Too many programmers still think that programming 35+ means doing "geezer"...
The baby boomers may be holding on to health and activity longer than their parents, but I'm sure Generation Y finds their rockin' every bit as tedious as boomers found Guy Lombardo on New Year's Eve circa 1970.
Talk radio programmers don't need to focus on keeping 60-year-olds who've been listening to talk for 25 years. They need to catch the people who are just entering the stage in life where they are available for political talk: 30-to-40-year-olds.
Talk radio, it seems, has to go through a re-generation every few years. The middle-agers who discovered talk in the 60's were bluehairs clogging the phone lines in the 80's. Then a new generation of hosts came along with new styles, on both sides of the political spectrum (Neil Rogers, Tom Leykis, Limbaugh and others) that attracted the baby boomers to talk. Talk now needs someone to pull in today's 30-somethings. Limbaugh's not doing it, according to this conservative
blogger: "Even conservative kids I meet who like Rush feel about him as you felt about Paul Harvey."http://www.evangelicaloutpost.com/archives/004173.html
Perhaps a mediocre jock from the Howard Stern era could become the Limbaugh of Generation X-Y.
I completely 100% agree - I couldn't agree more!
Talk radio does need a new generation of hosts to better connect with the daily lives of Generation X & Y.
I would argue, Sports Talk and Hot Talk currently does a much better job - than political talk - on reaching Generation X & Y, especially guys like Colin Cowherd. Something more edgy, more entertaining and funny - something that talks about politics, but is also willing to discuss any topic of the day.
Rush is great and all - but I don't think many of Gen X & Y feel that he is "in touch" with what their daily lives are like. Most Gen X & Y don't spend most of their day at the golf course.
There are lots of Gen X & Y's that listen to political talk - myself included (as my screen name demonstrates). But I think if Gen X & Y listeners are given:
* Two political talker options,
* Both with the same political bent,
* Both professional, quality hosts,
* But one age 60 and one age 35,
* I think many would opt for their fellow younger, edgier host who likely better "in touch" with what their daily lives are like and can talk with more understanding.
A few weeks back, I heard an older radio host - who isn't good with computers - talk about something related to computers - and it was so bad, I nearly had to turn the channel it was so hard to listen to.
Whereas, a younger radio host would be more likely to be able to carry on a conversation about: online music/digital piracy, internet streaming, podcasting, instant messaging, social networking sites, etc, etc, etc.
As smedge points out, its' a new world out there - and Gen X & Y's are old enough now to have families and be buying houses, cars, boats, etc, etc, etc - and talk radio needs to be attracting them and putting them in touch with local advertisers.