The new Arbitron/Edison study tells us that the more things change, the more they stay the same. It reports that online listening at-work continues to grow.
Correspondingly, listening on-the-job on a standard terrestrial radio has slipped.
Of course, Jacobs Media has been proponents of streaming from the beginning – in spite of the corporate excuses that "we won’t give our station away on the Internet" or that "it costs too much" or that "we can’t sell it, so why do it?"
Why stream? Well, in 2008, it’s a no-brainer, isn’t it? As new devices allow consumers to stream audio on their phones and (soon) in their cars, streaming is an essential. And not just any stream, but a product with a strong player, great quality, and reliability.
But it goes beyond that. The at-work component continues to play a large role in radio’s overall place in the media hierarchy. As one of the few entertainment/information sources that can co-exist with many on-the-job activities, radio remains the great companion – whether the source is a clock radio, a boom box, or an online stream.
Way back in ’97, Arbitron and Edison partnered for their first groundbreaking study about at-work listening, and our consultancy was transformed in the process. That research showed that Rockers are big consumers of the radio while they work. As a result, we created, mobilized, and championed many promotions and contests – think Workforce – that were designed to capitalize on the opportunity. Most of our clients are still very much engaged in at-work contesting today because it works.
And now, the wisdom of that strategy, combined with this new Arbitron/Edison study, point to continued success in PPM. Inside their new methodology, Arbitron has clearly uncovered a listening edge for stations that have cultivated a gainfully employed audience. Unlike the diary system, those who work – and make a nice living in the process – spend more time listening in the metered world.
Streaming and at-work – two more ingredients in radio’s "secret sauce."
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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