DEVIL IN THE DETAILS
I greatly enjoyed Chris Reynolds' â€œWinter Wonderlandâ€? in the Off the Charts section (December 2003/January 2004).
However, for the vast majority of your readers I think a more
appropriate statistic than the 49 miles from Denver to the Eldora
Mountain Resort is the 64 miles from Denver International Airport
to the Eldora Mountain Resort.
Ã€ LA MODE?
In the pie chart for 2002 households entitled â€œAll for
Meâ€? which appears in the article â€œA Place for
Oneâ€? in the November 2003 issue, the percentages shown don't
seem to match up with the proportion of the circle each color
occupies. For example, the light green (four or more person
households)and the dark blue (one person households) are both shown
as 26 percent, but the dark blue segment is significantly larger
than the light green. And the largest percentage, 32 percent in
light blue, is the smallest piece of the pie; the smallest
percentage (dark green, 16 percent) is one of the larger pie
pieces. What's going on there? Are the percentages for each size
household correct regardless of the pie chart? Or are the
percentages mixed up? Thanks in advance for looking into
AD Responds: In all the charts except for the 2002 Household pie the data, colors and size of the wedges are correct. Any confusion could be due to the fact that the pies are laid on the page leaning away from the reader creating somewhat of an illusion. But, in the 2002 Households pie, the numbers and colors are correct, but they are not on the correct corresponding size wedges. We apologize for any inconvenience.
DEMOGRAPHICS IN COUNTRY?
In â€œBack To The Countryâ€? by Louise Witt (November 2003), R,J, Curtis, the program director of KZLA-FM in Los Angeles, says, â€œQuite honestly, we're in a down cycleâ€¦. For 10 years we were the mainstream, now it's hip-hop. What's next? I don't know, but I hope it's country, it expresses great values and has great messages for people.â€?
I think it's a real shame that most professional brains in the media don't get it. And the sad fact is that many country radio professionals don't get it either.
Country radio and TV are not benefiting from demographics. Why? It does not address the real issue. If country radio and TV would â€œairâ€? all kinds of country music which the young and the older country lovers enjoy, then your so-called demographics would be totally changed. The legendary stars have brand new releases out, but, radio is not playing these recordings. Why? They don't think anyone in their demographic areas wants to hear these older artists? They are dead wrong about this folks! Play the legendary stars new releases and you watch the sales in that area skyrocket Most people who love country music don't even know when a legendary star has a new release.
What the big-media radio and TV stations have been experiencing over the past 10 to 20 years is what I call, the â€œFad-Fans of countryâ€? and now, these fans are moving to other music.
Radio and TV stations are dropping their country formats everywhere. You don't need the demographics science charts to know this. Big-media has used country to its short-term, large profit gain, listening to researchers and shortsighted demographics, and now they are following the Fad-Fans to their next short-term obsessions. Where does this leave country?
The serious market long-term investment should be on seasoned country music fans that are country today and country until they die.
Why not research country music lovers everywhere, and find out why they aren't listening and watching radio and TV with the country music themes? Then you will find out the truth about what a failure the demographics science is in country. Country is unique and demographics might be OK in other markets for analysis to help profit business, but, it's no good in our country! You get a false reading when demographics are used in the country music business.
Do you professional business people out there really wonder why
the true lovers of country do not want to listen to radio? Or do
you really care? This is a great reason alone not to listen to your
formats. Can't you see that? Put that in your demographics science
research studies, and sit on it for a while!
Country Music Professional
Member, Country Legends Association