The Track going Hot AC?

[RDO]

Agencies don't really want that older demo that Oldies attracts.

i've grown tired of this older demo argument(its become some kind of "urban legend" it has been repeated so much) its gone around and around here a million times.

I speak from experience. In the early 90s, I worked at a Nostalgia station that had killer ratings. We did fine with mom and pop stores, but just couldn't get the agencies to buy.

 

[cspotrun]

Agencies don't really want that older demo that Oldies attracts.

i've grown tired of this older demo argument(its become some kind of "urban legend" it has been repeated so much) its gone around and around here a million times.

I speak from experience. In the early 90s, I worked at a Nostalgia station that had killer ratings. We did fine with mom and pop stores, but just couldn't get the agencies to buy.

okay you speak from ONE experience... thats one example! i have one too, i worked at a country station and no one would buy it either ... does that make ALL country stations bad? c'mon, there are examples like this for every format under the sun.

 

[Radio Dav]

I decided to see what kind of point of views I could get from a few markets, just listed Nashville below to see what kind of thoughts I would see sense I mentioned they need more companies that do ratings in each market, that way it would be harder for the #1 station to remain number 1 with every company for a long period of time.


TheBigA
rimember
Re: Is this happening in Nashville, other radio markets, maybe it is ??
« Reply #4 on: Today at 11:56:45 AM » Quote

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Maybe we don't have enough companies rating each station, would make it harder for a station to be number 1 and stay #1 on ratings done by different companies.

That's interesting...so if you don't like the fact that your station isn't #1...go to another ratings service and see if they can list you as #1. Keep hunting around until someone says what you want them to say. We have artists who get #1 records that way...going from chart to chart until they can come up with one who'll make them #1.

Oldies as a format needs to work harder, and not everyone is looking to do hard work. The listeners are more particular. They want certain things, want certain songs, don't want as much repetition, and they complain a lot. The advertisers are also very particular and need more service than typical advertisers. And you need a live airstaff. Listeners won;t stay for a juke box. So it costs more. Lots of negatives. But the biggest problem is the one that everyone has mentioned: The audience is older and the advertisers want younger.


Prais
rimember
Re: Is this happening in Nashville, other radio markets, maybe it is ??
« Reply #2 on: Today at 08:21:52 AM » Quote

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To do oldies succesfully these days, you need a great LOCAL sales team and advertisers who want to support the older demographics to who this music appeals.
You wont be getting any national buys - so your local sales better be top notch.


Journeyman
rimember
Re: Is this happening in Nashville, other radio markets, maybe it is ??
« Reply #1 on: Today at 08:06:08 AM » Quote

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The REAL reason no opne does oldie is that that it appeals to an older demographic. As has been stated before advertising agencies don't believe older folks will change brand loyalty so the don't want to waste time appealing to them. If you ain't 18-34 or 25-54 you ain't crap to advertising agencies. And it's been my experience that slaes peeps don't know how to or don't care to address local sales for older demos so --- No Oldies Nne of the Tme

Prais
rimember
Re: Is this happening in Nashville, other radio markets, maybe it is ??
« Reply #2 on: Today at 08:21:52 AM » Quote

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To do oldies succesfully these days, you need a great LOCAL sales team and advertisers who want to support the older demographics to who this music appeals.
You wont be getting any national buys - so your local sales better be top notch.

 

[bigtime]

I don't think it's a myth that ad buyers want to reach a younger demo. And I don't think radio operators would avoid oldies if they thought they could make money. It's probably easier to do in mega markets like New York & Chicago due to the huge audience base available there for the format.

 

[cspotrun]

I don't think it's a myth that ad buyers want to reach a younger demo. And I don't think radio operators would avoid oldies if they thought they could make money. It's probably easier to do in mega markets like New York & Chicago due to the huge audience base available there for the format.

maybe they do, i think the concentration on younger demo's is misplaced given the fact that the younger demo they are trying to reach is leaving radio in droves, everybody agrees on this, and older demo's are still with radio to a larger degree than 18-34's. radio stations of any kind won't make the bottom line if they are counting on just Agency buys. LOCAL SALES is and has always been where its at. Agencies on the local level are for the most part a joke. explain to me the hundreds of stations in this format in markets under 500,000, there is one in Muncie, Ft. Wayne and Evansville..are they nuts? are you smarter than they are?

 

[bigtime]

This lack of interest in the 50+ demo is not restricted to radio. A tv show can have a huge audience but be seen as not desirable if the bulk of that audience is older than 49. You don't see shows similar to "Murder She Wrote" or "The Golden Girls" popping up on tv anymore. TV networks try hard to reach a younger demo and often wind up with shows that appeal to almost nobody.

 

[BobOnTheJob]

This lack of interest in the 50+ demo is not restricted to radio. A tv show can have a huge audience but be seen as not desirable if the bulk of that audience is older than 49. You don't see shows similar to "Murder She Wrote" or "The Golden Girls" popping up on tv anymore. TV networks try hard to reach a younger demo and often wind up with shows that appeal to almost nobody.

Which makes no sense to me. The younger demos are mortgaged to the max, have huge credit card bills & car payments, are raising kids & worried about whether they'll have a job tomorrow. I'm the direct inverse of all of those things & yet, the "demo gods" don't want my money. Maybe one of those agency people can jump in & explain to me the logic in how they make these decisions...it's beyond me.

 

[mouseman]

Come on Jenny - take that thing OFF Track for a well needed pit stop - change the tires, gas it up, and roll it back out Oldies! You know you want to! You ran GLD and KLU [briefly] and you know there's money there - drop the checkered flag and go for it! ;-)

 

[bigtime]

Does the Gm have that kind of power? There are corporate types involved there.

 

[gr8oldies]

[
[/quote]Which makes no sense to me. The younger demos are mortgaged to the max, have huge credit card bills & car payments, are raising kids & worried about whether they'll have a job tomorrow. I'm the direct inverse of all of those things & yet, the "demo gods" don't want my money. Maybe one of those agency people can jump in & explain to me the logic in how they make these decisions...it's beyond me.
[/quote]

The younger demos are still buying all of their "stuff", often on credit,but buying it just the same. Older demos, by and large, already have it. I'm attending a wedding this weekend of a couple who are marrying for the first time in their 50s. Why would I buy them a crock pot as a gift when they no doubt already have two. So, gift certificate it is.

It's always assumed the agencies are dictating to the client, but the client's marketing department decides what demos the product campaign is going to be for, everything from packaging to media buys. Even if you somehow could convince the agency rep that, even when the client has instructed "25-34 women" to buy a 55 and older station anyway, it's not going to happen, despite cries of "But boss, the older folks have money too". Really anymore than an agency buying magazine ads for Budweiser is going to add Redbook to a buy that's designed for Sports Illustrated. Radio is a minor consideration in the overall marketing of the product, and trying to convince agencies to buy outside of the instructions they've been given by the client is pointless.

 

[cspotrun]

Does the Gm have that kind of power? There are corporate types involved there.

Corporate heads always "Read" The "Market", and i'm sure they got the 'Memo' as to what is going on in Indianapolis, and as far as what is going on in their cluster, how could they be happy? i think that might be why there is a new GM. correct, she has a track record(no pun intended) with Classic Hits at two stations, so she knows what it takes to sell it, so there should be a comfort level. entercom's top station here ranks #11 and the rest are further down the list, given that, a solution for at least one of the stations is a no brainer.
look, EVERY format in town is being done, to duplicate yet another one is INSANE! so is doing the SAME thing and expecting a DIFFERENT result. so, the smart money would suggest changes. the clock is ticking.

 

[Radio Dav]

If the track goes oldies I would name it 108 Track, remember the old 8 track player.

Someone in Dayton said they don't think stations there will not change formats until they see the PPM meter results. They could be right they want to see if any of the ratings change when they use this new system.


I heard 91.9 doing Spanish tonight...

 

[BobOnTheJob]

I heard 91.9 doing Spanish tonight...

Speaking of 91.9, something that I'm curious about...When I saw the name Kids First Incorporated as the ownership, I pictured programming related to children or schooling--something related to kids. Nothing I've heard on 91.9 relates to children. Or maybe it's owned by some kids & this is their first broadcast property? Anyone know how the name Kids First Incorporated was chosen?

 

[gr8oldies]

If you guys really think Entercom is going to blow up the Track and make it a 55 and older station when there are absolutely no buys for it...dream on.

 

[cold_coffee]

The Titanic struck an iceberg and sank because someone was not looking ahead. Radio is becoming a Titanic
for the same reason. Just keep on rearanging the deck chairs. Brilliant dudes!

 

[perenoel6218]

Kids First Inc. comes from the organizers of the original childrens program for Indy titled
MY FIRST RADIO which in the 90s was heard on WXLW, WSYW, and WQFE at various times.
Kids First applied for 91.9 in 1998, won the CP in 2007 and now is the licensee of WITT/Zionsville.

WITT will throughout its broadcast day pepper the music mix with some childrens stories and songs.

As for the Spanish content, that simply must have been a song or two.

At this date, WITT is not a Spanish broadcaster.

WITT maintains a variety format. It airs a few of the Radio Netherlands shows and some of
the shows from QRP in upstate New York which are produced for Non-comms.

Beginning this Wednesday (today) WITT will air at 10pm a recording of the Zionsville
Town Council Meeting of October 5, 2009.

In future Wednesdays WITT plans on additional programming aimed at the concerns
and issues of the citizens of Zionsville and Boone County.

 

[bigtime]

107.9 isn't making any changes. They are on tv now with a "Track" spot.

 

[BobOnTheJob]

Kids First Inc. comes from the organizers of the original childrens program for Indy titled
MY FIRST RADIO which in the 90s was heard on WXLW, WSYW, and WQFE at various times.
Kids First applied for 91.9 in 1998, won the CP in 2007 and now is the licensee of WITT/Zionsville.

WITT will throughout its broadcast day pepper the music mix with some childrens stories and songs.

As for the Spanish content, that simply must have been a song or two.

At this date, WITT is not a Spanish broadcaster.

WITT maintains a variety format. It airs a few of the Radio Netherlands shows and some of
the shows from QRP in upstate New York which are produced for Non-comms.

Beginning this Wednesday (today) WITT will air at 10pm a recording of the Zionsville
Town Council Meeting of October 5, 2009.

In future Wednesdays WITT plans on additional programming aimed at the concerns
and issues of the citizens of Zionsville and Boone County.

Thank you for the explanation...and let me add an echo of what Bruce Quinn stated in an earlier post that the Indy radio dial is a more complete place to listen as a result of WITT. There's nothing "cookie cutter" about it & that's a good thing in my eyes. Congrats on getting it going & best wishes!

 

[cspotrun]

If you guys really think Entercom is going to blow up the Track and make it a 55 and older station when there are absolutely no buys for it...dream on.

so, i guess you think "if they keep doing the same thing, they will get a DIFFERENT result". they might get an Agency buy for Lexus, Cadillac, Mercedes and other high end things, my station did. remember THIS is the DEMO that buys things and has MONEY!- that is not lost on Agencies. talk-radio is getting the SAME demos and they are doing ok too. c'mon get your head out of the sand...like i've said ad nauseum, somebody is wrong,all the stations doing this format including Chicago, NY NY, LA Dallas and a thousand others ORRRRRRR
you.

 

[cold_coffee]

It was 9, 11. 2001. A good friend was at his desk in the WTC in NYC. The voice on the PA told
him he would be safe at his desk. "Don't leave the building." He was a bright guy. But, he followed
the wrong advice. He was on the phone with his wife when the roof fell in. He told her he was safe.
It was only those who questioned instructions who lived to tell. Go ahead and follow bad advice.
Radio will be as dead as my friend because it's middle aged people who use radio.