[BC] Re: I Want My MP3 (from Radio Ink)

Wed Dec 7 21:24:29 CST 2005

Hi Ron:

As for your question as to why the 18-34 target? The thinking at the time
was the greatest audience size. Baby Boomers. I'm a baby boomer. BUT...the
times were different. Excuse the clich? but a dollar was a dollar so it went
further. The ad agencies were in sync with the spending habits of the
largest segment of the audience. Now, many of us baby boomers are the
results of inherited money. I am one of those. When my parents passed away I
was long from retiring. I've decided announcers (the biggest part of me, as
only 25 to 30% of me is tech, audio mostly) die at their mics. I'm not going
to retire. I hope, soon to have a good part of a small radio station and I
have my studio at home where I do voice work. My point being is we 35+ DO
have expendable money and incomes. Ad agencies think all people over 40 are
already dead. They ain't spending any money. That, my friend, is a crock.
The baby boomer population will still be the largest segment of the
population until we begin to die off then that demo below us will,
naturally, be the larger one. I hope you're following me here. The thinking
in the ad agencies has changed (or has been perverted or not thought through
enough). I don't think for a minute they should give up on the 35+ audience.
I know there is a lot of money in the 25-34 demo but as a group I'm going to
guess the 35+ really has more and is willing to spend it IF they were
courted.

I really don't think the sterile environs of the Ipod will take over the
world. If we are talking media, I believe people still need that "human"
connectivity. For the most part, people are Lemmings but the media has to
tell them from what bridge to jump. <g> It's one of the reasons I believe,
for example, the Jack format won't work for long and those stations throwing
Oldies out the window as a viable format are part of the panic group. Now,
some formats, Classical specifically, couldn't sustain an audience large
enough in the medium markets because of a paradigm shift in our culture. We
have become less eurocentric and the smaller the market the more amplified
that becomes. This is why San Francisco, Seattle and some more eurocentric
markets win BIG time in Classical.

Now, herein lies the problem. I believe the broadcasters are at odds with
the Ad Agencies. I honestly believe, for the most part,  time buyers don't
know where to put their ads! I surf the dial and hear it on a continuing
basis.
The one thing, if it's the only thing, that needs to happen is for the media
to go toe to toe with the ad agencies and set the record straight. Yes, I do
believe it's a sell job.

Yes, we have changed as a nation. Yes, there is new technology out there but
there are still markets where certain formats will still, and do, work. They
need a tweek here and a tweek there but there are still basic tenants to
which people will adhere.

Sorry for the long one here Ron but it's a fascinating subject and has been
for many years.

Steve

----- Original Message ----- 
From: "Ron Cole" <rondcole at gmail.com>
To: "Broadcast Radio Mailing List" <broadcast at radiolists.net>
Sent: Wednesday, December 07, 2005 10:15 AM
Subject: [BC] Re: I Want My MP3 (from Radio Ink)

You have some good points there.
I'll just have to join my peers, the parents of the 12-24 demographic
or Ad Targets, take your pick.   I feel just like my dad, "You call
that music?", "Turn down that noise!"

When in radio I always questioned why we targeted 12+ or  18-34,
seemed to me like 25-64 was where the money was.  I knew that because
I was in the 18-34 bracket and did not have any money.   Cars, Homes,
Banking and Investment services, Jewelry, Adult Beverages etc.  Those
were the advertisers and it takes money to buy these.

Well back to my iPod, I have a podcast I just downloaded to listen to.
 Then I'll catch a little talk radio on my AM Radio.

Ron

On 12/6/05, Steve <shnewman at alaweb.com> wrote:
> Hi Ron:
>
> I've been following this thread for a couple of days. The first thing was
> the age group. 12-24 isn't the prime demo as we all know. See the formats
> they listen to. Of course that demo would listen to those. In fact the
prime
> demo that ad agencies want IMHO is not the prime demo. They're all air
heads
> anyway. I believe it should skew a bit older. But, then again, I'm older.
> That aside, just who is buying product. Well, let's not get into that one
> right now.
>
>  I have a recent survey and the headline is "Separate Studies Confirm
Local
> Radio Still Rules". 400 respondents 18-64. Now that's a good demo spread.
> Sure the 12-24 will show a big hump with Ipods, Internet, Satellite etc.
> because it's "hip" (if I can use that OLD word...and the kids think the
word
> COOL is new....ha!) In this survey 51% listed radio as the "primary source
> for listening to music" well above CD's at 30% and it goes down from
there.
> Now awareness of these mediums was high but when it came down to the real
> nitty gritty,the actual listening habits, the numbers went to radio.
>
> Michigan State Univ. Study: 79% said they've spent as much or more time
> listening to local radio compared to last year and 95% expect to listen as
> much or more to local radio in the coming year. 88% think their local
> station provides a valuable service to their communities.
>
> Recent Eastlan study: 4 out of 5 Americans have no interest in subscribing
> to satellite radio. The findings were nearly identical to a 2001 Eastlan
> study. Only 5% of Eastlan study respondents were satellite radio
> subscribers.
>
> I summarized for you. Just some addition fodder for thought.
>
>  I believe there's way too much panic going on in the broadcast industry
and
> instead of worrying about things like HD and the like they should be
working
> on more productive ways of keeping their audiences. HD is noble but...
Also,
> I believe many are throwing the baby out with the bath water. They're
being
> reactive...the first thing a P.D. or G.M. learns early on NOT to be. Being
> proactive, rather than rolling over and dying, is the way to act.
>
> Steve
>
>
> ----- Original Message -----
> From: "Ron Cole" <rondcole at gmail.com>
> To: "Broadcast Radio Mailing List" <broadcast at radiolists.net>
> Sent: Tuesday, December 06, 2005 9:00 PM
> Subject: Re: [BC] I Want My MP3 (from Radio Ink)
>
>
> What does it mean if the only thing I listen to on the radio are the Least
> listened-to radio formats.
> Am I getting old?
>
> Ron
>
>
> On 12/6/05, Mike McCarthy <Towers at mre.com> wrote:
> >
> > Doesn't surprise me in the least.  The younger formats have lost the
most
> > CUME and TSL.  Listeners of that age have zero patience for commercials.
> > It's the right now generation. They use radio to sample what's new, then
> > go
> > after the songs they want...now.
> >
> > What's not new is this is LITTLE DIFFERENT THAN 20-30 YEARS AGO.
Instead
> > of IPODs, we used 8-tracks and cassettes in the 70's, later CD's in
> > Walkmans in the 80's.  It's just more pronounced because downloading and
> > the random playing feature of the IPods makes it possible to have an
> > absolute targeted virtual "radio station" on their hip.
> >
> > MM
> >
> > At 08:17 AM 12/6/2005 -0600, Fred Cunha wrote
> > >Today's Teens: "I Want My MP3..."
> > >
> > >According to a Bridge Ratings study released this week, most 12-24 year
> > >olds would choose their MP3 player over traditional radio.
> > >
> > >Some findings at the core of the study include:
> > >
> > >* 85% of the total sample would choose their MP3 player over
traditional
> > >radio as their preferred option for music.
> > >* For music listening, the Internet is preferred over traditional
radio.
> > >
> > >* MP3 use far out-paces radio use.
> > >* When given a choice between listening to music over the Internet or
> > >traditional radio stations, 54% prefer the Internet while 30% prefer
> > >radio.
> > >
> > >Overall weekly listening for the full group determined weekly format
> > >tune-in:
> > >
> > >1. Rhythmic Contemporary Hits Radio
> > >2. Pop Contemporary Hits Radio
> > >3. Urban Contemporary
> > >4. Spanish Contemporary
> > >5. Rock
> > >
> > >Least listened-to radio formats:
> > >
> > >1. News/Talk
> > >2. Oldies
> > >3. Hot Adult Contemporary
> > >4. Alternative Rock
> > >5. Adult Contemporary
> > >
> > >-30-
> > >
> > >_______________________________________________
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