Sometimes jumping on the bandwagon makes sense, but to a point. When it comes to media buyers (and many clients), moving the majority of ad dollars to the hot new media avenues is just nuts.
At the Arbitron Consultant Fly-In recently, Joe Lenski’s "Infinite Dial" presentation showed that most people don’t even know what a podcast is, and haven’t listened to one. Yet, dollars are flowing into these digital platforms (and missing out on traditional radio buys).
On the other hand, many advertisers look at "old media" disdainfully. Perhaps that logic will be challenged by a series of new research studies called Compose. They underscore the importance of traditional media outlets. Of 33 different advertising avenues tested, "old media" lead the way among the vast majority of consumers when it comes to overall ability to influence them.
Television elicits "excellent" scores among more than four in ten, while Radio gets the highest rankings among one-fourth of respondents. Contrast that with video games, streaming online video, and other "new media" outlets – all in the 2%-5% range.
As the report concludes, the day will come when "new media" may become dominant. But that’s not today. If you’re trying to reach consumers right now with 2007 dollars, "old media" deserve the lion’s share of an ad program.
As Peter Kloprogge, a managing director of Pointlogic (one of the companies that conducted Compose) points out, "The conclusion is that the traditional media should still be the cornerstone for brand advertising and that the new media still have a long way to go before they can replace the traditional media."
He goes on to say that the attention that "new media" is getting is simply "over-hyped."
Radio needs to start doing a little "hyping" of its own. This study, and these quotes by Kloprogge, ought to be on every sales pitch where "new media" is in contention. Radio still has an incredibly powerful story to tell.
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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