> Never said old was dead. However, if the format is not
> strong 25-49 or 18-39, it will become increastingly hard to
> get on the ratings based buy - and for most FMs, in markets
> like Charlotte, Raligh, Atlanta, etc - it is about the
> numbers based buys.
>
> In the early 80s, WYYD in Raleigh had an 11 share of the
> listening, but only about five percent of the revenue. They
> went AC, dropped to a six share, but garnered 10% of the
> revenue.
>
> Since it is a BUSINESS, those things make a big difference.
> Problem with oldies is the same as other adult formats - if
> they don't adapt to the changes of the desired demo, their
> audience grows older and older - and it no longer in demand
> by the advertisers.
>
> I love oldies, programmed the format in the late 80s and
> early 90s. Problem was to try and keep the presentation hip
> enough to have some appeal to the younger end of the
> audience without blowing up the core.
>
Point taken... However I know kids who were really bummed out when Magic 96 changed here in Charlotte.
I would suggest the problem isn't so much keeping the presentation hip, just sell the fun that's such a big part of the music.
The trouble is programmers who took the best music, boiled it down to 300 titles, played them over and over burning them out. Sorry but there are more than 300 great oldies. The Motown hits really got burned by PD's who were going after the Urban adult audience.
I'm not trying to place blame. it was fun while it lasted, and it had a long run.