Let's come at this from another angle. Is there a viable way for a radio station today to make decent money playing 50s and 60s oldies with personality? Let's have some creative, out-of-the-box thinking.
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IS THERE A VIABLE WAY TO MAKE MONEY PLAYING EXCLUSIVELY 50S AND 60S OLDIES?
- Thread starter RADIO TRUTH
- Start date
L
LinoNYC
Guest
RADIO TRUTH said:
Madison Ave has decreed this to be a 'niche", so that's how you'll have to approach it.
Barring a single wealthy patron (or desparate owner) you would have to either use the non-comm model -ask for listener support and perhaps apply for a cultural arts grant.
That point is not as crazy as it may seem, I have worked with theater companies that got NEA/private grants for really esoteric material. Given that rock and doo-wop is part of this country's heritage and already a half-century old...
Then there is the prospect of simply buying time on one the the 'whoring" stations, though you probably won't be able to afford much in the way of name personalities.
There are also all those HD-2-3 carriers that right now are mostly bereft of live hosts and just kept warm by the dell-in-the-closet.
Here in New York perhaps WBAI a struggling non-comm will eventually be amenable to such a proposal for some portion of their airtime, you couldn't get a better signal.
Lino
W
WTUX
Guest
I agree that the HD-2 or HD-3, etc. might be an option. Listener donations, I agree, is another. But outside of that, the answer is NO. It is not commercially viable.
The AM band has always attracted older listeners. WMTR (1250 AM) from Morristown NJ, owned by Greater Media, has played 50s-60s oldies for several years now. If the station were not making money, I am sure the format would be dropped. WVNJ (1160 AM) another suburban New Jersey station had played Adult Standards, but flipped to talk.
In Southern NJ, there are 4! 50's-60's based stations. All play some 70's, but emphasis on the first 14 years of rock, 1955-70.
WCMC Wildwood (Adult Standards), WILW-FM Avalon, WMID Atlantic City, WVLT-FM Vineland. All heritage, local rock 'n roll. All healthy. The answer is yes. But the formats' financial success is dependant on the service area's demographics.
WHAT Philadelphia (commercial AM) is now "Martini Lounge" w/ Sinatra/Bennett/Martin/Davis Jr/Ramsey Lewis jazz. Gets donations from listeners.
WCMC Wildwood (Adult Standards), WILW-FM Avalon, WMID Atlantic City, WVLT-FM Vineland. All heritage, local rock 'n roll. All healthy. The answer is yes. But the formats' financial success is dependant on the service area's demographics.
WHAT Philadelphia (commercial AM) is now "Martini Lounge" w/ Sinatra/Bennett/Martin/Davis Jr/Ramsey Lewis jazz. Gets donations from listeners.
BruceS8852 said:
These stations work because they are not basing thir revenue on ad agencies that buy (on client's orders) demos under 55. As local station in either suburbs or more rural areas, ratings and demos don't matter much or at all, so the selling is based on relationships. Many clients in this kind of smaller market are not as concerned about age and such, and will maintain oldies as a viable format through their ad buys.
In the central city lof a rated market, 50's and 60's odies have very little chance of making the kind of money the investment requires.
An internet based station could make piles of cash playing golden oldies.
scooty430 said:
Yes, and they have to be careful what they play from the late 60's, too. Otherwise, too many of the listeners will be 55+ because the younger demos have little passion for pre-70's stuff except for a short list of "classics" that they know and like.
This brings up another interesting multiple choice question.....
What year will all 1969 and earlier music be gone forever from major and large markets classic hits stations?
A-2008
B-2009
C-2010
D-2011
E-2012
F-2013
G-2014
H-2015
I-In the year 2525 if Chubby Checker is still alive
J-All of the above
K-None of the above
L-A and B but, not C
What year will all 1969 and earlier music be gone forever from major and large markets classic hits stations?
A-2008
B-2009
C-2010
D-2011
E-2012
F-2013
G-2014
H-2015
I-In the year 2525 if Chubby Checker is still alive
J-All of the above
K-None of the above
L-A and B but, not C
It could be (and actually is in some markets) an HD-2 option which could, potentially, be viable.
But lack of advertiser interest in reaching the 55+ audience with radio makes it economically a loser. Unless, perhaps, you're in a city with a very large 55+ population. Or, if you're a "local" small town station with good relationships with local advertisers who can exist exclusively on direct sales. (That is augmented by high school sports broadcasts, other "community" programming and a lot of Sunday morning "preacher features".)
Otherwise, the answer to the question is: no.
But lack of advertiser interest in reaching the 55+ audience with radio makes it economically a loser. Unless, perhaps, you're in a city with a very large 55+ population. Or, if you're a "local" small town station with good relationships with local advertisers who can exist exclusively on direct sales. (That is augmented by high school sports broadcasts, other "community" programming and a lot of Sunday morning "preacher features".)
Otherwise, the answer to the question is: no.
F
Froggy
Guest
Actually....someone will need to come along with a Branded,Satellite Delivered OLDIES Format exclusively for AM Radio that features Mid 50's thru the 1960's maybe up to '71 Promoting it not just as an "OLDIES" Station but as a Soundtrack to the 50's & 60's.A Complete 100% NOSTALGIA FORMAT...no worrying about DEMO being "Too Old"...AM Stations can go out & sell advertising to a Very Lucrative Audience,many Baby Boomers who are now entering their Retirement Years...Stations will be able to see ad time to Restaurants,Car Dealers,Boat Dealers as well as Doctors,Hospitals,etc,etc that go along with the typical Jokes about growing old.
It will be no JOKE to stations who Market themselves in this way....No more so than MUSIC OF YOUR LIFE or UNFORGETTABLES was in their time.
I think where MOYL shot themselves in the foot was that they FOROT that their a NOSTALGIA FORMAT.I'm not yet CONVINCED that Scott Shannon's True Oldies Channel is going to be that "MIRACLE",maybe it will be....but...station owners have to wake up to the fact that there will still be a HUGE VOID in their markets between the "LITEs" the "CLASSIC HITS" and the MOYL.
I hear some AM's playing OLDIES Formats that are too much like the CLASSIC HITS on FM's....Not going to work!AM Radio can hold the key here.
JOHN BARRETT
It will be no JOKE to stations who Market themselves in this way....No more so than MUSIC OF YOUR LIFE or UNFORGETTABLES was in their time.
I think where MOYL shot themselves in the foot was that they FOROT that their a NOSTALGIA FORMAT.I'm not yet CONVINCED that Scott Shannon's True Oldies Channel is going to be that "MIRACLE",maybe it will be....but...station owners have to wake up to the fact that there will still be a HUGE VOID in their markets between the "LITEs" the "CLASSIC HITS" and the MOYL.
I hear some AM's playing OLDIES Formats that are too much like the CLASSIC HITS on FM's....Not going to work!AM Radio can hold the key here.
JOHN BARRETT
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