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Wrote a thought piece about whether oldies will ever come back to Atlanta
- Thread starter rho01
- Start date
Good story. I agree about CBS could do oldies on 92.9, but that would be too easy. It 's not that CBS can't do oldies or classic hits. KLUV (Dallas) + WCBS FM would be good starting points.
Oldies, IMO, equals 1960s music. If it got anything, it would be 70s/80s classic hits that might sprinkle 60s in.
good article Rodney.
Almost forgot how successful Fox 97 was in the early to mid 1990's, when Randy and Spiff were king. The note about those listeners drives home my point, they are still around, and as others have said, these are the people with money. Brand loyalty isn't a factor as it was 30 years ago. Many of these people have smartphones, high speed internet, and are adapting to technology faster than generations before.
Radio has an opportunity to get a last breath of life off offering some real diverse and appealing programming to these folks, but instead, as their idiot consultants instruct the corporate bean counters, stick with what is "safe" and don't deviate from this norm. Make sure to drive these 55+ folks to Pandora, Sirius and online faster than you can say, "you're off the air". They don't mind paying for content ya know, not like they can't afford it. Too bad corporate radio doesn't get it.
Almost forgot how successful Fox 97 was in the early to mid 1990's, when Randy and Spiff were king. The note about those listeners drives home my point, they are still around, and as others have said, these are the people with money. Brand loyalty isn't a factor as it was 30 years ago. Many of these people have smartphones, high speed internet, and are adapting to technology faster than generations before.
Radio has an opportunity to get a last breath of life off offering some real diverse and appealing programming to these folks, but instead, as their idiot consultants instruct the corporate bean counters, stick with what is "safe" and don't deviate from this norm. Make sure to drive these 55+ folks to Pandora, Sirius and online faster than you can say, "you're off the air". They don't mind paying for content ya know, not like they can't afford it. Too bad corporate radio doesn't get it.
M
Mr_Winston-Salem
Guest
It's not a matter of do you have money to spend. Research shows as we all get older, we become "stuck in our ways" and advertisers are wasting their time trying to change our minds. A 25 year old Chevy owner will try a Toyota. A 33 year old will try the latest junk food. A 44 year old will buy things for their kids or are looking for family activities. A 57 year old will say I've drove the same make of car for years. It's the best and I'm not switching. I like this brand of chips. The kids moved out. I'm on a budget or still saving for retirement. If they are retired, the money has to last or it's back to work.
Young people will buy anything if the spots are exciting and flashy enough. Older people know what is quality at a reasonable price, they know how much they have to spend on it, they know if they actually need it or not and no advertising can tell them otherwise.
Yes, there are exceptions, but research shows for most radio listeners and TV viewers, this is accurate. It's why I can't listen to standards or oldies anymore on my radio.
Young people will buy anything if the spots are exciting and flashy enough. Older people know what is quality at a reasonable price, they know how much they have to spend on it, they know if they actually need it or not and no advertising can tell them otherwise.
Yes, there are exceptions, but research shows for most radio listeners and TV viewers, this is accurate. It's why I can't listen to standards or oldies anymore on my radio.
BRENT said:
I don't think anyone ever said that - older demos don't attract as much advertising as younger/middle-aged demos, that doesn't mean they don't have money
Mr_Winston-Salem said:
and this is exactly the kind of mentality that is ensuring radio's suicide.
the 30 year olds of tomorrow aren't raised on radio, these are the Ipod generation. they don't even know what radio is. Meanwhile while radio is trying to kiss the rear of the current aging demo, versus redefining itself to reach the mature audiences who still tune in, only to find their programming replaced with the same 20 washout songs, same talking pieces, crammed with ads.
M
Mr_Winston-Salem
Guest
You are correct. When I talk with younger people, none of them listen to the radio unless they have to. One person in his 30s said he only listened to the radio when his rental car didn't have a connection for his Iphone! People in their 20s say radio is terrible and they never listen. It's the down side to targeting a group that follows the latest fads and tries every new thing. Not only will they change auto brands or try new restaurants and food. When there's an alternative to radio, they try it! Their music is in a cloud, waiting for their phone. Friends share new songs they like and young people hear them first on their phone or computer. Meanwhile, the older listeners still own radios and still turn them on, looking for their music. Try finding someone under 35 who listens to the radio. It's not easy. The younger they are the least likely they are to actually own a radio. So many people in their 20's only have one radio and it's in the car with an Iphone connection beside it.
Advertising is more targeted than ever and I expect fewer buys on radio for younger listeners. These days advertisers want to know the person saw or heard the ad too. It's pay per click or a camera is looking at you and changing the ad as you walk by. Those are the most valuable ads in the industry.
Advertising is more targeted than ever and I expect fewer buys on radio for younger listeners. These days advertisers want to know the person saw or heard the ad too. It's pay per click or a camera is looking at you and changing the ad as you walk by. Those are the most valuable ads in the industry.
If i'am a betting man,I would say no,after Fox 97,there was Cool 105.7,that didn't last and after the end of Atlanta's Greatest Hits,I just don't see that happening.
If you want to do 50/60s oldies - ON THE RADIO - then do it right; put them in the proper "atmosphere" with reverb. talkovers, jingles, contests, crazy promotions, deep playlists and fast pacing - all done with LIVE jocks 24/7. (I would also say "on the AM dial", but Z93 proved that wrong. 
)
Those songs were simple ("Can you dance to it?"), entertaining and, most of all, FUN - something that a lot of us are needing today. You might be able to pull it off by allocating "blocks" of time to it (betcha Dave could try it) and see how it turns out, but you won't know if you don't try.
)Those songs were simple ("Can you dance to it?"), entertaining and, most of all, FUN - something that a lot of us are needing today. You might be able to pull it off by allocating "blocks" of time to it (betcha Dave could try it
) and see how it turns out, but you won't know if you don't try.50s/60s music is older today than standards/nostalgia was in the 80s.FloydB said:
If someone puts a 70s/80s classic hits format on a real signal (looking at you, CBS and Cox), then Cumulus should put TOC on one of their translators.
Here's the perfect mix IMO:
--Cox flips River from classic rock to true classic hits, maybe a Chuck FM. Is there something people have against airing a 60s-90s "play everything" format in a large market?
--Cumulus takes Rock100.5 straight AOR, combining classic rock, 80s heritage rock, and some new rock, but staying softer than Project.
--CBS takes Dave full alt, maybe (as I have said before) with a more AAA mix during the day and a harder mix in the evening, with retro alt weekends. Maybe throw in some old prog/art rock.
--Cumulus flips Journey to TOC.
--Cumulus finally kills 99X to give Dave some breathing room. Format TBD. Heck, maybe Cumulus's "Storm" classic country format to fill the old flanker role of Y106 for Kicks.
--And while we're at it, CC finally gives in to the inevitable and moves Wild to 105.3 and puts WGST back on 105.7. CC simuls Wild on Art Sutton's Suwanee translator for full metro coverage. CC picks up the 102.9 translator from R1 to simul WGST as well.
Have I missed anything?
Rodney Ho said:
Do it Rodney, that station needs to be blow to smithereens..............I cannot believe CBS still lets this format survive in this huge market. Cities such as Philadelphia, Atlanta and Pittsburgh are experiencing growth in aging baby boomers, but declines in the number of younger people. WE NEED OLDIES BACK FAST................
BRENT said:
Ummm...Triple A is a large market format :
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