And this conundrum would include NPR and its member stations. It's not a matter of political bent as much as it relates to demographics, and how and where the product is consumed. Take out or eat in. Buffet or three course meal. The point however, is, NPR has been aggressive and reasonably successful in addressing the issues. Take a look at NPR's "consumption figures" for podcasts, on-line and OTA. Well beyond that of ANY commercial operator.
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WBFO has its new news director
- Thread starter ckg279
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Correct. NPR news magazines draw in a relatively old audience, and the audience is aging every year. In 2002, 69% of NPR listeners were age 54 or under. In 2016 only 52% were.
While NPR has a major podcast operation, that doesn't help the individual stations much.
Nothing is guaranteed forever, but NPR is listener supported. It's business model and high quality content give it a fighting chance.
The audience for WBEN is almost entirely 55+. Are the Ad Agencies still interested in those Demos on AM?
Commercial News Talk is circling the drain in big markets...
The audience for WBEN is almost entirely 55+. Are the Ad Agencies still interested in those Demos on AM?
Commercial News Talk is circling the drain in big markets...
What were the demographics of commercial talk radio in the '60s, '70s and '80s, before the Rush revolution, which signaled the decline of local/general-interest talk and the rise of angry ultra-conservative talk? I know that people like Bob Grant (WABC) were doing angry conservative talk in the '60s and '70s and always figured, even then, that most of their listeners must have been at least in their 50s.
So, were younger people actually listening to talk in the heyday of the 50kw AM talk blowtorches, or was advertising research not sophisticated enough for the agencies to tell clients that 55-plus wasn't worth the effort of trying to sell to?
So, were younger people actually listening to talk in the heyday of the 50kw AM talk blowtorches, or was advertising research not sophisticated enough for the agencies to tell clients that 55-plus wasn't worth the effort of trying to sell to?
Keep in mind during that period, you had a lot of MOR stations that combined conversation with some music, and appealed to the older demo. There were some strictly talk stations, like WOR in NY, and their audience was 45+. At the same time, there were beautiful music stations that appealed to the older demo, and that format was killed in the early 80s by the audience aging out of the sales demo.
WBEN was, in 2017, the #2 biller in the market. It was nearly tied for #1 in a year where all Buffalo radio was off by about 2%.
Only 22% of all Buffalo radio billing is national (agency). All the rest is local direct and local agency business. Markets of that size are far less sensitive to the 25-54 confinement than the bigger transactional markets.
Spring 1976. I looked at KABC in LA, one of the leading talkers in the nation at the time and #1 in 12+.
7th in 18-34. 3rd in 18-49. 1st in 35-64. First in AM drive.
Just one clarification: agencies don't tell their clients to not buy 55+; clients tell agencies the target for their products and services. Generally, the marketing department of the advertiser will have data on consumption patterns, who the product was designed for, etc. The agency is charged with creating campaigns and media placement to reach the prime consumers. Of course, with small agencies and in smaller markets, retail agency accounts may be based more on agency-client collaborations and the agency itself may fill certain marketing department functions. But for major brands, it's the client giving marching orders to the agency.
It's same to assume that WBEN is getting Zero of that 22 percent National business. Advertisers on WBEN are reaching 55+ (60+ probably) almost exclusively. The clients must know this by now. If they are satisfied, then that blows the theory that Old People don't respond to ads.
This thread was about WBFO and its staff. They certainly appear to be investing in their product & are planning for a future...
This thread was about WBFO and its staff. They certainly appear to be investing in their product & are planning for a future...
WBEN is still top 10 in 25-54, and, through cluster sales, likely gets quite a bit of agency business.
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Buddy Shula
Guest
It is not true that advertisers on WBEN are reaching 60 plus almost exclusively. Any yes, your theory of "old people don't buy stuff" is totally false.
If the average age of a WBEN listener was 45 in 2002, then do the math. The station was once consistently Top 3 in 25-54. Those days are over.
Again, advertisers on WBEN are reaching predominantly 55+ White Men. That's just reality. Eduardo is the one who said older demos have little value. Entercom used to have The Lake(Album Rock) and KB(Oldies) combining for a 7 share. Now the same 2 signals (ALT 107.7 and KB) aren't getting a 2 share combined. What's better? Older listeners or no listeners...
Again, advertisers on WBEN are reaching predominantly 55+ White Men. That's just reality. Eduardo is the one who said older demos have little value. Entercom used to have The Lake(Album Rock) and KB(Oldies) combining for a 7 share. Now the same 2 signals (ALT 107.7 and KB) aren't getting a 2 share combined. What's better? Older listeners or no listeners...
Buddy' right about "old people" anyway! I lived in an active adult community of 300 homes in the past. In the neighborhood, plenty of late model cars, some of the expensive nameplates, empty flatscreen TV boxes at curbside on trash day regularly and friends I knew who ate out at restaurants several nights a week, bought plenty of expensive wine, etc. Many of these guys and their wives lived on very comfortable retirement packages. Advertisers that pass on the 55 -75 age group are missing the boat today!
We've gone through this before. It's not that 55+ don't buy stuff. It's just that advertising is less effective, and typically requires a longer pitch to make a sale. Partly why you hear so many infomercials on AM. Those advertisers realize they need more than 30 seconds to make a sale.
Having said that, we're seeing some radio stations targeting older listeners, just like Buddy. They're doing direct sales and doing it successfully. This may be a growth area for radio if it's done right. But it can be expensive, because it can't be done with automation or agencies.
And as always, "A" has the last word. Or does he...
Yes, unless David drops in and confirms radio and advertising industry conventional wisdom/dogma, as succinctly stated above by A. Whether listeners believe it is irrelevant. The professionals have done the research and crunched the numbers and come up with the way the business is today.
Yugoidar makes a bunch of good points about older folks. My cousins are older, two are retired. I'm guessing each is doing about $45k a year before taxes, plus they have IRAs, too. So they could be doing about $60k a year. I don't ask. That would be rude. Driving late model F-150s and Buicks. Spend a couple of weeks in Florida each winter. But here's the rub, friends: They listen to WYRK and 97 Rock. Not WECK. Can't get enough Florida Georgia Line and the Doors, I suppose.
B
Buddy Shula
Guest
The Lake and KB NEVER combined for a 7 share dude. EVER
B
Buddy Shula
Guest
Your 2 cousins may not listen to WECK, but 51K other people per week do.
B
Buddy Shula
Guest
Stop the guessing folks. I subscribe to Neilson. I have every number for every day part. WBEN is strongest 35-64. They are strong 35-45, 45-55, and 55-65. Get over it. WBEN is consistently strong in every book. The older demo is the only demo radio should pursue. Radio is an older medium and is great at reaching 50 plus. This is where the money is. Forget what you have been taught that in radio the money demo is 25-54. It's not!! Try to find one person who is 25 years old that listens to radio exclusively You wont.
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