Radio for Boomers..Would this work in Cincinnati or Dayton?

[BruceB]

Best Kept Secret? Stations Appealing To Boomers Flourish.

Radio stations have long held it as gospel that programming that appeals to listeners within the 25-54 and 18-34 demographics will reap the lion’s share of ad dollars. But by

www.insideradio.com

 

[b-turner]

I would say this can work anywhere where you can sell direct to the business. It will take hard work and likely more work than the prized demographics but if you work hard and smart, it can be done. Don't expect to be the market leader in sales or even do so well in billing the big boys decide to compete directly with you, but a lean operation with the right sales people can pull it off.

 

[Mikey Radio]

Best Kept Secret? Stations Appealing To Boomers Flourish.

Radio stations have long held it as gospel that programming that appeals to listeners within the 25-54 and 18-34 demographics will reap the lion’s share of ad dollars. But by

www.insideradio.com

Interesting theory. Of course, the answer is that if there's enough interest and available advertising dollars in the Cincinnati and Dayton markets, the stations get respectable enough ratings and advertisers are interested, then yes. That said, while quickly skimming the article, I see a few notable comments:

Case in point: Entercom launched soft AC “The New 94.1 The Sound” KSWD in the No. 12 radio market, Seattle, Dec. 4 (flipping from former CBS Radio country KMPS). Its playlist is decidedly targeted to a Boomer audience: Adele, Mariah Carey, Phil Collins, Elton John, Whitney Houston, Hall and Oates.

To me, that list of songs looks like the same content many AC stations air. It's not necessarily music that's targeted to boomers. They also mention:

Saga Communications, meanwhile, is finding success with 55+ listeners via “Light & Easy Favorites, Easy FM”

which also sounds like it may lean toward an AC format, not necessarily a "boomer-centric" one.

Lastly, they point out a particular 100kW station in Florida that broadcasts from Sarasota to Ft. Lauderdale. Much of that coverage area is likely full of older folks and retirees, many with income to spend, so a format aimed at 55+ may work well there. The question about the markets you suggest - Cincinnati and Dayton, would be, are there enough older folks there (more or less in the middle of the 'rust belt') with enough somewhat disposable income to make it worth it to advertisers vs. other formats and other forms of media available to the populace there? If you mostly have a bunch of blue collar pensioners living in the same homes they've had for 50 years and getting by on their social security checks, that may not be an attractive demographic to potential advertisers.

Overall I agree with @b-turner - One might make it work, but it would take just that...."work".

 

[Kelly A]

I would say this can work anywhere where you can sell direct to the business. It will take hard work and likely more work than the prized demographics but if you work hard and smart, it can be done. Don't expect to be the market leader in sales or even do so well in billing the big boys decide to compete directly with you, but a lean operation with the right sales people can pull it off.

I agree entirely. Trying to chase any agency dollars would be a waste of time. The competition with younger demos would likely lock you out.

 

[BruceB]

Interesting theory. Of course, the answer is that if there's enough interest and available advertising dollars in the Cincinnati and Dayton markets, the stations get respectable enough ratings and advertisers are interested, then yes. That said, while quickly skimming the article, I see a few notable comments:

To me, that list of songs looks like the same content many AC stations air. They also mention:


which also sounds like it may lean toward an AC format, not necessarily a "boomer-centric" one.

Lastly, they point out a particular 100kW station in Florida that broadcasts from Sarasota to Ft. Lauderdale. Much of that coverage area is likely be full of older folks and retirees, many with income to spend, so a format aimed toward 55+ may work well there. The question about the markets you suggest - Cincinnati and Dayton, would be, are there enough older folks there (more or less in the middle of the 'rust belt') with enough somewhat disposable income to make it worth it to advertisers vs. other formats and other forms of media available to the populace there.

Overall I agree with @b-turner - One might make it work, but it would take just that...."work".

I was thinking of the rating success of The Departed 105.9 The Oasis.I don't know how they were doing selling it but the ratings were pretty good in Cincinnati and Dayton

 

[BruceB]

The real point of this post is will anyone else in these two markets take up where the Oasis left off ? I told all of my Boomer friends about 105.9 and pretty much all of them agreed that they could listen to this station.
Now it's gone and we will see if anyone else wants to try it. It's not like there aren't stations in both Cincinnati and Dayton that are ratings stagnant.

 

[Mikey Radio]

I was thinking of the rating success of The Departed 105.9 The Oasis.I don't know how they were doing selling it but the ratings were pretty good in Cincinnati and Dayton

The real point of this post is will anyone else in these two markets take up where the Oasis left off ? I told all of my Boomer friends about 105.9 and pretty much all of them agreed that they could listen to this station.
Now it's gone and we will see if anyone else wants to try it. It's not like there aren't stations in both Cincinnati and Dayton that are ratings stagnant.

I never saw the numbers for 105.9 The Oasis, but keep in mind, there have been instances where stations with mediocre ratings billed relatively well, and stations with higher ratings struggled financially. What's needed is advertisers who are interested in targeting the audience and demographic a particular station is aiming to serve. Just because groups of boomers you've polled said they'd listen, that doesn't mean advertisers would be interested in buying. As mentioned above, if you're talking about West Palm Beach where there are lots of wealthier retirees with income to spend and active lifestyles, then maybe. If you're talking about a market in the rust belt with retired blue collar folks getting by on whatever social security gives them, it's probably not going to get a lot of consideration from advertisers who's buy in would be needed to keep it going financially.

 

[Kelly A]

I never saw the numbers for 105.9 The Oasis, but keep in mind, there have been instances where stations with mediocre ratings billed relatively well, and stations with higher ratings struggled financially. What's needed is advertisers who are interested in targeting the audience and demographic a particular station is aiming to serve. Just because groups of boomers you've polled said they'd listen, that doesn't mean advertisers would be interested in buying.

That's right. As bturner mentioned, your only option is likely local direct businesses. And that can be like bringing a water-balloon to a knife fight. There's a lot of competition in both markets, and the larger groups. The best sales folks are already at the competition, and you will need to have your sales folks also do collections in other words; they don't get commission until the money comes in.
Now, if the station is already part of the larger group, they might want to fill out their demographic portfolio by targeting oldsters. If that's the case, they might get bundled into the rest of the group.

As mentioned above, if you're talking about West Palm Beach where there are lots of wealthier retirees with income to spend and active lifestyles, then maybe. If you're talking about a market in the rust belt with retired blue collar folks getting by on whatever social security gives them, it's probably not going to get a lot of consideration from advertisers who's buy in would be needed to keep it going financially.

And even if you claim to be reaching wealthier retirees, that doesn't mean enough businesses want to reach them to pay the electric bill, let alone make profit.

 

[BruceB]

That's right. As bturner mentioned, your only option is likely local direct businesses. And that can be like bringing a water-balloon to a knife fight. There's a lot of competition in both markets, and the larger groups. The best sales folks are already at the competition, and you will need to have your sales folks also do collections in other words; they don't get commission until the money comes in.
Now, if the station is already part of the larger group, they might want to fill out their demographic portfolio by targeting oldsters. If that's the case, they might get bundled into the rest of the group.


And even if you claim to be reaching wealthier retirees, that doesn't mean enough businesses want to reach them to pay the electric bill, let alone make profit.

I see your point. In Dayton Cox has WZLR doing nothing with an all 80s format. And Dayton does not have a true Classic Hits station. A format like The Oasis might draw better numbers than all 80s and they could bundle it.

 

[partymarty]

Not understanding the myth that Oasis had sellable numbers. It was a dumpster fire

 

[fedacct1]

I see your point. In Dayton Cox has WZLR doing nothing with an all 80s format. And Dayton does not have a true Classic Hits station. A format like The Oasis might draw better numbers than all 80s and they could bundle it.

I can’t stand 95.3 The Eagle. Why do companies that run classic hits stations tell us we want to hear rock hits from the 80s? I’d like to hear pop hits. Here in Indiana, most of our classic hits stations are nearly classic rock. (Live in NE Indiana but originally from and work from an office in Cincinnati.)

I wish I had money to start a radio station. My slogan would be “The new sound of classic hits”, and it would play a lot of upbeat pop plus include the 90s and 2000s.

 

[davideduardo]

I can’t stand 95.3 The Eagle. Why do companies that run classic hits stations tell us we want to hear rock hits from the 80s?

That is because those stations do extensive and expensive research on the songs they play to reach 5he target age groups they want.

I’d like to hear pop hits. Here in Indiana, most of our classic hits stations are nearly classic rock. (Live in NE Indiana but originally from and work from an office in Cincinnati.)

If you are in a rated market like Fort Wayne, then the ratings and owner research shows that is what most listeners want.

I wish I had money to start a radio station. My slogan would be “The new sound of classic hits”, and it would play a lot of upbeat pop plus include the 90s and 2000s.

And, other than your personal preference, what proof do you have that such a blend would work?

 

[BruceB]

That is because those stations do extensive and expensive research on the songs they play to reach 5he target age groups they want.

If you are in a rated market like Fort Wayne, then the ratings and owner research shows that is what most listeners want.

And, other than your personal preference, what proof do you have that such a blend would work?

WZLR 95.3 in Dayton does not do well in the market but that is due to signal issues and the fact that Cox does not put much effort into the format.
All 80s stations have done very well in other markets, as you certainly know.

 

[SomeRadioGuy]

WZLR 95.3 in Dayton does not do well in the market but that is due to signal issues and the fact that Cox does not put much effort into the format.
All 80s stations have done very well in other markets, as you certainly know.

I've read somewhere that WZLR is intended solely to be a flanker to another station

 

[Voicetrack of Reason]

Having worked in Dayton in the past, I find it hard to believe that anyone has money to spend on "research" to determine how many spins "Radar Love" requires. This isn't 1990 anymore.

 

[gr8oldies]

I've read somewhere that WZLR is intended solely to be a flanker to another station

WZLR flanks against WTUE

 

[gr8oldies]

I can’t stand 95.3 The Eagle. Why do companies that run classic hits stations tell us we want to hear rock hits from the 80s? I’d like to hear pop hits. Here in Indiana, most of our classic hits stations are nearly classic rock. (Live in NE Indiana but originally from and work from an office in Cincinnati.)

I wish I had money to start a radio station. My slogan would be “The new sound of classic hits”, and it would play a lot of upbeat pop plus include the 90s and 2000s.

WZLR 95.3 in Dayton does not do well in the market but that is due to signal issues and the fact that Cox does not put much effort into the format.
All 80s stations have done very well in other markets, as you certainly know.

WZLR does what it needs to do. It's not going to be number one. The main tower is south of Xenia but the translator on a bigger tower at the main Dayton tower field.

 

[Greg Goodfellow]

A station in Huntington, West Virginia, 97.9 “The River” is ‘playing music for the rock and roll generation’ and was featured on powerhouse WSAZ-TV. Allegedly, listeners are enthusiastic, based on station feedback.

 

[bturner1]

It's not about how many listeners you have or what your ratings are when going after boomers, it's about the ability to sell enough advertising that produces results that determines if the format survives. I can say in small cities to large metros, it is almost impossible to make the format work. Why? The format is always on a signal that is not the greatest and with all the listening choices on the dial, the single location business infrequently has enough of your listeners in their trade area to register any results.

There are so many easier ways to go with radio formats. You choose this when there is virtually no other option in your market.

The big thing for me is how many businesses owned by mom and pop are there, what they can spend and then how well the station does in reaching the right neighborhoods where there are more baby boomers.

I don't say this to spout off. I worked an AM in the #6 market where we were forced to go after the mom and pop. Although we had thousands of listeners, about 98% of the businesses we got on never stayed because we never had enough listeners in the business trade area to produce results. Literally, we spent more money generating a sale than the value of the order. It didn't take long to drop the idea. We went back to brokered time...much, much easier.

 

[BruceB]

It's not about how many listeners you have or what your ratings are when going after boomers, it's about the ability to sell enough advertising that produces results that determines if the format survives. I can say in small cities to large metros, it is almost impossible to make the format work. Why? The format is always on a signal that is not the greatest and with all the listening choices on the dial, the single location business infrequently has enough of your listeners in their trade area to register any results.

There are so many easier ways to go with radio formats. You choose this when there is virtually no other option in your market.

The big thing for me is how many businesses owned by mom and pop are there, what they can spend and then how well the station does in reaching the right neighborhoods where there are more baby boomers.

I don't say this to spout off. I worked an AM in the #6 market where we were forced to go after the mom and pop. Although we had thousands of listeners, about 98% of the businesses we got on never stayed because we never had enough listeners in the business trade area to produce results. Literally, we spent more money generating a sale than the value of the order. It didn't take long to drop the idea. We went back to brokered time...much, much easier.

It might work in Dayton for a station like the eagle 95.3. They are dead with their 80s format.
Cox could sell it in a bundle. Their WHIO Am-FM draws a lot of Boomers with the Conservative talk... just saying.