Recently, we sent out three commercials produced by WCSX/Detroit that represent an outstanding creative idea that generated new business. (click here for an example). As of today, these have been downloaded over 500 times, a record, by far, for our website. While a lot of this traffic was generated by curiosity, I believe it represents something more significant.
At a time when radio is under pressure to develop approaches to generate revenue (fewer commercials, NTR), let’s not forget that there’s no substitute for a great idea. WCSX generated new business from a Women 25-54 advertiser because of their create concept – not their ratings, cost efficiency, or PowerPoint presentation.
Great ideas are what radio does best, and we shouldn’t lose sight of that, despite all the noise about satellite radio and iPods. We can’t control the outside factors. But we can make our medium more valuable if we take the time to understand what our advertisers really want, and generate creative solutions for them.
If you’ve come up with a creative solution for a client like WCSX has, send it along to us. We’ll be happy to use this space as a gathering place to help our industry grow.
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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