Are major sports organizations missing the boat when it comes to promoting their elite athletes? By snubbing their "true teams" - collections of great players (like the Orlando Magic or Detroit Red Wings who lack marketable stars) who somehow come together to vie for and win championships – are they sending out the wrong message to fans?
The NBA was dying for that Kobe vs. LeBron match-up, but the Orlando Magic had different ideas. By dispatching James' one-man team, the Magic has reached the NBA Finals, while breaking the hearts of the TV networks and the NBA corporate moguls.
And what becomes of those Nike puppet commercials featuring the two superstars – only one of whom will play in the Finals? And how much did those spots fire up Dwight Howard and the Orlando Magic on their way to the big dance?
The same thing is occurring in the Stanley Cup Finals as NBC is using their website coverage of the game to focus on Pittsburgh Penguin Superstars Sidney Crosby and Evgeni Malkin with their Star Cams.
But wait a minute! Who won the Stanley Cup last year between these same two teams? And which one has now won four Stanley Cups in the last eleven years? And the Red Wings don't have any players worth isolating on Star Cams?
Sometimes in order to truly capitalize on bigger than life personalities, sports leagues lose some perspective along the way, and the truly tuned-in fans know the difference.
But in radio, we are often just the opposite, downplaying our most successful personalities, while promoting their music or a contest – or nothing at all. Listeners aren't loyal to formats, but they are attached to morning shows, talk show hosts, and other personalities who make their stations compelling, local, or both. Many stations have promotable superstars, but often fail to showcase them to listeners, advertisers, and other media.
In my hometown, Detroit, radio personalities are often considered to be bona fide superstars. The market has an incredible history of either spawning great jocks and shows, or enabling them to become even better at their craft. It is no accident that superstars like J.P. McCarthy, Dick Purtan, Drew & Mike, Jim Harper, Arthur Penhallow and many others made great livings from being on the air here in Motown. And stars like Steve Dahl and Howard Stern spent some formative time in Detroit as well.
As we have discussed in this blog in the past, radio personalities are often downplayed, de-emphasized or downright buried by their stations. Yet, their value to listeners, the media, and advertisers is proven.
I truly enjoy watching fan loyalty in action. A number of years ago, I had dinner with John DeBella in his home market of Philadelphia. It was fun to sit at the table and watch people either stare at John throughout the meal, or observe the people who walked up to him to say hi and offer words of appreciation.
We have our very own superstars in radio, and while I don't want to see a DeBella puppet anytime soon, it sure would be smart if we took more of an NBA-like attitude toward marketing the stars that are still left.
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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