The notion that the old demo, (non A25-54) doesn't buy goods and services; KGO makes loads of cash

Why is CBS' venerable "60 Minutes" still relevant? Because it makes money for Black Rock. Try about $100 million a year in gross revenue, (estimated). The show is notorious for having old viewers, that is, much of its program is watched by the non, advertiser-coveted, A25-54 demo, yet "60M" is a massive money-maker. And a consistent Top-10 Nielsen- ratings member for CBS for over thirty years.

Last I checked, the so-called baby boomers buy coca-cola and go to the movies. They are anywhere from their mid-50's to mid 60's, but if you stroll down to Nordstrom, Macys, Bloomingdale's, etc, they're buying clothes. And they also buy computers, smart phones, and all the other gadgets.

The A25-54 demo is still the gold standard for Madison Ave, but that's changing by the day. People are living longer. "Old people"? What the hell is that?

Flip to KGO Radio. Yes, they lost considerable "younger listeners", but so did everyone else in this IPod/IPhone/Facebook, 4.0 world. And KGO still makes a boatload of cash. Call it what you want, "tonnage", "cume", fact of the matter is, despite lacking the so-called "young demo", KGO was thriving.

Instead of fine-tuning and adapting its format to a new image, Cumulus took a solid, loyal listener base and threw it out in the garbage. Talk about Incompetent-central! Care to know why, despite that PPM ratings were showing a down trend, advertisers like New Pane, Sleeptrain, Scott Hyver Vision, Burgermeister, and the like continued to buy time on KGO? Because "older" listeners tend to be loyal and identify with the brand. They also buy a lot of household goods, groceries, clothes, electronic gadgets, they go to the movies and they spend. Spend a lot.

So, enough of the BS that KGO was "losing money." They make lots of money. And they have a broad-based listener clientele. Up until Dec. 1, that is.

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