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A grey listening area

Posted in Media, Marketing March 6th, 2007 by Oliver Milman

Despite an ageing population, it still seems to be a young person’s world, in radio at least. If you sat in on a gathering of commercial radio marketers, you’d be forgiven for thinking that life literally ends at 40.

Given radio’s endless obsession with targeting young people, it’s interesting to see Guardian Media Group deciding to head northwards age-wise in its marketing strategy.

GMG recently acquired Saga Radio which, as the name suggests, isn’t what teenagers heading for an illegal rave will be tuning into on the way there. GMG has added Saga to its Smooth network, a home of jazz and easy listening for those pondering free bus travel.

GMG’s argument is simple – the over-50s spend money, so why ignore them? With a greying population and falling radio advertising revenues, it does seem slightly odd that commercial operators limit themselves to a small age-range.

The argument from the stations is that the BBC is so dominant among over-50s that the commercial sector shouldn’t even bother. While it’s true that the BBC is deeply ingrained with people who grew up with nothing else, it’s a slightly patronising view.

Are we, therefore, supposed to believe that anyone over 50 can’t change their listening or buying habits? Even if it’s undoubtedly a challenge, does that mean that radio operators shouldn’t even try?

Older people are increasingly using radio-friendly mediums such as the internet and DAB, so the idea that the dial is stuck permanently on Radio 4 is clearly ridiculous.

So, radio suits - rather than get with the kids, it’s time to get with the oldies. Market it well, put some Chris Rea on and see if you can start breaking some bad habits.