Author Archive

Leigh Jacobs

What Would You Ask a Big Sample of Radio Listeners?

By Leigh Jacobs / June 12, 2023

The picture above is one of Henry Ford. Ford is quoted as saying, “If you always do what you’ve always done, you’ll always get what you’ve always got.” Those words are in our heads as the NuVoodoo team comes together to draft the questionnaire for our next Ratings Prospects Study (our 22nd if anyone’s keeping…

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Blurred crowd of people in modern interior during event

Live? Local? Free? Hello?

By Leigh Jacobs / June 5, 2023

In the TV era, radio’s distinction was that it’s live and local, right? Though, even in the heyday of the DJ era, most of the “local” programming consisted of pre-recorded music. But radio gave more time to its on-air talent (especially in the days before PPM) and that allowed some greater amount of “local” content.…

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Crowd of people in music concert hall

Is Your Station a Show or a Service?

By Leigh Jacobs / May 22, 2023

Carolyn Gilbert and I had a great time last week with the latest CRS360 session: “The CRS Music Test: It Takes All Sorts.” The leader of the CRS research committee Clay Hunnicutt moderated a lively hour with us and two great Country programmers, Marci Braun and Brook Stephens. We discussed the best practices for using…

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Row of charming homes in a small town

Play to the Entire House

By Leigh Jacobs / May 8, 2023

In a recent episode of American Idol Lionel Richie advised a contestant that you have to play to the entire audience as a performer. It’s easy to get caught up in the emotion and adulation of those in the front row, but it’s critical to spread your attention across the entire crowd. With radio it’s…

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Stop Looking at Share

By Leigh Jacobs / May 1, 2023

The session Carolyn Gilbert, PJ Kling, and I presented at the All Access Audio Summit 2023 last week focused on growing the next tenth of a rating point for stations. Moneyball for Radio involved seven steps, but the most important item was #1 “Stop Looking at Cher Share.” In that initial section we pleaded that…

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Controlling Horizontal & Vertical (Recycling)

By Leigh Jacobs / April 24, 2023

“We will control the horizontal. We will control the vertical” – so said the opening narration of TV’s “The Outer Limits,” premiering in 1963. You have to be of a certain age to even recall TV sets having controls for horizontal and vertical sync, but it was a good reason to learn what horizontal and…

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Building One Tenth of a Ratings Point

By Leigh Jacobs / April 17, 2023

When top stations struggle to achieve a 0.5 rating, the difference between success and failure can be one tenth of a rating point. Growing your station from a 0.3 to a 0.4 (or 0.2 to 0.3 – or 0.1 to 0.2) is often the only thing that matters. That’s the premise for the NuVoodoo session…

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Is There a Market in the Hole?

By Leigh Jacobs / April 10, 2023

At a format study presentation over twenty years ago, a savvy executive asked, “Sure, there’s a hole in the market, but is there a market in the hole?” She meant, of course, that while our study identified a format opportunity in the market, could the new station build a big enough audience and sufficient revenue…

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Woman in the car

Give Likely Ratings Participants a Say in What You Play

By Leigh Jacobs / April 3, 2023

Programming music for broadcast radio is a delicate balancing act. You want to make as many of your listeners as happy as possible, but realistically you need to focus on those who are likely to spend the most time with your station. Audience measurement tools add another layer of complexity, since the listeners you care…

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ICYMI: VoodooVision

By Leigh Jacobs / March 27, 2023

Throughout March we’ve been conducting webinars showing off the results of the latest NuVoodoo study. If you missed the webinars live, you can find a recording at We did our best to balance the interests of our newest clients outside the radio business with the needs of our longtime radio clients in the webinar.…

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