Back when he was presenting music tests for Coleman Research, Pierre Bouvard became famous for a very true quote: "Perceptions are like glaciers – slow to form and slow to melt." Truer words were never spoken.In our Technology Web Poll, we asked whether Rockers from all formats were aware that radio stations had begun to reduce the amount of commercials they play. By nearly a 2-to-1 margin, respondents disagreed or disagreed strongly with this notion. While there’s a lot of hype and conversation about "Less Is More" inside radio’s conference rooms, the perception of improvement is going to take considerably longer to take hold.
But is that really what’s missing from radio? Is it just too many commercials, or is it a lack of compelling content? Are people turning to iPods, Internet radio, and even satellite radio primarily because of commercials or does it run deeper than that?
We are not going to slash our way out of this problem by just reducing commercials and clutter. If radio is going to become more dynamic, we need to start investing – adding staff, letting programmers program just one station again, and training jocks. We have to stop voicetracking, and thus re-establish nights and overnights as training grounds for the next big talent. Ask some of the biggest and best radio stars and most will tell you they got their starts during dayparts when the sun doesn’t shine. Radio needs to build its farm teams and create fertile environments where budding new jocks can earn their chops and start developing their talent.
It is not about 30’s versus 60’s.
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)
- What About Bob? - March 12, 2025
- Inside “3 Minutes” – An Exclusive Interview With Nielsen’s Rich Tunkel - March 11, 2025
- Black Thursday At Audacy - March 10, 2025
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