Glad to post another guest blog from Jacobs Media’s Tim Davis:
The whole interactive, consumer generated, Neo thing has hit a new high: Jessica Simpson.
Yep, even a teen pop princess gets the value of letting your audience have involvement with your product:
For $1.99 (via Yahoo!), you not only get a song with no DRM (digital rights management) so you can share, you also get to have your name (or something close to your name) inserted into the lyrics of the song. $2 and a minute later, I’ve got a customized – SHAREABLE – Jessica Simpson song. Not that I actually want the song, mind you, but I like the concept A LOT.
It’s only a matter of time before this type of scenario becomes more common place. As we’ve preached here, and Chris Anderson’s "Long Tail" points out, when it comes to the Internet, depth and diversity are selling points, with little overhead expense to interfere. Consider the amount of longevity – and at least in today’s world "buzz" – this has added to this song, with only moderate expense to the artist (term used loosely, of course) and the label. The ability to customize, create uniquely valuable (i.e., limited universal appeal) content with minimal expense of production and storage.
Take this scenario: Use your airwaves to broadcast and reach the masses, drive them to your site, and then provide customized and/or niche content to keep them happy. Best of all? The majority of this content is/will be created by your audience themselves… Where’s the downside?
It seems these days that EVERYBODY is doing something that’s either the exact definition of CGM (NBC recently announced a trial video-upload angle for viewers of local newscasts among select O&O’s), or adding a controllable interactive element (the new "Final Destination 3" DVD release allows you to pick different, um, "endings" for characters – which will drive a different final outcome to the film, at a cost of close to $1 million to the overall film) – and even remaking parts of a not-released film based on commentary and paroday ("Snakes On A Plane").
Now Jessica is doing it… Why aren’t you?
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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