Re: [Swprograms] WCBS-FM drops oldies for "Jack" format

[jfiglio1@xxxxxxxxxxxx]

I think eventually they will come around to understand that it is the 
over 50s with the money and the willingness to spend it.  The 
companies that buy most of the ad time, however, have products that 
appeal to under 50s.  It will take somewhat of a paradigm shift in the 
ad industry to figure out how to get that older demographic to more 
easily part with their money and determine what products will appeal 
to their willingness to do just that.  It has been a given for so long 
that the 18-49 demographic is the most desirable one, that it's become 
almost a knee-jerk reaction.  Here in the U.S., the evidence is 
growing that those in their teens and twenties just don't listen to 
the radio anymore.  Whether they will start once they hit their 30s is 
an open question, I suppose; but without the habit being inculcated 
early, one wonders if the cause is already lost.

John Figliozzi

----- Original Message -----
From: Mike Barraclough <softbulletin1@xxxxxxxxx>
Date: Tuesday, June 7, 2005 8:24 am
Subject: Re: [Swprograms] WCBS-FM drops oldies for "Jack" format

> I have read a few articles over here suggesting that
> advertisers should think about targeting the 50 plus
> age bracket as they have plenty disposable income and,
> unlike some years ago, are happy to spend it on quite
> luxury items.
> 
> Mike
> 
> --- Joel Rubin <jmrubin@xxxxxxxxxxxxx> wrote:
> 
> >
> http://www.nydailynews.com/entertainment/ent_radio/story/316472p-
> 270752c.html> 
> > Of course, this is nothing new. One problem with the
> > oldies format is
> > that it is demographically bad. As the boomers get
> > gray, it gets fewer
> > and fewer of the 19-44 age group which is what
> > advertisers most want.
> > The old format's fanatics are screaming something
> > other than "Cuzzin
> > Brucie!". And they might just win. IIRC CHUM
> > (1050chum.com), once the
> > big rocker of Toronto, went from oldies to sports
> > and back to oldies
> > again.
> > 
> > 
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> 
> 
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