Attitudes have to change.

[DoctorWu]

Okay, this whole idea that anyone over 45 is no longer a salable target demo is pure and utter hogwash. Radio and advertisers have to get with this fact. I know some of you guys will attempt to explain to me ONCE AGAIN that "advertisers don't spend money on upper demo formats because research has shown that blah blah blah..."

But it's all horse pucky.

CBS-FM was #10 in the overall New York ratings (a market of 60+ signals), with traditionally strong showings in all time periods. Not only that, they had a huge weekly cume. (Go ahead, look at the numbers and just TRY to dispute it). CBS-FM was the second choice of most newstalk, sports, and country listeners. Few formats cut across like that. The were always a top 10 biller in NYC.

Regardless of the fact that post-war baby boomers represent the largest spike in the population, have more disposable income, and broke the Madison Avenue stereotype of product loyalty lock-in (statistically proven that they are willing to switch brands, unlike previous post-50 generations), broadcast media barons - possibly nervous about their own aging in relationship to America's ridiculous youth-worshipping culture (a study for shrinks) - have decided to completely disregard the importance of anyone over 50 or so.

Period.

Many of us reading this board are heading right into the abyss of media disregard. How do you feel about it? Ready to be relegated to the boneyard? Ridiculous!

- Doc

 

[OldiesCat]

keep preachin', cat!

Amen and God Bless you for saying what many of us have been saying all along
(AND you used the phrase "horse pucky", too!).

You are right-on as usual, Doc.


> Okay, this whole idea that anyone over 45 is no longer a
> salable target demo is pure and utter hogwash. Radio and
> advertisers have to get with this fact. I know some of you
> guys will attempt to explain to me ONCE AGAIN that
> "advertisers don't spend money on upper demo formats because
> research has shown that blah blah blah..."
>
> But it's all horse pucky.
>
> CBS-FM was #10 in the overall New York ratings (a market of
> 60+ signals), with traditionally strong showings in all
> time periods. Not only that, they had a huge weekly cume.
> (Go ahead, look at the numbers and just TRY to dispute it).
> CBS-FM was the second choice of most newstalk, sports, and
> country listeners. Few formats cut across like that. The
> were always a top 10 biller in NYC.
>
> Regardless of the fact that post-war baby boomers represent
> the largest spike in the population, have more disposable
> income, and broke the Madison Avenue stereotype of product
> loyalty lock-in (statistically proven that they are willing
> to switch brands, unlike previous post-50 generations),
> broadcast media barons - possibly nervous about their own
> aging in relationship to America's ridiculous
> youth-worshipping culture (a study for shrinks) - have
> decided to completely disregard the importance of anyone
> over 50 or so.
>
> Period.
>
> Many of us reading this board are heading right into the
> abyss of media disregard. How do you feel about it? Ready to
> be relegated to the boneyard? Ridiculous!
>
> - Doc
>

 

[tj1212]

Re: keep preachin', cat!

I also agree with everything Doc said below. We as a demographic have the money to spend, but as far as the current day electronic media are concerned, we have to locate alternatives that require us spending money to satisfy our interests. I also have been reading the marketing "theories" of todays radio management that has put the boomers into "media disregard" as you called it. We reluctantly are there, but as I've also said, with age comes wisdom. We will have to wait to see how over the air broadcasting finally shakes out. The shake-out is probably in process right now, but in the mean time, to enjoy what you would like to listen or view, spend your money. Internet, satellite and HBO are wonderful alternatives to the over the air programming fare of our current programming "geniuses."

> Amen and God Bless you for saying what many of us have been
> saying all along
> (AND you used the phrase "horse pucky", too!).
>
> You are right-on as usual, Doc.
>
>
> > Okay, this whole idea that anyone over 45 is no longer a
> > salable target demo is pure and utter hogwash. Radio and
> > advertisers have to get with this fact. I know some of you
>
> > guys will attempt to explain to me ONCE AGAIN that
> > "advertisers don't spend money on upper demo formats
> because
> > research has shown that blah blah blah..."
> >
> > But it's all horse pucky.
> >
> > CBS-FM was #10 in the overall New York ratings (a market
> of
> > 60+ signals), with traditionally strong showings in all
> > time periods. Not only that, they had a huge weekly cume.
> > (Go ahead, look at the numbers and just TRY to dispute
> it).
> > CBS-FM was the second choice of most newstalk, sports, and
>
> > country listeners. Few formats cut across like that. The
> > were always a top 10 biller in NYC.
> >
> > Regardless of the fact that post-war baby boomers
> represent
> > the largest spike in the population, have more disposable
>
> > income, and broke the Madison Avenue stereotype of product
>
> > loyalty lock-in (statistically proven that they are
> willing
> > to switch brands, unlike previous post-50 generations),
> > broadcast media barons - possibly nervous about their own
> > aging in relationship to America's ridiculous
> > youth-worshipping culture (a study for shrinks) - have
> > decided to completely disregard the importance of anyone
> > over 50 or so.
> >
> > Period.
> >
> > Many of us reading this board are heading right into the
> > abyss of media disregard. How do you feel about it? Ready
> to
> > be relegated to the boneyard? Ridiculous!
> >
> > - Doc
> >
>

 

[TheFonz]

> Okay, this whole idea that anyone over 45 is no longer a
> salable target demo is pure and utter hogwash. Radio and
> advertisers have to get with this fact. I know some of you
> guys will attempt to explain to me ONCE AGAIN that
> "advertisers don't spend money on upper demo formats because
> research has shown that blah blah blah..."


****************************************************************

When I picked my newspaper off of the porch this morning, two colorful glossy (and expensive for the advertiser) sections fell out. One was from the Boston Store, the other from Kohls (department stores in my area). Both of these sections had, in large letters on the front page, "15% Discount To Seniors 55 And Over". Enough said.

 

[radiolover78]

> Okay, this whole idea that anyone over 45 is no longer a
> salable target demo is pure and utter hogwash. Radio and
> advertisers have to get with this fact. I know some of you
> guys will attempt to explain to me ONCE AGAIN that
> "advertisers don't spend money on upper demo formats because
> research has shown that blah blah blah..."
>
> But it's all horse pucky.
>
> CBS-FM was #10 in the overall New York ratings (a market of
> 60+ signals), with traditionally strong showings in all
> time periods. Not only that, they had a huge weekly cume.
> (Go ahead, look at the numbers and just TRY to dispute it).
> CBS-FM was the second choice of most newstalk, sports, and
> country listeners. Few formats cut across like that. The
> were always a top 10 biller in NYC.
>
> Regardless of the fact that post-war baby boomers represent
> the largest spike in the population, have more disposable
> income, and broke the Madison Avenue stereotype of product
> loyalty lock-in (statistically proven that they are willing
> to switch brands, unlike previous post-50 generations),
> broadcast media barons - possibly nervous about their own
> aging in relationship to America's ridiculous
> youth-worshipping culture (a study for shrinks) - have
> decided to completely disregard the importance of anyone
> over 50 or so.
>
> Period.
>
> Many of us reading this board are heading right into the
> abyss of media disregard. How do you feel about it? Ready to
> be relegated to the boneyard? Ridiculous!
>
> - Doc
>

I'm with you Doc. Why is it that advertisers ignore people above 55? Is it because they listen to the radio less? May be true, but I bet there are enough people over 55 still listening and worth advertisers to pay to advertise to a 55+ audience. Actually, I read an article from the newspaper about WCBS FM and some official from Infinity said something like "People above 55 don't matter unless we are selling craftmatic beds". He was saying those people don't matter. Unbelievable! The attitude of advertisers must change.
<P ID="signature">______________
Kevin</P>

 

[gr8oldies]

Re: keep preachin', cat!

What you still have to do, though, is convince the manufacturers and retailers to target 55+. I don't know who has enough salesmanship to say when the buy is clearly 25-34, that "you need to buy 55+" and succeed.







I also agree with everything Doc said below. We as a
> demographic have the money to spend, but as far as the
> current day electronic media are concerned, we have to
> locate alternatives that require us spending money to
> satisfy our interests. I also have been reading the
> marketing "theories" of todays radio management that has put
> the boomers into "media disregard" as you called it. We
> reluctantly are there, but as I've also said, with age comes
> wisdom. We will have to wait to see how over the air
> broadcasting finally shakes out. The shake-out is probably
> in process right now, but in the mean time, to enjoy what
> you would like to listen or view, spend your money.
> Internet, satellite and HBO are wonderful alternatives to
> the over the air programming fare of our current programming
> "geniuses."
>
> > Amen and God Bless you for saying what many of us have
> been
> > saying all along
> > (AND you used the phrase "horse pucky", too!).
> >
> > You are right-on as usual, Doc.
> >
> >
> > > Okay, this whole idea that anyone over 45 is no longer a
>
> > > salable target demo is pure and utter hogwash. Radio and
>
> > > advertisers have to get with this fact. I know some of
> you
> >
> > > guys will attempt to explain to me ONCE AGAIN that
> > > "advertisers don't spend money on upper demo formats
> > because
> > > research has shown that blah blah blah..."
> > >
> > > But it's all horse pucky.
> > >
> > > CBS-FM was #10 in the overall New York ratings (a market
>
> > of
> > > 60+ signals), with traditionally strong showings in all
>
> > > time periods. Not only that, they had a huge weekly
> cume.
> > > (Go ahead, look at the numbers and just TRY to dispute
> > it).
> > > CBS-FM was the second choice of most newstalk, sports,
> and
> >
> > > country listeners. Few formats cut across like that.
> The
> > > were always a top 10 biller in NYC.
> > >
> > > Regardless of the fact that post-war baby boomers
> > represent
> > > the largest spike in the population, have more
> disposable
> >
> > > income, and broke the Madison Avenue stereotype of
> product
> >
> > > loyalty lock-in (statistically proven that they are
> > willing
> > > to switch brands, unlike previous post-50 generations),
> > > broadcast media barons - possibly nervous about their
> own
> > > aging in relationship to America's ridiculous
> > > youth-worshipping culture (a study for shrinks) - have
> > > decided to completely disregard the importance of anyone
>
> > > over 50 or so.
> > >
> > > Period.
> > >
> > > Many of us reading this board are heading right into the
>
> > > abyss of media disregard. How do you feel about it?
> Ready
> > to
> > > be relegated to the boneyard? Ridiculous!
> > >
> > > - Doc
> > >
> >
>
<P ID="signature">______________
"There ain't no reason to fight over a woman. There's two more down the street!".."Senisble Don", 700 WLW</P>

 

[SuperRadioFan]

> I'm with you Doc. Why is it that advertisers ignore people
> above 55? Is it because they listen to the radio less?

Of course they're listening less because their hearing goes. Don't you know that as soon as you hit 55 years of age, you will need a very good hearing aid, and even then most 55+ with hearing aids don't turn it up loud enough to listen to any radio. So no wonder few ppl over 55 listen to the radio. But they do buy a lot of Depends.

 

[DoctorWu]

Re: keep preachin', cat!

> What you still have to do, though, is convince the
> manufacturers and retailers to target 55+. I don't know who
> has enough salesmanship to say when the buy is clearly
> 25-34, that "you need to buy 55+" and succeed.

There are lots of talented sales folk out there. Anyone with the brains to look at the numbers, craft the proper marketing pitch, and spin it to the right folks can do the job. But that's the hard way, and it takes effort to break the status quo. Selling by forumla is so much easier.

It's inertia we have to deal with, more than anything else.

- Doc

 

[DoctorWu]

ROFL!!!

DId I ever tell you about the AM Beautiful Music station I worked at that had us do live spots for the local mortuary? Kind of ironic, really...

- Doc

> Of course they're listening less because their hearing goes.
> Don't you know that as soon as you hit 55 years of age, you
> will need a very good hearing aid, and even then most 55+
> with hearing aids don't turn it up loud enough to listen to
> any radio. So no wonder few ppl over 55 listen to the
> radio. But they do buy a lot of Depends.
>

 

[Oldiesaholic]

> > I'm with you Doc. Why is it that advertisers ignore people
>
> > above 55? Is it because they listen to the radio less?
>
> Of course they're listening less because their hearing goes.
> Don't you know that as soon as you hit 55 years of age, you
> will need a very good hearing aid, and even then most 55+
> with hearing aids don't turn it up loud enough to listen to
> any radio. So no wonder few ppl over 55 listen to the
> radio. But they do buy a lot of Depends.
>
Perhaps we listen less because there is less for us to listen to.

 

[Oldbones]

> I'm with you Doc. Why is it that advertisers ignore people
> above 55? Is it because they listen to the radio less? May
> be true, but I bet there are enough people over 55 still
> listening and worth advertisers to pay to advertise to a 55+
> audience. Actually, I read an article from the newspaper
> about WCBS FM and some official from Infinity said something
> like "People above 55 don't matter unless we are selling
> craftmatic beds". He was saying those people don't matter.
> Unbelievable! The attitude of advertisers must change.
>


I've got a feeling that as the boomers continue to age out of the so-called "money demo", advertisers will begin to follow. After all, 25-54 wasn't the prime advertising focus until the boomers entered it. There's a lot of money to be made off this generation, and anyone who ignores them is a fool.

 

[OldiesCat]

sure

Of course, it CAN be done. The bigger question is "do they WANT to?".

To a 30 yr old seller or agency dweep, it's not cool, not hip, not sexy--
"well it's just not MY deal" and we have a generation of radio sellers and agency folks who are all about "me" and if it ain't hip-hop, the aren't about to put any effort into it (despite the fact they can make BIG BUCKS).


> There are lots of talented sales folk out there. Anyone with
> the brains to look at the numbers, craft the proper
> marketing pitch, and spin it to the right folks can do the
> job. But that's the hard way, and it takes effort to break
> the status quo. Selling by forumla is so much easier.
>
> It's inertia we have to deal with, more than anything else.
>
> - Doc
>

 

[OldiesCat]

worth repeating

I've said this dozens of times but it may be worth repeating:

*** those 25-54 adults the ad community so coveted ten years ago is
now 35-64. They're more into technology than ever, because more
and more are becoming empty nesters they have more disposable income
to spend than before and they are willing to spend it on those who
bother showing them they are valued.***

I sure wish radio sellers, agencies and advertisers would grasp this.


>
> I've got a feeling that as the boomers continue to age out
> of the so-called "money demo", advertisers will begin to
> follow. After all, 25-54 wasn't the prime advertising focus
> until the boomers entered it. There's a lot of money to be
> made off this generation, and anyone who ignores them is a
> fool.
>

 

[OldiesCat]

oh, yes- very funny

please blow that mindset our your you-know-what.

>
> Of course they're listening less because their hearing goes.
> Don't you know that as soon as you hit 55 years of age, you
> will need a very good hearing aid, and even then most 55+
> with hearing aids don't turn it up loud enough to listen to
> any radio. So no wonder few ppl over 55 listen to the
> radio. But they do buy a lot of Depends.
>

 

[MikeDane]

> Of course they're listening less because their hearing goes.
> Don't you know that as soon as you hit 55 years of age, you
> will need a very good hearing aid, and even then most 55+
> with hearing aids don't turn it up loud enough to listen to
> any radio. So no wonder few ppl over 55 listen to the
> radio. But they do buy a lot of Depends.
>

Huh? What'd you say? I can't hear you speak up!

Mike Dane

 

[am-fm]

Re: sure

> Of course, it CAN be done. The bigger question is "do they
> WANT to?".
>
> To a 30 yr old seller or agency dweep, it's not cool, not
> hip, not sexy--
> "well it's just not MY deal" and we have a generation of
> radio sellers and agency folks who are all about "me" and if
> it ain't hip-hop, the aren't about to put any effort into it
> (despite the fact they can make BIG BUCKS).

Maybe I should go into sales instead of being a jock....<P ID="signature">______________

AOL IM: wnjoldies or jamminoldies105
CBS-FM lives at http://67.83.115.5:8010
Oldies Board co-moderator</P>

 

[OldiesCat]

you're hired!

Lord knows we could use you!


>
> Maybe I should go into sales instead of being a jock....
>

 

[johnsummers]

Re: you're hired!

> Lord knows we could use you!
>
>
> >
> > Maybe I should go into sales instead of being a jock....
> >
>

Funny thing, I don't own a craftmatic bed OR buy Viagra. I don't have time...I just took a 15 mile bike ride, I had to learn a new song for a rock band with whom I play guitar (and no, it's not an oldie) and I have yet to do some light weight training before I leave for work. I'm also in the market for an HDTV and digital camera. Will someone please market to me?? BTW, I'm 52! I'm also not that atypical. Preachin' to the choir here, guys. I just don't get it.

 

[SuperRadioFan]

Sorry about that

Will someone please
> market to me?? BTW, I'm 52!

Sorry to inform you you have about three years left of quality life... Then get used to prunes and Ensure

 

[johnsummers]

Re: Sorry about that

> Will someone please
> > market to me?? BTW, I'm 52!
>
> Sorry to inform you you have about three years left of
> quality life... Then get used to prunes and Ensure
>

Hmmmmm....