On Aug 7, 7:20*pm, "Brenda Ann"
wrote:

Reality has changed, the radio industry is not changing with it. The people
with the most disposable income are all over 50 (boomers), and, at least
until this recent downturn, which has affected ALL sales, they spent quite a
lot of it. I myself am always buying new tech, and I still try new fast
foods when they come out, ad inf.. Boomers are a huge market that is being
largely ignored.

Again, it's the advertisers who don't want to pay to have their
messages heard by people over 55 or so. Over and over and over the
reason is that the cost of making a sale with an older, more skeptical
consumer, is greater than the profit on the sale because it takes many
more repetitons of the ad message to create a sale. In other words,
there is no return on investment.

Radio has as high a usage by those over 55 as in any of the so-called
sales demographics between 18 and 54. There are plenty of stations and
formats that appeal to seniors, including AC, country, news, talk,
etc., but they don't get much revenue from that and can't effectively
use audience ratings as nobody is buying.

Ratings are bogus. I, and most people, really don't care to have my
decisions on what to listen to or watch or whatever decided by a small
sample pool. Imagine if 2500 especially picked individuals decided who would
be POTUS?

Two little differences (although for someone who has made their mind
up already, this won't make any difference):

First, a presidential election is one time every four years. Radio
ratings are for every moment, hour by hour, every day, every week,
every month. And a reasonable approximation of audience size is
adequate for pricing, the whole purpose of ratings where there are
many, many winners.

Second, the samples are not 2,500 but hundreds of thousands. Just in
Los Angeles, the daily sample is around 3,000. That's 1,000,000 daily
listening samples a year.