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Maybe there's hope for the Oldies format after all

B

bierkenstock

Guest
Business Week reports the rules of marketing may be changing. The approach that worked before, may not work now.

Love Those Boomers
Their new attitudes and lifestyles are a marketer's dream
<blockquote>The massive postwar boomer generation that drove every significant cultural and marketing trend for 50 years -- from Howdy Doody to the Beatles and the Ford Explorer -- is defying marketers' expectations about how it wants to live and shop. As boomers head into their 60s starting next year, this generation, which grew up with the mass market and witnessed the rise of network TV and then the Internet, is once again forcing marketers back to the drawing board, this time to rethink the rules for reaching graying customers...</blockquote>
Read Full Article

The article indicates Baby Boomers' attitudes, habits and lifestyles differ markedly from the Depression-WWII generation.

Baby Boomers' New Rules for Marketers:
<ul>
[*]I'M A GROWNUP, NOT JUST A BIG KID
[*]FIFTYSOMETHING CAN BE BEAUTIFUL
[*]I'M NOT AS SET IN MY WAYS AS YOU THINK
[*]I'M REWINDING, NOT WINDING DOWN
[*]I WANT TO LIVE LONGER AND HEALTHIER
 
> [Business Week reports the rules of marketing may be
> changing. The approach that worked before, may not work
> now.
>
> Love Those Boomers
> Their new attitudes and lifestyles are a marketer's dream]


It may be too late. The extra disposable income Boomers have will allow them the luxury of satellite radio. I can't envison terrestrial radio ever doing what satellite does, regardless of how much advertising support they might get.
 
Oldies format

The Satellite Radio thing? Well, it's still only a fraction of Americans who have satellite- it's not going to replace terrestrial radio anytime soon.

The too late part may be true. The problem, however, isn't the format or the listeners- it's younger radio GMs, young GSMs and even younger sellers AND advertisers and their ad agencies who just plain do not view the format or the audience as compelling. It's old and un-hip and falling apart and about to die (in their view). It's wrong, but it is what it is.


>
> It may be too late. The extra disposable income Boomers
> have will allow them the luxury of satellite radio. I can't
> envison terrestrial radio ever doing what satellite does,
> regardless of how much advertising support they might get.
>
 
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