Tell a non-radio type why Music Won't work on AM if an FM runs the same format

[vibe]

You know there IS an audience that is very underserved in today's radio market- the aging baby boomers. The younger folks have MP3 is players, XM, Sirius, a multitude of FM stations, many of which have, whatever their format, very limited playlists.
Older baby boomers (according to marketing 101) are the most product loyal of all age segments. A station has 24 hours a day to satisfy their listening audience but no one listens 24 hours a day. Therefore if a very creative AM station were to play 3-4 different formats at different times of the day (and not play the same stuff that is on competing FM stations) they probably can carve out a very comfortable, if not significant niche in today's radio market. I'd rather listen to "Innagodavita" on AM than Steely Dan on FM. I'd rather listen to some real classic country on AM than today's mostly whinny crap on FM.
AM cannot compete with FM for sound quality but for some it's not how it sounds, it's what is played. In some areas, particularly the midwest and in areas of varying terrain, AM can get out further than FM. And if large FM conglomerates do not fully research their local markets, that should be an advantage an small AM operator can expose to his or her advantage.
In conclusion, a lot of AM stations have chosen to broadcast news, talk, religious shows etc and could have, with some creative research, have identified and successfully targeted a good chunk on an audience that will listen and support their advertisers. Remember the golden rule- he or she who has the gold rules and that is the aging baby boomers.

 

[radiofriend1]

You know there IS an audience that is very underserved in today's radio market- the aging baby boomers. The younger folks have MP3 is players, XM, Sirius, a multitude of FM stations, many of which have, whatever their format, very limited playlists.
Older baby boomers (according to marketing 101) are the most product loyal of all age segments. A station has 24 hours a day to satisfy their listening audience but no one listens 24 hours a day. Therefore if a very creative AM station were to play 3-4 different formats at different times of the day (and not play the same stuff that is on competing FM stations) they probably can carve out a very comfortable, if not significant niche in today's radio market. I'd rather listen to "Innagodavita" on AM than Steely Dan on FM. I'd rather listen to some real classic country on AM than today's mostly whinny crap on FM.
AM cannot compete with FM for sound quality but for some it's not how it sounds, it's what is played. In some areas, particularly the midwest and in areas of varying terrain, AM can get out further than FM. And if large FM conglomerates do not fully research their local markets, that should be an advantage an small AM operator can expose to his or her advantage.
In conclusion, a lot of AM stations have chosen to broadcast news, talk, religious shows etc and could have, with some creative research, have identified and successfully targeted a good chunk on an audience that will listen and support their advertisers. Remember the golden rule- he or she who has the gold rules and that is the aging baby boomers.

problem is: advertisers with big enuff $$$ will not make buys on stations targeting 55+

it's that simple-sorry

 

[kenhawk1160]

You know there IS an audience that is very underserved in today's radio market- the aging baby boomers. The younger folks have MP3 is players, XM, Sirius, a multitude of FM stations, many of which have, whatever their format, very limited playlists.
Older baby boomers (according to marketing 101) are the most product loyal of all age segments. A station has 24 hours a day to satisfy their listening audience but no one listens 24 hours a day. Therefore if a very creative AM station were to play 3-4 different formats at different times of the day (and not play the same stuff that is on competing FM stations) they probably can carve out a very comfortable, if not significant niche in today's radio market. I'd rather listen to "Innagodavita" on AM than Steely Dan on FM. I'd rather listen to some real classic country on AM than today's mostly whinny crap on FM.
AM cannot compete with FM for sound quality but for some it's not how it sounds, it's what is played. In some areas, particularly the midwest and in areas of varying terrain, AM can get out further than FM. And if large FM conglomerates do not fully research their local markets, that should be an advantage an small AM operator can expose to his or her advantage.
In conclusion, a lot of AM stations have chosen to broadcast news, talk, religious shows etc and could have, with some creative research, have identified and successfully targeted a good chunk on an audience that will listen and support their advertisers. Remember the golden rule- he or she who has the gold rules and that is the aging baby boomers.

problem is: advertisers with big enuff $$$ will not make buys on stations targeting 55+

it's that simple-sorry

More than that, the older demographic has much more spending power today than their parents EVER did. The generation before had the money, but didn't spend it. This one does. But agencies today are still sticking by that same notion that the 25-54 female is the one who spends the most money. We have to find some way to change that mentality.

 

[fred flintstone]

Re: Tell a non-radio type why Music Won't work on AM if an FM runs the same form

problem is: advertisers with big enuff $$$ will not make buys on stations targeting 55+

it's that simple-sorry

problem is: advertisers with big enuff $$$ will not make buys on stations targeting 55+

it's that simple-sorry

Wrong, wrong, wrong!

The great myth repeated so much everyone believes it.

Many advertisers do target a 50+ market. They buy other media.
Some advertisers targeting a 50+ market do buy radio, but not Oldies or Standards.
Both formats don't get good audience shares among 50+ listeners (again, contrary to popular myth).
If you want Older listeners you can do A LOT better with talk/news-talk.
AC, Country, Urban, Hispanic and Religion also get better shares in the 50+ demos.

As for the original question: Why music won't work on AM.
Because music sounds like crap on AM.
Anybody who can't hear the difference needs his hearing checked.

Speaking of....
Guy walks into the doctor's office.
Says he's been having a problem for days with "silent gas emissions."
In fact, he says, he's had three since he came into the doctor's office.
Doctor says, first thing we need to do is check your hearing.

 

[kenhawk1160]

Re: Tell a non-radio type why Music Won't work on AM if an FM runs the same form

As for the original question: Why music won't work on AM.
Because music sounds like crap on AM. Anybody who can't hear the difference needs his hearing checked.

Speaking of....
Guy walks into the doctor's office.
Says he's been having a problem for days with "silent gas emissions."
In fact, he says, he's had three since he came into the doctor's office.
Doctor says, first thing we need to do is check your hearing.

Cute joke, Flintstone. As for why music won't work on AM, here's how it CAN work: For starters, it has to be a truly niche format targeting an older demographic...like Standards or Oldies, because the audience is used to hearing it on AM. I don't know of any high-powered FM station that is doing standards. If you're running an AC format on an AM station licensed to a major market, even if it has full-service programming elements, it will go down.

Small-market radio, of course, is always the exception. Full-service local programming elements such as local news, some local talk, local sports, and weather are what keeps listeners tuned in. Since by default, you usually target an older demographic that's less likely to change the station, they'll more often than not, tolerate the music...unlike the younger demos.

 

[fred flintstone]

Re: Tell a non-radio type why Music Won't work on AM if an FM runs the same form

Cute joke, Flintstone. As for why music won't work on AM, here's how it CAN work: For starters, it has to be a truly niche format targeting an older demographic...like Standards or Oldies, because the audience is used to hearing it on AM. I don't know of any high-powered FM station that is doing standards. If you're running an AC format on an AM station licensed to a major market, even if it has full-service programming elements, it will go down.

Small-market radio, of course, is always the exception. Full-service local programming elements such as local news, some local talk, local sports, and weather are what keeps listeners tuned in. Since by default, you usually target an older demographic that's less likely to change the station, they'll more often than not, tolerate the music...unlike the younger demos.

Agreed. The original question asked is why music won't work on AM if FM runs the same format. But an unduplicated, niche format is a possibility. Original recordings heard on Oldies and Standards formats were mixed to different standards and are more suitable for AM play. And older listeners can't hear higher frequencies and AM may correspond to their hearing range and be acceptable to them (if there is not static or interference).

But the key issue is not what whether music "will work" to get listeners; rather can the station sell it and make money. Radio is not about ratings; it's about money. Oldies and Standards can get an audience but outside small, medium and suburban markets, they can't make money. Ad agencies - even when targeting 50+ consumers - don't buy Oldies or Standards. They will buy news-talk (which also has older listeners). Part of what makes news-talk attractive and effective as a sales tool for advertisers going after 50+ consumers are the same factors you cite which make "full-service" radio effective in smaller markets: Personalities and local programming elements. Major market listeners may want traffic reports instead of school menus, but both are local (even personal) and the listener feels directly affected by them.

 

[XTalker]

Re: Tell a non-radio type why Music Won't work on AM if an FM runs the same form

Ad agencies need to start thinking more about the 50+ crowd. There are millions, billions of dollars in disposable income in the demo and they buy lots of high dollar products. They are also not nearly as brand loyal as the 50 year old of the past. They are more active, healthier, and more apt to spend their money on products and services.

 

[vibe]

IF the format for the big FM's is redundant or really sucks, the same format can work on AM. As for the sound quality of AM, the older baby boomers grew up w/ tinny AM sound. Some of us mavericks evn put a rear speaker in our cars with a fader switch. On today's home stereos, boomboxes, Bose Radios, car radios AM sounds well enough for many people. Plus a lot of stations are owned by the conglomerates who seem to "think" they are playing what the listener wants. If that were so, why ARE there so many music stations still on AM? I think enterprising AM radio owners can and will more readily identify audiences that the FM's overlook or have already p!$$#@ of with their p!$$ poor programming. That is why a station such as WARE 1250 AM can carve out a nice audience in an area with 3-4 competing FM's.
I recently listened to a station WXII? 1070 from Ft. Myers in my car and over someone's house on their home stereo; the songs (only a few of which were to my taste) sounded quite well. Plus it seems that FM has a LOT more commercials.
I think the future is bright for those in the radio industry (of which I am not) who can either thru intuition or research play the music that people want to hear on AM.

 

[radiofriend1]

Re: Tell a non-radio type why Music Won't work on AM if an FM runs the same form

problem is: advertisers with big enuff $$$ will not make buys on stations targeting 55+

it's that simple-sorry

problem is: advertisers with big enuff $$$ will not make buys on stations targeting 55+

it's that simple-sorry

Wrong, wrong, wrong!

The great myth repeated so much everyone believes it.

Many advertisers do target a 50+ market. They buy other media.
Some advertisers targeting a 50+ market do buy radio, but not Oldies or Standards.
Both formats don't get good audience shares among 50+ listeners (again, contrary to popular myth).
If you want Older listeners you can do A LOT better with talk/news-talk.
AC, Country, Urban, Hispanic and Religion also get better shares in the 50+ demos.

As for the original question: Why music won't work on AM.
Because music sounds like crap on AM.
Anybody who can't hear the difference needs his hearing checked.

but the discussion IS about radio----and advertisers do not use radio to target 55+ because.........it doesn't work

 

[OldGringo]

Re: Tell a non-radio type why Music Won't work on AM if an FM runs the same form

Ad agencies need to start thinking more about the 50+ crowd. There are millions, billions of dollars in disposable income in the demo and they buy lots of high dollar products. They are also not nearly as brand loyal as the 50 year old of the past. They are more active, healthier, and more apt to spend their money on products and services.

For the 123rd time: ad agencies don't set demos. The advertiser instructs them what demos the product was designed for and tells them what demo the best ROI on advertising will be, per consumer research. Nearly always, most consumer products have a near negative ROI on 55+ using conventional mass media.

 

[fred flintstone]

Re: Tell a non-radio type why Music Won't work on AM if an FM runs the same form

Ad agencies need to start thinking more about the 50+ crowd. There are millions, billions of dollars in disposable income in the demo and they buy lots of high dollar products. They are also not nearly as brand loyal as the 50 year old of the past. They are more active, healthier, and more apt to spend their money on products and services.

Again, somebody repeats (unquestioningly) the great myth.

Ad agencies do think about the 50+ crowd and some advertisers do target them (depending on the product they have to sell).
Much of the time, they buy media other than radio.
And when they do buy radio, they buy formats other than Oldies (notably news and talk).
Fact is, more than nine out of 10 50+ radio listeners are listening to another format.

I recently listened to a station WXII? 1070 from Ft. Myers in my car and over someone's house on their home stereo; the songs (only a few of which were to my taste) sounded quite well. Plus it seems that FM has a LOT more commercials.
I think the future is bright for those in the radio industry (of which I am not) who can either thru intuition or research play the music that people want to hear on AM.

Yes, FM has more commercials. That is the name of the game. There is no future (bright or otherwise) unless you can sell advertising. Ratings don't pay bills. Music people want to hear doesn't pay bills (except for XM and Sirius, which are subscriber based). Listeners calling up or coming up to you and saying they like your station don't pay bills - unless they own a business and are ready to buy some spots.

 

[radiofriend1]

Re: Tell a non-radio type why Music Won't work on AM if an FM runs the same form

Ad agencies need to start thinking more about the 50+ crowd. There are millions, billions of dollars in disposable income in the demo and they buy lots of high dollar products. They are also not nearly as brand loyal as the 50 year old of the past. They are more active, healthier, and more apt to spend their money on products and services.

For the 123rd time: ad agencies don't set demos. The advertiser instructs them what demos the product was designed for and tells them what demo the best ROI on advertising will be, per consumer research. Nearly always, most consumer products have a near negative ROI on 55+ using conventional mass media.

they don't wanna hear it gringo. they ar e just pissed cuz their oldies station isn't on air anymore. no more talkovers on ronettes songs

 

[XTalker]

Re: Tell a non-radio type why Music Won't work on AM if an FM runs the same form

Agencies are as much into setting demos as the advertisers are. Agencies are hired to advise and they most often advise younger demos. Bottom line is this: the business that wakes up and recognizes the value of the 50+ audience listening to radio will make a fortune!

 

[radiofriend1]

Re: Tell a non-radio type why Music Won't work on AM if an FM runs the same form

Agencies are as much into setting demos as the advertisers are. Agencies are hired to advise and they most often advise younger demos. Bottom line is this: the business that wakes up and recognizes the value of the 50+ audience listening to radio will make a fortune!

not a matter of waking up. if the fortune was truly they would be all over it like a fly on s#!t. since all the corporate radio critics constantly harp and cry that radio is all bottom-line these days they never realize that if it were indeed the gold mine they think it is corporate radio would be milking it for every dollar they could

**IF**

 

[fred flintstone]

Re: Tell a non-radio type why Music Won't work on AM if an FM runs the same form

Agencies are as much into setting demos as the advertisers are. Agencies are hired to advise and they most often advise younger demos. Bottom line is this: the business that wakes up and recognizes the value of the 50+ audience listening to radio will make a fortune!

Wrong. Not true. False.

You heard it. You repeat it. Everybody thinks its gospel, but its not.

If marketers will not target 50+ consumers, how do you account for all the geezer ads on talk radio, on the evening news, on various cable channels, and in newspapers?

Think for yourself here. You know you've heard/seen/read enough senior-targeted advertising to make it clear that this is a myth.

 

[vibe]

I found this book, an autobiography of Bruce Morrow (Cousin Brucie) in the discard section of the library and iinvested the 25 cent requested piece in the honor box. The one thing I gleaned from the book was that Bruce (or Brucie) tried to visualize what his audience was up to at the moment and spoke in a language that gave people the impression that he was talking to THEM and them alone.
Radio has that advantage (an AM radio in particular) if one can get upfront and personal and form a relationship of sorts with their audience. Any with a music format, that possibility is a reality.