This is why stations should kill oldies

[amfmsw]

I've debated with some great minds here, and some brick walls as well.  You all know who they are, the ones who keep saying "Oldies are dead" ,  Nobody wants them.  We're too old. 

I assert that a GOOD consultant should educate owners, and work with them on agencies for revenue.  Stations that cater to a boomer enjoy great numbers, in listenership and revenue...if done right. 

Naysayers, please read and tell me where I'm wrong.

http://www.rab.com/public/rst/rst_new/rstarticle.cfm?id=1266&type=article1

[FredRichards]

As an oldie, (turned 54 a week ago), I only listen to oldies, except when I'm in the car and have the need for news/traffic.

If it's not via radio, then it's either channel 5, 6, or 7 on XM in the wife's car, or at home in my office off my automation.

If an advertiser wants to reach my wife or I, they better be buying time on oldies stations.

[DavidEduardo]

If an advertiser wants to reach my wife or I, they better be buying time on oldies stations.

Next year, nearly no advertiser who uses radio will want to reach you.

[yorkie9]

Next year, nearly no advertiser who uses radio will want to reach you.

Advertisers just don't smell the money. Plenty of people "our age" want to listen to the oldies and have cash - not just credit cards! I too bought XM primarily for the DECADES channels because we're ignored in Nashville. The oldies channel flipped to classic rock (and it's horrible) and the JACK station is geared to the younger demo.

But, I agree - the overwhelming attitude is that oldies is the kiss of death. Killing off the name "oldies" is a good start, but it's not enough.

[fang39]

But, I agree - the overwhelming attitude is that oldies is the kiss of death. Killing off the name "oldies" is a good start, but it's not enough.

That's also the reason GM did away with the "Oldsmobile."  Isn't that ridiculous?  Next thing you know, they'll try to petition having the word "old" removed from the dictionary!

[DavidEduardo]

Advertisers just don't smell the money. Plenty of people "our age" want to listen to the oldies and have cash - not just credit cards! I too bought XM primarily for the DECADES channels because we're ignored in Nashville. The oldies channel flipped to classic rock (and it's horrible) and the JACK station is geared to the younger demo.
 

As I have explained before, advertisers look for return on investment for advertising. If it costs more to create a sale than the profit on the sale, then particular groups are not targeted. Older consumers have money, but it taks more advertising to sway them than some other groups... so there is essentially no agency.driven advertising on radio for 55+.

And, in most markets, oldies is used by only about 10% of 55+ listeners at any given time. Much bigger is news, talk, sports, AC, country (in much of the US), classic rock and certain ethnic formats.

[yorkie9]

Advertisers just don't smell the money. Plenty of people "our age" want to listen to the oldies and have cash - not just credit cards! I too bought XM primarily for the DECADES channels because we're ignored in Nashville. The oldies channel flipped to classic rock (and it's horrible) and the JACK station is geared to the younger demo.
 

As I have explained before, advertisers look for return on investment for advertising. If it costs more to create a sale than the profit on the sale, then particular groups are not targeted. Older consumers have money, but it taks more advertising to sway them than some other groups... so there is essentially no agency.driven advertising on radio for 55+.

And, in most markets, oldies is used by only about 10% of 55+ listeners at any given time. Much bigger is news, talk, sports, AC, country (in much of the US), classic rock and certain ethnic formats.

Excellent points.

I think most people in the "oldies demo" also don't want to typecast themselves as oldies listeners! My XM radio is flipped off regularly in favor of 2 local country stations. You can only hear "Crystal Blue Persuasion" so many times before the gag reflex kicks in. Like Mike Bohan once said on WSIX, they aren't making any new oldies songs!

[semoochie]

I find it hard to believe that more people over 55 prefer Classic Rock to Oldies!  It goes against that whole business about relating more to music that was popular during one's teen years.  Out of curiosity, where does Standards fit in for over 55s?

[DavidEduardo]

I find it hard to believe that more people over 55 prefer Classic Rock to Oldies!  It goes against that whole business about relating more to music that was popular during one's teen years.  Out of curiosity, where does Standards fit in for over 55s?

I did not say that more people over 55 listen to classic rock than to oldies... I said that only about 10% at any time are listening to oldies. The biggest share goes to talk, in fact.

In LA, talk and sports talk and all news get about 30 shares in 55+. Smooth jazz gets higher shares than oldies, which has just under 6% of listening. Spanish language formats have about a 15 share. AC has about a 5 share, country a 3, and the rest of the shares are divided among a bunch of low share stations including about 4 shares for Jack and classic rock.

There is no significant standards station in most markets, but the audience is nearly 0 under age 65, so they do just horribly in 55-64.

I know LA is not typical as it is 41% Hispanic, but that gives you an idea of what people listen to.

In Dallas, the oldies station is below a 10 share, and again the leading format is talk and sports with nearly a 25 share. Country has over a 10 share, and AC about an 8.

[FredRichards]

I find it hard to believe that more people over 55 prefer Classic Rock to Oldies!  It goes against that whole business about relating more to music that was popular during one's teen years.  Out of curiosity, where does Standards fit in for over 55s?

I think there are two camps.  The first are the folks raised on traditional Top-40 radio, and the Billboard playlist.  Then there are the those that switched from Top-40 to the "progressive" or "album" stations.

I like the Top-40 style of oldies, but there are some times when I enjoy the long versions of songs, or some of the album cuts.  It's kind of refreshing to hear the long version of songs, or some of the tunes that were Bubblers on the charts.