Well, the customer I'm intending to reach is in exactly that demo. So, the cat has escaped the bag: I'm looking into advertising on talk and news/talk, the good, the bad, and the ugly. It's worked for C Crane radios and for New Pane windows and for Armstrong Paint. I think my problem is that my per-customer ticket price may not be high enough to make radio advertising work for me. New Pane gets $5 to 8,000 typically. C Crane gets about $150 BUT they ring up lots of later sales with their incessant catalogs. Armstrong I don't think handles any paint job less than $5k. And I'm doing tech at $100 an hour.
I spoke with Mike at New Pane a couple years ago and he told me that Bill Wattenburg had suggested he advertise on KGO. He was skeptical at first since the yellow pages did well for him, but the KGO ads created whole new markets for him, especially with his regional expansion.
People are out there in radio land and they have money.
Now, as for how to "youth down" a talkradio station, I believe the Powers That Be have it all wrong. Talkradio as WE know it is a host, maybe a guest, and the ubiquitous "Bob from Moraga", the ill-informed lout who hasn't been out of his house since the Vietnam war. That was "back-fence" radio where people exchanged ill-informed opinions with each other because, well, radio was all they had.
Today, there the Internet is full of places to gather ill-informed opinions. There is no need for ill-informed talkradio callers. This is why I believe NPR stations are doing so well. They're stuffed with experts who talk on issues, and those programs that do have callers tend to have very well-informed callers.
I think today's young'uns want to hear well-informed talk, not ill-informed talk. If they want the back fence, they have Facebook.