« What youth deemed crystal, age found out was dew, » wrote Robert Browning. But just try telling that to your young and youth-fixated agency buyers if you’re selling a station which targets listeners over 35, 45, or – God forbid – 50. David Wolfe is on a mission to change that unfortunate bias that has so many of our older-targeted stations in its grip. Wolfe is a speaker, marketing consultant, and co-author of the book Ageless Marketing. He also writes a terrific and influential online blog. I asked David to talk about what the truth really is and what we broadcasters can do about it.Lots of radio stations have audiences that skew 35-54 or 35-64. They often find that buyers are biased against their stations for this reason, regardless of how healthy their ratings are. What advice would you give these broadcasters? « Those stations might consider coalescing into an association with a suitably descriptive name, and develop a marketing campaign to persuade advertisers that the big payoff in markets today lie with those age groups. » « The numbers support that, but advertisers – aided and abetted by the young people in marketing – haven’t fully focused on the fact that the largest
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