A recent poll by Maxim – their Man Poll – confirms what you’ve been reading in our 2007 Tech Poll. Traditional media still play an important role for men, even 18-34 year-old guys.
TV would be the primary source for three-fourths of these respondents (74%) if they were designing a campaign to reach themselves, followed by magazines and the Internet. Radio lags well behind, mentioned by only 17%. We’ve seen this before.
And how can they best be reached in advertising? Not surprisingly, most point to female models and humor. (So keep those "Rock Girls" campaigns coming.) But they also rely on clearly defined product information, too. We’ve seen this in a number of focus and L.A.B. groups we’ve conducted over the past few years. While it’s cool to see the pickup truck bounding across mountains and deserts, guys prefer knowing the basic facts about the vehicle, too.
And as Tech Poll III pointed out, guys are using social networking sites in growing numbers. Maxim determined that three in ten 18-34 guys enjoy sites like MySpace and Facebook. And they will definitely forward cool and funny stuff to friends.
What does this tell us about how radio can use new digital tools to build brands, personalities, and revenues? Integrating cool content on station sites, making better use of forwardable video and audio, and providing ways in which listeners can participate in communities are all part of the new formulas necessary to effectively reach guys.
As PPM continues to provide indications that male-based formats will be able to strongly compete in their markets, having a better fix on what motivates guys is going to be critically important to harnessing that growth.
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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