WPEN to flip to sports talk

[am-fm]

Re: WOGL and WPEN

> If you think about radio as a public service, nothing they
> do makes sense. If you think of it as a business (poorly
> managed and ruthlessly run, sort of like a car dealership),
> it all starts to make sense.

Which would be why some people think listening to FM radio is as enjoyable as buying a car.....<P ID="signature">______________

AOL IM: wnjoldies or jamminoldies105
CBS-FM lives at http://67.83.117.32:8010
Oldies Board co-moderator</P>

 

[aindik]

Re: WOGL and WPEN

> 1. WOGL is targeting a specific demographic. Ad agencies
> do not want to buy time on stations with too great a
> proportion of older (50+) listeners. Oldies stations play
> music popular when their target audience was in their teens.
> Mass appeal means wasted money to ad agencies. If 1/3 of a
> station's audience is outside their target demographic
> segments, they consider 1/3 of their ad dollar to be wasted.

It's not that ad agencies hate old people listening, it's that ad agencies simply don't count them because they don't care whether they listen or not. A 60-year-old pair of ears just isn't worth paying for as much as a 35 year old pair of ears. So, the ad agency wants to see big numbers in the prime age demographics (25-54, where people have money and are responsive to advertising). If the station gets those, it doesn't matter whether they ALSO get a huge 55+ audience. That won't hurt them, unless the perception of that drives the younger listeners away. You don't have to have a high percentage of your listeners be younger - you just have to have a lot of younger listeners.