Hiya..and thanks for the question..difficult answer though..
Today's radio properties are SO out of the reach of the average person that it's absurd. Some of that is because there are only so many frequencies available..and in the case of the NJ/NY/Philly area, there is no ROOM for new stations.
So that leaves stations already ON the air. Unless one has at least a few million (AM low power stations) all the way up to mega-millions for the flame-throwing FM's..you can see why MOST properties are owned by huge conglomerates..as THEY are the only ones who can afford the license..and with it the real estate, the equipment, the towers, now the HD equipement and digital gizmos that go along with it, the talent, the entire infrastructure that owning a station requires. It's almost mind-boggling what it takes to just RUN a station. I think the days of mom & pop stations are long gone. I've worked for BOTH types..and there are benefits to both scenarios.
If I programmed a station today, It would be the mass appeal station with the maximum punch to deliver 40-60 year olds. Music that has GONE from the airwaves in MANY markets. Those little dweeby 20-something buyers of advertising have stolen our memories. There is a ton of buying power in that demo..and it WILL rear it's ugly head again soon. Someone HAS to see it. Yeah..I've heard all of the talk about how much $$ it takes to REACH that audience..and that younger types are more apt to switch brands based on advertising on a lower cost basis. Welll...we all gotta eat, we all gotta drive, we all gotta have health care, we all have...well..you get the idea. ANY station that can't sell their demo has an INeffective management, and sales team. I can't tell you how many times I've been involved with a SUPERB product..only to be told it can't be sold. And THAT was even in the beginning of NJ 101.5's daring experiment with talk and oldies back in '90. Yeah..some sales dudes got it..some never did. But the billing there certainly ain't chicken feed these days..and it took a couple of years to make noise with the ad agencies..but the dividends of that persistence is still being reaped. In LOCAL markets, I can't believe that CERTAIN geographical areas that are in the heart of the signal are ignored..'cause sales doofuses say the local newspaper is so cheap.. HUH? That's so dopey.. There are tools to learn how to SELL your MOTHER if you want to.. I digress.
MY station would just plain kick ass..and it would super-serve the TARGET demo..but be able to attract listeners on either side of the target. I say bull to anyone who says you can't do that any more. POO. Gee..I hope that answers your question.
People have forgotten how to RUN a radio station..and it ain't brain surgery. Just do what your MARKET desires..and find out WHAT it IS they desire. You'll BE BIG in no time. I've done it a few times. I shake my head when people squander the frequencies they occupy..just amazing. Some do it quite WELL I might add. THOSE people GET it. And the audience is better for it. Do the research..but don't forget your GUTS. Talk to REAL people..and use phrases that THEY use when marketting your station. How do you think Not NY, Not Philadelphia came about? In a focus group..some guy blurted it out. Shut the door..stop the presses..send the kids to bed.. It was that simple.
Thanks for reading. Mark my words..someone is gonna do what I described..and win BIG..again. Details soon about THE RECORD PIG.
BE BIG
www.bigjayandanita.com