Lessons from Australian radio

Vega95.3FM is an Australian radio station that was launched in 2005 aiming at the Baby Boomer market (whatever that is).

Things have not gone to plan and the size of the audience is well below expectations.

Vega has just launched a new promotional push with the campaign line: “Vega variety 70s, 80s and the best new songs". The station’s marketing manager said: "The next step in our marketing campaign, the most recent of which was communicating the message of 'Vega variety'”.

When you cut away all of the marketing speak it seems to me that Vega has ditched its tight focus on Boomer issues and music and gone for a 70%: 30% mix of 60s/70s music: contemporary music and style.

My guess, and it is only a guess, is that Vega has discovered that there is a limited market for Boomer ghetto music and the whilst your over-50s have a fond affection for music from their youth the still enjoy some of the music their kids are playing. This lesson is not confined to music - it applies to most products and services.

Whilst the web site breaks a lot of the rules of design for older people it is pretty good and it is certainly worth spending a bit of time listening to the station. Dick Stroud