Boomers
Today's whole Oldies challenge isn't with "the media", sadly- we all understand the numbers of boomer and their buying power and influence.
Problem is, most ad buyers do not. And, I somewhat hesitate to say this, but it is my belief that the age and likes of some of these ad agency types contributes to this. In a perfect world, any ad buyer/agency professional has one goal: what is best for my client (business), period. I'd almost be willing to put money on my theory that because many tend to be young (under 30-35) and knowing many radio sellers tend to be younger today (many, many under 30 and, on top of that, the new trend of younger GMs and GSMs), very much influences how they think and which way the tend to lean their client. I would LOVE to do a confidential survey of ad buyers' and sellers' attitude toward 45+ formats; my suspicion is we'd get a great majority in the "yeah, I know that music was popular at one time, but geez my PARENTS listened to that stuff and don't these people live off Social Security, aren't they totally locked into their product preferences and well, heck, aren't most of them ready to DIE? And, well, y'know, it's just not cool and sexy, that sixties music- now hip hop-- THERE'S where I can be cool, look hip and be part of the culture. But that "old" Elvis music? No, thanks. Why put any time and energy into an audience that's past it's prime and about to kick?".
How blind can you be?
> "The Media and Baby Boomers: Joined at the Hip"
>
> Professor Douglas Gomery
>
> "Gomery says the boomers will continue to drive the media
> into the next two decades." He says "...there is no
> historical model for the impact the boomers will have
> through 2020 or so."
>
> While the article mentions TV, the phrase "...no historical
> model" would, IMO, apply, also, to radio. He uses the term
> "the media" not just TV.
>
