So what do you do when you're in the entertainment business in an economically depressed market, and your ratings are down? Simple – get your big celebrities out there and give away some free gas.
But wait – this isn't radio – it's the Detroit Pistons. Two days before their home opener, the team had their multi-million dollar salaried players pumping that 'tane at a local service station for two hours in a cold October rain. The event was covered by three local TV stations, at least one local newspaper, and of course, the Internet.
It's all about putting butts in seats, and this is where celebrity comes into play. While many stations are watching their promotional and marketing budgets get slashed, while others are experiencing painful layoffs, having strong, well-known jocks can be a difference maker. But you have to utilize them effectively.
These are tough times for most Americans. They're looking for warmth, comfort, and a friendly voice. Providing them with a connection and a celebrity sighting can move the needle, and wake up your fan base.
Of course, signing Allen Iverson isn't a bad idea either.
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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