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99X stunting
- Thread starter danman425
- Start date
Let me say this, it's not just the loss of alt rock, add soft A/C, AAA (soon when Dave gets dumped for sports talk), classic hits, jazz, R&B oldies...shall I go on? All of these formats do well in other markets, so to suggest they are not capable of generating revenue- is laughable.
For those of you in the business, think you've got job security, think again. "3G iPhones" we're on 4G now, and streaming music is pretty light on use, I only used 2GB last month, and this was with daily iHeart radio and tune in usage, as well as other stuff including tethering when I lost my DSL. If radio does not attract listeners by programming what WE (not why your industry "consultants" and PPM tell you) WANT. We go elsewhere. In the post, choices were limited.
Now you have not just satellite radio, but Internet and mobile devices. Been to a car dealer lately? All new cars come with Bluetooth with audio support, most new cars have support for Pandora, even hard drives and solid state memory for podcast and music storage, many new mid priced cars have built. In 4G radios. Yes, a subsscription is required, but keep in mind, unlike sat radio which is one service, people are more likely to add that device to their share plan as they can use it for navigation, some can even do voice calling, music streaming, even updating their precious Facebook (hopefully when parked!).
Radio has much content to compete with. If you don't stand out, you get drowned out.
For those of you in the business, think you've got job security, think again. "3G iPhones" we're on 4G now, and streaming music is pretty light on use, I only used 2GB last month, and this was with daily iHeart radio and tune in usage, as well as other stuff including tethering when I lost my DSL. If radio does not attract listeners by programming what WE (not why your industry "consultants" and PPM tell you) WANT. We go elsewhere. In the post, choices were limited.
Now you have not just satellite radio, but Internet and mobile devices. Been to a car dealer lately? All new cars come with Bluetooth with audio support, most new cars have support for Pandora, even hard drives and solid state memory for podcast and music storage, many new mid priced cars have built. In 4G radios. Yes, a subsscription is required, but keep in mind, unlike sat radio which is one service, people are more likely to add that device to their share plan as they can use it for navigation, some can even do voice calling, music streaming, even updating their precious Facebook (hopefully when parked!).
Radio has much content to compete with. If you don't stand out, you get drowned out.
Jazz does not do well in other markets. It's dead in all but a few markets. Even in the ones it does exist, it (just like Soft AC) bills poorly per ratings point. The advertisers don't like the over 55 crowd, so stations like WDUV/Tampa may be #1 6+, but it's not even Top 10 in the market for billing. Don't blame consultants and PPM, blame the (lack of) advertisers.
But they are also fiercely loyal to their products/brands, so advertising to them would be a waste of cash.
Your comment speaks volumes... "All of these formats do well in other markets" The deal is IF they did well in your market they would survive. Atlanta, LA, Chicago, Dallas, San Diego, New York, etc are all very different markets and what pays in one may not pay in another...MRFLASHPORT said:
chrocket87 said:
This is such bat squeeze that the "consultants" spew.
If this were the case, there would,be no advertisers in AARP magazine, no ads for OurTime.com on TV, no ads for any pharma products aimed at adults, et al.
This is what is wrong with radio. Every 55+ I know loves to buy anything in an ad. Where do you radio people live? Under a rock somewhere? The 55 plusers are the only demo with real disposable income. And if they didn't "try new things", they wouldn't be buying iPhones, iPads, new luxury cars, taking cruises, buying investment real estate, and going to upscale restaurants.
They'd be driving their 1977 Lincoln Town Cars, listening to cassette tapes, and using a rotary telephone.
Seriously. I still can't believe the advertising based industry of radio continues to IGNORE the older demos, when they are about to be the majority of those with any real disposable income around.
MRFLASHPORT said:
Unless you have a bank account like Paris Hilton, you are right about the income, I have said this all along. I am 54 am feel like I am 18, My mother is independent at 85 and curses the radio all the time, absolutely nothing for her to listen to. She likes jazz and can get 91.9 in Roswell, but they go crazy with their selections sometimes too.
MRFLASHPORT said:
It's true 55+ have the most disposal income.
The problem is they are the least likely to dispose of it. (I know because I are one. ) I see younger people that can't live without the latest toys which sell very easily, but, when I shop, there's this question that hangs over my thoughts: "Do you really NEED that?"MRFLASHPORT said:
This isn't coming from consultants. It comes from ad agencies and clients themselves. And they have reams and reams of studies and examples that prove what they're saying. The funny part is there loads of posts on these message boards that confirm what the agencies are saying. So while I'd like to challenge them, they appear to be right. I also work with a lot of boomers, and most don't own iPhones, none have iTunes accounts, very few text, and most of the ones over 60 don't even have email accounts. Most have been living in the same house for over 25 years, and drive the same brand of car for 25 years.
One thing I noticed is ad agencies and clients treat radio differently from TV. I had an agency turn me down for a campaign using classic rock music in their ad, only to see the exact campaign on TV. I called the agency, and they showed me how older people use media differently, and are more willing to believe TV or visual advertising than just aural advertising. Call it the "show me" mentality. They want to see it before they buy it.
But this is coming from sponsors, not consultants or anyone in radio. As pointed out earlier, the top programming people at Cumulus are boomers with a proclivity to prefer older music. They just can't get anyone to pay for it. Satellite radio is paid for by subscribers, so that's where it goes. If boomers have so much disposable income, and are open to new technology, they can afford $15 a month.
I've worked in advertising for years and have a different take on this. 25-54 are the years when kids are in the home. That means those people buy more of virtually everything--packaged goods, clothing, cars, furniture, etc. I've worked on big accounts at big agencies and can tell you that the clients and agencies look at the research of who consumes their products most heavily. On Procter & Gamble, we had to rationalize everything we did. And every year, we'd have to show the MRI or Simmons data that indicated people 25-54 were by far the heaviest consumers of whatever brand we were working on.
People above 50 might have more money, but the kids have moved out and they're in more of a downsizing mode. As far a big advertisers who really know what they're doing, this is the reason most brands are targeted to 25-54 or 18-49.
People above 50 might have more money, but the kids have moved out and they're in more of a downsizing mode. As far a big advertisers who really know what they're doing, this is the reason most brands are targeted to 25-54 or 18-49.
RoddyFreeman said:
RF
I've also heard it said that even though 54+ "might have more money", their brand loyalty drives purchases. I've read studies that show it takes more advertising impressions to switch the buying habit of a 50+ consumer than any other demo. Sadly the cost per sale exceeds ROI.
Someone may have mentioned this already... not sure. 99X website says "under reconstruction" vs gone as Project site is. 99X is NOT gone it seems.
I have not seen where Axel is no longer the PM though I may be wrong. I do know that Axel will be on the air in Atlanta at 3 p.m. Tuesday. He says he does not want to get into the drama so he YOU will know more at 3. That could be taken in many directions. 99.1 should be canned because there signal was awful - Worse than 98.9 if you can imagine that.
You can't forget that facebook post by Rock 100.5 stating to spread the word because they were about to "up it a notch". I just went back to review the page and that status is still up which means something should still happen with the 100.5 signal.
I'm keeping my fingers crossed for a alternative/active rock hybrid. This would eliminate the need for two modern rock stations that take care of two modern rock niches. I just reviewed some cumulus stations around the country and they all appear to be the same:
Mainstream rock 50/50 classic/new rock
Active Rock
Alternative Rock
Classic rock
All four rock formats don't seem to combine both active and alternative so this dream may be exactly that, a dream. Clear Channel and Cumulus would not be such bad companies if they would allow the PM for each station in each city program the station the way the listeners of that station want it. Both CC and Cumulus all seem to have satellite feeds of each individual formats and distribute it to all cities across the country.
You can't forget that facebook post by Rock 100.5 stating to spread the word because they were about to "up it a notch". I just went back to review the page and that status is still up which means something should still happen with the 100.5 signal.
I'm keeping my fingers crossed for a alternative/active rock hybrid. This would eliminate the need for two modern rock stations that take care of two modern rock niches. I just reviewed some cumulus stations around the country and they all appear to be the same:
Mainstream rock 50/50 classic/new rock
Active Rock
Alternative Rock
Classic rock
All four rock formats don't seem to combine both active and alternative so this dream may be exactly that, a dream. Clear Channel and Cumulus would not be such bad companies if they would allow the PM for each station in each city program the station the way the listeners of that station want it. Both CC and Cumulus all seem to have satellite feeds of each individual formats and distribute it to all cities across the country.
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