Know Your Demo

Talk show hosts, news anchors, editors, producers, production staff, and programmers need to always know and remember who is consuming the content they are creating. What is your target demo? What news, events, and entertainment were influential and formative in their lives?

If you focus your programming towards a 40-year-old woman or man remember that they were 18 in 1989. That was the same year George Bush Sr. became President, Ted Bundy was executed in Florida, and the Exxon-Valdez spilled 240,000 barrels of oil in Alaska’s Prince William Sound. That was the year Microsoft released its first version of “Office” and Fox debuted a little cartoon show called “The Simpsons.” At the movies, When Harry Met Sally was released along with Back to the Future II, Driving Miss Daisy, Parenthood, and The Little Mermaid. On the radio, these high school seniors were listening to Bobby Brown‘s “My Prerogative,” Paul Abdul’s “Straight Up,” Mike and the Mechanics “The Living Years,” and Madonna’s “Like a Prayer.”

Yet, listen to some news-talk and music radio stations trying to cater to these listeners and the references are still off. I still hear mentions of the Mary Tyler Moore, The Odd Couple and Abbott & Costello. Mary Tyler Moore’s Show was off the air in 1977. It was formative for women who are now in their late 50’s and early 60’s. The Odd Couple came out in 1968. Which means you’re targeting a 61-year-old. Bud Abbott was born in 1897. 114 years ago. Hello radio, it’s time for everyone to update our reference points.

Try this exercise. Let me know how it goes.

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