What's with WHAT 1340? (See what I did there with the title?..heehee)

[davideduardo]

Spanish language stations (no matter how small) get an automatic buy from agencies for national ads. That can really prop up billing for a small station. Local direct sales also tend to ignore the ratings and buy just because you are the only spanish station or two...

That's definitely not true. While there may be some money for each of the major Hispanic markets to be divided among the market's Spanish language stations, agencies don't automatically buy Spanish in small Hispanic markets like Philadelphia, particularly where the CPP is very high.

The Adult Standards did not attract that national ad buy right away, agencies wanted to see some numbers, which would take time to grow. Some local direct sales would buy just off the story of the station, but sales staff would run into apprehension without the hard numbers to show the audience wasn't just 65+ and where people were listening...

Standards, with mostly over-65 demos and nearly 100% over 55 demos does not attract agency buys at all since essentially all buy specs for music radio end at or before age 55. You can wait years, and they will not come.

 

[hangman]

"Geezer demos" are simply the ages over 65 that essentially never get any ad buys in all but a few of the most concentrated retirement areas. "Senior demos" might be used for "55-64" pre-retirement consumers, while "geezer demos" indicate persons who may be in their 70's or 80's and even beyond.

I do not appreciate you using those terms, I am sure if I said some derogatory slur about Hispanics you would call me a racist, but you can go ahead and say what you want because what you meant was old white dying males...admit it...

 

[davideduardo]

I do not appreciate you using those terms, I am sure if I said some derogatory slur about Hispanics you would call me a racist, but you can go ahead and say what you want because what you meant was old white dying males...admit it...

There are "over 65" Hispanics, Asians, African Americans, non-Hispanic whites and whatever other category you want to classify humans into.

And the fact is that essentially no radio advertisers want to reach those folks, whatever their culture or ethnicity.

"Over 65" is not a race.

 

[quadpain]

Well that's true that Philadelphia isn't the largest hispanic market.

The Standards format (different from the MOR format) gets a bad wrap with its presumed target demo. There is a significant portion that is younger than 55 that is interested in and listens to music by Frank Sinatra, Tony Bennett, Michael Buble, Diana Krall, etc. that would be in a money demo.

 

[FredLeonard]

There are "over 65" Hispanics, Asians, African Americans, non-Hispanic whites and whatever other category you want to classify humans into.

And the fact is that essentially no radio advertisers want to reach those folks, whatever their culture or ethnicity.

"Over 65" is not a race.

Well, yes. But there are and have been marketers targeting specific racial, ethnic, linguistic, gender and lifestyle categories - and therefore, excluding others.

It's strange that it's OK for a station specifically to target Black listeners and promote itself as a station for Black listeners but it's not OK for a station similarly target White listeners and promote itself as a station for Whites. Historically Black colleges: Yes. Historically White colleges: No.

 

[Ravens]

There is a significant portion that is younger than 55 that is interested in and listens to music by Frank Sinatra, Tony Bennett, Michael Buble, Diana Krall, etc. that would be in a money demo.

Not enough to bother with a radio station for them.

 

[hangman]

Yes there are many ethnics over 60, but its mostly a White format, Standards that is. How many Blacks listen to White music, (be honest, and I don't mean the token White artists), not many, where in reverse Whites support and embrace Black music. I know of not one Black owned, operated or formatted music station that throws White tunes in the mix, while White formatted stations program plenty of Black music. Where you say that White European ethnics that came to America in the 1800's got away from their native tongue and adapted to the English language (which is true), thus changing formats back to English and away from these European ethnics. Well, why then do Hispanics refuse to adapt to English and keep their native tongue, which creates more stations to adapt to Spanish programming. Why are more stations flipping to Spanish if like you say Hispanics are adapting to English, you did say White Europeans learned and were taught English thus eliminating their native radio formats, so why are Hispanics not adapting and demanding their language on radio stations....just the facts bro....

 

[TheBigA]

Historically Black colleges: Yes. Historically White colleges: No.

The courts see a difference between voluntary segregation and imposed segregation.

In terms of music taste, there is no reason why over-65s should feel excluded from listening to stations aiming at younger demos. They're welcome to listen, and quite often, they choose to listen to stations that aren't specifically targeting them. Conversely, it's not unusual for teens to choose to listen to radio stations aiming at older demos, such as country stations. That format is aiming 25-54, but it shows a lot of teen listening.

 

[FredLeonard]

The courts see a difference between voluntary segregation and imposed segregation.

In terms of music taste, there is no reason why over-65s should feel excluded from listening to stations aiming at younger demos. They're welcome to listen, and quite often, they choose to listen to stations that aren't specifically targeting them. Conversely, it's not unusual for teens to choose to listen to radio stations aiming at older demos, such as country stations. That format is aiming 25-54, but it shows a lot of teen listening.

Soft AC doesn't target older listeners but it's about the only music format left they can stand to listen to. As I said, least objectionable programming.

 

[TheBigA]

Soft AC doesn't target older listeners but it's about the only music format left they can stand to listen to. As I said, least objectionable programming.

We find older listeners in just about every music format, including CHR. They prefer classic hits, classic rock, and some forms of AC, but they also show up in country and certain urban formats. They also choose several non-commercial formats, like folk, eclectic, and classical.

 

[davideduardo]

Well, why then do Hispanics refuse to adapt to English and keep their native tongue, which creates more stations to adapt to Spanish programming. Why are more stations flipping to Spanish if like you say Hispanics are adapting to English, you did say White Europeans learned and were taught English thus eliminating their native radio formats, so why are Hispanics not adapting and demanding their language on radio stations....just the facts bro....

It takes about three generations for usage of a heritage tongue to be reduced to little phrases or words and not complete sentences or thoughts. The last all Italian stations in New York disappeared in the late 50's, some 40 years after the influx of Italian immigrants was virtually stopped by W.W. II.

As it is today, nationally about 50% of all Hispanics are English Dominant (Nielsen, 2014). Most of the English Dominant Hispanics were born here; it is amazingly difficult for a person to become bilingual when they start learning a new language when they are already adults so the first generation immigrants tend to know a more limited amount of English and also tend to think in their birth tongue.

Besides that, there is the influence of culture. A person who formed musical tastes in early adolescence does not generally make radical changes in them. So an individual who grew up in a home where mom and dad listened to music in another language will continue to listen to at least some of that music later in life. And a person who acquired their musical taste outside the US is not going to start liking American music forms no matter how bilingual they become.

 

[davideduardo]

Soft AC doesn't target older listeners but it's about the only music format left they can stand to listen to. As I said, least objectionable programming.

Soft AC, which only exists in a small number of markets like Tampa, San Diego, and Miami does indeed target older listeners. In this context, it means the older segment of 25 to 54. But there is considerable spillage, with these stations being highly rated in 55 and older, despite the fact that the senior audience can not be monetized.

Talk, all news, classic rock, classic hits, country, Urban AC, regional Mexican, Spanish Adult Hits and a number of other formats do very well in 55 and over... but they don't get any "payback" for that audience.