Intheday said:
I'm not going to take time pasting each quote form this last guy and his posts on this subject, BUT............
You don't have to cut and paste. Either make the quotes italicized or put the braketed quote statements around them.
1. You must really hate AM. You say AM is on it's last legs.....
Yes, it is. In 18-34, FM listening is around 4%, and even lower in some markets. The bulk is in 25-54.
I guess FM is adding so many new listeners in the younger demo, that's why
FM is not adding, it is keeping them. 18-34 in the last LA PPM (today) showed over 95% of that demo using radio.
FM listenership is at an all time high???
The amount of time spent listening has been slowly declining for 20 years, since 1988 or 1989. But the biggest decline is in AM usage.
That's why article after article is touting the rise in listenership to FM radio and the decline of internet users??? All radio trade magazines are expressing the joy of younger demo listeners having such high TSL on FM radio??? Retail trade publications quote increases in FM radio advertising budgets???
Radio is actually off in revenue less than the US economy. Remember, we
are in a recession. Everybody is off.
KFYI hss never, since it was concieved been a 25-54 radio station, and never will be.
Internally, it was likely conceived as being a 35-64 station. Today, it is a 45+ station with the bulk of its audience over 55. But for sales, it has to be focused on 25-54, as there is essentially no buying for 55+ in radio. So, despite having much of the audience over 55, they sell the 25-54 part.
The only thing it has done is secure a substantial NET profit for many years. In 1996 when KTAR was up for sale, and KFYI, you looked at the net profit figures from both, they were very close together.
PPM is a year away. KGO in SF in PPM dropped over 12 positions in 25-54 market rank, to 18th. In LA, KFI went to 14th. WLS dropped by a similar amount in Chicago.
I will take a 25 year old a 30 year old a 40 year old and a 45 year old and stack their spending ability up to any 50 year old 55 year old 60 year old and 65 year old.
Go to any big advertiser (as if you could, of course) and speak with their marketing director who has probably spent millions (hundreds of million in the case of companies like P&G and Lever and so on) and ask where the return on investment is best... they will tell you 18-34, 18-49 and 25-54 or some subset. That is because it takes more advertising to change the habits of an older consumer, to the point that the cost per sale exceeds the profits in 55+ as a rule.
You have totally bought into RADIO BUYERS 25-54 crap.
Actually, the money demo today is more and more 18-49 or a subset.
Radio buyers have zero flexibility in age specs. The CLIENT specifies who and what their market is, and the buyer picks stations that deliver the desired cost per point and reach within the specified demo or they get fired.
Keep doing what you're doing and you'll keep getting what you're getting....HUGE FM radio revenue increases year after year??? I didn't think so.
I do. Even in a recession, our stations are flat this year, but were up double digits last year.
