Don said:
Y'know, Mr. Eduardo, I've read your posts all over these boards, and one common thread is in all of them: you are decidedly anti 40+,
I am neither for nor against any demo. However, in the rated markets, commercial radio must program to the age groups advertisers require And advertisers seldom request listeners under 17 or over 55, which is why commercial radio seldom tailors formats for those age groups. .
and you come across as if you, and ONLY you, know anything about radio.
This would only be the impression of someone who thinks they have a different answer. Do you?
Sixties music makes a station swing 55+? I don't think so.
In general terms, any type of library music (in other words, non-current hits) appeals principally to the group who grew up on the music. A person who was 12 in 1960 is 59 now. A person who was 12 in 1966 is 53 now, just two years out of the sales demos. A person who was 20 in 1970 is 57... and out of the sales demos.
I'm 47. I grew up with Sixties AM radio, the true golden age of Top 40.
You were then a pre-teen at the time. In general, persons in their 40's are more attracted to 70's music and not 60's... you are an exception. Face it.
This music endures, despite naysayers like you. Amazingly, much of it has found its way into television commercials, and folks from all demos still buy stuff. This music is well recognized by kids in their teens, for crying out loud.
The music endures, and people in their mid to late 50's and beyond like it. However, there is nearly no ad revenue fo 55+. It does not matter how much you make, what you buy, what is in your bank account... if you are over 55, very few advertisers use radio to reach that demo. Definitely not enough to make money doing a 55+ format.
One of the reason terrestrial radio is faltering is its failure to program a broad spectrum of formats. Cheap, er Clear Channel is feeling the fallout of being a homogenized radio company, as is CBS. I say BRAVO to CBS for restoring K-Rock to NYC (Eduardo: It'll fail, it doesn't appeal to slightly post pubescent females).
The format is in the 18 to 54 year old sales demos. If it gets ratings, it will do well. If it does not, it won't.
It'd be great to see an updated CBS-FM return, with only the gems of the fifties (let's call them Gold Nuggets, or something similar), a solid 60's rotation, and a blend of the 70's and 80's, consistent with the format...along with personalities to present the music. Doesn't have to be Dan Ingram, or any of the old guys, just people with personality.
The only gold format based on pop (not country, or r&b or whatever) that will work for a prolonged period is 70's based, with very few late 60's songs and some early 80's. Early 60's and 50's is a kiss of death to station demos and to revenue.
There's this little station on the central Jersey shore, known as the Breeze (99.7 WBHX Tuckerton/107.1 WWZY Long Branch; both class A's) that format heavily with 60's music, presented by jocks with personality. Disproving your theory, sir, the combo is pulling very good numbers.
The station bills itself as soft AC, not oldies. WBHX has no ratings at all, although the other does well in Monmouth... quite well for a Class A FM in fact.
I feel that you, and people like you, are why terrestrial radio is dying a painful death. Honestly, most listeners don't care what you think. We just want radio that is fun to listen to.
That is what the group I am with does... more live personality than probably any other major group in the country.
