WJMW Audience Profile

A NEW MARKET

LARRY CONNICK,JR
NAT "KING" COLE
NATALIE COLE
JOHNNY MATHIS
NEIL DIAMOND
HENRY MANCINI
BARBARA STREISAND
FRANK SINATRA
BARRY MANILOW
BING CROSBY
LOU RAWLS
PERRY COMO
ANNE MURRAY
ANDY WILLIAMS
RAY CHARLES
MILLS BROTHERS
DON CHERRY
PEGGY LEE
SAMMY DAVIS, JR
TOM JONES
COUNT BASIE
LINDA RONSTADT
ELLA FITZGERALD

ne of the most interesting and little
exploited fact of 1990's demographics is
the fact that a new, younger market is
turning to the classic songs and singers
that comprise Adult Pop Standards. This
new generation has a growing taste for
mellow, romantic music undreamed of 10 years ago.

The popularity of APS in soundtracks has been
able demonstrated, especially by the runaway hit
album from the movie "Sleepless in Seattle," which
combined great old songs with covers by today's
artists. Significant in this trend have been the
recordings of Harry Connick, Jr. and Natalie Cole
and many other artists are returning to the music of
their childhood.

Who would have believed the Tony Bennett's
"unplugged" concert could have beaten out Eric
Clapton in an MTV popularity poll? Or that rock
artists would pay such tribute to Frank Sinatra as
his 80th Birthday TV Special aptly demonstrated.
This new trend spells unexpected additional
opportunities for stations that offer Adult Pop
Standards.

THE MARKET	MILLS BROTHERS DON CHERRY PEGGY LEE SAMMY DAVIS, JR. TOM JONES COUNT BASE LINDA RONSTADT ELLA FITZGERALD STEVE LAWRENCE EYDIE GORME WILLIE NELSON GLENN MILLER NIEL SEDAKA JACK JONES MANHATTAN TRANSFER PATTI PAGE LOUIS ARMSTRONG RICHARD CLAYDERMA DEAN MARTIN PETER, PAUL & MARY MEL TORME PAUL MAURIAT VIC DAMONE
he success of The Music of Your Life since its inception over 17 years ago, has demonstrated that the 45+ market is the largest single valuable market today. These 65 million potential listeners have an estimated discretionary spending of $160 billion per year. And research has shown that, having grown up with radio, this group has historically spent the most time listening, developed the most loyal attachments to their favorite stations, yet have very little on the radio dial to turn to. Recent statistics show that a US adult turns 50 every seven-and-a-half seconds. That's 10,000 adults who will join the 50+ marketplace today-and every day-well into the next millennium.

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WJMW - Audience Profile