kenb said:
I disagree, The Las Vegas valley has a younger, hip crowd and Hispanics, but don't forget the folks who moved here to retire. I think if the "oldies" station or "Jewel" type station were to have solid upbeat oldies from the late 50's, 60's and early-mid 70's . They could do well.
There are plenty of examples of stations that "do well" in 12+ ratings, but when most of the listeners are 55+ or 65+, they do horribly in sales. The #1 12+ station in the Tampa Bay area is about 14th in billings, because it is, strange coincidence, 14th in 25-54 listening. That station is trying to update itself, but they are a good example of how stations that don't appeal much to 25-54 are seldom more than minimally successful
And if you look at the American Community Survey (ACS) data updated to last year, you see that Las Vegas does not have an older median or an older average age than Chicago (with which another poster made a station to station comparison).
I'm not talking just playing the tired/overplayed top 300 hits of all time, but expanding the list to 1500-2500 great oldies from a larger period of time.
You will find that stations like 96.3 average around 600 songs with 80% concentrated in about a 15 year spread.
There are not 1,500 to 2,000 songs that any significant number of listeners want to hear today. And with the PPM, playing songs that significant numbers of listeners don't want to hear is mortal. The issue, as has been explained here many times, is that stations play songs that are hits today... if a song was a hit 40 years ago, but is unappealing today, it is no longer a hit.
Add some djs with rapid fire "excitement" to their delivery and bring back the old time flavor of the original TOP 40 RADIO. Don't forget the acapella jingle package linking it all together. Then, throw in to the mix some big contests that will draw listeners in.
Whether it would work or not, this is an expensive operation which would get, maybe, a 0.8 in 25-54. How would it sustain itself? Pledge drives? ;D
Remember, Top 40, while very broad in appeal in the 60's, was by no means liked by all. And many people who liked it back then have moved on now, and don't want a lot of old songs. So the appeal of the format, no matter how it is presented, is not universal or anything close to universal in the age group that might be targeted. Some, in fact, never liked that music as they were country fans or partisans of some other kind of music.
If you have old ratings books, KOOL 93.1 was also at/near the top in the same demographics, before they abandoned their listeners and changed to the "Party" format.
They were not even top 10... and mostly not even top 15... in the 2005-2006 pre-Party era. The demos they had were not sales demos.
It is music that appeals to a broad audience. I'm just asking for a niche "oldies" type station that makes you feel good, rather than boring you to death.
And, again, how is this going to be profitable for a station owner. This is a very visible format, and were it viable, somebody would try it. But 96.3 will own the sales demos, and whoever might do 60's oldies will own a niche they can't sell profitably.