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CLASSIC COUNTRY FAN GETTING A RAW DEAL?

A

austingeezer

http://www.tennessean.com/article/20120222/BUSINESS/302220167/Country-radio-sees-challenges

"Many casual fans still like older country tunes. One in six say that country music from the 60s and 70s is their favorite. These songs aren’t typically played on country radio today. “I believe that we as an industry have really made a mistake in our conception of our own stations,” said Rosin. While many people don’t want to listen to classic country music, some still do, and “we’ve let them float away,” he said.
 
I am in my 30's and I still like Classic country better than most new country music.
 
Around here I'm actually liking AM a little bit more than FM now days. KGNB plays very good classic country at night.
 
If you're old enough to remember music from the 60s and 70s, chances are good that you are older than 54 and that makes you undesirable to the station. Advertisers don't want to advertise to people 55+ because their brand loyalties are set. If you're not part of an audience a broadcaster can sell to advertisers, you're not part of an audience that a station will program for.
 
daypart said:
If you're old enough to remember music from the 60s and 70s, chances are good that you are older than 54 and that makes you undesirable to the station. Advertisers don't want to advertise to people 55+ because their brand loyalties are set. If you're not part of an audience a broadcaster can sell to advertisers, you're not part of an audience that a station will program for.
Click to expand...
Unfotunately, daypart, everything you say is correct. However, consider this: Let's say you're a 60 year old guy who drives a Dodge truck. You've never bought any othe make. Now. let's say you've been considering getting a new Dodge truck, but, hadn't quite decided. On comes a spot from a Dodge dealer who's having a big sale on trucks. It inspires our 60 year old to go by and cut a deal on a new Dodge truck. Moral of the story: Brand reinforcement can be just as important.
 
Also consider the older crowd who have switched over to different brands due to the degradation of their current brand or the fact that their once American-manufactured brand is now produced in another country (cars for example). Price of their loyal brand might affect their decisions. Unless I see cold hard data that proves this "brand loyalty" theory, it seems a little irrelevant these days.
 
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