The Arrow to change to Traditional Oldies!!!!!

[aunti-terrestrial]

Just thought of something: didnt clear channel have an oldies station before, at am790, or was that an oldies station before they purchased it??

It was Unforgettable KBME. But it wasnt Fun Oldies, it was more plastic-covering-over-your-grandma's-furniture-oldies. It was smell-of-mothballs-and-prune-juice Oldies. It was those big nasty green, white, & red gumdrops which all taste wierdly mediciney in the big jar on granny's living coffee table Oldies. If their Oldies came in a container, they would say M-T-W-T-F-S-S...

but actual old people really dug that station.

I'll never understand humor that can't exist without insulting someone else. I thought KBME was extremely well-executed for its format, for the most part.

What? You're serious? C'mon, I did some generic old jokes, no bile meant. really. I did work with them, you know. They were great.

And you're completely right--- they were very well executed, very well suited to their demo, spoke directly to their listeners, had a fantastic library, and iconic personalities--- like Scott Arthur and Paul Berlin. Stupid jokes aside, which I didnt mean to be taken seriously, Unforgettable KBME was a outstanding station. And I stand by my statement that old people REALLY dug them. We need to rethink old people. Old people are a huge, growing, financially powerful, and loyal demo--- not only that, but they have the least interest in all the latest hip-hip-happening tech, so you dont lose them to every fickle little fad. Its Bull**** that we dont serve them anymore.

I also completely agree with you that humor should exist that doesnt insult others. I cant promise I'll be PC all the time, but I'll put your comments in my pipe and smoke them a bit.

KBME rocked--- agreed.

Thanks for that.

Back in the dinosaur days (mid 90's), they used to tell us that Alternative would never, ever sell in a million, zillion years. The logic was that young people didn't have the discretionary income to buy cars or cell phones. No, older folks didn't go to concerts, but they bought big-ticket items because their homes were paid for, they wanted luxury cars, and they weren't being denied credit or having to struggle with household budget choices anymore (groceries or gas?). It's astonishing how completely that long-held ideology has doubled back on itself. Evidently, as few as 15 years ago, senior demos were much better off in the financial security dept. than the current crop of boomers-turned-seniors. I don't know if the statistics actually back this up, but if we were to go by advertising wisdom (such as it is) that would be the hypothesis. Odd to chase after the demo with the greatest percentage of home foreclosures nowadays, but *shrug* Go figure.

 

[Mediafrog+]

No, older folks didn't go to concerts, but they bought big-ticket items because their homes were paid for, they wanted luxury cars, and they weren't being denied credit or having to struggle with household budget choices anymore (groceries or gas?). It's astonishing how completely that long-held ideology has doubled back on itself. Evidently, as few as 15 years ago, senior demos were much better off in the financial security dept. than the current crop of boomers-turned-seniors. I don't know if the statistics actually back this up, but if we were to go by advertising wisdom (such as it is) that would be the hypothesis. Odd to chase after the demo with the greatest percentage of home foreclosures nowadays, but *shrug* Go figure.

A key reality that has taken too long to sink in:

The old attitude that the 50+ crowd has tons of money to spend on discretionary purchases is a mindset that has been blown out of the water with the current economic bust. The ugly truth is that those people have been hammered--they have seen their retirement nest eggs reduced by half, or even more, with very few years to recoup the losses. In fact, most will probably be unable to do so, and will have to delay or forget about retirement. Many are being shown the door at their jobs, to be replaced by younger/cheaper workers, if the job hasn't been sent overseas.

The new economic strategy: DOWNSIZE, and slash expenses. So much for luxury cars, overseas vacations, beach houses, etc. Boomers and seniors are slamming the door on spending, which is going to have a dramatic impact on advertising, and thus, the broadcast industry.

Just wait until the coming inflation tsunami hits within the next few years, as a result of huge government deficits. The cost of living is going to skyrocket, and employers aren't going to be giving out raises to compensate.

 

[aunti-terrestrial]

No, older folks didn't go to concerts, but they bought big-ticket items because their homes were paid for, they wanted luxury cars, and they weren't being denied credit or having to struggle with household budget choices anymore (groceries or gas?). It's astonishing how completely that long-held ideology has doubled back on itself. Evidently, as few as 15 years ago, senior demos were much better off in the financial security dept. than the current crop of boomers-turned-seniors. I don't know if the statistics actually back this up, but if we were to go by advertising wisdom (such as it is) that would be the hypothesis. Odd to chase after the demo with the greatest percentage of home foreclosures nowadays, but *shrug* Go figure.

A key reality that has taken too long to sink in:

The old attitude that the 50+ crowd has tons of money to spend on discretionary purchases is a mindset that has been blown out of the water with the current economic bust. The ugly truth is that those people have been hammered--they have seen their retirement nest eggs reduced by half, or even more, with very few years to recoup the losses. In fact, most will probably be unable to do so, and will have to delay or forget about retirement. Many are being shown the door at their jobs, to be replaced by younger/cheaper workers, if the job hasn't been sent overseas.

The new economic strategy: DOWNSIZE, and slash expenses. So much for luxury cars, overseas vacations, beach houses, etc. Boomers and seniors are slamming the door on spending, which is going to have a dramatic impact on advertising, and thus, the broadcast industry.

Just wait until the coming inflation tsunami hits within the next few years, as a result of huge government deficits. The cost of living is going to skyrocket, and employers aren't going to be giving out raises to compensate.

I'm with ya, Frog, but this recession is a relatively new element. The move away from upper-demo target programming and advertising began many years before that, didn't it?

 

[piggy]

Back in the dinosaur days (mid 90's), they used to tell us that Alternative would never, ever sell in a million, zillion years. The logic was that young people didn't have the discretionary income to buy cars or cell phones. No, older folks didn't go to concerts, but they bought big-ticket items because their homes were paid for, they wanted luxury cars, and they weren't being denied credit or having to struggle with household budget choices anymore (groceries or gas?). It's astonishing how completely that long-held ideology has doubled back on itself. Evidently, as few as 15 years ago, senior demos were much better off in the financial security dept. than the current crop of boomers-turned-seniors. I don't know if the statistics actually back this up, but if we were to go by advertising wisdom (such as it is) that would be the hypothesis. Odd to chase after the demo with the greatest percentage of home foreclosures nowadays, but *shrug* Go figure.

I ran a pretty successful Nostalgia station in the mid 90's (which is what we used to call stations like KBME). It was a tough sell even then, although we did well with every Cadillac dealer, Acura dealer, and financial planner in town. We got top 10 numbers 12+ in a top 25 market. Billing was steady but not fantastic, but with automation we had decent profit margins, and we could fly the satellite network jocks in for remotes fairly often and get them good talent fees so the audience thought it was all local.

Our adult alternative station and smooth jazz station were much easier sells, and both outbilled nostalgia.

In the 90's, 25-54 was the mantra. The problem was nostalgia's numbers were all 55+.

This is why all 70's started as a format in the mid 90's - oldies stations didn't want to get tagged as the next Nostalgia format. We had 2 oldies stations in the market, and one went all 70's and did well, so the heritage oldies station tried shifting in that direction. The audience fought it kicking and screaming at first, but by now they only play a couple of 60's tunes an hour. (The all 70's station flamed out after a couple of years, tried classic hits, and is now a modern AC.)

Point to the rambling story: the move away from 60's music has been underway in radio for quite awhile. Yes, there is an audience for it, but if nobody wants to sell to that audience, then it's not going to be served. That's business.

 

[downthedial]

I keep hearing this argument from suits and other d-bags that "advertisers want younger demos." The sad truth is, younger demos arent really that into FM radio anymore. Advertisers wanting younger demos need to find their way into Ipods, twittering, facebook and all that crap.

AMEN and welcome to the argument I've been making for some time now! Thank you!!!!

 

[rocknrollisdead]

"CC will spend money on marketing and promotion to ensure that that the Arrow does not lose ratings. 93.7 has actually been doing very well in the latest trends."

What marketing and promotion? they've cut both dept's across the country as well as CC Corp. Marketing.

 

[aunti-terrestrial]

Hahahahahah~billboards~

 

[OldChicago]

Just thought of something: didnt clear channel have an oldies station before, at am790, or was that an oldies station before they purchased it??

It was Unforgettable KBME. But it wasnt Fun Oldies, it was more plastic-covering-over-your-grandma's-furniture-oldies. It was smell-of-mothballs-and-prune-juice Oldies. It was those big nasty green, white, & red gumdrops which all taste wierdly mediciney in the big jar on granny's living coffee table Oldies. If their Oldies came in a container, they would say M-T-W-T-F-S-S...

but actual old people really dug that station.

I'll never understand humor that can't exist without insulting someone else. I thought KBME was extremely well-executed for its format, for the most part.

KBME was OK, but it did not compare to KQUE. When I moved here in 1995 KQUE
really caught my ear. They did a fantastic job of mixing modern with older music.
I wish someone would bring that format back to this town.


Old Chicago