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Sunday, May 12, 04:09:47pm [ Login ] [ Main index ] [ Post a new message ] [ Search | Check update time | Archives: 1, 2, 3, 4, 5, [6] ]

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Date Posted: Friday, December 02, 04:55:28pm
Author: Gil
Subject: Re: Coincidence or the best is yet to come? You decide...
In reply to: Roger C. 's message, "Re: Coincidence or the best is yet to come? You decide..." on Friday, December 02, 09:10:52am

"Some of my clients see the age group of 45 to 65 as "golden" because of the typically high disposable income. They focus on stations catering to this audience. The ROI is excellent."

Most don't, because consumers in this group are perceived to have well-entrenched brand loyalties that make them less susceptible to advertising pitches.

"In NYC, the decision was to re-target a profitable FM station."

Profitable, yes, but with every projection headed in the wrong direction. Profitable for how long?

"Not only did it lose ratings, but some advertisers no longer consider the station to be a viable venue. Others of course have taken their place, but the economic "dynamic" is now radically different. And it's not working. This would have happened even if the new programming was Urban Contemporary."

Purely speculative. "Jack" may be a huge mistake, but CBS-FM was doomed, no matter what replaced it.

"Incidentally, the reality of today's world is that the most brand-worshiping group is aged 12 through 25 years old. They are very status conscious and will only buy what their friends approve. And, they don't listen to the radio very much. Ads targeted at the this group are not particularly effective and must be made in some media other than radio."

Who's aiming for the 12 to 25 demo?

"A good example of brand consciousness in young people is MP3 players. Last Christmas, thousands of generic MP3 players were returned to stores. Parents said that their kids would be embarrased if their friends saw them with anything other than the original Ipod. Similar trends are seen with other merchandise aimed at young people."

This is nothing new. Kids in the '50s were told they wanted GENUINE PF Flyers (look for the label) so they wouldn't accept no-name knock-offs.

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