On Sun, 25 Mar 2007 18:40:18 -0400, dxAce
wrote:



David Eduardo wrote:

"Brenda Ann" wrote in message
.. .



Jesus H. Christ on a crutch, Gleason. Why don't you take your act on the
road.

Is there really a nead to be profane? It's "just" radio, not a discussion of
the afterlife.

For one thing, whether you are actually AWARE of this or not.. all us
boomers are now OVER 50!!! This means that by far the largest segment of
the population is now beyond your precious under-55 sales curve. WE
COUNT. WE HAVE DISPOSABLE INCOME. WE BUY THINGS. LOTS OF THINGS. And we
are damn tired of being minimalized, cubbyholed, catergorized and told we
do not count. If all of us stopped buying advertised products, your
precious sales curve would fall through the floor.

And how am I, or radio, responsible for this? The fact is that advertisers
tell their ad agencies what demographics to buy based on product design, the
overall marketing plan, etc. There are paractically no ad campaigns directed
at persons over 55, in fact.

The reason has nothing to do with your analysis, which is in fact correct.
It has to do with return on investment. Advertisers spend a great deal of
money determining who buys the product and how much advertising it takes to
get them to buy. Persons over 55 have more fixed buying patterns, so to get
them to change costs more money... often more than the profit on the sale.
So advertisers stay away from that group insofar as radio advertising is
concerned.

Since nearly none of radio's sales is dependent on 55+, hardly any stations
program specifically to that group. In fact, when a station "gets too old"
(meaning most of its listeners are over 55) the station will either change
format (like many oldies stations have done int he last few years) or try to
swing younger (like WFLA in Tampa calling every older woman part of "the
blue hair club" to try to drive the 55 and over away) to imporve the
salablity of the staitons ad time.

Now, either try to see the big picture, beyond sales curves, 10dB contours
and interference generating modulations schemes or PLEASE, take it
someplace where people care to hear about it. You keep telling us we count
for nothing, and then can't seem to fathom why we are all so damn ****ed
off at you.

The fact is, for commercial radio, people out of the metro area, over 55 and
under 18 are not of any revenue value. Most stations don't go to the extreme
mentioned above of trying to chase them away, but they don't help us pay the
bills, either... any more than a 12 year old is useful to a tobacco shop.

Yep, you are definitely stuck on stupid and locked on dumb!



I enjoy DE's posts and have learned a great deal. I like your posts
too DX - they're entertaining. Perfect combo. I'm glad you haven't
called DE at work yet 'cause I like things the way they are. And, you
really haven't figured him out yet either like you did Bryant.
Matter-of-fact, I don't ever see you beating DE.

tH