Tag Archives: Age Wave

NOT the Music of MY Life

112I read the transcript of the interview Mark Ramsey did with Gordon Borrell about how radio advertisers are less interested in audience and more interested in a buyer. It got me to thinking about my own radio sales experiences over my career.

Live by the Numbers, Die by the Numbers

Anyone who sells in a rated market has probably heard that phrase about what happens when all you sell are your ratings numbers. But what happens in unrated radio markets? How do these folks sell?

Cash Register Rings

Early in my radio career I landed my first general manager position at the age of thirty. It was as GM of an Al Ham formatted “Music of YOUR Life” thousand watt AM daytimer with no pre-sunrise or post-sunset authorizations.

In a market with no audience ratings measurement what we did was create a fan club for our listeners. We then created a fan club book of the names and locations our listeners lived. This book included state representatives, mayors, major business owners and even television & movie stars. It was a pretty impressive foot-in-the-door and helped us to close many sales.

But the way we measured the impact of our advertisers’ radio commercials were in cash register rings. That’s the real measure of R.O.I. (Return On Investment) for local owner/operators.

Does Anybody Really Listen to THAT Music?

I remember calling on the manager of our local Agway store as if it were yesterday. Rick Hurd was his name and he was about as old as I was at that time. He loved contemporary music and the big band selections my station played were definitely NOT his “cup of tea.”

“Does anybody really listen to THAT music?” he always asked. I said “YES, lots of people do and they are the very people who own the big country estates that you should be doing business with.”

After lots of weekly calls, Rick Hurd gave me my opportunity to show what my radio station could do.

Tell Our Advertisers You Heard About Them on “The Music of YOUR Life”

A key component of my marketing strategy was to air on a continuous basis how important it was for listeners of my radio station to tell our advertisers they were listening. We did this in a variety of ways and made sure to keep this type of messaging fresh.

Shortly after Rick began his Agway store advertising on my radio station, I stopped in to see how it was going. He said, “Dick, I still find it hard to believe that anyone enjoys the music you play over the radio, but WOW are those folks ever vocal and passionate about your radio station.” “I hear about your radio station at least once an hour from customers, some of whom I’ve never seen in the store before,” he told me.

How Many Listeners Do You Need to Be Effective?

I won’t ever know how many listeners we had to that radio station, but I do know how many were in our fan club.

The “secret sauce” of our marketing was making sure our audience understood how important it was for them to tell our advertisers they were listening and that they loved our programming and that in order to keep it on-the-air, they needed to patronize our advertisers and tell them what brought them into their place of business.

Bonneville Beautiful Music

Based on the sales success I had with an AM daytimer, my company’s President/CEO promoted me to general manager of his newly acquired Atlantic City radio stations. The AM station was a thousand-watt full-time news & information station and the FM was a 50,000-watt Bonneville Beautiful Music formatted radio station. Both stations appealed to a senior audience.

Atlantic City was a rated market and so Arbitron Ratings were important, especially for the advertising agencies out of New York, Philadelphia, Baltimore etc.

But what we really sold was the quality of our audiences and we worked very hard to build personal relationships with all of the buyers.

As general manager, I often went on out-of-town trips with my director of sales to call on the people who bought the advertising. We constantly heard “we’ve never met anyone from any of the radio stations in Atlantic City before.”

Relationships are VERY important in the radio business.

And as Simon Sinek likes to say “People don’t buy what you do, they buy why you do it.”

Age Wave

Another factor I employed in talking about the quality of our audience and the tremendous buying power they wielded came from the research of Dr. Ken Dychtwald that he conducted during the period of 1973 to 1979.

In 1986 Dr. Dychtwald coined the term “Age Wave” and formed a company to consult companies on how to market to a mature market.

I devoured Ken’s book and used it to market my Atlantic City radio stations to advertisers.

Key Factors to Consider

The Age Wave http://agewave.com/ website lists four key factors that will reshape supply and demand as the boomers move into maturity. The two that radio should be considering how to leverage are:

  • Boomers will have increasing amounts of discretionary dollars (for many) over the long-term as a result of escalating earning power, inheritances, and investment returns
  • Boomers will undergo a psychological shift from acquiring more material possession and towards a desire to purchase enjoyable, satisfying, and memorable experiences

The future is filled with challenges and opportunities, but then that’s always been the case for those who could see them and were willing to roll up their sleeves.


Filed under Education, Mentor, Radio, Sales

Radio – America’s #1 Mass Reach Medium

radio-reaches-245-million-americans-2015-2This was certainly true in the first golden age of radio, that period of time from its birth in 1920 through the mass takeover of television in the 1950s. Once TV came along, radio had to reinvent itself.


That reinvention came in the form of Rock ‘N’ Roll, the transistor radio and the car radio. Radio was portable, TV was not. TV took over the living room, but radio took over every other place.


In my life, I’ve lived through every new form of technology that was going to be the death of radio. The 8-track tape, the cassette tape, the CB radio, the CD player, the CD changer, the cell phone, the MP3 player, and most recently, the World Wide Web, Internet streaming and wireless broadband.


So you might be surprised to learn that at the 2015 annual meeting of the Association of National Advertisers Masters of Marketing Conference in Orlando, Florida attendees learned that when it comes to adults 18+, RADIO reaches 93% of them every week. That’s more than TV, more than smart phones, more than PCs and more than tablets.


I remember when I got my first GM position. It was a daytime radio station that featured Al Ham’s “Music of YOUR Life” format, big band music for those not familiar with the programming. Yes, my audience was old. But only according to the calendar, but not the way they thought about themselves. Nampa and his corvette

It was always a tough putt with new advertisers, getting across this concept that you are as young as you think. So I wasn’t surprised to learn that one of the sessions talked about “APT.” APT was all about the “Age People Think” not demographics.


I’m not sure that lumping people by demographics was ever a sound marketing idea, but like a lot of bad ideas (buying radio on a Cost Per Point basis) in advertising, people do what’s always been done and ignore if it’s a sound way to place advertising.


A lot of my radio stations over my career have focused on an older demo. When Ken Dychtwald’s book “Age Wave” came out in 1990, I read it with enthusiasm. Dychtwald told of the massive population and cultural shifts that would be taking place because of the Baby Boom Generation. He put forward how the boomers would shift the epicenter of consumer activity from a focus on youth to the needs, challenges, and aspirations of maturing consumers. Those predictions are playing out today.


So again, I wasn’t surprised to read that at the ANA gathering attendees were told that old people were a growth market. In light of the trillion dollars in student loan debt, the millennials are cash challenged in a way that the Boomers are not.


I grew up in a Chevy family. Remember those days of yore? Chevy families and Ford families competing for bragging rights as to which drove the better cars?


Many marketers would have you believe that we are now stuck in a rut with our product choices and only the young are pliable enough to be swayed to try or change brands. So let’s see how that plays out in my family. I have two older brothers; one drives a Honda and the other a Toyota. How about our kids? Well we have a BMW, Mercedes Benz, Hyundai and Honda. In my case, I drove a Hyundai for the past eight years before switching to a Honda Accord; so much for that concept that once you are stuck in a brand, you stay there for life. Even my toothpaste is not the brand I grew up using.


Everything has changed about the world with the exception the way marketing is created and advertising is bought.


One of the big changes is that RADIO is back! It’s the massive reach medium that advertisers seek to expose their products and services on, except that they don’t know it.


Radio needs to use some frequency and repetition to get the word out.


Willie Sutton said he robbed banks because that’s where the money was.


If you’re an advertiser, you need to advertise where the people are and that’s today’s RADIO.

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Filed under Education, Mentor, Radio, Sales, Uncategorized