Oldies Radio in 2010

Listening to Oldies on radio sounds different today than it did 20 years ago.  Oldies, in radio jargon, generally refers to the rock and roll of the late 50s and 60s, maybe into the early 70s.  Twenty years ago, venturing into the 70s meant that a station would probably lose their core listeners, those people born between 1946 and 1960 or so.  But today, most Oldies stations aren’t playing much from the 60s, not to mention the ’50s.  It’s mostly 70s going into the 80s.  Sometimes they refer to this "new" oldies format at "Classic Hits." 
The reason is obvious.  Ad agencies do not purchase much advertising directed to persons over 50 years old.  (Local advertisers covet these people-go figure).  The "old" Oldies is now considered a format for folks over 60!  I find that interesting because even a lot of 30-somethings appreciate those songs.  The old "adult standards," that featured the ballad songs of the 50s and 60s is pretty much gone on terrestrial radio, and on XM they have oldies spread over channels dedicated to specific decades.
But the "boomers" still rule in terms of sheer numbers and buying power.  I wonder when a few radio stations will figure this out and quit pandering to rating services and the whims of ad agency buyers and play what older listeners want to here.  (Not all stations, just those who want to do what no one else in their respective market is doing.)  Rock and Roll Forever!

About radio50000watts

I am semi-retired in the field of radio station management, but am still active in sales and sales management at Spirit 95 (WVNI) in Bloomington, IN. I also an owner of Compass Indiana, LLC, a web site development company.
This entry was posted in Radio. Bookmark the permalink.

One Response to Oldies Radio in 2010

  1. A person necessarily assist to make severely posts I might state.
    This is the very first time I frequented your web page and thus far?
    I amazed with the research you made to make this particular submit amazing.
    Magnificent process!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s