. Mercedes-Benz doesn’t let anyone set the price of their automobiles.
Why in the world would Radio let ad agencies set their rates???
~Ross Gaylen
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