Fred Jacobs Vents On 'Mindset List' Finding About Radio; Beloit College Changes Wording

Fred Jacobs

JACOBS MEDIA Pres. FRED JACOBS took a little time to digest the findings of a recent BELOIT COLLEGE "Mindset List," (NET NEWS 8/21) and shared his thoughts on the jacoBLOG. He writes:

"Every year BELOIT COLLEGE (BELOIT, WI) puts together a compelling list that is often a reality check for those of us north of 40 years old. Taking a look at their incoming freshmen (The Class of 2016), their team creates a list of things these young people -- born in 1994 -- think, believe, and experience -- or haven’t experienced.

"This is often a great tool, especially for radio stations (and other media brands) that appeal to 18-24-year-olds because it can be very helpful in overall messaging, communication, prep, promo creation, and social media connectivity. The list is frequently funny, clever, and loaded with items that make you think (mostly about how old you are).

"This year, there is no shortage of fun 'mindset' items on the BELOIT list. Here are a few that made me smile:

* ROBERT DENIRO is thought of as GREG FOCKER's long-suffering father-in-law, not as VITO CORLEONE or JIMMY CONWAY.

* They have never seen an airplane 'ticket.'

* There has always been football in JACKSONVILLE, but never in LOS ANGELES.

"But when I read through this list of mostly whimsical facts and observations, #15 jumped out at me. And it did not make me smile. 'Having grown up with mp3s and iPODS, they never listen to music on the car radio and really have no use for radio at all'.

"Never listen to music while driving a car? And 'really have no use for radio at all?'"

Read the full blog here.

New Wording From Beloit

Looks like BELOIT COLLEGE got its fair share of feedback from radio on their Mindset listing that "Having grown up with mp3s and iPODS, they never listen to music on the car radio and really have no use for radio at all."

ALL ACCESS noticed they've altered the wording to make less of an attack on radio.

It now reads:

"15. While still fans of music on radio, they often listen to it on their laptops or replace it with music downloaded onto their mp3s and iPODS."

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