[Dixielandjazz] Selling Dixieland CDs - Where are the people?

[Russ Guarino]

Remember,

the ad rates are not for music or OKOM.  They are for any product.  What is
apparent for one age group as opposed to another would probably not apply to a
Dixieland CD.  The ad for the older age group would probably produce more OKOM
CD sales irrespective of  lower ad cost.

If someone had the $$$, it might be interesting to run some test ads.

Russ Guarino

Steve barbone wrote:

> A month ago, or so, we discussed an add in the AARP magazine for Dixieland
> CDs. As I recall, some firm was selling a generic CD with a bunch of
> familiar tunes on it. The band was not named, but possibly a a mix of bands
> and they had taken a 1/6 page ad to promote their Dixieland CD.
>
> Other CD adds also appear regularly in AARP for 40s, music, swing. WW 2
> songs, etc on CDs.
>
> So, at Tom Wiggins' suggestion, he and I checked the rates and circulation.
> They are as follows for 1/6 page - one time. Broken down by age group market
> segments.
>
> Age Group - Circulation - -  Rate.
>
> 50 & up     22,000,000      $89,910
>
> 60 & up     15,000,000      $61,410
>
> 50 - 69     13,800,000      $67,380
>
> 70 - up      8,200,000      $37,860
>
> 50 - 59      7,000,000      $47,620
>
> 60 - 69      6.800,000      $30,360
>
> Now, there are several interesting hypotheses to be drawn here. First of
> all, that you can probably sell a BUNCH of CDs from one of these ads. I
> figure the ad I saw was in the full run 50 & up age group, costing $89,910.
> Otherwise it would not have reached me. (over 70 and living on the East
> Coast)
>
> Secondly, if you check the age groups vs. the ad prices (ad cost per person)
> it becomes apparent that the younger folks must be spending more money per
> person. IF, the ad cost differences reflect sales potential and they
> probably do. Note the bottom two categories. About a 3% difference in
> people, from 60/69 to 50/59, BUT more than a 50% difference in ad cost.
> (Note also that the 70 & up segment is the cheapest per person ad cost)
>
> Assuming we are trying to attract an audience that spends money, the numbers
> ought to tell the CD sellers and jazz festival promoters a whole lot about
> who that audience is, no? Looks like the kids UNDER 60, have more money and
> offer more potential. That probably carries forward to kids under 50 and
> under 40 as well.
>
> Interesting that AARP magazine is mailed to 22 million people over the age
> of 50. Even more interesting is that there are about 65,000,000 over 50 here
> in the USA. Yet we OKOMers don't seem to be drawing much of a crowd.
> Hmmmmmmmmm. Marketing anyone?
>
> Cheers,
> Steve Barbone
>
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