The sad truth is that you are right. In the eyes of advertising buyers, when one hits 55, they don't exist. However, given the size and financial viability of that demographic, I think it's past time for advertising buyers to consider evaluating who their customers and prospects actually are and target them appropriately. There is a relatively small number of markets that have standards stations and fewer that still have B/EZ stations. However, those stations are usually at or close to the top of the heap in the 12+ numbers. Yes, the majority of those station's listeners are 55+. However, those stations have large, loyal audiences. What ever happened to the simple idea of advertising where the audience is?
Tampa Bay lost its only real nostalgia station. Any
> > thoughts?
> >
> > I agree. WDUV FM 105.5 doesn't count as a real nostalgia
> > station because they focus on old school soft rock
> favorites
> > with occasional instrumentals. Nothing like big band and
> > swing music.
> >
>
> As I much I want the adult standards format to remain
> viable, the bottom line is that radio is a business, and
> Salem did what it had to do to make money, even if it meant
> leaving a lot of loyal WGUL listeners out in the cold. I
> know most people aren't going to want to hear this, but once
> someone turns 55, 60, 65, etc., they don't exist in the eyes
> of most advertisers. Still, it beats the company going
> bankrupt down the road.
>
