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Saturday, May 11, 02:04:02pm [ Login ] [ Main index ] [ Post a new message ] [ Search | Check update time | Archives: 1, 2, 3, [4], 5, 6 ]

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Date Posted: Thursday, March 23, 12:47:45am
Author: Stu Weiner
Subject: Re: The Double Standard
In reply to: Terry 's message, "Re: The Double Standard" on Wednesday, March 22, 04:11:36am

--

No one disputes this. However, you missed the point that the others were making. These were:

-The advertisers are living in the past and using an obsolete business model.

-They should put their money (or keep their money) where they have an audience, even if it's not their coveted demographic. After all, most products that are advertised on the radio can be used by a broad range of ages.

-The audience to target is no longer in the 20 to 35 age group. This group listens to very little (if any) radio and has less disposable income than older listeners.

- The 20 to 35 age group is more influenced by peer pressure than by ads. Older buyers on the other hand, listen to the ads when shopping for best value. This is contrary to what the industry MBA's have been taught in school.

-WCBS had a viable audience. The advertisers and network managers dismissed them as unprofitable and reformatted the station. Then the real problems started for them.

Everyone on this board who has an interest in the business end of radio seems to incessantly recite the same mantra about demographics. Most of us out here are listeners, and we couldn't care less about this. We're angry about our fellow listeners and our favorite DJs being treated like a disposable commodity.

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