Jacking with the Boomers

Chicago Tribune ^ | 6/13/2005 | Editorial

[Mike Bates]

There are many moments in life when you realize that you and your generation are officially moving beyond the fringe of popular culture, or at least to a place where big advertisers no longer feel the intense need to reach you. If you live with a teenager, there's a blazing neon line between advertisers' interest in them (intense) and you (not so much). Teens are relentlessly courted to buy the latest fashions, music and other trendy stuff, while the aging parents are just as relentlessly ignored, except for news about the latest arthritis treatments. That you will bankroll the teens' buying sprees is accepted as a given.

The most recent manifestation of this phenomenon occurred last weekend. A major Chicago oldies station, WJMK-FM 104.3, suddenly transmogrified into something called JACK-FM. Now, instead of the comfortably worn oldies of the 60s and early 70s, heavy on Motown, Beatles, Beach Boys and Elvis, there's a new playlist featuring the far less ancient Duran Duran, Guns N' Roses and Barenaked Ladies.

If you're a Motown fan, your oldies are too old. Make way for the new oldies.

There's no mistaking who's getting jacked here: Baby Boomers. The reason? Simple. "Youth must be served," said Tom Taylor, editor of Inside Radio. "If you look at a lot of media, older Americans aren't important unless you're selling Craftmatic beds."

Ouch.

Reality really does bite.

WJMK wasn't doddering just yet, thank you. It was successful and popular, ranking 11th in recent station ratings. But the radio business, like most others, skews to where the money is being spent. That means younger audiences.

[Mike Bates]

The editorial begins with dissatisfaction, but - happily! - ends on the riveting insight: "Some of that new music is, like, awesome."

Right.

Michael M. Bates: My Side of the Swamp

[TheBigB]

Jacking with the Boomers

Sounds vaguely dirty...

[dts32041]

But will it ever equal battle hymn of the republic, Greensleeves, when johnny comes marching home, 1812 overture, Beethoven's fifth, etc.

Remember this was all popular music at one time, and is still with us.

[pettifogger]

I thought the point on advertising to younger demographics was not that they had more disposable income (arguments can be made that the 45+ demo has more money), but that they are less set in their ways and thus likely to switch brands or try something new.

[Larry Lucido]

I wouldn't jack with a boomer.

[kenth]

jacking boomers ping

[bannie]

There are enough of us to remain relevant among ourselves. I don't want to be in the young generation: They suck!

[Red Badger]

I thought it was about subs......

[Young Werther]

You betcha. I misread it as "Jacking with the Bloomers!"

I thought it was a new take on the Michael Jackson trial.

[Alkhin]

Generation Reagan Ping!

[Howlin]

LOL!

[Range Rover]

They also slammed the door on the oldies at WCBS-FM in NYC...turned that to "JACK" radio too.

Sirius placed a call to the newly homeless Cousin Brucie the same day.

[R. Scott]

Teens are relentlessly courted to buy the latest fashions, music and other trendy stuff …

One of the happiest days I had was when I discovered that old, worn flannel shirts were the “in” thing at my daughter’s school. I had just picked up a few years supply at the local DAV thrift shop – my older ones were completely shot. Jennifer saw them and they immediately disappeared into her closet. It was OK by me – at $.50 a pop they were a lot cheaper than shopping at The Gap in the local mall.

[qam1]

Xer Ping

Ping list for the discussion of the politics and social (and sometimes nostalgic) aspects that directly effects Generation Reagan / Generation-X (Those born from 1965-1981) including all the spending previous generations (i.e. The Baby Boomers) are doing that Gen-X and Y will end up paying for.

Freep mail me to be added or dropped. See my home page for details and previous articles.

[gregwest]

It's interesting watching the advertising that gets pushed at the demographics that watch certain programs. One day last week, I was eating lunch in the break room and the female employees had General Hospital or All My Children on the TV. The commercials, over the course of the half-hour I spent in there included products for feminine hygiene, bladder incontinence, depression, weight loss, constipation, and Victoria's Secret.

One of the women present made a comment about me being the lone guy in the room full of women while the Victoria's Secret commercial ran its course. I replied that, based on the other commercials I'd seen in the last half-hour, I was so thoroughly disgusted at the thought of sitting in the lunchroom with a bunch of grumpy, leaky, depressed, plugged-up, obese professional women, that even Tyra Banks couldn't help save the day.

Then, knowing I was outnumbered, I went and hid in my office the rest of the day.

[ABG(anybody but Gore)]

One place I used to work, "All My Children" was de rigeur at lunchtime. I knew all the characters and plotlines. Of course, since then, about 8 years ago, I don't think I've seen a single episode.

Believe it or not, when I worked offshore on a jackup boat, everything stopped, it didn't matter what was going on, be it drilling or moving equipment, at 11 AM for "The Young and the Restless". I'm talking about 50+ year old roughnecks who knew who was sleeping with who, and what Victor was up to. It was amazing, and hysterical, to watch these old, grizzled, beer-bellied guys quietly eat their lunch so as not to miss anything.

[Melas]

Still with us, but in ever waning popularity. I keep reading that classical music is dying, that record companies are cutting back on their non-selling classical catalogs, that symphonies are fighting to stay afloat and that classical radio stations are becoming fewer and fewer. I wish it would just hurry up and die already. It's not PC to admit it on a conservative forum, but I hate the stuff.

[dts32041]

Now that is a boomer to be proud of.

[Larry Lucido]

And it ain't no baby boomer, either. :-)

[Mike Bates]

Then, knowing I was outnumbered, I went and hid in my office the rest of the day.

I'd give serious consideration to staying there until retirement. :)