Seth Godin’s great new primer on integrating interactive with traditional media – Meatball Sundae – couldn’t have come out at a better time for radio. Seth warns that merely piling on texting, social networking, and other Internet wizardry onto old-line businesses is a train wreck waiting to happen.
That’s why it’s of interest to note the success of Sports Illustrated‘s highly successful integration of their "Swimsuit" franchise with new media enhancements.
Their website has garnered well more than 5 million unique users since going live in February. SI has ratcheted up the web aspect of "Swimsuit" by providing unique content and added features. As their president of digital, Jeff Price points out, "The digital component of the SI Swimsuit franchise is becoming as iconic as the issue."
In what year will the digital "Swimsuit" product surpass their print effort?
And if you laugh this off as yet another example of skin driving Internet traffic, think again about the power of a well-branded, highly-familiar traditional media franchise, and its ability to be translated and enhanced online. Once again, you start with great content, and go from there.
So here’s the question: Which radio personalities, brands, and events are of similar value in their home markets? And why hasn’t radio moved more quickly to do precisely what SI has accomplished with "Swimsuit."
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.
- Baby, Please Don’t Go - November 22, 2024
- Why Radio Needs To Stop Chasing The Puck - November 21, 2024
- Great Radio – In The Niche Of Time? - November 20, 2024
Leave a Reply