I’m not kidding…
It seems like every broadcast radio station wants demos it doesn’t have.
This isn’t a recent phenomenon. When I was at KIMN in Denver, it was arguably the most successful CHR station in America, and one of the very last AM CHR music stations to survive. The station was consistently top-ranked 25-54 even as late as the mid-1980s.
Still, if we dominated 25-34, Sales would “need” 18-24. If we dominated 18-24, Sales would “need” 35-44. If we were 55% female, Sales would “need” more teen males.
Many of the stations I work with now are concerned about aging listeners; they want to get younger! Even traditional SOFT AC stations are concerned and some are willing to abandon 50+ listeners to try to attract 30-40 year-olds.
So, what happens any time a substantial segment of the audience stops being served by broadcast radio? Someone steps in to fill the hole.
Broadcast radio may not want 50+ listeners, but AARP does. Seriously. AARP has created its own streaming radio stations targeted 50+. Check it out HERE.
And part of how AARP sells the service is as a music discovery service, featuring new songs by artists Boomers are already familiar with, but can’t hear on broadcast radio in their towns.
I think we’ve reached a tipping point.
Who would’ve thought I’d be introduced to great new songs this way?