Savage said:
Clouseau, the argument that HD is going to pave the way for "youth" demographics to return to AM listening is based on multiple false premises, is illogical and proven false by five years' field experience with IBOC-AM.
Made up nonsense, Bob. I never said it WOULD return youth to AM. I said now, based on analog AM DOESN'T deliver . Do you have evidence to the contrary?
a. "Youth" is not a saleable demo unless you're selling soft drinks, Miley Cyrus CDs and lip gloss. Most major agency buys are 25-54 and 35-54. And the local and/or network "spoken word" formats you so deride perennially outbill their audience share, e.g., the 50kw news-talkers cavalierly dismissed on this board as "neocon stations" routinely take bigger shares of market revenue than they really should. These demos, especially in the older ranges, represent the preponderance of buying power out there. As boomers graduate into the 54+ category this trend will continue. If advertisers want kids, they'll use the internet. No new radio modulation scheme is going to reverse the flow of Niagara Falls when it comes to media buys. Radio is smart (for once) to go where the available dollars are.
I'll not put words in YOUR mouth, but did I hear "Radio goes for the money, radio doesn't care about future audiences?" Maybe that's the NE to SW dialect translation, but it sounds like that's what you said to me.
b. AM has evolved into a information and talk service because that's the most appropriate use for the band.
I agree, but only because you and your ilk have made the decision that it MUST sound lousy. Have you seen the ratings for Wibbage of WWDJ lately? Don't tell me it CAN'T happen. History says it CAN. Your "New World Radio Order" MAKES it sounde lousy and a loser. History shows differently.
Trying to morph AM radio back to a primary music medium is not likely to be a productive pursuit, HD or no.
I see your point. However if you accept this, then you relegate AM stations to ratings where 1 station wins and most of the others lose. So have you. Ever see the recaps from All Access? Show me a "2 AM's in the top 5" market besides Boston and you'll have something. I've seen those numbers. Neither your or my station has any need to buy them. AM numbers (With a possible single exception per market) suck.
It's like trying to promote bowling as a widely-accepted alternative to sex....just NOT gonna happen.
I see your point. I hope you're wrong. Otherwise AM is TOTALLY screwed.
c. Of course the existing audience for AM is going to die off. The existing audience for FM is going to die off. The existing audiences for network TV, pro wrestling, major league baseball and MTV are going to die off. That's not a valid excuse for trashing those services with noise, making them less consumable in the near term with technical hurdles or herding away the existing audiences by trying to force new standards on them for which there is demonstrably NO consumer interest.
You're missing the point. The EXISTING audience for those things you mentioned WILL die off. But Unlike AM they are getting new fans. Again I ask... Where is there a single example of AM success with anything but talk? Better still, where is the 18-49 talk format REALLY working on AM?? Tha audience for AM is getting older. There do NOT appear to be younger replacement listeners.
d. As has been noted here several times before: there is NO success story in the industry for HD-AM. NONE, even after well-financed pioneers (trying to force the system to work against the laws of nature, economics, common sense and human nature) numbering more than 200 stations on big-signals in major markets have employed HD-AM for almost five years. In fact, many of those big 50kw signals are playing music to younger demos in HD-AM - the Disney stations. There is not a single example anyone has cited here where those stations are attracting appreciably more listeners than they did when they were exclusively analog.
And somehow you have morphed "PROVEN TO FAIL NOW" into "You haven't shown us a success yet." AM analog sound has bombed out of the music business for basically 40 years. It is a PROVEN failure. HD has yet to win (or lose) Not even 1000 days either way yet. Contrast that with "Got our ass kicked starting in the late '70's"..
e. On the other hand there are numerous case histories of HD-AM being turned off to mitigate adjacent channel interference problems. There are numerous cases of bonehead moves like the CBS stations all interfering destructively with one another because "certain management types" have to save face and don't want to take responsibility for the abysmal failure which is HD-AM. So they trash historic signals and hurt existing successes rather than show some integrity and stand up like men and professionals - like Martin Stabbert did.
Bob, we are NOT going to agree here. But the AM audience, YOUR AUDIENCE, is getting older. Older than yesterday. Not as old as tomorrow. If AM can't at least appeal to youth, then AM will soon be left off of radios altogether. We've already seen this, right?
Clouseau