I was recently emailed a summary of a new Forrester Research study (“The Future of Digital Audio”) that predicts that satellite radio will reach 20.1 million homes by the end of this decade. Contrast that news with a speech I heard last week from positioning maven Jack Trout.
Last week, I was invited to speak at Greater Media’s managers’ meetings. Peter Smyth and company put together a great agenda that included Trout. He reminded everyone that terrestrial radio will always be a powerful force, that no one can predict the future, and that the key to insuring our ongoing success is to make the medium better.
In Jack’s words, “Today is today, and tomorrow is tomorrow.” We are all competing for revenue, ratings, and share of market in the here and now. Advertisers, listeners, reporters, and other prognosticators who are predicting our demise are looking years down the road. Our Technology Poll (which will be released this week) shows some surprising news that is both good and bad for radio. But Jack Trout’s observations are worthy of our thoughts as we head into a cloudy and challenging future.
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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