pocket-radio said:
And the patient is AM radio. AM HD is just a treatment that was applied to late and didn't work.
A typical listener of AM radio is 40+ and they grew up listening to AM radio.
Try changing that to 50+. Since agency buys seldom if ever are against 55+, there is a decreasing ad revenue base for AM.
Fact: Agencies buying 12-34 won't buy AM. And 21 year old media buyer queens, won't buy AM either or radio. Their weapon of choice is social media and the internet.
Fact: For agencies still buying, 35-64 AM is still relevant.
Fact: America is growing older and aging Boomer's with money are moving past the fifty year old mark. And as they live longer, they'll require more medical care. Can you say medial marketing?
Fact: Boomer's grew up with AM radio and still like it and can easily be reached with radio. If radio's Lemming's can move beyond kissing agency ass, and 12-34/25-25 AM radio still has a great long future. The biggest rated station's aren't always the biggest billers. you know that.
The patient you spoke of was misdiagnosed. And the treatment isn't helping, it's making things worst by wasting valuable resources and time.
AM's future was written well before HD became available.
Maybe in your mind. You suffer from group think.
Over the last few years, we have seen many significant AMs "rescue" their sales base by moving to FM or simulcasting on FM, further draining the band of "circulation" which affects the remaining AM negatively (look at Indianapolis AM shares after WIBC moved to FM).
Look at Jacksonville FL And WOKV. The AM band is still the big powerhouse. The FM only ads to their overall cume. 99+ 1 equals 100.
The Canadians wisely have been moving most AMs to FM, leaving just a few AMs in cities where diversity permits and requires additional voices. Market forces are effectively doing this in the US, but the AM skeletons remain, many doing very specialized formats or selling brokered time.
If AM programming (talk) is moving to FM and that's the trend then why do we need HD?