Do "Geezers" Make Terrestrial Radio Look Good?

[davideduardo]

I thought yall were talking about "20 or 30 years ago" for a minute there, so that's why I picked "doubled....."

How many major radio markets have doubled in 20 years? Or even 30?

Phoenix and Las Vegas have more than doubled in 30 years, but fast growers like Dallas have not even doubled. Orlando just barely doubled. Most metros are relatively flat, with a few growing and a few shrinking.

In any case, the reason we use a percentage of total population in radio statistics ("rating" is in fact a percentage of the universe... the local population in radio ratings) is that irrespective of population change, a percentage of the total is a number that can be compared over years, decades and even centuries.

 

[quadraphonic]

I thought yall were talking about "20 or 30 years ago" for a minute there, so that's why I picked "doubled....."

How many major radio markets have doubled in 20 years? Or even 30?

Phoenix and Las Vegas have more than doubled in 30 years, but fast growers like Dallas have not even doubled. Orlando just barely doubled. Most metros are relatively flat, with a few growing and a few shrinking.

In any case, the reason we use a percentage of total population in radio statistics ("rating" is in fact a percentage of the universe... the local population in radio ratings) is that irrespective of population change, a percentage of the total is a number that can be compared over years, decades and even centuries.

Dang guy, I didn't fully research my statement. I was rounding and guestimating.
I would say "So sue me" but I'm sure you'd take that seriously and dissect it ad infinitum.
Stand down.
It's still all just different ways to spin statistics into BS.

 

[davideduardo]

It's still all just different ways to spin statistics into BS.

You need to think this one through again.

For any base number that is subject to change and based on which we want to perform calculations, it's important that changes in the base number do not distort the results.

Let's say that in 1932, in the depth of the Great Depression, there were 7 million unemployed. And today, there are 7 million unemloyed (I am just making up the number to show a point). A news reporter without math knowledge might say that "at no time in history excedpt the middle of the depression have so many Americans been without jobs..:" and, statistically, he is right. But the population of the nation and the workforce have changed in those 75 years.

Those 7 million in 1932 were about 20% of the workforce, while the 7 million today are 5.2% of the workforce. The truth is that we are near an all time low in unemployment as a percentage of the workforce, not an all time high.

The same applies to radio: population bases change and even market definitions change. The only way to measure the reach of radio is to express it as a percentage of the total 12+ (or subset) irrespective of the size or change in the base, since the key element is whether radio is as effective in percent reach today as it was at any measured point in the past.

This kind of procedure takes the BS out of radio statistics, just the opposite of what you claim.

 

[quadraphonic]

You win, man.
I'm straightened out.

 

[Icangelp]

There are plenty of formats whose appeal includes over 55, such as talk, A/C, country, Urban A/C, Hispanic adult hits, etc. >But they sustain themselves based on the under-55 portion of their audience. It's formats like standards and 60's based oldies that can't generally survive because nearly all the audience is over 55.

Horse hockey. My parents and grandparents don't listen to FM because they're not interested in "young" country, spanish, Hip Hope or AC. You're dreaming if you think most adults over 50 like that music.

I'm not even 50 and I don't like it. I don't hate country, but it's not something I seek out.

My quote was for the most part, radio doesn't serve older adults.

I wasn't focusing on oldies, which you hate with a vengence. Just let anyone on these forums dare to post a lament why oldies radio sucks or how it could sound much better, and you interject your obnoxious opinion into the thread every time.

You are the one expressing opinions. David is stating facts, and restraining himself quite well, I might add.

In my town, older adults are well served, both on the AM & FM dial. In my midwest market, there are at least two, non commercial FM stations playing big band and pre-50's music. There are 4 public broadcasting stations with classical, 40's and 50's radio programs, jazz, 50's and 60's standards. We even have a smooth jazz and 60's Top 40 AM stations.

I'm in my early 60's and I realize my time in the mainstream has come and gone. No biggie. I can find whatever music or entertainment I want on the internet, just not so much on AM and FM anymore.

 

[TheFonz]

.

I'm in my early 60's and I realize my time in the mainstream has come and gone.

Don't put yourself down. Your segment of the population is growing by leaps and bounds. And it is creating its own "mainstream". Sadly for commercial radio, it won't be a part of that mainstream.

 

[JeeperOne]

Hi everyone:

There are plenty of formats whose appeal includes over 55, such as talk, A/C, country, Urban A/C, Hispanic adult hits, etc. >But they sustain themselves based on the under-55 portion of their audience. It's formats like standards and 60's based oldies that can't generally survive because nearly all the audience is over 55.

Horse hockey. My parents and grandparents don't listen to FM because they're not interested in "young" country, spanish, Hip Hope or AC. You're dreaming if you think most adults over 50 like that music.

Mind if I throw in a little objectivity here guys?

My mother is in her 60s and she will listen to AC. True, much (If not all) of what's played on your typical AC wasn't even around when she was in her 20s or 30s, but believe ir not, she still listens to it just the same. So for either of you to throw AC into the mix, is just plain wrong. This one is a draw. One point for each Don & David.

Now Hip-Hip music is an entirely different ballgame altogether. There aren't too many grannies who are "Young At Heart" as it were and can breakdance like MC Hammer did back in his day or like the rappers do today. Therefore even I would have to agree with Don on this one.

As for Country music (Any kind of country music really), it just really depends on the listener. I mean that genre can appeal to a wide range of listeners REGARDLESS of age or gender. The only barricade it has is with ethnicity (Somehow I just can't imagine "Black Cowboys" livin' in da 'hood yellin' YEE HAW!! or GIDDY UP!! on the streets). Again, score one for Don.

Lastly, for ANY kind of music where the words of the song aren't even in English (Even rap music), NO ADVERTISING AGENCY IN THEIR RIGHT MIND is gonna hang their hat on a wing and a prayer that there are gonna be enough listeners of foreign language ANYTHING to make a profit off of. It just doesn't work like that. In the end, score yet another one for Don.

While I'll agree with you David that the (What we now call) Oldies isn't exactly the big ca$h cow like it used to be back in it's heyday, it's still a viable format (Even for a small-time puny Internet Radio station programmer and audio & video podcaster like myself) because of the younger audiences which are turning to it because they're TIRED of hearing the SAME O' SAME O' songs they've heard for like the zillionth time because the big record labels are just simply TOO [EDIT]LAZY to GET OFF ITS COLLECTIVE ASS & START GOING AFTER THESE INDIE ARTISTS & BANDS!!! They want the networks such as FOX & shows like American Idol to do that for them. Simply put David, I'll give you the point this time, but if knock the Oldies format again David, I may not be as generous next time.

Long & Short is simple. If there's anybody who needs to get a better understanding of listener's tastes, it's YOU David because you're too quick to bash on the idea of just who listens to Oldies music and you're also quick to supplant it with your own definition of just who is an Oldies radio listener.

I'm not even 50 and I don't like it. I don't hate country, but it's not something I seek out.

Likewise with me Don, though Country kinda puts me to sleep.

I wasn't focusing on oldies, which you hate with a vengence. Just let anyone on these forums dare to post a lament why oldies radio sucks or how it could sound much better, and you interject your obnoxious opinion into the thread every time.

I certainly hope I didn't come across like that to you Don.

Cheers

Pat


[EDIT-profanity]

 

[davideduardo]

Horse hockey. My parents and grandparents don't listen to FM because they're not interested in "young" country, spanish, Hip Hope or AC. You're dreaming if you think most adults over 50 like that music.

My mother is in her 60s and she will listen to AC. True, much (If not all) of what's played on your typical AC wasn't even around when she was in her 20s or 30s, but believe ir not, she still listens to it just the same. So for either of you to throw AC into the mix, is just plain wrong. This one is a draw. One point for each Don & David.

Huh? The quote in italics is from Don. I said 55+ do listen to country, AC, Spanish Adult Hits, Urban AC, talk, etc. In many markets, more folks over 55 listen to AC than to oldies.

Now Hip-Hip music is an entirely different ballgame altogether. There aren't too many grannies who are "Young At Heart" as it were and can breakdance like MC Hammer did back in his day or like the rappers do today. Therefore even I would have to agree with Don on this one.

Go back to MY post, and you see I never mentioned hip hop as a senior format. Don somehow went berserk and introduced this into the discussion, as well as pruning the format descriptions I gave for the ones that have the most 55+ appeal.

As for Country music (Any kind of country music really), it just really depends on the listener. I mean that genre can appeal to a wide range of listeners REGARDLESS of age or gender. The only barricade it has is with ethnicity (Somehow I just can't imagine "Black Cowboys" livin' in da 'hood yellin' YEE HAW!! or GIDDY UP!! on the streets). Again, score one for Don.

I'm the one who brought up country, which in a huge percentage of markets scores more 55+ ratings points than oldies amont 55+.

Lastly, for ANY kind of music where the words of the song aren't even in English (Even rap music), NO ADVERTISING AGENCY IN THEIR RIGHT MIND is gonna hang their hat on a wing and a prayer that there are gonna be enough listeners of foreign language ANYTHING to make a profit off of. It just doesn't work like that. In the end, score yet another one for Don.

And you are as wrong as he is. Hispanic radio is the only growing segment in radio, with double digit growth last year. Adult oriented Hispanic formats do very well in 55+ in markets that have signficant Hispanic pop0ulation. Since Hispanics are now 15% of the population, that's lots and lots of markets.

In LA, 5 of the top 10 stations are in Spanish, and Spanish accounts for nearly 30% of all listening. In Miami, Spanish shares are even higher, and the top billing stations are all in Spanish. In New York, 3 of the top 10 stations are in Spanish. In Dallas, two of the top 5 are in Spanish. Get the idea? Agencies sure do, as revenues for the sector are up... in TV, Univision has been the #1 network in prime in 18-34 and 18-49 5 nights this month alone, beating CBS, FOX, ABC, NBC.

While I'll agree with you David that the (What we now call) Oldies isn't exactly the big ca$h cow like it used to be back in it's heyday, it's still a viable format

The vast, vast majority of oldies stations, from WCBS FM to KRTH to WOGL to KOOL have changed to Classic hits, so it is hard to refute what you say since there pretty much are no such stations on FM in major markets any more.

Simply put David, I'll give you the point this time, but if knock the Oldies format again David, I may not be as generous next time.

I don't know what the point even is. Oldies stations are gone or going, as it is not a viable format any more.

Long & Short is simple. If there's anybody who needs to get a better understanding of listener's tastes, it's YOU David because you're too quick to bash on the idea of just who listens to Oldies music and you're also quick to supplant it with your own definition of just who is an Oldies radio listener.

Huh? I just look at the audience composition of any oldies station going back a few years, and realize that they were really old, with average ages above 55 which is why revenues were declining and why most went the Classic Hits 70's approach.

 

[JeeperOne]

Hi everyone:

The biggest 55+ shares in most markets go to talk, AC and country, and urban AC and Hispanic adult hits if there is an ethnic population of any signficance.

HISPANIC ADULTS HITS??????? Umm.....Care to tell people in the neighborhood that that's the format they should be listening to David (I live in a neighborhood here in Denver that can be best described as LITTLE MEXICO).

You try telling a Mexican they should be listening to and watching SPANISH stuff FOR ANY REASON and they'll tell you where you can go (In their native toungue if not their fluently broken English of course).

And it ain't where the sun shines either.

Most 55+ did not and do not listen to oldies....

Care to back this up with some factual information or are you just rely on the survey to which this entire thread is about David?

most people move on and get interested in newer music, rather than living back in a different era, and the ratings show that oldies never got more than a fragment of the 55+ shares.

MOST people David?? Sorry, but I beg to differ. Believe it or not, some of us FORTYSOMETHINGS still prefer some of the old stuff. Somehow I just can't imagine someone who graduated High School back in the mid 1970s taking a liking to people like Paris Hilton and/or Brittney Spears.

My point is that oldies is only a small share of the 55+ listening when available. And that there are plenty of other formats tht serve 55+, even if not specifically targeted at them... just as CHR gets big teen numbers even if not targeted at teens.

Okay, I'll give you that one. But stop trying to paint everyone with the same paint brush David. Some of us just simply defy your definition of "Conventional Wisdom" as it were.

Basically put David, you're still inside the box when you think. You need to start thinking OUTSIDE the box (At least for once).

My quote was for the most part, radio doesn't serve older adults.

Umm again David...Do you have any factual information to back this claim up?

Sure it does. 55+ uses radio just like 45-54, for example. However, the industry can not design formats specifically for 55+ as there is no income to be derived from that demo.

Really?? Since when did all the News & Talk stations suddenly become extinct???? Last I checked, there were DOZENS of News/Talk stations and HUNDREDS of Talk stations on the air (And many of those are also online as well).

Care to tell me that it's just a figment of my imagination David??

I wasn't focusing on oldies, which you hate with a vengence.

I have nothing against oldies music, although I am truly tired of most of it. I am against the oldies radio format, because it is a money loser.

But not a ratings loser or many stations would've abandoned it many moons ago and the heritage oldies stations that got in on it back in the mid 1980s when music was moved off of AM as the big gun AM Top 40 radio stations were slowly either dying off or becoming Talk stations (KHOW & KIMN come to mind here in Denver even though KIMN now lives on 100.3 FM while KHOW is now a Cheap Channel owned Talk outlet) would've switched formats themselves A LONG TIME AGO.

But the heritage oldies FM stations didn't because you know why? THEY TARGETED OFFICE WORKERS. And it has paid off IN SPADES.

But now, with the entire media landscape changing as more and more Internet Only streaming radio (And now even TV, though not as much) stations are coming online, more and more podcasts are rapidly becoming available (In both audio & video format & many of them from well established terrestrial media outlets such as NPR) along with Satellite Radio finally catching up with satellite TV and even with HD Radio coming into its own (Albeit at a VERY slow pace), Oldies radio isn't THE ONLY genre feeling the pinch. ALL OF THEM ARE. Take a good look at the degredation of Daytime TV as an example. Would you blame the slezy talk shows or the dirty laundry courtroom shows for ALL of it? I wouldn't.

Why do you think so many terrestrial TV stations are now turning to such shows as Law & Order: Criminal Intent to get an audience? Hey, if the "Primetime-In-The-Daytime" format is working so well for TNT on cable, why shouldn't it work on terrestrial TV? What's good for the goose is good for the gander, right?

Just let anyone on these forums dare to post a lament why oldies radio sucks or how it could sound much better, and you interject your obnoxious opinion into the thread every time.

As I said, the only problem with me is that oldies (not classic hits) attracts an unsalable demo in most markets and is pretty much a dead format.

There you go again David. Posting an opinion without providing any factual information to backup your claim. Doing this only makes you look as foolish as Julius May does on the TV board.

Mind you David, I'm NOT attacking your personally. I'm just attacking your posting opinions without providing fActual information (Assuming you have any that is) which backs them up. That's all I'm trying to accomplish.

Just my opinion....

Cheers

Pat

 

[davideduardo]

The biggest 55+ shares in most markets go to talk, AC and country, and urban AC and Hispanic adult hits if there is an ethnic population of any signficance.

HISPANIC ADULTS HITS??????? Umm.....Care to tell people in the neighborhood that that's the format they should be listening to David (I live in a neighborhood here in Denver that can be best described as LITTLE MEXICO. You try telling a Mexican they should be listening to and watching SPANISH stuff FOR ANY REASON and they'll tell you where you can go (In their native toungue if not their fluently broken English of course).

I don't get your point, but in Denver, around 65% of Hispanics listen to Spanish language radio. Out of 19% Hispanic population, Spanish langauge stations represent and average of 12 to 13 shares of all radio listening in Denver.

In LA, Spanish language stations represent nearly 30% of all 18+ listening in the market.

Most 55+ did not and do not listen to oldies....

Care to back this up with some factual information or are you just rely on the survey to which this entire thread is about David?[/quote]

Look at Arbitron shares for persons 55+. I took Dallas, a nice top 10 market that is also diverse, as an example as I am not going to run 300 Arbitron markets for you. I only looked at stations with more than a 0.5 share, meaning 27 stations

The top format is News/talk/sports, making up 26.2% of shares.
Next is Classic hits with 10.1 shares (not oldies... classic hits KLUV)
Then comes country with 9.6 shares
Urban and Urban AC and related formats are 9.3 shares.
Fifth are all Spanish formats combined, with 8 shares.
Sixth with 5.3 is Adult Contemporary
Below that are classic rockvariants, Adult standards (2.6) and CHR.

So at any given moment, only one person in 10 over 55 is listening to classic hits.

Somehow I just can't imagine someone who graduated High School back in the mid 1970s taking a liking to people like Paris Hilton and/or Brittney Spears.

I graduated before that, and do not like Britney but find lots of things like Akon very good and have them on my iPod.

My quote was for the most part, radio doesn't serve older adults.

Umm again David...Do you have any factual information to back this claim up?

Yeah. There are essentially no buys for 55+ so there are no major stations with formats for that demo as we can't sell it.

Here is one example based on one of the few stations that does program 55+... WDUV in Tampa. It's #1 12+, but it is not even top 10 in 25-54. It's 14th in billing in a market that only has 12 viable FMs and a couple of viable AMs.

[/quote]Really?? Since when did all the News & Talk stations suddenly become extinct???? Last I checked, there were DOZENS of News/Talk stations and HUNDREDS of Talk stations on the air (And many of those are also online as well).[/quote]

N/T targets 35-54, but gets huge spillage. Owners are trying to resolve that mby moving the format to FM, where the 35-54 picks up... like WIBC in Indianapolis where the move from Am to FM moved the station, in 25 54, from out of the top 10 to inside the top 5.

In any case, the n/t stations sell the 25-54, not the 55+ which is often "bonused" to advertisers when the CPP quote is based on 25-54.

As I said, the only problem with me is that oldies (not classic hits) attracts an unsalable demo in most markets and is pretty much a dead format.
There you go again David. Posting an opinion without providing any factual information to backup your claim. Doing this only makes you look as foolish as Julius May does on the TV board.

Count the oldies stations 5 years ago. Count them now. About half have moved to classic hits in preparation for PPM, and the rest are in new formats. That activity will show you that there are vastly fewer stations now in 60's oldies than just a few years ago. And the reason is that there are, as I keep saying, essentially no agency ad dollars for 55+.

 

[vibe]

OK-I think there's am answer to the question; let's do a poll of sorts
a) your actual age (or age range)
b)) your effective age- like a well (or poorly) maintained house, this number could be lower or higher
c) assuming a "geezer" is a person of a certain age, at what age would you define a geezer?
d) do you make few or large number of your purchases based on radio ads?
e) what WAS the last consumer good/service you actually purchased after listening to the radio?
I'm 58, feel about 55, define a geezer at an age somewhere beyond age 58 (who knows that number MAY be 59 but it MAY be 80. Few purchases are made based on radio ads and I can't remember the last consumer good/servic purchased after listening to the radio other than Dunkin Donuts, local resturants, and some golf courses that advertise. I think the ads on radio reinforce our already knowledge of the good/service that is being advertised which is more brand reinforcement than anything. What's funny is when travelling out of my local area on vacation I will listen to the local AM's and make decisions on where to eat/what to do etc after listening to the radio.

 

[Icangelp]

OK-I think there's am answer to the question; let's do a poll of sorts
a) your actual age (or age range)
b)) your effective age- like a well (or poorly) maintained house, this number could be lower or higher
c) assuming a "geezer" is a person of a certain age, at what age would you define a geezer?
d) do you make few or large number of your purchases based on radio ads?
e) what WAS the last consumer good/service you actually purchased after listening to the radio?
I'm 58, feel about 55, define a geezer at an age somewhere beyond age 58 (who knows that number MAY be 59 but it MAY be 80. Few purchases are made based on radio ads and I can't remember the last consumer good/servic purchased after listening to the radio other than Dunkin Donuts, local resturants, and some golf courses that advertise. I think the ads on radio reinforce our already knowledge of the good/service that is being advertised which is more brand reinforcement than anything. What's funny is when travelling out of my local area on vacation I will listen to the local AM's and make decisions on where to eat/what to do etc after listening to the radio.

I'm not much on polling, however...

Who a "geezer" is depends on the age of the person being questioned. The younger the person asked, the younger the entry level for "geezer".

I never purchase anything based on radio ads, or for that matter TV ads. Never, at home. Never, away. When I travel, I have already done my research. Radio and TV adds do make me aware of a brand, product or service.

Restaurants to automobiles, I do my research on the internet and word of mouth, and I use Consumer Reports for fact based testing results and recommendations.

I have found numerous sites including Youtube, Chow Hounds, Road Food, Best Fares that help in the decision process.

That pretty much qualifies me as a "geezer".

Icg
Edit: Corrected spelling of "ads".

 

[davideduardo]

Who a "geezer" is depends on the age of the person being questioned. The younger the person asked, the younger the entry level for "geezer".

In the context of this thread and the ones related to it... all of which are related to radio ad buys... a geezer is anyone over 55.

I never purchase anything based on radio ads, or for that matter TV ads. Never, at home. Never, away. When I travel, I have already done my research. Radio and TV adds do make me aware of a brand, product or service.

That pretty much qualifies me as a "geezer".

And makes advertisers hesitant to target you.

 

[landtuna]

Maybe David has a point, however.....

For years now I keep hearing what a big market the Boomers will be and how that will drive advertising and marketing decisions to things like health care and away from things like diapers. Apparently that is only happening on TV and not radio.

Like Icangelp though, I too am not influenced by anything I see on TV or hear on radio. In fact, I have trained myself to ignore commercials so thoroughly that if one actually comes along that I want to listen to I usually have to see or hear it multiple times to absorb it. More likely a commercial is apt to make me push the preset or remote although, at least on TV, there are some funny and interesting commercials unlike most of radio where the "Billy Mays" shoutcasting seems to be the preferred method.

 

[MikefromDelaware]

Based on the "radio definition" of geezer, I'm one at 57 ( I also consider a Geezer to be someone in their 80's, but also realize that how old you are would define who's a geezer).

I do listen to the radio, but find it harder and harder to do. My radio market is Wilmington, DE, and Philly. Many stations, but not much in music I prefer other than WRTI Temple Univ Phila (has a Wilmington translator) for Classical Music daytime and Jazz at night. If in the mood for Country I do have three stations to choose from WXTU Philly, WXCY Havre de Grace MD, and WDSD Dover DE. The one Oldies station WOGL Phila is too into Motown and Disco for my tastes so I don't listen to it at all. I'm not into the Classic Rock format as I wasn't ever into the "heavier" rock. I also listen to NPR programming via WHYY-FM Phila, local talk sometimes on WDEL Wilmington, and sometimes maybe for an hour Rush on WILM Wilmington.

Other than that I listen to CD's for 50's, 60's and pre disco 70's Oldies, Big Band, Classical Music, Easy Listening (Standards), and audio books. An example, I've been listening to an audio book at work ( I work alone literally all day in a lab and can listen to whatever I want without offending or bothering anyone else) and haven't had the radio on at all this week. I finished the audio book this afternoon so probably will check out NPR and WRTI tomorrow. If what they have on interests me I'll stay tuned in, if not I'll start another audio book that I checked out from the library.

I spend most of my radio listening time with non-comm stations WRTI and WHYY-FM.

I don't buy based on radio or TV ads other than possibly ads about a local resturant I haven't tried.

I understand why the ad agencies don't want me as a listener. I'm too smart to believe the ads where as the kids believe what they hear on the radio or see on TV. I also tend to have brand loyalty. As you age, allergies can become an issue too, so changing soaps, etc can give you problems so once you find something you like, older folks tend to stay with that. Same with cars. I like and buy Fords. I know what food I want when my wife and I go grocery shopping, so other than coupons for things we want to eat, the food ads in the paper don't interest either of us.

If radio programmed more music I liked, I'd listen, but frankly see the non-comms as the future for the less popular formats. There is a non-comm in Philly that I can't get in Wilmington that features Big Band music. A non-comm in my market from the U of Del WVUD has some big band on Sunday nights, and Blue Grass during the week and weekends. So as Classical, Jazz, Big Band Music, and Blue Grass are on Non-Comms, they'll become the oasis for those of us who do not want to only hear the same ole same ole on the commercial stations. Also NPR has interesting talk, news informational, quiz shows, entertainment shows, etc that the commercial stations would never consider doing, again making the non-comms a place to find the unusual on radio. Yes, it requires the listeners to pony up some financial support, but it's better than not having anything worthwhile for my ear to hear.

Unfortunately, it's a paradox, older people are radio listeners, but the ad agencies don't want us, probably for some of the reasons I've already stated above, so the future of radio might end up being in the world of listener supported radio. People support the station or stations that play what they want to hear rather than depending on ads to pay the bill. There's a large number of underserved folks who are ignored by commercial radio and who are ripe for the non-comms to get as listener/donors.

 

[davideduardo]

Unfortunately, it's a paradox, older people are radio listeners, but the ad agencies don't want us, probably for some of the reasons I've already stated above...

Mike,

That is a cogent, coherent and just nicely written post. Thanks for summing this issue up so nicely from a listener's point of view.

You show that the major issue is that boomers have developed a decision making process as well as special needs that create a hard-to-crack sell for advertising. I found your mention of issues that affect consumer behaviour about allergies to be very significant and represent a point never mentioned here!

Thanks.