What? You think doctors and lawyers don't listen to Pearl Jam, RHCP and NIN? Pheh! There are people with three degrees who think Metallica and GnR rules. They also like Drake and Lizzy. Upper demo men and women "educated" still listen to Zep, the Who and the Doors. The ad agencies that might have turned away from black shirt 97 Rock 40 years ago are more than eager to sell to the station's Classic Rock listeners now.
The "educated listener" argument reminds me of the Smooth Jazz and Wave "pitches," which were often along the lines of "we have all the hip, moneyed listeners." No sir, they didn't. It was a fabrication to sell week numbers. Oh, sure, some listeners might lived in the ritzy zips of East Amherst, OP and EA, but there weren't many of those, at least not enough to buoy the claims of the stations. And there were plenty of ritzy zip listeners who preferred WYRK, 97, Star and Kiss over Smooth Jazz. The "educated, moneyed listener" pitch worked for a while, but there's a reason Smooth Jazz washed out. It's a similar reason for AAA.
As it applies to what's on 107.7. The music isn't compelling, the jocks (what jocks there are) are bland at best ... the target demo is diverse and listens to WBLK, WYRK, 97, 103, Kiss and WGR-AM. You could buy a saturation TV ad campaign for 107.7 ; invest in the best social media targets... and the station still wouldn't break a 3 share. Plus, the return on the ad investment would be cringeworthy. But there's nowhere to turn and Entercom knows this. They'll ride this format to the grave. They might combo sell some of it with Star and Kiss, maybe even WGR; but it's not much of a stand-alone sale.
