Ignore Boomer Advertising at Your Station's own Peril

[landtuna]

USAToday has an excellent recap of the changing marketing effort to the 49+ crowd. Since I've been repeatedly blasted on this board for saying much the same thing I thought it might put better words to my argument - and a bit of vindication. While the article applies in large part to TV the same message seems relevant to radio.

http://www.usatoday.com/money/advertising/2010-11-15-babyboomers-spending_N.htm

 

[davideduardo]

USAToday has an excellent recap of the changing marketing effort to the 49+ crowd. Since I've been repeatedly blasted on this board for saying much the same thing I thought it might put better words to my argument - and a bit of vindication. While the article applies in large part to TV the same message seems relevant to radio.

As I have posted previously, this is not a media issue but an issue for providers of goods and services.

The media will respond with offerings aimed at age ranges or targets that advertisers market to.

If 99% of agency buys are measured against under-55 metrics, there will be no media outlets targing 55+. In the case of radio, if the predominant metric is the cost per point, and the age range is over 18 and under 55, then there will be no changes in formats and targeting.

And, while nobody can ignore the purchasing power of those over 55, the fact is that until advertisers find the right return on investment in advertising to them, there will be little or no increased activity there.

The error is not understanding that it's not about purchasing power at all! It's about how much it costs to make a sale vs. the profit from the sale.

 

[TheRover]

These few days before the end of the year..... I find commercial OTA radio almost unlistenable.... what with the incredible onslaught of commercials for automobiles and tax problems, and the like.

I'll just tune back in after the first of the year (well maybe), Thanks.

I'm 55, and I find the style of delivery of most radio adds to be a turn-off.

So, no matter what they're trying to hawk.... I've tuned them out, or changed stations, to avoid the hype.

I may not be able to describe it.... but I know poop when I hear it.

 

[landtuna]

These few days before the end of the year..... I find commercial OTA radio almost unlistenable.... what with the incredible onslaught of commercials for automobiles and tax problems, and the like.

I'll just tune back in after the first of the year (well maybe), Thanks.

I'm 55, and I find the style of delivery of most radio adds to be a turn-off.

So, no matter what they're trying to hawk.... I've tuned them out, or changed stations, to avoid the hype.

I may not be able to describe it.... but I know poop when I hear it.

I agree and have already turned off the radio....but not just for the holidays.

I also dumped sat TV for much the same reason - too many commercials.

Then bought an OTA DVR to deal with the rest.

I'm almost commercial-free.

 

[TVradioguru]

And yet both of you continue to talk about radio here... Interesting! For two people so disenchanted about a form of media, you sure do like to talk about it. Or complain about it as the case may be..

 

[TheBigA]

Interesting that they're both outside the demo. That tells me that radio programmers are doing their jobs.

 

[landtuna]

And yet both of you continue to talk about radio here... Interesting! For two people so disenchanted about a form of media, you sure do like to talk about it. Or complain about it as the case may be..

I've been interested in radio since the age of 5 (1950 or so). In my youth I built a number of MW and SW receivers and used to visit every radio station who would let me in the door. I spent hours every evening listening to my radios and still have the log book I kept as a kid with all the far-away calls I heard. I became a Radioman in the navy in the early 60's and came very close to going to work in the industry as an on-air talent after I got out (choosing instead a career in computers). Just last week I sold the last two of my SW receivers.

It's been an interesting ride and I've seen, as many others here have, a remarkable decline in the quality of radio in general over the years. If I am 'disenchanted' with commercial radio that is the reason why. I doubt I am anywhere near alone in that view.

Fortunately, my livelihood was not attached to radio so my interest and comments are from the outside looking in. One of the most disenchanting things about radio these days is seeing how current employees are treated. Although I frequently second-guessed my career choice over the years it is pretty clear I made the correct decision. I would have been very unhappy at this point given the current state of radio and it pains me to see people I admire trapped in this industry - and worse, the terrible prospects for new talent.

 

[davideduardo]

Fortunately, my livelihood was not attached to radio so my interest and comments are from the outside looking in. One of the most disenchanting things about radio these days is seeing how current employees are treated. Although I frequently second-guessed my career choice over the years it is pretty clear I made the correct decision. I would have been very unhappy at this point given the current state of radio and it pains me to see people I admire trapped in this industry - and worse, the terrible prospects for new talent.

Let's look at the prospects for "new" radio actors when the TV freeze was lifted.

Or let's look, today, at who the "talents" on Pandora are.

In many cases, the generation that wants "my playlist" does not want the intrusion of DJs. Radio can adapt by offering an alternive, with personality and talent in some cases, but the business model will be very different.

 

[landtuna]

Let's look at the prospects for "new" radio actors when the TV freeze was lifted.

Or let's look, today, at who the "talents" on Pandora are.

In many cases, the generation that wants "my playlist" does not want the intrusion of DJs. Radio can adapt by offering an alternive, with personality and talent in some cases, but the business model will be very different.

I never mentioned music radio, playlists, DJ's or business models. Just radio. And by "radio" I obviously meant OTA traditional broadcast radio and not the Internet variation.

But I'll say it again....I have three children under 25 years of age and I have not seen one of them, or one of their friends, listen to traditional radio. Nor do they use cell phone streaming. It is music mixes resident on their phones or mp3 players. They may be unique but probably not and if not it doesn't bode well for radio OTA or Internet in the future. That was my point.

As an aside, I was in a major retailer's store today and overheard a woman ask where the "radio's" were. The clerk did not know radio's were considered "electronics".

 

[MattParker]

@Tuna: You are correct, sir (as Ed McMahon used to say). Kids are oblivious to radio. Most of the people in the money demos are oblivious to AM Radio.

To add my anecdote: I was driving a group of kids. I had the radio on (the kids had asked for music). After hearing a song he liked, one kid asked me to play it again. I never did get him and the others to understand this was radio and I couldn't replay (or skip) a song.

Whatever the value of Boomers as a marketing target, we may soon be all radio has to sell to advertisers. Advertisers wanting to reach 50+ consumers are out there. They are all over cable and even some terrestrial TV. For some reason, they just haven't found radio is worth including in the mix. And advertisers who are marketing products to a broad age range, including those 50 and over, just figure they can pick up Boomers by buying AC. There used to be a theory of TV programming (before cable and remotes) called Least Objectionable Program. AC is the least objectionable format. A lot of Boomers who can't find what they'd really like to hear on the radio, end up listening to AC (which they find less objectionable than other music formats).

 

[TVradioguru]

It's been an interesting ride and I've seen, as many others here have, a remarkable decline in the quality of radio in general over the years. If I am 'disenchanted' with commercial radio that is the reason why. I doubt I am anywhere near alone in that view.

Fortunately, my livelihood was not attached to radio so my interest and comments are from the outside looking in. One of the most disenchanting things about radio these days is seeing how current employees are treated. Although I frequently second-guessed my career choice over the years it is pretty clear I made the correct decision. I would have been very unhappy at this point given the current state of radio and it pains me to see people I admire trapped in this industry - and worse, the terrible prospects for new talent.

I think you'd agree that a lot has changed or evolved since you were a child. Radio is just one of probably thousands of things that have changed. It used to be that many folks started working in a career, trade, or some form of employment, worked in the industry until they retired. How many people can you think of today, or in the past ten years that work anywhere their entire working life? The same holds true for radio. Where we are today started back in the 70s with the advent of automation. Station owners could automate overnights and weekends, reducing or eliminating the need for the extra air staff (expense), while still maintaining the same level of listeners. Fast forward to the 80's and computer-based automation is more reliable and cheaper than tape and board-ops. And voice tracking in the 90's meant an increased quality of talent in smaller and medium markets for little additional expense.

One of the reasons McDonalds is so popular and successful is due to the consistency of the product. You walk into a McDonalds and you know what you get. It doesn't matter whether it's located in a small town or big city. People like consistency, including radio listeners. When I press 'this button' I know what type of music I'll hear. Sure radio, when the only choice of aural media was the only game in town, may have been more freeform and you listened because...well, it was the only choice you had with far fewer stations on the air than today. Now there are hundreds of choices and ways to consume music and entertainment content. Radio today has to walk the line between being a successful business (remember it's always been a business), satisfying the free entertainment needs of a large cross section of tastes, and trying to fulfill the business needs of advertisers and stakeholders.

As we get older our recollection of the past, including what radio sounded like in comparison to today, may not be as accurate as our own tastes evolve.

 

[TheBigA]

I have three children under 25 years of age and I have not seen one of them, or one of their friends, listen to traditional radio.

That's because most radio stations don't program to people under 25. And the majority of radio stations today are still programming like it's 1982, with DJs and playlists. That is so last century. Radio needs a revolution, but it won't happen because so much of radio is still stuck in the past. The radio itself isn't the problem. It's simply a transmission system, like the internet but directional. It just needs to be run the way people under 40 want. I think we're a couple years away from that. When it happens, all the boomers will scream, but it's a necessary change.

 

[landtuna]

I have three children under 25 years of age and I have not seen one of them, or one of their friends, listen to traditional radio.

That's because most radio stations don't program to people under 25.

Let me be even more specific......I have two older children 31 and 35 who also don't listen to radio since they were about 10. They, like their younger siblings, use mp3 players - even in their cars.

I think we're a couple years away from that. When it happens, all the boomers will scream, but it's a necessary change.

I'm not sure there are that many Boomers still listening. My Boomer buddies all seem to have players in their cars, garages and homes. I can't remember hearing any radio station except when in a store. I'm the only person I know who still listens to the radio in the car. I assume the commuters listen to their AM and PM drive time shows but probably nothing else.

 

[KeithE4]

Interesting that they're both outside the demo. That tells me that radio programmers are doing their jobs.

Are they "doing their jobs?" or are they making their jobs obsolete? Sounds like radio stations today are equivalent to the blacksmiths of 100 years ago - made irrelevant when better technology came along.

Radio doesn't want us geezers over 50. Folks younger than 25 don't want radio. Does that mean that this generation of listeners between ages 25 and 49 is the Last Sacred Sales DemoTM and there won't be a next generation to program to?

 

[Mike Sheridan]

HA! I knew when I saw this topic Big A and DavidE would be here...Hi guys! Like moths to a flame eh?

I have XM and mp3's I only listen to broadcast radio when I need local information or out of curiosity.

Radio is never going to be the way we remember it. The listener base is badly fractionalized and everyone knows what great radio is based upon what THEY like.

With station groups crying that it's too expensive to hire a full air staff, don't expect anything all that great.

If Storz had their way and if automation had been reliable in the early '60's their WQAM would have sounded very different.

 

[Mike Sheridan]

Interesting that they're both outside the demo. That tells me that radio programmers are doing their jobs.

Are they "doing their jobs?" or are they making their jobs obsolete? Sounds like radio stations today are equivalent to the blacksmiths of 100 years ago - made irrelevant when better technology came along.

Radio doesn't want us geezers over 50. Folks younger than 25 don't want radio. Does that mean that this generation of listeners between ages 25 and 49 is the Last Sacred Sales DemoTM and there won't be a next generation to program to?

I wonder about this too because I see the same thing. The 18-30 set that I know are really turned off by long commercial sets, they just won't listen. Until there are hard numbers to back this up you won't get some of the people here to believe this.

Music radio has in most cases lost it's fan base, it's just there, a utility.

 

[TheBigA]

Does that mean that this generation of listeners between ages 25 and 49 is the Last Sacred Sales DemoTM and there won't be a next generation to program to?

25 to 49 has always been the sacred sales demo. Even in the 1960s. My studies have shown that once current college kids get older, they magically discover this thing called radio. It's amazing, but once they have to pay for things, get families and mortgages, free OTA radio where someone else does all the work is a great thing.

 

[landtuna]

25 to 49 has always been the sacred sales demo. Even in the 1960s. My studies have shown that once current college kids get older, they magically discover this thing called radio. It's amazing, but once they have to pay for things, get families and mortgages, free OTA radio where someone else does all the work is a great thing.

Disclaimer: I have never worked in radio advertising or sales.

That said, I highly doubt your statement about 25-49 always being the sacred sales demo. While it may be true now and may have been for a number of years I doubt it was during my youth. When I was a teen (mid-50's thru early 60's) the T-40 stations targeted us. To be sure they also advertised products like cars for older folks but the DJ's, music and a majority of ads were intended to reach teens and very young adults. Mobile shows were located at hot spots like the skating rink, auto accessory stores (seat covers were a big item then), drive-in burger joints and movie theaters. Lots of on-air topics around the high schools as well. Granted - I lived in a smallish Southwestern town of 50-100K population so perhaps my experience isn't typical. However, when I visited friends in 1960 in the San Joaquin Valley of central California their radio stations seemed just like mine.

In that same era the 25+ crowd were listening to Sinatra, the Ink Spots and Gogi Grant. I don't remember any parents of the era listening to T-40 stations unless pressured by their kids. More likely they tuned in to Arthur Godfrey and the like. If it was music it was what we now call 'standards'.

As for young adults graduating to radio....never before has their been such a variety of cheap mobile devices to listen to all genres of what once was radio. I've watched my oldest two boys grow up into their 30's now and they still use the same type of portable electronics they did in the 80's. Neither listen to radio.

 

[TheBigA]

I highly doubt your statement about 25-49 always being the sacred sales demo.

Do you understand what the word "sacred cow" means?

Stations like WABC or WLS obviously had lots of teen listeners, but it was not their primary or exclusive targeted demo. You can read Rick Sklar's book if you don't believe me. They may have played The Beatles in the 60s, but they also played Louis Armstrong, Tony Bennett, Al Hirt, and other MOR artists. Those older artists were to bring in the slightly older demos, 25-49.They considered themselves to be "mass appeal," not Top 40. The other thing to know is there were fewer Top 40 stations than those targeting older listeners.

By the way, Sinatra's teen fans from the 30s were in their 30s by the 1950s and their 40s by the 1960s.

I've watched my oldest two boys grow up into their 30's now and they still use the same type of portable electronics they did in the 80's. Neither listen to radio.

OK, so two males in their 30s that don't usa OTA radio. They are unusual, based on my studies. The numbers for women in their 30s are very different. If 25-49 is the sacred cow, women in that age group are the golden sacred cow.

 

[TheBigA]

Until there are hard numbers to back this up you won't get some of the people here to believe this.

What do you mean by "hard numbers?" Numbers that confirm your opinions, or actual facts? Because those of us who work in the business see Arbitron numbers, and they show lots of people 25-49 listening to the radio.