landtuna said:
You've said that many times yet KODS is making a good living advertising to those very people. People, I'd guess, are a major part of their casino ad biz. On the few times I've walked into casinos here in the Valley I don't see much of the younger demos. It's pretty much 55+. A target-rich audience for KODS. (Granted, cities other than those with a large gaming industry might not have this type of business opportunity.)
In smaller markets, local advertising is about all there is. In the case of the Reno station, we're talking market 124... not much national or regional agency stuff. Local direct often does not analyze buys based on ratings, just feel. Or, if they keep track, sales.
In any case, a station with geezer demos may have lots of ads... as many as the #1 25-54 station... but at rates that are waaaaay under those of thee leading station. KODS actually does OK, ranking a bit higher in billing rank than in 25-54. But any local agency money they get is probably taking into account a low rate and some 25-54 delivery.
When I was growing up many of my school mates were first and second generation Mexican immigrants.
To clarify terms, "first generation" means "immigrant. "Second generation" means born here and not, therefore, immigrants.
AFAIK, virtually all of them knew Spanish (frequently it was the only language spoken at home) but outside the home they were virtually identical to the rest of us - including their tastes in the music of the day.
First generation seldom has assimilated or fully assimilated musical taste unless they immigrated with their parents before they were about 15. The music imprinting occurs in early adolescence, and unless they come from a background where US Pop was the music of choice as an early teen, that will not be their preference later on.
I even remember some of them saying their parents were "deeply ashamed" that they were changing cultures and not following the old ways - essentially the same things we white kids heard from our parents when Rock n Roll came along.
That's a description of second, not first generation.
In the Valley we have the predominately white East Valley and largely Hispanic West Valley. In attending high school soccer games I have noticed that there is a fair mix of both cultures on both sides of the field but on the "west" side there are Mexican flags flying, salsa music playing and Spanish is the common language. They are the recent immigrants who have yet to assimilate or perhaps are just trying to make a statement about their culture.
As an aside, I doubt they played salsa. Among Mexican groups, playing salsa is the best way to get a crowd to disperse... something I used at events in East LA quite often so as to not have people around after a sunrise-to-sunset permit was about to expire.
First generation immigrants will keep their base music tastes throughout life. One does not go from liking ranchera and norteña music to liking Foo Fighters. Assimilation generally means understanding and adapting to a new cultural environment, but core tastes don't change. Look at the Italians in New York... two generations after the big pre-1920 immigrations and there were still stations all in italian (WHOM and WOV) or partly in Italian (WEVD) in the 50's.
It might have made a difference that in the old days it was assimilate or die for kids. There were no ESL classes and the child's esteem quickly came under fire if they were "different". It seems today one could choose to live in an ethnic enclave and survive nicely without any contact with the greater USA culture. It also seems radio (and to a certain extent TV) are industries making that even more possible.
I think the change is more related to a heightened sense of cultural pride. I took one of my daughters out of a school when she was punished for speaking Spanish at recess (same school where they demanded her green card as it was required since she is Puerto Rican). Today, that would not happen, and bilingualism is even encouraged in more enlightened places.
[/quote]I have two adopted daughters that came to the USA from Romania as early teens. The younger one (13) quickly became fluent in English and adopted the dress, mannerisms and music that was popular with her peers. The other (15) held on much stronger to her heritage and to this day still prefers listening to Romanian music and speaking Romanian. I suspect they are typical of immigrant people no matter where they originate. [/quote]
It sounds like one was on the preformation side of musical taste, and the other was on the fomed side. You are describing exactly what happens with Hispanics... of course, the amount of reinforcement... radio, TV, friends, etc., makes a big difference, too.
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) stations to maintain their transmitter sites and studios should be only reason for government oversight.
