Fall Preview

[Element9]

Oh my.... look at the first phase of the Fall book inRadio & Records and the number for CHWO. Might make the new owner of WECK re-consider doing local news-talk. Of course, that's likely all 55+ and this is only a trend. It's only a trend. It's only a trend. It's only a trend.

 

[ThePickleReport]

A local take on the MOR/standards format would be interesting, however Waitt Radio Networks also has a standards format that can be "localized" too. Even the old "full-service" model could have potential.

Although oldies (save for WJJL) and standards are missing from the Buffalo market, I'm not so sure how successful a 100% music format on the AM band can be anymore. I'm not seeing too many stations other than those "in a one horse town" having much success.

 

[AndrewLawson]

The CHWO 12+ share in the latest trend is deceptive. Nearly all of that number is 55+.

 

[VoiceGuyJack]

55+ Demographics

Western New York has one the oldest populations in the US. The 55+ demo is EXACTLY the one some smart operator should be looking for. They would have that market to themselves. Just with the revenue from Viagra and Cielas they could cover the overhead.

 

[Element9]

By gosh, you've hit upon a format! Let's hear it for Viagra, Cialis and Lavitra for the "vertically challenged." While we're at it, let's whoop it up for lung disease and applaud those suffering coronary heart disease resulting from a life of consuming copious amounts of deep fried food which also leads to strokes. A round of applause for smoking-induced high blood pressure accompanied by cardio-vascular disease. Kudos to alcoholism for its effect on individuals and their families. Let's hear it for those who are excessively overweight and woefully out-of-shape. Three cheers for the geriatric format! I say go for it. The billing derived from hospitals, HMO's, skilled nursing homes, wheelchair services and cemetaries will put the station well in the black. I can just see the quantitatives, "we're number one with listeners who are chronically and pathologically ill, in need of critical care and soon to need burial space." [/sarcasm]

-9-

 

[MediaBoy4Radio]

Watch the fun when (not if) CHWO beats GR......Jack .....and/or 103.3

 

[Philip_Airtime]

I will restate something that I argued before. The baby boom population has always dominated the consumer marketplace. Not Generation X or Generation Y. It's the baby boomers! They will continue to dominate the marketplace as they age. Those who dismiss 55+ are simply wrong. The reason the 25 to 54 age demo is the preferred one for advertisers right now is because that's where the baby boomers are, and now in some cases, were. Each and every year, more boomers are entering the 55+ demo. This demo will have more money than their parents and grandparents did. Advertisers will want to reach them because they listen to the radio! Radio is not as important to young people. I guarantee that 12 years from now, when the last of the boomers turns 55, we won't be talking about 25-54 as the money demo any more. It'll be 55+. The advertising model of the past 30 years will be turned on its head. I can't imagine advertisers will ever ignore the biggest demographic this nation has ever know -- the baby boom generation. Remember, 12 years from now, 97 Rock will be today's AM740.

 

[Radknowski]

Remember, 12 years from now, 97 Rock will be today's AM740.

Well Phil, you've really brightened the day for the 97 Rock Jocks! BTW, good post. You're right. Baby boomers rule!

 

[NeedsMoreCowbell]

OK, as much as we'd all like to believe that retirees will be suddenly become relevant to advertisers, it's a pipe dream. Let it go. The only reason CHWO is showing as strongly as it does is TSL and TSL alone. It's a niche format that is never going to be factor in terms of cume. Let's keep our perspective here.

Let me also say once again that just because YOU like something, doesn't mean it signals some kind of demographic shift. There is a world outside of this very small group of posters; our sphere of influence and knowledge is really not that far-reaching.

 

[cee]

OK, as much as we'd all like to believe that retirees will be suddenly become relevant to advertisers, it's a pipe dream. Let it go.

So then, who's going to be listening to radio in the future? Today's younger people, as they grow older, are suddenly going to spend less time with their ipods and start listening to commercial radio stations for their music? Not likely....unless maybe the suits finally wake up and do more than auto shuffle FM(with 12-16 commercials per hour)---like---maybe--hire some air talent! Of course, nobody knows what will happen in the future, so all bets are off right now.

 

[AndrewLawson]

Revisiting

As I stated earlier in this thread, the CHWO 12+ number is comprised of primarily, if not wholely, 55+. As such, it's not the type of radio that reaches the masses of 45-64 listeners. This is where 97 Rock and Oldies 104 maintained their strength, especially 97 Rock which puts up strong cume and quarter hour numbers. 97 Rock is already the baby-boom rock station... and it does nicely in lower demos males as well because many of the 15-30 year olds haven't already heard "Whole Lotta Love" 300 (3000?) times and songs like "Riders On the Storm" are "new" and perhaps even mystical. Classic Rock, despite the abuse it (rightfully) gets for re-cycling the old chestnuts, is a great format for reaching 'boomers.

I concur that some form of Oldies or Classic Hits will likely make a celebrated return nationally. Just as much, I concur with the opinion that this little community of ours holds little if any sway over the decision makers in Buffalo or any other market. It's nothing more than a gossip session, sort of like neighbors talking over the fence about the young "Widower McClatchy" down the street. Young McClatchy is too busy and having too much fun to pay any attention to the magpies here.