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Thursday, July 31, 10:25:22pm [ Login ] [ Main index ] [ Post a new message ] [ Search | Check update time | Archives: 1, 2, 3, 4, 5, 6, [7] ]

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Date Posted: Monday, December 19, 11:56:54pm
Author: Ted Miller
Subject: The Demographics Rationale is Outmoded

I'm new to this board and this is my second post. I just finished reading most of the posts on this message board. Very good reading!

I find it interesting that there are a few people who believe that that WCBS-FM was doomed and killing the oldies format was the only sensible decision. Apparently these people feel that advertisers are justified in ignoring anyone over 45 for the long term viability of the station. The authors of these posts seemed to take delight in telling everyone that the decision was good and oldies are gone forever in New York

My opinion is that that preemptive reformatting is an exceedingly poor business strategy. WCBS is living proof. The actions taken are based upon decades-old business models that are obsolete. The younger execs who pushed this decision have too much faith in what they were taught in their MBA courses. The real world has changed significantly due to the baby boom generation.

Changing the target audience of a very successful station in order to avoid a possible future decline in revenue is similar to giving high doses of chemotherapy to a healthy young person because of a fear that cancer may occur many decades later. Neither one makes sense.

A good business decision would be to refine the station format based on listener preferences. The management and advertisers should monitor the situation and make no move unless ratings begin to drop. Not before.

As far as reluctance of companies to place ads on the station, I see no evidence that this was a problem before. It is becoming a very big issue now that the ratings have tanked.

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