Radio's Lost Generations
LOS ANGELES — Advertisers and ad agencies are missing the boat on a great source of cash flow: the baby boomers. Particularly people 56 and older, who are left out of ad buys because they are perceived as being stuck in their buying habits. But that's a big mistake, agreed all the panelists at yesterday's opening roundtable session at R&R Talk Radio Seminar 2007 in Los Angeles.

and oddly enough that is the generation that grew up on radio and probably still is most attached to radio as a part of their daily lives.

yep, they are. I am glad there is a station like KISN to serve that demo..........

oops, never mind.

You know, it's not radio stations that are unaware of the power of the 55+ demo...they are just responding to the whims of non-local advertisers, who make the majority of their ad buys based on younger demos.

As the article said "...advertisers and ad agencies are missing the boat..." David Field, like every other radio company CEO - large or small - looks at what sells and programs accordingly. If ad agencies spent the bulk of their money in the 55+ demo, KISN would still be on FM.

This is not radio's fault - it's the fault of a society that in general doesn't value the older members of its population. A shame.

It isn't the ad agencies either. It's the major advertisers that target their products and services to specific demographics and for the most part, those dont include over 55. It's always been this way, at least since they've been able to break down into separate demos.