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Good WVUD story

W

WTUX

Guest
There is a good story in the News Journal toay about WVUD. Its a promotional piece as the station gears up for its radio "beg a thon". Liked the write up on Scott Birney, a guy I know and really like on the air and at his playing gigs.

The station's take on the future of FM is worrisome, of course. They point out that not even all the student workers at the station have a radio in their dorm rooms. Radio seems to be a concept student-age demos are not into anymore. Not a good omen for the future of radio.

And with that in mind, perhaps the Urban radio folks need to pay heed. Maybe the PPM showings of hip hop and other urban formats really were grossly inflated during the Arbitron diary days. People can't lie on the PPM's. They were probably lying about time spent listening when filling out diaries. And not youth oriented urban is taking the hit they deserve.
 
The industry has dropped the ball on the younger generation to the extent that a lot of consultants are telling their stations, short term at least, not to even bother courting younger listeners. Troll where the fish are, they say...
 
The industry has dropped the ball on the younger generation to the extent that a lot of consultants are telling their stations, short term at least, not to even bother courting younger listeners. Troll where the fish are, they say...

If not the young, then who is radio targeting? Certainly not the 50+ crowd. If they were to actually troll where the fish are, then we'd hear more Boomer oriented stations (the largest population block and last population block that actually likes listening to the radio).
 
Mike, that is exactly what the radio exec's are doing. During the past week, stations in major markets which had dropped the oldies format have started bringing it back. The PPM explosion which showed large numbers for oldies brought WCBS-FM back to life. Now WJZW in DC is Imus in the Morning and Scott Shannon's True Oldies channel the rest of the day. Starting Sunday afternoon, a major Atlanta FM switches from country to the True Oldies channel.

As more markets drop the rigged diary Arbitron system and switch to PPM, we'll see more of this. Ad buyers who still want to go with radio will be forced to aim at the higher end age demos because that willl be all that's listening. Several large radio firms are really sweating because the PPM numbers are showing sharpely lower numbers for rap and hip hop. The numbers just aren't there and probably never were.
 
WTUX said:
Mike, that is exactly what the radio exec's are doing. During the past week, stations in major markets which had dropped the oldies format have started bringing it back. The PPM explosion which showed large numbers for oldies brought WCBS-FM back to life. Now WJZW in DC is Imus in the Morning and Scott Shannon's True Oldies channel the rest of the day. Starting Sunday afternoon, a major Atlanta FM switches from country to the True Oldies channel.

As more markets drop the rigged diary Arbitron system and switch to PPM, we'll see more of this. Ad buyers who still want to go with radio will be forced to aim at the higher end age demos because that willl be all that's listening. Several large radio firms are really sweating because the PPM numbers are showing sharpely lower numbers for rap and hip hop. The numbers just aren't there and probably never were.
Click to expand...

I'm laughing at myself because I said so fervently on another thread a few weeks ago that no competitive station would consider oldies because the demos are "abysmal and getting worse." Maybe, I spoke too soon. However, I'm still not convinced that this mini "revival" of oldies is anything more than moving to a higher cabin on the Titanic. With the recession looming, and a disproportionate number of people in the 50-54 demo still listening to the radio, I suppose it makes some sense for stations in bad cash positions to seek some temporary shelter with oldies. Notice, however, these stations likely won't be hiring local air talent, and these stations are exclusively FM. How long can they hold out? I don't know, but the move looks like a stalling tactic while the industry shakes out. And believe me, if you've hated all the recent consolidation and generic formats, you ain't seen nothing yet. I expect this is going to be a VERY tough year for the industry.
 
Now all we need is for the Philly market stations to take note and give the Philly/Wilmington/Trenton market a real oldies station. WOGL is not a real oldies station, WMGK plays classic rock which isn't an oldies station either. There certainly are plenty of FM stations in Philly that might want to make the switch to real oldies. I'm ready to tune in. From what you said, the exects are finally realizing that the boomers are there last best hope at this time. It makes sense that the home of American Bandstand should have a real oldies station.
 
Since we have just entered a recession, there will be less ad revenue to spread around (just at a time when they should be spending more) far too many radio stations. The ad reps reaching for the younger demos are probably going to move away radio totally. My fear is, they may never come back.

Oh sure, my age demo will see a growing share of the audience and the revenue. But it will be a growing slice of a shrinking pie.
 
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