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Challenge the Convention of Targeting 'Adults 25-54'

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Challenge the Convention of Targeting 'Adults 25-54' MAY/JUNE 2019 CHAIR’S COLUMN Challenge the convention of targeting ‘Adults 25-54’ Adults 25-54 is not a demo, it is a other generation. Did Baby Boomer Spending Power you know that one in family reunion, and why are buyers Americans age 55 and older account for a major portion of four Boomers that own targeting that demo anyways? consumer spending. Share of total spending by age group. a home own more than 34 and under 35-44 45-54 55 and older one property? They are The most targeted demographic in our business is 50% likely to hold leadership Adults 25-54. That age group includes grandparents, 42.0% parents, and children. It looks more like an Easter dinner positions in high paying Steve Lavin 40% than a potential customer base. Does a new 26-year- fields. The majority of WBA Chair 23.7% old mother have anything in common to a 54-year-old 30% the Baby Boomer grandfather? As sellers, we should question our buyers’ logic at targeting 21.6% population is female, the entire family with our customers’ valuable marketing dollars. 20% who will outlive their male counterparts. My good friend and Jim Doyle and Associates Executive Vice-President, 12.7% Tom Ray, claims that on Jan. 1, 2019 every baby boomer aged out of 10% At the NAB Small Q1 Q1 Q1 Q1 Q1 Q1 Q1 Q1 Q1 Q1 Q1 Market Television that often-used A25-54 demographic. Tom said, “Boomers have more ‘07 ’08 ‘09 ’10 ‘11 ’12 ‘13 ’14 ‘15 ’16 ‘17 disposable income than any other generation, as they have been able Exchange, JDA’s Tom SOURCE: Federal Reserve Board: Bureau of Economic Analysis; Census Bureau; Ray suggested an “add to save over the years. It is estimated that the baby boomer consumer Moody’s Analytics George Petras, USA TODAY controls 70 percent of all disposable income. That means that any ten” initiative. His advertiser whose product is a ‘want’ not a ‘need’ purchase should target mission was to add 10 years to every Adult 25-54 proposal request and the Boomer.” make it Adults 25-64 to become more in line with today’s consumer. Let’s face it, the advertising buyer (whether he or she is seasoned or I’m not suggesting that every client target Boomers, but targeting new) suggests your sales staff put together something targeting Adults Adults 25-54 now eliminates this generation’s spending potential all 25-54 because he or she is told to do it. “It is the way we have always together. Boomers represent 26 percent of the people in the U.S., but done it.” The next time it happens, your sales professional should hold 42 percent of the spending challenge the buyer on their logic of missing today’s consumer with the power. They have the desire to CONTENTS most power. work later in their lives, some Vetterkind renews CAE credential . 2 because they have to, but most And for goodness sake, only using the Adult 25-54 demo when selling Broadcasters participate in tornado warning tests . 3 because they want to. They are to local direct clients is an opportunity missed, not only your sellers, but Stations could face fines for not more importantly for the client that depends on customers with money activating online public file . 3 projected to live longer than any coming through their doors or visiting their website. Jowett Fellowship. 3 WBA Summer Conference . 4-7 PRESIDENT’S COLUMN Digital Column . 7 Wisconsin stations bring home 90 Eric Sevareid Awards . 8 NAB Show offers view Keep your newsroom updated on Amber Alerts, other state-issued notifications. 8 Four to be honored as Local Broadcast Legends. 8 of broadcasting’s future Members in the Spotlight . 10-13 Having just returned (NASBA) we were also quite Wisconsin stations pick up 22 regional from the NAB Show in fortunate to be able to have Murrow awards . 11 private meetings with FCC Young Professionals Column. 14 Michelle Las Vegas, I can tell Commissioners Brendan Carr Madison station adds Justice Network, Court TV . 14 Vetterkind, you without a doubt CAE and Geoffrey Starks, as well as Wright, Koser join Legacy Club. 14 that there’s a lot of NAB President and CEO Gordon Your Right to Know: Body cam bill balances privacy, WBA President enthusiasm for the Michelle Vetterkind with FCC Chair Ajit Pai openness. 15 and CEO future of Smith and the Educator’s Column . 15 broadcasting! NAB Government WBA’s 2019 Doug Chickering Technology is just a part of it. The WIAA Sports Workshop. 16 Relations Team. people involved in broadcasting’s 10 new graduates finish Walker NASBA has a future are motivated and inspiring. Broadcast management Institute . 17 great working Four to be inducted into WBA Hall of Fame. 18 As part of the National Alliance of Calendar of Events . 20 State Broadcasters Associations Continued on page 2> SAE meeting with Commissioner Starks PRESIDENT’S COLUMN Continued from page 1 relationship and we always learn a lot from these Both groups will be recognized June 13 at the gatherings. If you haven’t yet gone to an NAB WBA Summer Conference to be held this year at Wisconsin Broadcasters Association Show, it’s a great way to connect with other the beautiful Osthoff Resort in Elkhart Lake. The Officers & Board of Directors broadcasters and to be inspired for the future of Local Broadcast Legends will be honored at the YOUR business. luncheon and the Hall of Fame inductees will be OFFICERS 2018-2019 honored at the Hall of Fame dinner that night. Chair of the Board PPT Coalition meets with Gov. Ever’s Read more about all of them on pages 8 and 18. Steve Lavin WBAY-TV, Green Bay team Vice Chair - Radio, Chair Elect Registration open for Chris Bernier Radio Plus, Marinette/Fond du Lac Vice Chair - Television Summer Conference Don Vesely WMTV-TV, Madison You can sign up now to attend the WBA Treasurer Lupita Montoto La Movida WLMV Radio, Summer Conference held June 12-13 at the Madison Osthoff Resort, one of our member’s favorite Secretary conference locations. The agenda of speakers Jan Wade WISN-TV, Milwaukee and the agendas for the Engineering Day, the Immediate Past Chair Media Technology Institute, and the Young Steve Wexler Professional’s Toolbox are set. Check out the Good Karma Brands, Milwaukee Michelle Vetterkind at PPT meeting with Gov. Evers Team on details on pages 4-7. BOARD OF DIRECTORS February 21. Registration is also open for the annual golf Judson Beck WLAX-TV/WEUX-TV, As you know, I’ve been joining meetings with tournament which will be held June 12 at Quit La Crosse/Eau Claire members of the Coalition to Repeal Wisconsin’s Qui Oc Golf Club. Keith Bratel iHeart Media, Madison Personal Property Tax as they meet with state There will, of course, also be a job fair on June 12. Juli Buehler WLUK-TV, Green Bay elected officials. The broad coalition of 51 Stations can register at the WBA website. Job Brian Burns Morgan Murphy Media, Madison organizations, including your WBA, recently met seekers are welcome to come at no cost. Paul Cameron The Family Radio Network, Appleton with Gov. Ever’s staff about additional reform or Herb Cody QueenB Radio, Platteville repeal of the personal property tax during this Sports Workshop coming to Miller Park Dave EdwardsWUWM-FM, legislative session. Our WBA Doug Chickering WIAA Sports Milwaukee Public Radio, Milwaukee Workshop is coming back to Miller Park Anna Engelhart WKOW-TV, Madison Honoring the Greats! this summer! Mark your calendars for Wednesday, Aleese Fielder NRG Media-Wausau/ We are proud to announce the 2019 Class of the July 24. The sessions start at 10 a.m. and, of Stevens Point, Plover Wisconsin Broadcasters Association Hall of Fame: course, we won’t leave before watching a game! JT Koser Koser Radio Group, Rice Lake/Hayward The Brewers will be hosting the Cincinnati Reds Clif Groth Mike Smith WFRV-TV, Green Bay at 1:10 p.m. The workshop includes your ticket to Dean Maytag Mark Strachota Weigel Broadcasting Co., the game! Milwaukee David L. Nelson (1921-2017) During the sessions we’ll hear from the WIAA, Fannie Mason Steve (1877-1969) Chuck Sullivan Entercom Communications, Hales Brewers radio announcer Jeff Levering, and Corners We are also recognizing four Local Broadcast Brewers VP for Strategy and Analytics, Mike Jeff Welton Nautel, Hackett’s Cove, Nova Scotia Legends: Schwartz. More information is on page 16. Michael Wright Midwest Communications, Green Bay/Wausau Jerry Burke As you’ll find in the rest of the newsletter, there’s Duff Damos a lot going on right now with Your WBA. Be sure Ex Officio - NAB Board to keep up with us on our website, social media, Tom Walker Glen Moberg Mid-West Family Broadcasting, Madison Marshall Shapiro (1938-2012) and our WBA app. We hope to see you at one or more of our upcoming events! WBA Team President & CEO Michelle Vetterkind, CAE Vetterkind renews [email protected] Watch for Vice President - Administration CAE credential Linda Baun [email protected] photos of the NCSA/PEP Coordinator Liz Boyd WBA President and CEO Michelle Vetterkind [email protected] has earned renewal of her Certified Association Gala Director of Operations and Public Affairs Executive (CAE) credential through the Kyle Geissler [email protected] WBA Board minutes are always available for American Society of Association Executives. members. Please email Linda Baun at and a list of all [email protected] to request a copy.
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