ICYMI: Millennials Out Number Boomers. Big Deal.

Dick Taylor

The radio world was all a buzz this week when it was announced that Millennials now out-number Baby Boomers.

Well la-te-da, opines longtime radio broadcast Dich Taylor.  Taylor is currently assistant professor of broadcasting at the School of Journalism & Broadcasting at Western Kentucky University (WKU) in Bowling Green, Kentucky.

In his latest blog posting, Taylor explains why that doesn’t really matter,

"Here’s why radio and advertisers shouldn’t be freaking out over the headline that Millennials now out-number Baby Boomers. There may be more of them, but when it comes to discretionary income – the money that buys stuff – Boomers are still your “bank.” Don’t take your eye off the ball.

If Willie Sutton were operating a media company or an advertising agency, he’d be focused on putting his marketing investment where the best R.O.I. (Return On Investment) is, radio and its #1 reach that delivers 93% of Americans every week. It’s the traditional mass media that Boomers grew up with and still use in great numbers. Radio still delivers."

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