Radio Vagabond WOWs the Boomers

[davideduardo]

That's a great question. The whole motivation for the Wow Factor was to appeal to advertisers who want to reach those over-65 boomers. But how responsive are those boomers to the advertising they hear?

They tend to be most responsive to ads for goods and services where they do not have a long history of preferences.

The biggest area of "new interest" is in anything regarding health. Seniors who may not have visited a doctor for years when younger suddenly are "frequent flyers" and interested in everything from prescription drugs to walkers.

And, as one ages, the likelihood of those who can afford it calling a cleaning service, a pest control service and even a dog groomer increase. Home maintenance is a big radio category in retirement areas, as are restaurants of all levels, travel, entertainment, insurance and related fields.

Obviously, the big agency accounts are not going to buy radio for 55 and over for 99% of their campaigns. But local direct can sustain that kind of 55+ format if it gets results. Places with affluent seniors like Phoenix, Tucson, Palm Springs, Colorado Springs and many Florida locations will find advertisers after that group. Not so likely in Cleveland or Des Moines or Richmond.

 

[TheBigA]

They tend to be most responsive to ads for goods and services where they do not have a long history of preferences.

So how many of those ads run on this station?

 

[davideduardo]

So how many of those ads run on this station?

That's not just a question of potential clients but also of the sales abilities of the station and, in the case of a rimshot, the coverage of areas where seniors live and where businesses that appeal to seniors are located.

Like the MeTV FM wannabe in Chicago, it appears that senior-targeted formats are appearing on limited signal and rimshot FMs, so an evaluation of their economic potential has too many additional variables for an accurate evaluation.

 

[EricStein]

The only way of knowing that a song is "polarizing" is through research. The question is whether that station even spends to do that or are they just playing off a Whitburn book?

I've been told when it was just 1440 under Sandusky ownership, it was used as the chief engineer's jukebox (kind of like how 104.3 was in 1998-99 when it was Jay Brentlinger's '50s/60s jukebox playing ripped vinyl and 45s, pops, clicks and all) when they weren't airing brokered talk shows. I remember when this forum was joking about the number of times they played Edd Byrnes' novelty song, "Kookie, Lend Me Your Comb!" When Hubbard took it over and got the 92.7 translator, they focused it a little bit and brought in Steve Goddard. They still play "The Night Chicago Died" as well as others from that era found in "Worst Songs of All Time" lists.

 

[johndavis]

They tend to be most responsive to ads for goods and services where they do not have a long history of preferences.

The biggest area of "new interest" is in anything regarding health. Seniors who may not have visited a doctor for years when younger suddenly are "frequent flyers" and interested in everything from prescription drugs to walkers.

And, as one ages, the likelihood of those who can afford it calling a cleaning service, a pest control service and even a dog groomer increase. Home maintenance is a big radio category in retirement areas, as are restaurants of all levels, travel, entertainment, insurance and related fields.

Obviously, the big agency accounts are not going to buy radio for 55 and over for 99% of their campaigns. But local direct can sustain that kind of 55+ format if it gets results. Places with affluent seniors like Phoenix, Tucson, Palm Springs, Colorado Springs and many Florida locations will find advertisers after that group. Not so likely in Cleveland or Des Moines or Richmond.

Back when I was at KOY and we were pulling in something like a 3.5 12+ (which was pretty much all 55+), we had a good direct sales force, with the stopsets filled with luxury car dealers, financial advisors, healthcare services, travel, insurance, and entertainment.

When I can hear the Wow Factor, I'm not hearing a lot of direct business in those categories. But there's dollars available in Phoenix if you know where to look and how to ask.

 

[TheBigA]

When I can hear the Wow Factor, I'm not hearing a lot of direct business in those categories. But there's dollars available in Phoenix if you know where to look and how to ask.

That's what I'm talking about. They have the ratings, but they don't have the sales force to capitalize on it. That's not uncommon.

 

[daz]

There is no accurate data there. I'm not even sure if they report to Miller-Kaplan.

They do, but its still hurting since the start of COVID restrictions until as of current

 

[KilowattKat]

The Drive in Tucson has turned out to be the model of how to successfully run and market a radio station to those over 65. When I listen there is no shortage of direct business ads. From car dealerships to end of life and assisted care. They have have really connected to the community with their live and local presentation. You know the DJ is right there in Tucson. Also WECK in Buffalo NY is another great example, and they have done it playing oldies from the 60's and 70's.

Market size also plays a factor, the Tucson and Buffalo markets are still small enough enough to bring in local direct business buys The ad agencies tend to gobble up the big markets for their campaigns.

I'm not an expert in the sales end of broadcast radio, so maybe David could clarify.

 

[kwthom]

The Drive in Tucson has turned out to be the model of how to successfully run and market a radio station to those over 65. When I listen there is no shortage of direct business ads. <...>

Market size also plays a factor, the Tucson and Buffalo markets are still small enough enough to bring in local direct business buys<...>

Re: The Drive Not a 'big-dog' in the 6+ numbers by any means, but they're possibly making enough money to pay the mortgage off.

Re: The WOW Factor I didn't pay attention to the 'beauty pageant' numbers here, but could the same be said about them?

In the media landscape of 2021 2022, is that 'good enough'?

 

[TheBigA]

In the media landscape of 2021 2022, is that 'good enough'?

They manage to keep their expenses low, so sure. But I suspect they're underperforming their potential.

 

[kwthom]

They manage to keep their expenses low, so sure. But I suspect they're underperforming their potential.

This is where "industry professionals" and "guys that just want to be in the black (financially...)" have their differing opinions, perhaps?

As mentioned above by @KilowattKat , in market sixty-something, you get away with it for a few years, until the last of the Baby Boomers die and there's little audience around. As apparently it seems to be in many other markets across the country.

I would say that Bobby Rich, with his long radio history, is also an "industry professional". That being stated, I find it (marginally) interesting that there is *nothing* posted on his Wikipedia page about his current endeavor.

John Sebastian and the WOW Factor? Probably in the same boat - make enough coins in order to finally retire and walk away from the business.

 

[EricStein]

They manage to keep their expenses low, so sure. But I suspect they're underperforming their potential.

They need more sales people who live and work in the areas targeted. I imagine they can work from home, and get business from their territories (the retirement communities of the far west and east sides). Having a centralized office just doesn't seem efficient for this type of direct business.

 

[PTBoardOp94]

They need more sales people who live and work in the areas targeted.

Easier said than done. IMO hiring good sales people is one of the toughest aspects of the business, especially for a small broadcaster in a large market.

 

[KilowattKat]

Loss of advertising due to COVID is still having an effect. Radio billing took a huge hit last year. And now with this latest surge, but it should recover in the next year, not all the way, but it will be better.

On that note HAPPY NEW YEAR everyone! Am sure we'll have a lot to talk about in 2022.

 

[b-turner]

I must agree. The best salespeople you can not afford, so you're left hiring people on your perception of ability and attitude. If you're good at doing that, you're lucky. If not, it s a curse to have a revolving door of sales people because the relationship and building of trust with clients is crucial to success. If the management does not have first-hand direct to business sales experience it is really tough to get a salesperson to stick around because they will need plenty of hand-holding as they learn the ropes. Plus they need supervision and direction even if they know the business.