THE NEW NEIGHBORHOOD

Nick Michaels
Copyright 2014 American Voice Corp. All Rights Reserved

The internet has changed the way we live, work and play in many ways.  The internet shattered the concept of neighborhood as physical geography and turned it into one of shared interests. It shattered the concept of friendship as people you actually know and have met and turned it into a group with shared interests. The same thing applies to listener demographics. The internet has shattered the concept of listener demographics as an age group and turned it into a group with shared interests. The web's ever increasing amount of information and content, including the massive new audience generated content, changes the concept of the listener demo just as it changed neighborhoods and friendships.

My program, The Deep End With Nick Michaels has shown me that our demographic is not based on age. It is a niche demo based on a shared interest.  Our demo is music lovers. People who listen to music a little more than most. Feel it a little more than most. Need it a little more than most. Love it a little more than most. Their ages range from 20 somethings, for whom Jimi Hendrix is new music, to 65 year olds who saw Jimi at Woodstock. A niche demo that radio and television could not afford to serve up to now because its size was limited by transmitter or satellite footprint. The internet changes that to a global footprint and that makes the niche much bigger, while, at the same time, the cost of reaching that niche  has been reduced to almost nothing.  In the case of The Deep End, the demo is interested in a richer listening experience.

How we market and advertise to these new demos, in the over communicated world, requires a new way of thinking. One that is based on the new neighborhood.