The comments read, "with the population growing older" or "with seniors having more disposable income" and conclude with a questions about why radio does not serve people over 55.

The answer is not to blame radio for ignoring older listeners. The fact is that very few advertisers target those over 55 when they buy radio time. So the issue is one of available revenue; stations don't program to seniors because there is no money to be earned doing that.

Why do radio advertisers "shun" seniors? The main reason is that it takes greater repetition of an ad to make the sale, and those added impressions cost money. At some point, the amount of repetition costs more per sale than the profit from the sale itself.

Another reason often cited by ad agencies on behalf of their clients is that older consumers have more firmly established brand preferences, so it is harder to get trial and usage. Again, the issue is the cost of advertising as a part of each sale.

Advertisers who use agencies generally have consumer research that identifies who the best prospects are. A radio station normally can't change a client dictate to its agency.

Local direct non-agency accounts may be more open to inviting seniors to patronize their services, but direct accounts measure effectiveness by the cash register and they may have their own way of keeping track who spends the most.

Serving an audience depends on having advertisers who want to reach that audience. Generally speaking, there is very little revenue to be had from serving older listeners and that is why radio does not specifically serve just the senior segment.