Tag: 55+

Industry Views

Pending Business: Demo Talk

By TALKERS | by TALKERS

By Steve Lapa
Lapcom Communications Corp
President

imAttention news/talk radio sellers! Get ready to meet your new best friend… and it is not who you think it is.

Take a guess. Could it be a mega budget opening up from an advertiser targeting 55+?

No. How about your closest competitor admitting defeat and conceding it no longer makes sense to compete?

Close, but this could be better. This is the part where your new best friend becomes such a giant ally, making your demographic pitch so valid, you are left stone-cold speechless. This is where “The Golden Bachelor” answers the double “Jeopardy” question and you could become the next Ken Jennings of news/talk radio ad sales. Give up? Here is the story line.

The New York Times article “TV Networks’ Last Best Hope: Boomers” saluted, validated, recognized, and just about honored the news/talk radio 55+ audience value proposition. We could be talking about a new day for news/talk radio sellers.

When the highly resourced sales teams from linear network TV begin telling the same demographic value story that news/talk radio sellers have been telling forever, well then, it is time to start popping the champagne in your local sales department.

It seems that linear network TV programmers are finally conceding the 60+ audience is the remaining core audience for your favorite network television programs. According to the article, franchise programs like “Grey’s Anatomy,” and “The Voice” have median viewers over 64. Wait, what? Dr. Meredith Grey and the crew at Seattle Mercy are now appealing to seniors? It may have taken 400+ episodes, but the last man standing is indeed grey! The sellers at NBC, ABC, CBS, and FOX could start singing from the same demographic page as news/talk sellers and the harmonics are sounding wonderful.

Please don’t be silly enough to think this will ever get truly competitive. No friends, this is where everyone wins if the selling stays at the value level. Media habits are changing at mach 4 speed, and nobody knows the change part of the business better than the terrestrial radio business. From fragmentation to consolidation, we’ve seen it all. Is the best yet to come?

Smart radio sales teams will embrace this opportunity. Do you still pitch the “older demo” value proposition with the anecdotal Grace Slick is 83, Mick Jagger is 80, and Elton John is 76? Time to start talking about the scene where 70-year-old Jerry Seinfeld says to 74-year-old Kramer, “I’m movin’ to Florida! You comin’ with me or not?”

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com.

Industry News

Edison Research & NPR: “Hit Play, Boomer!”

By TALKERS | by TALKERS

By Holland Cooke
Consultant

“They have the time and tools to listen, they like spoken word contest,” and Edison Research president Larry Rosin reminds us, they’re big-money consumers.

Baby Boomers – born between 1946 and 1964 – are now age 59-77.  Those 55+ comprise 30% of total USA population.

Per Edison’s ongoing “Infinite Dial” research, and with data and listener videos captured for this study done with NPR:

— 55+ consume more than 3 hours and 39 minutes of audio PER DAY. And 78% own a smartphone. And “Boomers listen to way more radio than do their children and grandchildren.” And they’re “adopting online audio.”

— Nearly 2/3 of Boomers’ audio is consumed at home. “Only about a third of that group is still working…they have the time to listen to podcasts.” And home is the #1 podcast listening location.

— But compared to 25-54s, they’re podcast consumer laggards. Rosin sees opportunity: “They’ve entered the top of the sales funnel.”

Compared to 25-54s, Boomers are podcasting laggards.

— Many Boomers think podcasting is a time-shifted radio show.

— “Overwhelmingly,” 55+ podcast listeners prefer news-related podcasts.

— We need to explain how-to-listen better than “available as a podcast” and wherever-you-get-yours.

Broadcasters and podcasters: Know how busy you are, I don’t make this recommendation casually. It’s well-worth your time to see the on-demand replay of this informative webinar.

Now I’m off to fabulous, fabulous Las Vegas for the 2023 NAB Show. Look for my convention notes here next week.

Talkers contributor Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author “Multiply Your Podcast Subscribers, Without Buying Clicks,” and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins;” and.  Follow HC on Twitter @HollandCooke