Re: Don't call 'em "oldies"?

[Nostatic <nostatic@attbi.com>]

Bob Nelson wrote:

>Well, what WODS is playing ranges from the Beatles('64) to disco (late 70s). I'm guessing from their music mix that they're trying to appeal to people from
>maybe 35-50. 
>

And this group, by and large, doesn't relate to the term "oldies." 
 Research conducted by some of the big companies and consulting groups 
have shown this to be a trend. I'm in the younger half of this target 
group, and for me "oldies" is a turnoff.  The tem makes me think of late 
50's early 60's music--my parents music. Who wants to associate with 
what your parents listened to, no matter how old you are?   The children 
of the older baby boomers are beginning to enter the high earning and 
spending period of their lives (30-45) and the people who are 
programming gold-based stations are keeping that in mind as they tailor 
their programming for the next few years.

>I do like the hits of the 60s and 70s but many of them
>are overplayed. So I wish there were more variety. 
>

Heck, you can say that about any gold-based format, whether it be 
classic rock, all 80's, even AC.  But the ratings show that tighter 
playlists mean better ratings.  Sure, us radio and music geeks would 
love to hear more obscure tracks, but that's not what Joe Blow listener 
wants to hear.  It's all about reaching the highest number of people, 
and most just don't want to hear mid-charters and stiffs.

> But there is an image that if you're
>over 50, 55, or 60, you're simply not spending what
>middle aged folks spend. So bye bye Little Richard,
>MOST Elvis tunes, Fats Domino, Connie Francis,
>the Coasters...
>

Hate to say it, but it seems to be true in many areas of the country.  I 
know from looking at my parents and my in-laws spending habits that they 
don't buy all that much.  Many older people are concerned about 
retirement, taking care of elderly parents and such, and thus have cut 
back discretionary spending. They purchase what they need, maybe travel 
a little, but that's about it.  Not a heck of a lot there for 
advertisers to get excited about.  Despite the Baby Boomers different 
spending habits earlier in life, there is not a lot of evidence to this 
point to show that they are spending differently in later years than 
their parents or grandparents did.