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Rich Wood wrote: The "push" model is essentially the same as the mass marketing model. ....which has been effectively dead for most of the past decade if not longer, according to what I see in the business (not radio trade) press. For that matter, "mass marketing" radio went the way of the dodo at least as long ago. Have you ever heard a commercial station with both Tim McGraw and Eminem in its playlist? Yet I remember, as recently as the early 1980s, hearing Kenny Rogers and The Clash on the same station. Even "We Play Everything" WRZA has settled down into its "males 25-54" niche; I venture to say (based on my admittedly limited listening experience) that their "everything" does not include either Celine Dion or Buddy Guy. Talk to some of your advertising clients.... Even what were once considered to be the ultimate in mass-merchandised products (soap, hamburgers, Coke, tires) are now marketed just as narrowly as radio formats. (This should come as no surprise to anyone, as the narrowing of radio formats was driven by the economics of advertising.) Of course, narrower radio formats don't help advertisers who are seeking an audience that doesn't use commercial radio at all (e.g., educated adults 18-30, like most of my co-workers). Given the rate of cultural fragmentation currently observed in this country, the days of any sort of sustained mass audiences are long over and unlikely ever to return. -GAWollman -- Garrett A. Wollman | As the Constitution endures, persons in every | generation can invoke its principles in their own Opinions not those of| search for greater freedom. MIT, LCS, CRS, or NSA| - A. Kennedy, Lawrence v. Texas, 539 U.S. ___ (2003) |
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