Reprinted from Radio Ink:
When was the last time a new format came along, stuck around and made money for managers across the country? Is it really possible to come up with a brand new format these days? One that actually generates advertiser interest? John Sebastian says yes, yes indeed.
Since we posted the story about John Sebastian’s new format that targets the 55-72 Baby Boomer demo we’ve received a lot of comments about his plan. Some of the feedback was positive, others said the demo is already being addressed with the AAA format. We reached out to Sebastian to get more specifics on why he believes his new idea will work.
Radio Ink: Is this new format mainly for small markets?
Sebastian: The Wow Factor will be successful in any rated market in this country, large or small. In fact, it’ll be perhaps more impactful in major markets where the 25-54 pie is so cut up by many stations attempting to make this their prime demo.
Radio Ink: You plan to employ full-time hosts. Will small market operators be able to afford your idea?
Sebastian: I’ll adjust the fees appropriately for small markets making the concept affordable for them too. The bigger markets will pay my stipend because this format will make them a huge pot of money from a source that’s not been tapped into. Soon, the potential for increased revenues appealing to the wealthiest demographic in America will cause major city radio stations to come screaming for The Wow Factor!
Radio Ink: Why do you believe so strongly that this is a money making format for radio?
Sebastian: The significant advertising agencies in New York, LA, Chicago, etc are already aware of the huge revenue potential by appealing to Baby Boomers. Just watch prime time television any evening and you’ll witness commercial after commercial aimed directly at 55+. They’re spending billions going after this demo. Ad agencies have been reticent to include radio in their buys when there has been no format appropriate for this huge group of people. Classic Rock and Classic Hits don’t do it for advertisers. Those formats, like so many others, focus on 25-54. The agencies will spend on radio once there’s a format exclusively for 55-72.
Radio Ink: Are you saying there is no other format on the radio now that targets Baby Boomers?
Sebastian: There may be AM stations or translators or signal challenged FMs that do a Boomer type format but there is not a single full signal FM station in the land playing the unique mix I’ve created. It’s never been done in the history of radio programming. 70’s Soft Rock/The Breeze is nothing more than the Light Rock format renamed. The Demo it appeals to is quite a bit younger. The AAA format is literally nothing like my concept. I’ve done AAA and other progressive radio formats…great music…but very different than The Wow Factor which is both eclectic and completely familiar…a powerful and unique combination. The music on this new format is a merging of songs representing the full breadth of the Boomer music experience and history. I’ve recently completed a project of testing and researching every single song in the format. The list is pristine and ready for air.
Radio Ink: Tell us about the hosts. Who will they be?
Sebastian: The air staff on Wow stations will be just as unique as the music. We’ll be looking for veteran personalities who are personally passionate about the music and have experience in the market where they will perform. They must be announcers who can tell a story in very brief form.
When was the last time a new format came along, stuck around and made money for managers across the country? Is it really possible to come up with a brand new format these days? One that actually generates advertiser interest? John Sebastian says yes, yes indeed.
Since we posted the story about John Sebastian’s new format that targets the 55-72 Baby Boomer demo we’ve received a lot of comments about his plan. Some of the feedback was positive, others said the demo is already being addressed with the AAA format. We reached out to Sebastian to get more specifics on why he believes his new idea will work.
Radio Ink: Is this new format mainly for small markets?
Sebastian: The Wow Factor will be successful in any rated market in this country, large or small. In fact, it’ll be perhaps more impactful in major markets where the 25-54 pie is so cut up by many stations attempting to make this their prime demo.
Radio Ink: You plan to employ full-time hosts. Will small market operators be able to afford your idea?
Sebastian: I’ll adjust the fees appropriately for small markets making the concept affordable for them too. The bigger markets will pay my stipend because this format will make them a huge pot of money from a source that’s not been tapped into. Soon, the potential for increased revenues appealing to the wealthiest demographic in America will cause major city radio stations to come screaming for The Wow Factor!
Radio Ink: Why do you believe so strongly that this is a money making format for radio?
Sebastian: The significant advertising agencies in New York, LA, Chicago, etc are already aware of the huge revenue potential by appealing to Baby Boomers. Just watch prime time television any evening and you’ll witness commercial after commercial aimed directly at 55+. They’re spending billions going after this demo. Ad agencies have been reticent to include radio in their buys when there has been no format appropriate for this huge group of people. Classic Rock and Classic Hits don’t do it for advertisers. Those formats, like so many others, focus on 25-54. The agencies will spend on radio once there’s a format exclusively for 55-72.
Radio Ink: Are you saying there is no other format on the radio now that targets Baby Boomers?
Sebastian: There may be AM stations or translators or signal challenged FMs that do a Boomer type format but there is not a single full signal FM station in the land playing the unique mix I’ve created. It’s never been done in the history of radio programming. 70’s Soft Rock/The Breeze is nothing more than the Light Rock format renamed. The Demo it appeals to is quite a bit younger. The AAA format is literally nothing like my concept. I’ve done AAA and other progressive radio formats…great music…but very different than The Wow Factor which is both eclectic and completely familiar…a powerful and unique combination. The music on this new format is a merging of songs representing the full breadth of the Boomer music experience and history. I’ve recently completed a project of testing and researching every single song in the format. The list is pristine and ready for air.
Radio Ink: Tell us about the hosts. Who will they be?
Sebastian: The air staff on Wow stations will be just as unique as the music. We’ll be looking for veteran personalities who are personally passionate about the music and have experience in the market where they will perform. They must be announcers who can tell a story in very brief form.
