The Media Monitors results in Michigan are out, and despite a hot Republican primary in Michigan, Radio earned a small part of political ad spending. We have used this space to implore Radio and the RAB to get aggressive about garnering more radio dollars from aspiring politicians. But the winds are blowing the other way, and Radio needs to figure it out.
Most of the Republican candidates spent their money on broadcast and cable TV, with only Ron Paul focusing on Radio. Sadly, the few Radio dollars that were allocated ended up on the big AM stations.
What decade is this? With politicians buying Radio like it’s 1975, perhaps it’s time to realize there’s a real information gap about radio advertising. With all the negative ink about Radio over the past decade, advertisers continue to shift dollars away from Radio, despite solid audience levels, big cumes, and the ability to reach audiences in every aspect of their lives. Most NFL teams seek out FM Radio these days, but with politicians focusing on old battleships like WWJ and WJR, they’re missing huge, active audience segments on the FM stations that dominate 25-54 demographics.
It’s an educational process, and Radio isn’t getting the job done. A presidential election year should be a shot in the arm for our business. But Radio needs to learn from Michigan, and move quickly to make sure that with all those primaries coming up – including Super Tuesday – Radio has some re-educating to do. And quickly.
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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This is a VERY important read and post!
Folks, when the week of the NATIONAL MICHIGAN PRIMARY occurs and the largest radio advertiser for that week is the MICHIGAN STATE LOTTERY….we have a visability problem!