Imagine getting a call from me this month with a novel idea:
A radio station geared to seniors.
I’m not just talking 35-64s, better known as the “demo that never was.”
No, I’m talking about seniors – members of AARP, MediCare recipients, and those of Social Security age – in other words, consumers whose only drawback is that they’re over 50 (or even 60) years of age.
Your response would fall somewhere in between “Fred, you’ve lost your mind” or “Dude, what radio industry do you work in?” (Or maybe “You’re already doing this – it’s called Classic Rock!”)
And based on radio’s history since the 1980’s, you’d be 100% right. There’s no market for a format that targets radio listeners in this stratospheric age group, even though:
- They spend a LOT of money on consumer goods of all shapes, sizes, and prices
- They are popular with other mass media, from broadcast and cable TV to print
- They consistently vote without fail in every election
- They provide the bulk of donations and membership dollars to public and Christian radio
- They own smartphones, they watch Netflix, they text, and they’re all over social media
- They listen to a LOT of radio
That last bullet point is a big one. These often well-heeled silver-haired American consumers, mostly members in good standing of the still-massive Baby Boomer generation, may be some of the only folks left with any respectable spendable income as the coronavirus crisis rages on.
A 2018 interview with Dr. Ken Dychtwald, founder and CEO of Age Wave, put a point on the generational dichotomy and the marketing mystery 
behind why 50+ consumers are often overlooked and underestimated.
Dychtwald told Media Village‘s Charlotte Weisler there’s huge opportunity in the silver wave:
“Most people in business are driven by shareholder value. Where can I make the most money? Perhaps the most untapped opportunity is hiding in plain sight…People who are 40, 50 or 70 are no longer brand loyal. They are reinventing themselves and very eager to try new things.”
And then there’s this beauty by Brand Keys’ President, Robert Passikoff:
“While the Millennials are sharing stuff, Boomers are buying stuff.”
An oversimplification?
Perhaps, but the senior marketing opportunity that other media are cashing in on continues to elude broadcast radio – in spite of the fact its listening demographics are heading in the exact same direction.
COVID_19 may ripple this trend, but it won’t change it. Changes are, those with accumulated wealth will continue to spend it, looking for new ways and experiences as life becomes less predictable.
Including relationships.
In case you hadn’t noticed, Tinder isn’t the only dating app out there. When you look at the subset of senior dating platforms, it becomes clear there’s gold in silver relationships.
Established players like eharmony and Match.com can hook up AARP members, but a number of dedicated sites like Zoosk, Our Time, Silver Singles, Elite Singles, and others that cater to the gray set.
The trend was driven home to me by the news the producers of ABC’s franchise series, “The Bachelor,” are strongly considering a spin-off, despite the pandemic – a senior citizen version.
Variety’s Elizabeth Wagmeister reported last week a mature version of the show “is a hot idea at the network.” It’s hard to imagine that same energy and excitement could exist in radio for a format targeting this demo.
The pandemic may be slowing the concept down (along with other reality TV shows for obvious reasons), but the storylines are strong. ABC reality chief Rob Mills told Variety how the casting interviews for this senior version were so compelling:
“….they were just so touching…these people are just at a totally different place in their lives. There is an interesting thing about people who have hit the other end of the spectrum, who’ve lived their lives, they’ve raised their kids, some have been widowed or divorced and maybe some have never been in love. We thought that would be an interesting dynamic through the ‘Bachelor’ prism.”
“The Bachelor” machine (it’s now 40 seasons deep) was scheduled to debut this fall, but Mills is hopeful it will hit the airwaves in the 2021-22 season. The concept will most likely work among the millions of viewers still watching network television. ABC doesn’t care that Generation Z will be sharing TikTok videos – they’re fishing where the fish are.
Radio broadcast sales units are being forced to retrench, rethink, readjust, and reboot as you’re reading this post. But how many are attacking the problem strategically? So many of the key business categories that were reasonably healthy just a few months ago are upside-down or teetering toward financial ruin.
Restaurants, bars, concerts, sports, movies are all under water, struggling to regain any degree of equilibrium. Local retailers are on the brink, praying for another round of bailouts and stimulus checks. To rely on what has worked in the past for radio is a fool’s errand.
WIllie Sutton, The infamous 20th century bank robber was once asked why he made a career of sticking up financial institutions. And his reply summarizes what marketers and strategists are being tasked with as the radio industry struggle to regain its footing in what will go down in history as the worst year ever.
Watch cable news for an hour, and start writing down who’s still consistently spending serious dollars – all varieties of insurance, pharmaceuticals, investment firms, health and wellness products, weight loss –
The upper-demo audience doesn’t need convincing. They’re already on board, having listened to broadcast radio their entire lives. Rather than run away from the medium’s true sweet spot, leaning into the silver is a plan that could be an annuity for the industry.
For as long as I’ve been creating PowerPoint presentations, the old axiom “Content is king,” has been intoned by marketers, managers, and owners again and again. And you’ll get no argument from this programmer about that foundational rule of the radio road.
But long before it became part of our vocabulary, there was an older, greener monarch – CASH. It is still the ruling class in 2020. Ad spending may be 
taking a hit, but the categories that are very much alive and well today are having banner years, from Walmart to Amazon to Apple.
Broadcast radio didn’t become one of the world’s great mediums by thinking small.
Mass appeal, mass reach, mass money have all been the cornerstones of radio’s long-term success.
The executive gurus of radio’s past – Mel Karmazin, Nick Trigony, Herb McCord, Stanley Hubbard, George Beasley, and so many others owe their success in large part to adhering to this tenet:
In the midst of this existential crisis, it’s still a smart piece of advice.
Thanks to Scott Jameson and Pierre Bouvard.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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As a proud member of the “Silver Generation” (I like that moniker a lot more than “Senior Citizen” and especially “the elderly”) I wholeheartedly endorse this message. I’m wondering though what format(s) — established, resurrected, or yet to be invented — would broadly appeal to this largely neglected demographic. Other than Classic Rock/Hits, of course, which is currently KILLING in the ratings just about everywhere in the country.
This is a decades old problem and one that I lived when I was a General Manager if two Cleveland radio stations in 1982. The FM, WMJI, targeted 25-54 as an Oldies Based AC. The AM was Music if Your Life formatted WBBG. It targeted 50+. Think about it. If you fell into that demo of 50+ you were morning in the mid-late 1930s.
The AM made good money, but it took the commitment of a local owner (Jeweler Larry “JB” Robinson) and a sales team that was trained and armed to go door-to-door to local advertisers.
This is not an ad agency sell. It’s local/direct. It is an idea whose time for a return has come, Fred. You are right-on, but I suspect it will require special owners who really focus on selling and not “taking orders.”
Mike, I totally concur. I’m hoping the pandemic is a catalyst for broadcasters to commit to this kind of concept, as Jeff Smulyan did with WFAN and Sports Radio. I know – let’s call it “Format 51.” Thanks for your focus, as always.
Hey Mike! You sure did make the old WBBG a real player in Cleveland back in the ’80’s. A good part of your success was the great air talent you had back then: Bill Randle, Ted Alexander, Carl Reese and all the others who were loved by over-50 Clevelanders. Not easy to get that type of talent these days but it sure makes sense for someone to try.
Harvey, while we’re at it, references to “the elderly” can go at any time, along with young retail workers who refer to me as “sir.” Thanks for the comment.
I could not agree with this more!
8 weeks ago with the blessing of my new owner I steered us away from a Hot AC format to something that hopefully will appeal to the listeners in my area. A little 50’s & 60’s, a healthy dose of 70’s & 80’s, a little bit into the 90’s to start…and not in just pop and rock. I’m even sprinkling in a couple of country tunes each hour and some standards as well!
My older brother calls it Kitchen Sink Radio! 🙂
We were competing against at least 5 other Hot AC’s whose signals could be picked up. And the median age in the four main counties at our core is 58 and studies say it should be going up, not down as the younger folks that live here move away instead of staying.
Here’s a link to our Wisconsin 106 Facebook video that I shot explaining to the listeners the whys and wherefores: https://tinyurl.com/y9756hme
With the local top classic rock station playing more 90’s, and the top classic hits station dropping all the 60’s and most of the 70’s from it’s play list, I’m hoping if I play my cards right I can fill in the gap.
I’ve heard more positive than negative from our listeners over the last eight weeks, and even some of the negative folks say they’ll still probably listen.
Now to find the advertisers!
Your last line says it all, Bob. Make it work for advertisers (the more local, the better), and nothing else will matter. It has always been about results, and it sounds like you’re in a very target-rich environment. Good luck with it.
When I was running the 24/7 Format business for Jones (then Dial Global/Westwood One) we had many, many successful Stations (at the time, AM’s) targeting the Silver generation. Echoing Mike’s comment, the successful ones had a marketing effort against that one radio station. That was the key. Otherwise it was a throw-in bundled with AC or Country and eventually, those stations couldn’t pay the electric bill. Those listeners truly engaged with those stations, not the least because of familiar personalities who touched listeners. Ratings were not a metric most of those stations embraced. Commitment to that marketing involved cost though. Without that investment, it just can’t work.
Some of the same words keep coming up, Phil – commitment, vision, investment, and let’s call it courage. Necessity is the mother of invention. When you own five stations in a struggling cluster in a challenged market, why not take the dog of the group (with no disrespect meant to our furry friends) and give something targeted 50+ a serious run. Thanks for the comment.
Time has Come Today! Silver IS Gold. Multiple formats can be produced in extremely cost efficient manner to grab the new money demo. Please stay tuned, the best is yet to come. Thank you, Fred.
I KNEW we’d hear from you, Clark! Right on! Let’s hop aboard “classic oldies” once again!
Fred, I(we) have been screaming about this since the 80s. I’m all in!
Sadly, JC, it’s taken much longer than it should have. And much of the spoils – and the profits – have gravitated away from radio. The good news is that this demo listens to the radio and would like to have a favorite station (or two). It’s not a programming problem – its a sales problem.
What would a blog post about targeting Baby Boomers be without a reference to the Chambers Bros? Thanks, Clark!
How ’bout we try this:
Have advertisers pay agencies only on a commission of what they sell.
I’m guessing you would see a lot more 35-64 buys get placed.
Marty, that’s just mean. And practical and smart. Measuring results wouldn’t hurt either. When “The Classic Bachelor” finally airs, it will be a huge winner.
I’m a “Diamond-ager” still working in Radio..I’m looking at a Top 30 from 1964. * or the top 10 are Beatles..then the mix includes Dave Clark Five,
Al HIrt, David Price, The Serendipity Singers, The Searchers, Bobby Vinton, Jan & Dean, Al Martino. Top Albums included Beatles, Al Martino, Hello Dolly cast album, Al Hirt, Lawrence Welk. Fast forward to “67..and the mix includes Lulu, The Association, Nancy Sinatra, Jackie Wilson, Jimmy Rodgers, Van Morrison and Vicki Carr. There are isolated stations (Ft. Meyers it’s Sea Breeze)..but not enough..There are those of us in our 60’s, 70’s and 80’s who will listen …and dance…to this music. Play it and sell it locally.
Dave, thanks for the reminder. And keep buying stuff. It’s just a matter of time before radio gets the message.
Fred, Mike McVay comment nails it. This will have to come a special owner who has a great direct selling operation(s). Also, I feel that deregulation in ownership caps would allow for more risk in niche concepts. In diary markets everyone is tied to 25-54 or 18-49 and that leaves a vanilla, chocolate, and strawberry only format options of country, classic rock, top 40, ac, n/t for the 3-4 owners in a Midwest market. I could see many new integrated media opportunities for developing and delivering an underserved “Silver Tsunami” market to advertisers as the “Money Belt” audience.
I LOVE “Silver Tsunami,” John. And why do I feel something like this might just come from a savvy, clever owner in a “flyover state,” rather than hoping it would ever happen in NYC or LA? Thanks for the comment.
Great article … but there seems to be a lot of disagreement about what this station would be – oldies? Soft oldies (is ME TV FM filling this hole)? Even Softer AC? Would there be news – weather – other service elements? If you grew up listening to radio, you were familiar with, maybe even idolized the personalities… are those necessary? Lots of questions here..
Mark: I turned 65 earlier this year (goodbye, Nielsen) and I have zero interest in ANYTHING “soft.” Seriously, I’d think any/all the possibilities you mentioned could/would be viable. As I mentioned above, Classic Rock and Classic Hits (the latter being today’s version of “Oldies,” right?) are both HUGE right now — #1 12+ in many (most?) markets. Although 65+ isn’t measured, I bet if it was they’d be killing in that demo as well.
Nothing to add here, Harvey. Those numbers don’t lie.
Mark, all of the above. There’s no reason to limit this to one station or one format. It’s been a while since anyone’s even interviewed consumers above the age of 54. Sounds like we need some research.
Funny, the age group most loyal to radio is the most overlooked.
Funny also, the appeal of such a format may go further beyond the “silver set” than some might realize. I have a Hard Days Night shirt that always draws more comments and attention from younger people–including a teenager recently that seemed to know more Beatles music than I do, and my thirty-something pastor who broke out into a Beatles song during a zoom Bible study when someone just happened to say “We can work it out”–than from older folks.
It’ll be interesting to see not only how successful a “Silver Fox” version of The Bachelor might be…BUT…what the demographics of the AUDIENCE might be as well. Perhaps as potential suitors are kept or dismissed each week, they can either be given the “Axl” or the “Rose.”
David, it’s so funny – it’s not funny. And you’re right – a show like “Bachelor Silver Fox” (I’ve already service marked it) might end up being a Gen Z hit. Thanks for the comment.
Everyone ahead of me made all my points, so I will just selfishly say that a move to target over-55 listeners would certainly extend the life of my own Eighties Channel classic hits format.
(Yeah, I know, shameless plug … which should also be read as “great minds think alike”.)
Nothing shameless about that plug, K.M. Give yourself credit for having great taste in music.