The good news? A BtoB survey reveals that three-of-five marketing execs will spend more ad dollars this year.
The bad news? Nearly three-fourths say they’ll increase Internet spending.
The bad news? Eight in ten plan no change in their broadcast spending.
The interesting news? One-quarter of budgets will be spent on some form of direct marketing.
The opportunity? It’s time for radio to get serious about "monetizing" its web sites, podcasts, streaming, and other offers. We have the unique ability to drive web traffic, and in many cases, radio has the offerings that marketers want.
We’re just behind the perceptual 8-ball, as radio is solidly perceived as "old media" in a fast-paced digital world. We can get there, but we’ve got to start looking at our product differently.
Our plan in ’06 is to replicate our Technology Web Poll so we can trend last year’s data about iPods, streaming, text messaging, and the full menu of new media usage. But more importantly, our goal will be to help you identify revenue opportunities by investigating what listeners want on your web sites, and what they’re willing to pay for. Stay tuned.
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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