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B 1079 moves to the 80's

Just a quick correction to the posts about WDPT.

Again, you are looking solely at 12 plus numbers. Cox sold WDPT in combo with sister WZLR. In it's last book as a combo, the WDPT/WZLR combo was top 5 in Dayton 25-54. You can't get much better numbers than that with 2 "rimshot" stations. Cox made a good deal of money off that combo. The format changed because something potentially financially better came along.

I doubt even if WDPT were run exactly like Star, the 12 plus numbers would be much better. With Star, you had a 6 Kw stick about 10-15 miles north of town. With WDPT, you have a 50K stick 45 miles north of town.
Signal can mean everything.

Though it's not "all 80's", I am impressed with the "Classic Top 40" imaging on B1079. Whoever is scheduling the music there is doing a pretty decent job, from what I've heard on the air. And yes, I think 80's can fit with a "Classic Top 40" image. The period from 1983 (or so) to 1987 was a pretty good era for CHR, and that fits with the notion of "Classic Top 40".
 
Snat said:
Nu_Roo_2 said:
Baby Boomers have a huge amount of disposible income which they are only too happy to part with. Today's 55-70 year olds buy plenty of new stuff all the time. And they are not much more brand loyal than younger consumers.
Click to expand...

Can you cite some research or a source to support these statements? I'm not trying to pick a fight - just curious about the authenticity of what you said because it contradicts much of the industry's "conventional wisdom."
Click to expand...

Responding a second time, as today's R&R Today had something on this topic, under the headline "Radio’s Lost Generation." It starts,

Advertisers and ad agencies are missing the boat on a great source of cash flow: the baby boomers —
particularly people 56 and older, who are left out of ad buys because they are perceived as being
stuck in their buying habits. And that’s a big mistake, agreed all the panelists at the opening
roundtable session at TRS 2007. “Fifty-six and older are lonely, waiting to die, and no one is providing
entertainment for us,” cracked Parikhal, drawing laughter from the audience. “Agencies are just as
lost as anyone in radio” on that age category, added Mary Beth Garber of the Southern California
Broadcasters Association.
 
My dad who is getting ready to turn 70 years old next month is living life to the fullest. I don't get the whole spending habits thing either. He goes on 2 to 3 vacations a year. He just bought a brand new 2007 Volvo S80 (nice car BTW) and he's getting ready to put brand new hardwood flooring in his house. That's spending some money if you ask me. I guess my whole point is... I HATE RADIO CONSULTANTS!
 
I think maybe 10-20 years ago the older generation probably WAS a bad investment because they lived through some thin times with the war and going even further back the depression. My grandparents pinched pennies even though they didn't have to because they remembered what it was like NOT to have any money.

However baby boomers and older have generally known nothing but prosperity (on the whole as a nation, of course this is painting with a broad stroke). The radio consultants need to understand that the old rules may not necessarily apply anymore.
 
All good points here, and I agree with much of what's been said.

But, don't blame radio consultants. They are not the problem. The problem lies in two places, from my perspective:

1.) Advertising agencies who are full of 20 and 30-something media buyers who are relying on the
demographic standards taught to them in college. (Standards which were at least ten or so years
behind the times...after all by the time something comes out in a textbook, it can be awfully
outdated.) Also blame, perhaps, a somewhat jaundiced view of the music baby boomers like by the
20 and 30 somethings. They're tired of hearing the Beatles and the Mamas and Papas and Tommy
James and want an "oldies" type format they can embrace that plays their music. (I don't see
anything wrong with a "younger" oldies format for this crowd, but I think elminating all others from
advertising consideration is stupid.)

2.) Radio station managements who would just rather change format than try and re-educate the
buyers about their product, and the listeners it brings. After all, they might "offend" a buyer by the
mere suggestion that, perhaps, the ad buyer should look at things another way. The reality here on
radio's part: it's just easier, simpler and cheaper to "go another direction". Y'know, 'to get along, you
have to go along".

And that's sad...but I don't see it changing unless the advertisers somehow convert and begin to buy in.
 
KevinFodor said:
2.) Radio station managements who would just rather change format than try and re-educate the
buyers about their product, and the listeners it brings. After all, they might "offend" a buyer by the
mere suggestion that, perhaps, the ad buyer should look at things another way. The reality here on
radio's part: it's just easier, simpler and cheaper to "go another direction". Y'know, 'to get along, you
have to go along".

And that's sad...but I don't see it changing unless the advertisers somehow convert and begin to buy in.
Click to expand...

Maybe in the not so distant-future the ability of the PPM to link listening directly with consumer purchasing (by using a common panel for both measurements) will help change that. All it will take is some good examples of older-demo stations moving product, and media buyers will take notice. And if they don't, advertisers will pressure them to. This media exposure-purchase link, which is already being tested for TV with the PPM as part of a joint venture between Arbitron and Nielsen ('Project Apollo") will even be able to reveal such impactful data as whether the older demos' purchase (after hearing a particular campaign) represented a switch in brand from their previous purchase. That can help debunk the "won't consider new brands" belief about 55+.
 
It's the marketing departments at advertisers who make those decisions and it has to do overall what demo the product is designed for. Agencies cannot change the dictates of the advertiser, if they're buying against 25-44 or whatever, no one is going to make them buy 55+. That may change over time, but, in many posts about this subject, David E. has mentioned that in LA, not one 55+ buy has come down the pike, and that advertisers targeting over 55 are using direct mail, and cable TV.
 
And that might be...the internet, if radio will stop giving it away!

And re Consultants: Hate me, love me, I don't care. As long as the checks clear and the stations I work on get the numbers.
 
You couldn't have hit the nail on the head any better. Seems like all some radio ad execs are good for these days is figuring out how to lower their unit rates.
 
kirkiefan said:
Another oldies station gone,first WCOL-AM,then WBNS-FM...now THEM! :'(

Help save online radio from the greedy meathooks of RIAA,BMI,ASCAP and SESAC

http://www.saveourinternetradio.com

http://www.petitiononline.com/SIR2007r/petition.html
Click to expand...

Been there done, done that. Those fees are insane, and I hear they are going to ask for terestrial radio to start paying those fees as well for over the air broadcasts. Maybe, all stations will be going to a talk format when that happens. :(
 
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