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Creating Powerful Radio by Valerie Geller

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CHAPTER 25

Creating Powerful Radio

LifeStage Demographics

Are Traditional Demographics Still the Best Selling Strategy for the Future?

The pivotal moment came to me during a focus group. As the participants were leaving the room, I noticed a young woman in her early twenties saying “hello” to a 51-year-old lady on her way out. As they began to chat, the years between them melted away. Both had young children, attended the same “Mommy and Me” classes, were both buying minivans, and had stayed at the same hotel in Disneyworld. Although they were generations apart, they shared the same LifeStage.

That was the moment the light bulb in my head went on and the concept for LifeStage Demographics was born. We began examining research and focus group ...

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