Paul Jacobs offers his thoughts on strategies for increasing revenue:
Name this media CEO:
"There is no evidence that the economy is softening when it comes to advertising… Business is excellent right now…"
No, it’s not Google’s Sergey Brin. It’s NBC Universal CEO Jeff Zucker, commenting about getting higher rates for his network’s prime time shows following the spring "upfronts." In fact, Zucker notes a positive for business clients on the "scatter market" – short-term buys.
When you produce and market great programming that gets people talking and watching, you can command higher rates – even for so-called "old media." We saw this up close and personal in "The Bedroom Project" interviews, the ethnographic study we did for Arbitron. As immersed in new media/gadgetry as they are, our 18-28 year-old respondents are rabid fans of network TV shows like "Grey’s Anatomy" and "Dancing With The Stars." They watch them in groups, chat about them the next day at work/school, and even visit network websites to watch video streams and to get more info about the shows themselves.
It’s no wonder that the big networks are moving quickly to put together more Internet initiatives around their shows. It was recently announced that NBC Universal has teamed with Amazon to show new pilots online. They’re also going to sell downloads of their fall TV shows on Amazon’s Unbox, in addition to a new joint venture with News Corp. called Hulu. Not to be outdone, ABC.com will now begin streaming four new Warner Bros. shows this fall for up to four weeks after they first air.
The big TV networks are continuing to pour money into their shows because quality programming is the fuel that drives their product. Yet in radio, programming, marketing, and research are suffering, as budgets fall short and patience is frayed. As has typically been the case, radio can learn a great deal from its big brothers in broadcast. This is not the time to de-emphasize content.
Radio is looking for solutions for its flat revenue situation. Here’s the solution.
You can see the "Bedroom Project: Radio Uncovered" presentation at the Jacobs Media Sumit 12, which is part of the NAB/R&R Conventions in Charlotte. Conceived by Arbitron and conducted by Jacobs Media, "The Bedroom Project" is an ethnography study about media, technology, and survey research. The presentations is this afternoon at 2:15.
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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