Re: oldies' formats key demos

["Roger Kirk" <rogerkirk@ttlc.net>]

Dave Faneuf wrote:

> When I left Oldies the new PD was all upset that WODS had the oldest
> average demo in the group, if memory serves me it was something like
37
> years and 8 months.  But then again memory is the first, or is it the
> second thing to go, I can't remember.

Obviously they're trying to rectify that matter.  (I suggest a 5U4GT).
Some of the pre-produced sweepers/bumpers are laughable.  The
voices all sound like people in their mid-20's spouting such lines as:

(female voice) "I just LOVE Elvis!  I could listen and never turn it
off!"

Does a listener for whom the music of Oldies 103.3 matters, really
identify with voices of those far younger?  Or is it somehow supposed
to drive away the old folks and magically entice the 25-35 demos to
suddenly thirst for music of their diapers and before.  Not counting the
sporadic tune from the 80's e.g. "Kokomo" (no, not Asia Minor, the Beach
Boys) they seem to be gliding into the early-mid 70's.  Given that
music's fondest moments are High School thru college years,  a song
from 1974 would be in the Freshman Year of a person born in 1960
and now 42 years old.  Still far older than the 25-year-old in the
sweeper.  And that's only the highest years.  If you go back to about
1967 (midpoint of the current playlist) as an average Freshman Year,
that has a birth year of 1953 and they would be 49 years old now.

One interesting bit of production:  They are teasing the upcoming
"12 in a row" 60 seconds before spot set end with a produced
promo that has 1/2 to 1 second highly identifiable snips of music
strung together.  No vocals, just music.

Also, Mark Watson wrote about the jingles being more suited to
a Star 93.7 - after listening, I concur.  I seems they have removed
some jingles that didn't work and introduced others.

The WX dounut still doesn't work.  The old one was so well done
and now their atempt to graft a home grown end on to the original
first half just doesn't gel.  Sorry.

Roger Kirk