RNR --- great stuff. I agree with most of your points. What I find unacceptable with radio 2006 is that it's a mass appeal
medium still. We all heard in the mid 80's that narrowcasting of formats would happen. It has on non-terr. channels.
Along with that is the finally acknowledged fact that many 40+ (esp. surprising males) have given up on radio in favor
of satellite/online music. While it is worse for younger demos, it's greater than "the experts" predicted at this age
group. It proves a point --- that researchers in radio have assumed improperly for 40 years --- when you hit 45
you're to old for anything...wrong. Plus, music is still treated like it was 20 years ago for the demo. Forty, fifty and
sixty somethings want to feel young and still love rock of various genres. These same males feel old with lite AC oldies based
music, while females "tolerate" it better. Still, after work, office music is not the music of most of these peoples
lives. The psychedelic music of the late 60's/70's is almost not found. But, the younger near 40 demo doesn't know
it consistently, nor anything prior and the olfer demographic checked out of the "pop" based and certainly more
disco-based music of the 70's. It's tough to even formulate a VH format with such swings and keep P1 listeners. By being to
broad-based with the music, it alienates listeners often and quicker. By narrowcasting to a more specific period, the
shares cannot be strong enough to show advertisers the return. Tons of this age group are online, as was noted
by myspace and youtube stats just this week. Radio is and will continue to loose these folks and how can they
NOT? There are no real answers, other than denial and burying of heads. It's not the end of radio, but it's not
ever going to be the medium it was just 5-10 years ago. It's been shaken from the inside and outside.
We all know this is happening and the pure lack of quality product on the dial is adding to the problem.
Thing is -- try programming a late 60-early 80's format and it's a massive swing musically and culturally. You loose
a listener with each 5 year music swing based on that listeners age. That's where alternative music sources have
radio pinned. A 47 year old male likes this niche, a 54 year old female likes a completely different sound.
You all get the point, and few disagree with it, at least in general terms that I have stated. Does anyone
really have the exact fix to this problem? I've heard theories for 20 years and look where things are today.
Radio geared for 25 year olds that aren't even listening, etc.
BTW, RNR -- slightly off subject from this admitted confusing rant above, we were in the Panhandle this past weekend
and my 16 year old daughter's favorite radio station was WPFM---how times have changed, but have NOT! It was not
as bad as I expected. Mix 103 sounded as they revamped to the sound of a few years ago, is that correct? They
claimed that, but I haven't heard them in two years. They were not bad for MY OLD gimpographic. Thoughts?
100.3 (the old Coast) under the Hale regime was pitiful, so was WTKE with the problems of dead air, etc., but
the improved signal's a ballbuster in South Walton. All in all, the markets still pretty damn good for all the signals
and issues down there. Glad to be out of radio there, but it's still a great place to play in the sand, eat and drink.
