Monday Memo: X Marks the Spot – Radio’s Most Valuable Demo
By Holland Cooke
Consultant
Ipsos Generations Report 2025: “Right now, it’s Generation X who are the highest-earning generation in the US, surpassing both Boomers and Millennials.”
Born 1965 to 1980, they grew up with an AM/FM radio habit. And – as they are about to inherit a LOT of money from wealthy grandparent Silents and Boomer parents over the next few decades – which prospective advertisers want to meet them?
Prospect banks, financial planners, real estate agents, and wellness and eldercare consultants and Elder Law and Trust attorneys.
Recommended commercial creative: advertorial. “Tell ‘em and you’ll sell ‘em,” with spots disguised as informative features. Sample topics:
— “5 Inheritance Mistakes to Avoid”
— “How to Talk to Your Parents About Their Will”
— “Downsizing Without Downgrading”
— “Kids, Parents, and Cash”
Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke
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