Why dropping "Oldies" is wrong

[amfmsw]

The shortsighted sales and management, starting with the flagship oldies outlet in NY, who've dropped the format, are now out fighting for scraps of 18-34 year old demo budgets. Those with a little more vivison, and plain common sense on who to sell to with this format, are relaxing with less competition, higher rates, and better profits.

Read on: http://www.rab.com/public/rst/rst_new/rstarticle.cfm?id=1107&type=article1

What's the line? Why do you rob banks? Because that's where the money is.
Why should you continue serving with "Oldies"? Same answer.

 

[radiofriend1]

The shortsighted sales and management, starting with the flagship oldies outlet in NY, who've dropped the format, are now out fighting for scraps of 18-34 year old demo budgets. Those with a little more vivison, and plain common sense on who to sell to with this format, are relaxing with less competition, higher rates, and better profits.

Read on: http://www.rab.com/public/rst/rst_new/rstarticle.cfm?id=1107&type=article1

What's the line? Why do you rob banks? Because that's where the money is.
Why should you continue serving with "Oldies"? Same answer.

this is rich. many of U who accuse radio of being all-bottom-line and money-hungry ALL say how big the money is in oldies and programming to 55+ boomers.
if radio groups were that money grubbing AND there was that much to be made doing oldies don't U think the ALMIGHTY DOLLAR OBSESSED corporate radio giants would be all over the format?

news blast 4 U: the ad dollars aren't there and that is why oldies is fading from FM radios. it really is that simple
until U can convince (good luck) the ADVERTISERS who spend money on RADIO that there is gold in them thar hills...........your point is 100% moot

 

[amfmsw]

You don't get it. The premise is that common thinking, your thinking, IS that the boomers are 55+. But the article disputes your claim. The boomers are only 42-60. Why do you keep falsely putting out disimformation of 55+?

Here's more proof of why "Madison Avenue" buyers are wrong:

http://www.rab.com/public/rst/rst_new/rstarticle.cfm?id=1108&type=article2

 

[davideduardo]

Here's more proof of why "Madison Avenue" buyers are wrong:

http://www.rab.com/public/rst/rst_new/rstarticle.cfm?id=1108&type=article2

You are just the latest visitor here to thing that ad agencies deteermine campaign demos. They don't. The client, via its marketing department, does. Often the demo is tied to who the product or service is designed for, and extensive research on the product and consumer buying patterns is part of the decision. And they don't buy 55+.

 

[CTListener]

You don't get it. The premise is that common thinking, your thinking, IS that the boomers are 55+. But the article disputes your claim. The boomers are only 42-60. Why do you keep falsely putting out disimformation of 55+?

Here's more proof of why "Madison Avenue" buyers are wrong:

http://www.rab.com/public/rst/rst_new/rstarticle.cfm?id=1108&type=article2

The last demographically desirable members of the baby boomer generation were born in 1964-67. They turned 15 -- the age you'd figure the greatest number of them were into top 40 radio -- in 1976-79. Their big top 40 listening years were the late '70s and early '80s. Why would people who liked Earth Wind and Fire and Men at Work back then care about a station that plays the Platters and Herman's Hermits now?

All the baby boomers born in 1956 or before -- a full decade's worth -- are now 50 or older. Advertisers looking for 34-55 aren't looking for a station that skews heavily toward the older end of that range and will skew even more heavily with each passing year.

 

[radiofriend1]

You don't get it. The premise is that common thinking, your thinking, IS that the boomers are 55+. But the article disputes your claim. The boomers are only 42-60. Why do you keep falsely putting out disimformation of 55+?

Here's more proof of why "Madison Avenue" buyers are wrong:

http://www.rab.com/public/rst/rst_new/rstarticle.cfm?id=1108&type=article2

you R wrong in assuming that "oldies" as it has been for 20 yrs is a *BABY BOOMER* format. the core oldies listeners come from the boomer demos but all boomers do not like oldies (if u define oldies as late '50s to early '70s music).

 

[Johnny Morgan]

all boomers do not like oldies

And all 20-somethings do not like active rock, or Hot AC, or CHR (of all varieties), or whatever.

So, what to do, then, about those 20-somethings who do not like those formats? Taking your argument to its end, if we believe that all boomers do not like oldies (which is of course true), then those non-oldies boomers have gone elsewhere, perhaps including the above-named formats in some cases.

So, what then do non-above listed format 20-somethings, for example, do?

 

[radiofriend1]

all boomers do not like oldies

And all 20-somethings do not like active rock, or Hot AC, or CHR (of all varieties), or whatever.

So, what to do, then, about those 20-somethings who do not like those formats? Taking your argument to its end, if we believe that all boomers do not like oldies (which is of course true), then those non-oldies boomers have gone elsewhere, perhaps including the above-named formats in some cases.

So, what then do non-above listed format 20-somethings, for example, do?

i think u misread what i was trying to say

i'm saying NOT ALL BOOMERS would make "oldies" their #1 music choice. many are too young for the nostalgic kick a sixties classic would give them (which is what drove oldies). if U go sixties and seventies, u can then target (center) early 40's to early 50's boomers .........some over 55 will like what U play but U may not be their main choice.

also, when i say *NOT ALL BOOMERS* like oldies many like country, soft ac, n/t, aaa----there's this pervasive wishful thinking going on as if anybody over 50 LUVS oldies music. that has never been true

 

[ceaser]

The solution is simple:get sirius or xm,our format isn't welcome on free radio anymore.Enjoy life again.

 

[AZJoe]

The solution is simple:get sirius or xm,our format isn't welcome on free radio anymore.Enjoy life again.

AMEN!!!! 8)

 

[Oldbones]

The solution is simple:get sirius or xm,our format isn't welcome on free radio anymore.Enjoy life again.

I suppose in a sense you're right...satellite radio is probably the best place for formats with narrow and/or very limited appeal. But are there enough listeners to make it profitable to provide these formats to the limited number of people who want to hear them? So far the answer has been "no". If someone can't find a way to make money with subscription radio pretty soon, my guess is that XM radio you love so much will become little more than a paperweight.

 

[FRR]

I don't think Xm will become a paperweight in the near future. If anything, FM will, or continue to move toward satelilite themselves. Satellite may have to go up in price, and I think most will pay the extra to hear what they want. Any of us that have listened to traditional radio and now have XM, or Sirius KNOWS how much of an improvement they are. If they all go, I guess I'll still have my 1500 songs on my Windows Media Player.

 

[cyberdad]

As I've posted elsewhere.... Can we puh-leeze stop whining about the "loss" of oldies. There are more oldies "stations" with higher quality audio and better music mixes than ever before. They just happen to be on satellite and streaming venues.

The fact that marketing, agency, and terrestial broadcast management suits don't recognize/don't the buying power that resides in the old carcasses of baby boomers is their problem/their loss....not ours! Who cares!

 

[DougD]

The solution is simple:get sirius or xm,our format isn't welcome on free radio anymore.Enjoy life again.

I suppose in a sense you're right...satellite radio is probably the best place for formats with narrow and/or very limited appeal. But are there enough listeners to make it profitable to provide these formats to the limited number of people who want to hear them? So far the answer has been "no". If someone can't find a way to make money with subscription radio pretty soon, my guess is that XM radio you love so much will become little more than a paperweight.

Who's calling oldies a "narrow" or "niche" format?

The Baby Boomers, buddy, represent a big chunk of this society.

I think the narrow ones are the bozos running the joint. They can't see the forest for the trees.

 

[radiofriend1]

oldies is today a niche format

again, U are superimposing BABY BOOMERS into an entire format. using your logic, everybody who is a baby boomer automatically yearns for nostalgic music so they can remember their youthful yrs. not that way today and has never been the case.

boomers also like country, news/talk, aaa, jazz, ac formats, classic rock, vareity hits and so on

in some markets niche formats do well but overall nationwide oldies is not (and never has been) a general mass appeal format like country, ac, chr

 

[Oldbones]

Who's calling oldies a "narrow" or "niche" format?

The Baby Boomers, buddy, represent a big chunk of this society.

I think the narrow ones are the bozos running the joint. They can't see the forest for the trees.

Demographically, you're correct...there are a LOT of people around born between 1946 & 1964. That doesn't mean they all want to hear oldies, especially pre-British invasion oldies. I'm 55 myself...I have ZERO interest in music from much before 1962, and tend to listen most to 1967-1985 +/-. I'll also listen to AC/Hot AC, Classic/Variety hits and Country. Most of my friends/acquaintances tend toward AC or Classic Rock. I know very few people my age who want to hear Chuck Berry or Buddy Holly. Indeed, we had Muzak's 50s channel on the the background music system where I work & they changed it to a contemporary mix because of so many complaints. This is a workplace where at least half the employees are over 40.

Obviously, your mind has been made up, so I don't know why I'm wasting my time trying to confuse you with the facts. Feel free to take your XM radio and go sit in the forest and enjoy the trees.

 

[TheFonz]

If someone can't find a way to make money with subscription radio pretty soon, my guess is that XM radio you love so much will become little more than a paperweight.

One way would be to simply merge the two services.

 

[XM RADIO]

Let Terrestrial radio go! Ive got Allstate insurance on my cars, and assurance with XM and Sirius there will be no Flips or Buy outs! With XM and Sirius Im exempt from CBS/ Infinity playing with the format! Sirius Gold has Skyliners, Duprees, Orioles, Skip and Flip,Bertha Tilman, Gene Chandler, Mystics, Little Ceaser and the Romans, wow FM wouldnt ever do this, but they would play Brown Eyed Girl til I just couldnt stand it!! Sirius And XM are here they are going to clean up the mess CBS, Clear Channel leaves!! To think a year ago I was just listening to KFRC 99.7, what a joke!! Everyone who says i wont pay for radio, is cheating themselves, 12.95 a month is nothing!! 44 cents a day, cant buy a donut or coffee with 44 cents! My buddy Randy bought a new 06 Chevy Tahoe, came with factory XM in it, he let it run out and refused to pay, now hes stuck with KFOG 104.5 San Francisco, Boring Tightwad! I wouldnt get into a car with out Satelite!! Kenny in Concord

 

[DougD]

Obviously, your mind has been made up, so I don't know why I'm wasting my time trying to confuse you with the facts. Feel free to take your XM radio and go sit in the forest and enjoy the trees.

You sound so set in your mindset as well, thinking you can speak for a whole generation of people because of anecdoctal evidence.

 

[XM RADIO]

Doug, I dont live by a forest, and I dont need to be near a tree to enjoy XM or Sirius, face it As of today, 12/18/06 Bay Area Radio is boring, Satelite is "Where it At"!!!! Terrestrial radio made this choice, no Oldies, People are off to Satelite, I will bet theres alot more XM s and Sirius radios given this Christmas than a AM/FM plain radio!! Is 12.95 too much for you?