Mike Sheridan said:
You know I get so tired of hearing that 55+ audience isn't worth going after. Stations used to make money with that demographic.
And at least one station
could make money doing it now,
if only they'd have the fortitude to hire
established sales reps who understood the nuances of selling 50+ demos.
But noooooo (to quote Steve Martin), it's easier to hire a newbee or a greenbee and throw him/her to the wolves. If he/she doesn't pan out after six months... oh well, the colleges are churning out 21 and 22 year olds every six months who are looking for some money before they go on to get their Masters, MBA's or MFA's.
You would think that the geezers would rate at least one radio station. Like KB is doing so well with what they have now? Sounds like station owners need to read "Who Moved My Cheese".
I read that book and thought half of it was a crock of spit. The other 25% was useful, especially if you were under 30 and didn't have the real life experience to have learned those lessons in the real world. The remaining 25% was a business re-hash of "Adapt or perish" -
The Origin Of Species, Charles Darwin.
Am I wrong or do radio stations prefer
not having four or five strong billers cornering the market (as might be the case with 50+ sellers.) It seems they'd prefer to have a stable of low and moderate billers on whom they can exert equal pressure and incentives to sell.
Ideally, stations would like to have a stable of equally high billers, but that's pie in the sky. Account lists get shuffled and commission structures get modified for any number of reasons, the primary being "the house always wins."
If you had a good (key word, "good") 50+ product on a strong signal AM station and "mature," knowledgeable sales personnel to sell it, the station and the sales reps would do well.
Sorry, but KB as an oldies station was NOT a good station. It was totally mis-cast... kind of like a "Moon For The Misbegotten" (-Eugene O'Neill.) A more intuitive PD might have had Danny doing 6-9 a.m.; Donahue 9-noon; Tom Schuh noon-3; Berns 3-6; Armstrong voicetracking 6-10 p.m. and a voice-tracked "Backseat Oldies" show from 10 p.m.- 1 a.m.
But what the hell do
I know! I paint houses and throw mud on walls.
A guy with a handle that's either Flourine, a section of the Third Class Operators Exam or the number representing the sky to mystics and sorcerers (element 6 being the earth, as recalled in Jimi Hendrix' "If 6 Were 9") says my posts are too long.
Plus, I'm on record as saying AM has ten years and the clock has been ticking for at least two years now.
Your turn.