What the Jacobs Media approach to media planning fails to recognise is that there is a huge difference between the subjective emotional response “loyalty” and the empirical measure of “hours”. Yes you can make station events feel bigger by promoting further out and at higher frequency but for most stations total reach or “cover” drops off pretty fast after three days and anything but the most complicated promotional message will cut through with a fairly low OTH.

Unless the promotion itself is there to disguise lazy programming in other segments you risk annoying your most loyal listeners by doing what Jacobs suggests.

Another approach is simply to run better station events.

“Travel next….”