Re: Ibiquity's "Gag Order" on engineers


"K Isham" <kisham@xxxxxxxxxxxxx> wrote in message news:46dfc84a@xxxxxxxxxxx

I remember reading the Arizona Daily Star newspaper article when KTKT
expressing surprise that it had reached #1 again in 1979, when most of the
country were already listening to FM. Well that is old news.

In fact, by 1980, KTKT was down to about 10th in the market and falling, due
to competiton form FM Top 40 stations. By the time it changed format, it was
hardly billing anything.

For example when I was listening to the oldies station, I believe
Billboard stated that there was over a thousand #1 songs in the decade of
the sixties alone, but they recycle just about fifty songs total for the
whole day. 1950's thru the early 80's. I realize that the selection is
made by market research, but don't you relies that most people can't
remember the title, artist etc, when you ask people to fill out the
survey.

"People" don't fill out a survey. They listen to extracts of each song and
score them based on how much they would like to hear them on the radio
today.

Finally, as a radio marketing executive, it should be your job to convince
the advertisers that life doesn't stop at age 55, and there can still be
money to be made in selling to our aging population.

These decisions are made by the clients of agency accounts, based on
hundreds and hundreds of millions of dollars in consumer research and
through which the client determines the prime sales demographics for their
goods and services and tells the ad agency who to advertise to. Radio
stations do not visit ad agency clients.

The main reason advertisers do not target 55+ customers is that the return
on investment is low; it takes so much more advertising to convince older
consumers that the cost of the sale is less than the profit on the sale.

Old people still buy cars, appliances, gas, insurance etc. Not just the
crap that the info-mericails try to sell now. You should take the leads in
changing the mind set, that people stop changing at 55+ and more
importantly, the stop buying at 55+.

As I said, these decisions on agency accounts are set by the client of the
agency, and no medium has access to the client to "get on the buy" when the
client has made a highly researched marketing decision.



FM stations


.

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