Friday, September 29, 2023

Broadcast Dialogue – The Podcast: Paul Jacobs, Jacobs Media Strategies

Media strategist Paul Jacobs addressed the 2019 Western Association of Broadcasters conference and his message to the room was pretty straightforward – not enough change is happening in Canadian broadcasting amidst the digital shift.

Jacobs laid out some numbers based on the results of Jacobs Media Strategies’ most recent TechSurvey. It finds just 6% of local ad dollars in Canada are going to radio, 7% to TV and 35% to online. 65% of radio listening is still in the traditional way, while 31% is now digital. As Jacobs put it “it’s very obvious where the puck is going” and broadcasters need to evolve by following those digital dollars, providing sales training, promoting station digital assets and encouraging talent to contribute to digital content.

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Connie Thiessen
Connie Thiessen
Connie has worked coast-to-coast as a reporter, editor, anchor and host at CKNW and News 1130 in Vancouver, News 95.7 and CBC in Halifax, and CFCW Edmonton, among other stations. With a passion for music, film and community service, she led News 95.7 to a 2013 Atlantic Journalism Award and regional RTDNA award for Best Radio Newscast. More recently, she was nominated for Music Journalist of the Year at Canadian Music Week 2019. To report a typo or error please email -

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