Jacobs Media: Radio’s Tale Of Two Buckets

Fred Jacobs

In the latest JACOBLOG post, JACOBS MEDIA Pres. FRED JACOBS writes, "We have discussed the radio industry’s aversion to chasing after demographics that fall outside of the 25-54 'sweet spot'.  Over the years, entire formats have been kicked to the curb because they are problematic in the three decades that comprise this valued audience group.  And in every strategic research session that involves formats on the verge of skewing younger or older, managers are actively engaged in keeping the demos in that 30-year groove – and out of harm’s way.

"This is especially curious when you talk to broadcasters who are legitimately hitting it out of the park with 25-54 ratings, but still struggling mightily to reach their sales goals.  Part of this has to do with the media environment in which we live.  But another reason for this sales frustration is the bottleneck of stations all competing for essentially the same turf.

"It’s great to be top 3 25-54 (although even many of those stations aren’t making their budgets). But when you’re fall to 7th, 9th, or completely out of the Top 10 altogether, the future is far from bright.

"Sadly, radio has followed this straight and narrow path to its own detriment.  Teens – members of Generation Z – and those who have unfortunately turned 55 years-old have been out of favor for decades, despite their influence and spending power."

Read the full post here.

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