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Friday, April 19, 06:28:31am [ Login ] [ Main index ] [ Post a new message ] [ Search | Check update time | Archives: 1, 2, 3, [4], 5, 6 ]

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Date Posted: Monday, March 20, 09:54:51am
Author: Steve McGeeney
Subject: Re: The Double Standard
In reply to: Walt 's message, "Re: The Double Standard" on Monday, March 20, 02:13:07am

The point that Gus was trying to make was:

1) Targeting ads towards younger audiences is a waste of money and unproductive. They don't listen to the radio. They don't hear the ads and have no money to buy the product.

2) Older audiences DO listen and respond to ads, contrary to what the misguided radio ad execs think. This is not the 1940's anymore. Society has changed. Madison Avenue stereotypes and biases have not.

I might also add:

1) If these ad people are so smart, how did they get into this situation to begin with? New York radio is dying in front of our eyes. Every time they make a shift to another demographic the results are disasterous.

2) Why did they shut down a format that was in the top 10? Certainly it wasn't due to lack of sponsors. In fact CBS-FM bordered on having too many at times. The advertisers DIDN'T walk away. Something else happened.

3) If the self serving rhetoric about demographics is correct, why then is the top rated station in NY not aimed at the 20 something market? They play light rock which appeals to many in the baby boom and Gen-x demographic.

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