Utica Arbs

[BobRoss]

AM is not dead, just put some time into programming as opposed to just using it as "another stick" simulcasting an FM and you can as evidenced get results and serve a niche. WUTQ's ratings increased because it is serving a niche otherwise ignored.

You have some good points about how WUTQ provides a service not offered by anyone else in the market. But the other posters have some great points about AM's reach being limited. If there's such a big audience and such great income potential... why doesn't Roser put the format on an FM station where it would reach more people? He could have flipped one of the Kiss or Bug frequencies over to the beautiful music format. But he didn't.

You're right, it's ironic that radio and its advertisers tend to target listeners who are still younger and may not necessarily have as much disposable income as older listeners. But that "money demo" of women 25-54 also happens to be the demographic most-likely to be swayed by advertising. Even 54 might be pushing it... I'd say by 40-45, most adults are pretty set in their ways, and aren't going to be as vulnerable to "impulse" purchases based on advertising.

 

[JustPastBuffalo]

Someday advertisers and ad agencies are going to come to their senses and realize that there's no sin in targeting 45+ if not 55+. Conventional advertising wisdom says this demo drives Buicks with black faux convertible tops, haa already made up their minds as to the brands they purchase and therefore isn't worth the expense of targeting. Nonsense! It's time for Madison Avenue to talk a walk down Main Street.

Have you seen the number of (45+) people shopping Home Depot or Lowe's planning to renovate their kitchens or bathrooms? Have you seen the (45+) people at Circuit City or Best Buy looking for big screen TV's and home entertainment systems?

Especially in these challenging times, it's very likely that people 45+ have more money to spend than consumers 18-34. I'll at least listen to the theory that 45+ consumers have to be sold on "quality" and the "need to purchase" whereas it may be easier to convince 12-34's to part with their money, but which demo has the most cash?

Which demo is most likely to have saved some of its paycheck rather than (a) not having a paycheck or (b) blowing it, (c) being up to their eyeballs in debt, or (d) defaulting on it (debt)?

We've recently seen a resurgence in Classic Hits (modified Oldies) formats. There may be a good reason for that resurgence. The format hits listeners who are (a) loyal, (b) have money to spend and (c) respond to and like listening to radio.

Nothing wrong with CHR and Active Rock, but playing Classic Hits from the Temps and Tops, Beatles, Fleetwood Mac, America and Eagles shouldn't be given the cold shoulder. A little bit down the road, Tony Bennett, Frank Sinatra and Mel Torme have their place as well.

In today's radio and economic climate, the future is now and stations need to get listeners where they can find 'em. Sooner or later, we all fade into that 45+ demo. Hell, it beats the alternative.

Someday, Cheryl Crow and John Mayer will be Classic Hits, but right now, the 60s, 70s and 80s is a good place to harvest a healthy group of 45-54, 45-64 listeners. And there should be no shame in selling those demos, either.