![\"Seattle](\"https:\/\/i0.wp.com\/www.seattlemediamaven.com\/wp-content\/uploads\/2014\/07\/Classic-Rock-Header1.gif?resize=494%2C370\")
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Reeling in the Years: Classic Rock and Seattle<\/h1>\n
A life well-lived is a con\u00adstant stream of \u201cfirsts,\u201d some wel\u00adcome and exhil\u00ada\u00adrat\u00ading, and some not so wel\u00adcome and dis\u00adqui\u00adet\u00ading. The lat\u00adter includes the first time the music of your youth is referred to as \u201cclas\u00adsic rock.\u201d Want your mind blown? The baby on the album cov\u00ader of Nirvana\u2019s \u201cNev\u00ader\u00admind\u201d has grad\u00adu\u00adat\u00aded from col\u00adlege. In a recent series of posts, the data-based FiveThir\u00adtyEight<\/a> blog attempts to define the Clas\u00adsic Rock for\u00admat, takes a deep dive into \u201cwhy clas\u00adsic rock isn\u2019t what it used to be,\u201d and exam\u00adines the role tech\u00adnol\u00ado\u00adgy plays on playlist selection.<\/p>\n Some key find\u00adings include:<\/p>\n In author Walt Hick\u00adey<\/a>\u2019s week of lis\u00adten\u00ading to the for\u00admat on Clas\u00adsic Rock sta\u00adtions across the nation, Aero\u00adsmith land\u00aded in the top two spots of the top 25 most-fre\u00adquent\u00adly-played songs list with \u201cDream On\u201d and \u201cSweet Emo\u00adtion,\u201d fol\u00adlowed by Seattle\u2019s own Jimi Hen\u00addrix with \u201cAll Along the Watch\u00adtow\u00ader.\u201d Heart is the only oth\u00ader home-grown band to make the top-25 list, com\u00ading in 8th<\/sup> and 14th<\/sup> with \u201cCrazy on You\u201d and \u201cMag\u00adic Man,\u201d respec\u00adtive\u00adly. It\u2019s a stretch, but I think we also can lay claim to the Steve Miller Band\u2019s \u201cThe Jok\u00ader,\u201d ranked 15th<\/sup>, since Steve made his home here for many years. (You can lis\u00adten to FiveThirtyEight\u2019s top Clas\u00adsic Rock songs<\/a> on Spo\u00adti\u00adfy.) In oth\u00ader findings:<\/p>\n The Steve Miller Band comes in at #18 and Heart just makes the cut at #25.<\/p>\n In his data analy\u00adsis, Hick\u00adey dis\u00adcov\u00adered that the genre isn\u2019t only restrict\u00aded to a cer\u00adtain era, but also is defined by the region\u00adal tastes. Seat\u00adtle and Seattle\u2019s Clas\u00adsic Rock sta\u00adtion KZOK-FM<\/span><\/strong><\/a> (102.5) were includ\u00aded in his research, which uncov\u00aders some inter\u00adest\u00ading local notes:<\/p>\n Also not\u00aded in the arti\u00adcle is the ever-chang\u00ading def\u00adi\u00adn\u00adi\u00adtion of what con\u00adsti\u00adtutes Clas\u00adsic Rock. Boomers and Gen-Xers (now ages 38\u201368, though the for\u00admat tar\u00adgets ages 30\u201349) have owned this for\u00admat for decades. But what will hap\u00adpen in the next decade as these groups roll out of the key adver\u00adtis\u00ading demo\u00adgraph\u00adic? Will adver\u00adtis\u00aders fol\u00adlow them? In the \u201cthat\u2019s\u2011so-yesterday\u201d Mil\u00adlen\u00adni\u00adal world, will today\u2019s tunes be accel\u00ader\u00adat\u00aded to Clas\u00adsic Rock way before their time? Hick\u00adey was shocked to hear Green Day\u2019s \u201cAmer\u00adi\u00adcan Idiot\u201d (rel. 2004) on one sta\u00adtion and won\u00adders, \u201cShould I steel myself for One Direction\u2019s even\u00adtu\u00adal air time on Clas\u00adsic Rock?\u201d<\/p>\n Seat\u00adtle\u2019s Clas\u00adsic Rock sta\u00adtion KZOK-FM<\/span> <\/strong>is owned by CBS<\/span> Radio<\/a> along with sis\u00adter sta\u00adtions KJAQ-FM<\/span><\/strong> <\/a>(Adult Hits 96.5), Sports Talk KFNQ-AM<\/span><\/strong><\/a> (1090) and Coun\u00adtry KMPS-FM<\/span><\/strong><\/a> (94.1). It is one of two Clas\u00adsic Rock sta\u00adtions in the Seat\u00adtle-Taco\u00adma mar\u00adket, the oth\u00ader being KISM-FM<\/span><\/strong> out of Belling\u00adham. With more than 555,000 week\u00adly lis\u00adten\u00aders, it ranks 7th<\/sup> among 48 mea\u00adsured mar\u00adket sta\u00adtions for week\u00adly reach and accounts for 88 per\u00adcent of all Clas\u00adsic Rock lis\u00adten\u00aders in the mar\u00adket. While it claims to be \u201cSeattle\u2019s Only Clas\u00adsic Rock Sta\u00adtion\u201d that title lies more in name than in a unique for\u00admat or playlist. In addi\u00adtion to Clas\u00adsic Rock enthu\u00adsi\u00adasts, KZOK-FM<\/span><\/strong> attracts 30% or more of each of the week\u00adly lis\u00adten\u00aders of Oldies sta\u00adtions KJR-FM<\/span><\/strong> (95.7) and KMCQ-FM<\/span><\/strong> (104.5), Active Rock sta\u00adtions KISW-FM<\/span><\/strong> (99.9) and KKBW-FM<\/span><\/strong> (104.9), Hot AC<\/span> KHTP-FM<\/span><\/strong> (103.7), as well as from sis\u00adter sta\u00adtions KJAQ-FM<\/span><\/strong> and KFNQ-AM<\/span><\/strong>. It also shares a good\u00adly amount of its lis\u00adten\u00aders with AC<\/span> sta\u00adtions KRWM-FM<\/span><\/strong> and KPLZ-FM<\/span><\/strong>.<\/p>\n A recent lis\u00adten of KZOK<\/span> pro\u00adgram\u00adming pro\u00adduced a typ\u00adi\u00adcal Clas\u00adsic Rock artist playlist:<\/p>\n <\/p>\n Nation\u00adal\u00adly, Clas\u00adsic Rock lis\u00adten\u00aders tend to skew male (65%), ages 35\u201369 (77%), have house\u00adhold incomes of $50,000 or more (67%), and are 38% more like\u00adly to be occu\u00adpied in blue-col\u00adlar occu\u00adpa\u00adtions (27%) than are gen\u00ader\u00adal mar\u00adket adults.<\/p>\n As not\u00aded in the FiveThir\u00adtyEight arti\u00adcle, there can be sig\u00adnif\u00adi\u00adcant region\u00adal dif\u00adfer\u00adences and lis\u00adten\u00ader pref\u00ader\u00adences that influ\u00adence each market\u2019s playlist. Seattle\u2019s Clas\u00adsic Rock KZOK-FM<\/span> def\u00adi\u00adnite\u00adly reflects the west coast music aes\u00adthet\u00adic but also favors the 60s a bit more than oth\u00ader-mar\u00adket sta\u00adtions. Like the format\u2019s nation\u00adal lis\u00adten\u00aders, KZOK-FM<\/span> also skews male (63%), but near\u00adly half of its lis\u00adten\u00aders are ages 50\u201369; aver\u00adage age is 47.5. They also are:<\/p>\n Three out of four KZOK<\/span> lis\u00adten\u00aders own their own home, with an aver\u00adage mar\u00adket val\u00adue of $373,647. Six\u00adty-three per\u00adcent reside in King or Sno\u00adhomish coun\u00adties, with anoth\u00ader 20percent liv\u00ading in Pierce Coun\u00adty. They show a propen\u00adsi\u00adty to live in sub\u00adur\u00adban and rur\u00adal pock\u00adets of the coun\u00adties \u2013 Arling\u00adton, south Everett, Malt\u00adby, Lyn\u00adnwood and Mount\u00adlake Ter\u00adrace in Sno\u00adhomish Coun\u00adty; Taco\u00adma, Puyallup, Roy and Gig Har\u00adbor in Pierce Coun\u00adty, and in south King Coun\u00adty (Kent, Ren\u00adton, Auburn, Ravens\u00addale, Des Moines and Fed\u00ader\u00adal Way) \u2013 and are far less like\u00adly to live in the Seat\u00adtle city limits.<\/p>\n KZOK<\/span>\u2019s audi\u00adence churn is excep\u00adtion\u00adal\u00adly high, mak\u00ading it chal\u00adleng\u00ading to reach and build fre\u00adquen\u00adcy among its lis\u00adten\u00aders. With an AQH<\/span> core adult audi\u00adence of 15,000, KZOK<\/span> obvi\u00adous\u00adly is more a favored 2nd<\/sup> or 3rd<\/sup> (or low\u00ader) but\u00adton on the radio pre-set. In fact, it dis\u00adpro\u00adpor\u00adtion\u00adate\u00adly shares its audi\u00adence with more than 25 oth\u00ader mar\u00adket sta\u00adtions! One would have to secure ~55 spots per week to hit just a fre\u00adquen\u00adcy of three against its audi\u00adence of ages 30\u201369, and more than 240 over the course of a month (much to the cha\u00adgrin of the core lis\u00adten\u00aders) for an adver\u00adtis\u00ader to man\u00adage just a sus\u00adtain\u00ading schedule.<\/p>\n Since KZOK<\/span> shares a high pro\u00adpor\u00adtion of its audi\u00adence with oth\u00ader radio sta\u00adtions, not to men\u00adtion oth\u00ader media, it def\u00adi\u00adnite\u00adly needs to be matched with a strong audi\u00adence anchor medi\u00adum when devel\u00adop\u00ading a cam\u00adpaign. Top can\u00addi\u00addates include the Sun\u00adday Seat\u00adtle Times, KING-TV<\/span> week\u00adends and prime-time, and KIRO-TV<\/span> weekends.<\/p>\n The same sta\u00adtions that fight for KZOK<\/span>\u2019s audi\u00adence atten\u00adtion also vie for its ad dol\u00adlars. In addi\u00adtion to those men\u00adtioned pre\u00advi\u00adous\u00adly, KZOK<\/span> is knock\u00ading on the same doors as sales reps from Con\u00adtem\u00adpo\u00adrary Hits sta\u00adtions KBKS-FM<\/span> and KUBE-FM<\/span>, Sport\u00adsTalk KJR-AM<\/span> and Coun\u00adtry KKWF-FM<\/span> in push\u00ading its pre\u00addom\u00adi\u00adnant\u00adly male lis\u00adten\u00aders. The most active adver\u00adtis\u00ader on KZOK-FM<\/span> is the Shane Com\u00adpa\u00adny, aver\u00adag\u00ading 269 spots per month. As not\u00aded in a pre\u00advi\u00adous post on the Active Rock sta\u00adtion KISW-FM<\/span><\/a>, tar\u00adget\u00ading pre\u00addom\u00adi\u00adnant\u00adly male audi\u00adences makes sense for the Shane Com\u00adpa\u00adny. Accord\u00ading to Media Mon\u00adi\u00adtors, KZOK<\/span>\u2019s radio prop\u00ader\u00adty pulled in $6.3 mil\u00adlion in ad spend\u00ading for the first six months of the year. It ben\u00ade\u00adfits immense\u00adly from the CBS<\/span> Radio affil\u00adi\u00ada\u00adtion and its four-sta\u00adtion fam\u00adi\u00adly in attract\u00ading nation\u00adal spot rev\u00adenue; only 17 per\u00adcent of its adver\u00adtis\u00aders and 13 per\u00adcent of KZOK<\/span>\u2019s ad rev\u00adenue comes from local accounts. The top 10 most active LOCAL<\/span> adver\u00adtis\u00aders over the first six months of the year include:<\/p>\n Ten cat\u00ade\u00adgories make up almost half of KZOK<\/span>\u2019s spot rev\u00adenue. Not sur\u00adpris\u00ading\u00adly, Auto Parts\/Services &<\/span> Tow\u00ading<\/strong> tops the list for all adver\u00adtis\u00aders. Local Car Deal\u00aders<\/strong> account for 15 per\u00adcent of all local ad rev\u00adenue, fol\u00adlowed by Casi\u00adnos &<\/span> Gam\u00adbling<\/strong> (13%) and Diag\u00adnos\u00adtic &<\/span> Med\u00adical Ser\u00advices<\/strong> (11%):<\/p>\n What sets KZOK<\/span>\u2019s Gen\u2011X and Boomer lis\u00adten\u00aders apart is that they are mem\u00adbers of estab\u00adlished fam\u00adi\u00adlies and ear\u00adly emp\u00adty-nesters \u2013 in oth\u00ader words, those who are in their high\u00adest con\u00adsum\u00ading years. The station\u2019s lis\u00adten\u00aders show high con\u00adcen\u00adtra\u00adtions in three PRIZM<\/span> lifestage<\/a> groups:<\/p>\n Accu\u00admu\u00adlat\u00aded Wealth<\/a>, Afflu\u00adent Emp\u00adty Nests<\/a> and Young Accu\u00admu\u00adla\u00adtors<\/a>. All three of these groups are among the top 10 most-afflu\u00adent lifestage groups. The Accu\u00admu\u00adlat\u00aded Wealth group includes the wealth\u00adi\u00adest fam\u00adi\u00adlies, most\u00adly col\u00adlege edu\u00adcat\u00aded, white-col\u00adlar Boomers; Young Accu\u00admu\u00adla\u00adtors, as the name sug\u00adgests, are a slight\u00adly younger and more eth\u00adni\u00adcal\u00adly diverse Gen\u2011X ver\u00adsion of the for\u00admer group who, at this stage in life, are ful\u00adly invest\u00aded in their chil\u00addren. Afflu\u00adent Emp\u00adty Nests, with their chil\u00addren out of the home, have plen\u00adty of dis\u00adpos\u00adable cash to finance active lifestyles that are rich in trav\u00adel and enter\u00adtain\u00adment events. They also are polit\u00adi\u00adcal\u00adly savvy, donate to polit\u00adi\u00adcal caus\u00ades and are high\u00adly engaged with their communities.<\/p>\n PRIZM<\/span>\u2019s sec\u00adondary clas\u00adsi\u00adfi\u00adca\u00adtion is based on afflu\u00adence and urban\u00adiza\u00adtion (city, sub\u00adurbs, sec\u00adond city or town\/rural) cat\u00ade\u00adgories. KZOK<\/span> lis\u00adten\u00aders are well rep\u00adre\u00adsent\u00aded among PRIZM<\/span>\u2019s Elite Sub\u00adurbs<\/a>, Sec\u00adond-City Soci\u00adety<\/a> (think Issaquah and Red\u00admond), and in the Land\u00aded Gen\u00adtry<\/a> social groups.<\/p>\n Near\u00adly six in 10 lis\u00adten\u00aders are par\u00adents or grand\u00adpar\u00adents of chil\u00addren under the age of 18. They are 22 per\u00adcent more like\u00adly to have a teenag\u00ader in the house, and on the oth\u00ader end of the spec\u00adtrum, they are 22 per\u00adcent more like\u00adly to be part of the sand\u00adwiched gen\u00ader\u00ada\u00adtion that also is car\u00ading for or mon\u00adi\u00adtor\u00ading an elder\u00adly par\u00adent. More than half are employed full-time, which includes a high rep\u00adre\u00adsen\u00adta\u00adtion in the con\u00adstruc\u00adtion and pro\u00adduc\u00adtion trades as well as small-busi\u00adness own\u00ader\u00adship and self-employ\u00adment. They are among the minor\u00adi\u00adty of their gen\u00ader\u00ada\u00adtions who actu\u00adal\u00adly planned ahead; they are pay\u00ading off their mort\u00adgages and are 56 per\u00adcent more like\u00adly to be con\u00adtem\u00adplat\u00ading ear\u00adly retire\u00adment or sim\u00adply retir\u00ading in the com\u00ading year. It\u2019s not going to be a kick-back retire\u00adment either.<\/p>\n Giv\u00aden the degree of dis\u00adpos\u00adable income, with few excep\u00adtions, KZOK<\/span>\u2019s pre\u00addom\u00adi\u00adnant\u00adly male lis\u00adten\u00aders index aver\u00adage to low for con\u00adsump\u00adtion of goods and ser\u00advices. I think it is safe to say they are not the pri\u00adma\u00adry pur\u00adchasers for their house\u00adholds. Remark\u00adably, they stand out in few shop\u00adping cat\u00ade\u00adgories or con\u00adsumer activ\u00adi\u00adties, look\u00ading more main-stream than their demo\u00adgraph\u00adics indi\u00adcate. Part of this is due to the fact that KZOK<\/span> is one of many sta\u00adtions its fans lis\u00adten to, thus dilut\u00ading any excep\u00adtion\u00adal behav\u00adior. That said, there are a few areas where their con\u00adsump\u00adtion exceeds the norm.<\/p>\n They dine at all types of restau\u00adrants, but show a pref\u00ader\u00adence for piz\u00adza or Mex\u00adi\u00adcan food<\/strong>. Not sur\u00adpris\u00ading based on their spec\u00adta\u00adtor-sports inter\u00adests, they are above-aver\u00adage con\u00adsumers of pret\u00adzels, chips and pop\u00adcorn, as well as sal\u00adsa. It should be no sur\u00adprise that they also see val\u00adue in own\u00ading the clas\u00adsics and still pur\u00adchase CDs and rent\/buy videos from the brick-and-mor\u00adtar stores. That said, they also appre\u00adci\u00adate the con\u00adve\u00adnience and selec\u00adtion of shop\u00adping at Ama\u00adzon. Per\u00adhaps as small-busi\u00adness own\u00aders and telecom\u00admuters, and also as par\u00adents of stu\u00addents, they show a greater propen\u00adsi\u00adty to shop Office Sup\u00adplies and Ser\u00advices<\/strong> stores than is true of the gen\u00ader\u00adal mar\u00adket, espe\u00adcial\u00adly Sta\u00adples, Cost\u00adco and OfficeMax.<\/p>\n When they are in the mar\u00adket for a new vehi\u00adcle, they go through a deal\u00ader\u00adship, but they do their research online. Four in 10 are will\u00ading to dri\u00adve 20 or more miles to pur\u00adchase a vehicle.<\/p>\n Trav\u00adel pref\u00ader\u00adences tend to be region\u00adal and like\u00adly tied to fam\u00adi\u00adly. Palm Springs, Napa\/Sonoma, Las Vegas, Los Ange\u00adles, the Ore\u00adgon Coast, Phoenix and Alas\u00adka (pos\u00adsi\u00adbly for the fish\u00ading?) also are favorite des\u00adti\u00adna\u00adtions. They are above-aver\u00adage for trav\u00adel to Europe and Central\/South Amer\u00adi\u00adca, Hawaii and the Caribbean. They are 38% more like\u00adly to stay at upscale hotels and above-aver\u00adage for stay\u00ading at bed &<\/span> break\u00adfast accommodations.<\/p>\n KZOK<\/span> lis\u00adten\u00aders are the excep\u00adtion to the char\u00adac\u00adter\u00adis\u00adti\u00adcal\u00adly non-sav\u00ading Boomer and resource-scarce Gen\u2011X pro\u00adfiles. They have sol\u00adid pen\u00adsions (think Boe\u00ading work\u00aders), 401K<\/span> plans and 529 plans\/college sav\u00adings plans, have vaca\u00adtion homes and are above-aver\u00adage investors. Fam\u00adi\u00adly secu\u00adri\u00adty is impor\u00adtant; they are 23 per\u00adcent more like\u00adly to have life insur\u00adance than the gen\u00ader\u00adal pop\u00adu\u00adla\u00adtion. Cash, not cred\u00adit, is king in their house\u00adholds. It appears they rarely go out on a limb for a loan, except for their home or to make home improvements.<\/p>\n Clas\u00adsic Rock lis\u00adten\u00aders tend to be fans of near\u00adly every kind of music, which makes it dif\u00adfi\u00adcult for the sta\u00adtion to hold onto lis\u00adten\u00aders dur\u00ading ad breaks. In fact, KZOK<\/span> lis\u00adten\u00aders also are heavy lis\u00adten\u00aders of 16 oth\u00ader for\u00admats in the mar\u00adket, and all the sta\u00adtions that com\u00adprise them. Typ\u00adi\u00adcal\u00adly, they aver\u00adage about 16 hours of radio lis\u00adten\u00ading each week \u2013 near\u00adly twice the amount of oth\u00ader mar\u00adket adults.<\/p>\n The only oth\u00ader medi\u00adum that real\u00adly res\u00adonates with them is direct mail; they are 45 per\u00adcent more like\u00adly to make a pur\u00adchase based on direct mail received in the home than is true of the rest of the mar\u00adket. Due to their active lifestyles, lis\u00adten\u00aders also are some\u00adwhat more like\u00adly to be exposed to out\u00addoor media.<\/p>\n They are aver\u00adage news\u00adpa\u00adper read\u00aders and show a pref\u00ader\u00adence for the Sun\u00adday Seat\u00adtle Times<\/strong>, as well as the Sun\u00adday edi\u00adtions of the Everett Her\u00adald<\/strong> and Taco\u00adma News Tri\u00adbune<\/strong> in their respec\u00adtive mar\u00adkets. The papers\u2019 web\u00adsites \u2013 seattletimes.com<\/strong>, heraldnet.com<\/strong> and newstribune.com<\/strong> \u2013 are the source of their news and enter\u00adtain\u00adment updates, along with seattlepi.com<\/strong>.<\/p>\n While con\u00adnect\u00aded, KZOK<\/span> lis\u00adten\u00aders spend less than an hour a day online. Favored online activ\u00adi\u00adties include:<\/p>\n They rarely\/never use the Yel\u00adlow Pages.<\/p>\n Final\u00adly, KZOK<\/span> lis\u00adten\u00aders like to go out to the movies and attend new movies<\/strong> with\u00adin two weeks of open\u00ading weekend.<\/p>\n In total num\u00adbers, KZOK<\/span> lis\u00adten\u00aders are fair\u00adly even\u00adly split between those who claim affil\u00adi\u00ada\u00adtion with the Demo\u00adc\u00adrat and Repub\u00adli\u00adcan par\u00adties, but are under-rep\u00adre\u00adsent\u00aded in both par\u00adties. Four in 10 claim to be Inde\u00adpen\u00addent vot\u00aders. Among that group, they lean marked\u00adly to the Repub\u00adli\u00adcan side in a tra\u00addi\u00adtion\u00adal values\/government skepticism\/fiscally con\u00adser\u00adv\u00ada\u00adtive kind of way. They finan\u00adcial\u00adly sup\u00adport polit\u00adi\u00adcal caus\u00ades (along with military\/veterans, social care\/welfare, and their alma mater), and vote regularly.<\/p>\n Rock-and-Roll con\u00adser\u00adv\u00ada\u00adtive<\/em>, you gasp? Indeed, many of the songs that get a reg\u00adu\u00adlar spin on Clas\u00adsic Rock sta\u00adtions, whether intend\u00aded or not, are the stuff that the con\u00adser\u00adv\u00ada\u00adtive move\u00adment is made of:<\/p>\n\n
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It\u2019s Still Rock and Roll <\/strong><\/h3>\n
![\"Classic](\"https:\/\/i0.wp.com\/www.seattlemediamaven.com\/wp-content\/uploads\/2014\/07\/Danny-and-Sarah.gif?resize=621%2C313\")
KZOK<\/span>\u2019s adver\u00adtised dif\u00adfer\u00aden\u00adtia\u00adtor is \u201cdeep\u00ader album cuts,\u201d focus\u00ading on the edgi\u00ader bands and artists that usu\u00adal\u00adly are not played on oldies sta\u00adtions, pre\u00adsent\u00aded by some strong, acquired-taste per\u00adson\u00adal\u00adi\u00adties includ\u00ading Dan\u00adny Bona\u00adduce and Sarah, Nate Con\u00adnor, and \u201cCrazy Mama\u201d Sta\u00adcy Ire\u00adland, as well as vet\u00ader\u00adan Seat\u00adtle DJs Gary Crow and Mike West (Break\u00adfast with the Beatles).<\/p>\n![\"Typical](\"https:\/\/i0.wp.com\/www.seattlemediamaven.com\/wp-content\/uploads\/2014\/07\/Playlist.jpg?resize=585%2C199\")
<\/p>\nSmokin\u2019 in the Boys Room<\/strong><\/h3>\n
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Like a Rolling Stone <\/strong><\/h3>\n
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In addi\u00adtion to still being in the cou\u00adple form\u00ading (and reform\u00ading) years, lis\u00adten\u00aders also are at the inter\u00adsec\u00adtion of mul\u00adti\u00adple mid-life events \u2013 rela\u00adtion\u00adship renew\u00adal, grad\u00adu\u00ada\u00adtions, wed\u00addings\u2026 or cri\u00adsis. While near\u00adly 60% are mar\u00adried, 14 per\u00adcent are legal\u00adly sep\u00ada\u00adrat\u00aded or divorced mak\u00ading them 49 per\u00adcent more like\u00adly to be so than is true for the rest of the market\u2019s adult pop\u00adu\u00adla\u00adtion. What\u00adev\u00ader rea\u00adson, KZOK-FM<\/span> lis\u00adten\u00aders are 32percent more like\u00adly to shop for fine jew\u00adel\u00adry and 27 per\u00adcent more like\u00adly to spend more than $500 on it than is true of the gen\u00ader\u00adal market.<\/p>\n\n
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The Sweet Mid-Life: Women and Children First
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<\/strong><\/h3>\nA Rolling Stone Gathers No Moss<\/strong><\/h3>\n
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Life\u00adtime learn\u00aders and re-inven\u00adtors<\/strong>, more than one in 10 is plan\u00adning to return to school for a degree or cer\u00adti\u00adfi\u00adca\u00adtion. Stay\u00ading active is a pri\u00ador\u00adi\u00adty.<\/strong> They are 17 per\u00adcent more like\u00adly than gen\u00ader\u00adal mar\u00adket adults to belong to a health\/fitness club or gym and they show a high propen\u00adsi\u00adty to play ten\u00adnis, bas\u00adket\u00adball, softball\/baseball, golf, hike, bike, run marathons and boat. They own boats, ATVs, snow\u00admo\u00adbiles and sec\u00adond homes and guard their assets with home secu\u00adri\u00adty sys\u00adtems. The Seat\u00adtle Sea\u00adhawks<\/strong>, Uni\u00adver\u00adsi\u00adty of Wash\u00ading\u00adton<\/strong> Huskies<\/strong> and Seat\u00adtle<\/strong> Mariners <\/strong>are their favorite teams. If Chris Hansen man\u00adages to bring an NHL<\/span> Hock\u00adey team to town, they\u2019ll be first in line to buy tick\u00adets. They love their music and are 49 per\u00adcent more like\u00adly to attend a Rock Con\u00adcert<\/strong> than is true of the gen\u00ader\u00adal pop\u00adu\u00adla\u00adtion and also far more like\u00adly to attend any kind of music con\u00adcert. They are active in their children\u2019s lives and attend their high school sports events<\/strong>. Attend\u00ading the Wash\u00ading\u00adton State Fair is an annu\u00adal out\u00ading. Add to that an inter\u00adest\u00ading fac\u00adtoid \u2013 they also love vis\u00adit\u00ading the ani\u00admals in the zoo<\/strong> \u2013 any zoo \u2013 but espe\u00adcial\u00adly Point Defi\u00adance Zoo and the Wood\u00adland Park Zoo. They are not gam\u00adblers; they go to casi\u00adnos pri\u00admar\u00adi\u00adly to watch stage shows or con\u00adcerts and favor Emer\u00adald Queen Casi\u00adno when they do. Per\u00adhaps sur\u00adpris\u00ading\u00adly, giv\u00aden their upscale incomes and social where\u00adwith\u00adal, you won\u2019t find them attend\u00ading live the\u00adater events, dance or bal\u00adlet per\u00adfor\u00admances, muse\u00adums or vis\u00adit\u00ading farm\u00aders mar\u00adkets. Their enter\u00adtain\u00adment lies clear\u00adly around sports, music, and fam\u00adi\u00adly- and friends activities.<\/p>\nLeast Conspicuous Consumption<\/strong><\/h3>\n
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In addi\u00adtion to the jew\u00adel\u00adry shop\u00adping not\u00aded pre\u00advi\u00adous\u00adly, their shop\u00adping tends to be focused around home improve\u00adment and gar\u00adden stores<\/strong> (McLen\u00addon Hard\u00adware, Sears, Molbak\u2019s and Swanson\u2019s nurs\u00aderies, and Lowe\u2019s index high) and sport\u00ading goods stores (Big 5 and Cabela\u2019s). For every\u00adthing else, Cost\u00adco, Fred Mey\u00ader, Wal\u00admart and home\u00adtown favorite Bartell Drug Store, in par\u00adtic\u00adu\u00adlar, cov\u00ader their needs.<\/p>\nOn the Road, Again<\/strong><\/h3>\n
For the Love of Money<\/strong><\/h3>\n
Media Preferences<\/strong><\/h3>\n
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As tele\u00advi\u00adsion view\u00aders, they are typ\u00adi\u00adcal, aver\u00adag\u00ading 22 hours\/week, with view\u00ading con\u00adcen\u00adtrat\u00aded on week\u00adends. They pre\u00adfer cable over broad\u00adcast TV<\/span> and any\u00adthing around foot\u00adball<\/strong> (home teams or not), the U.S. and British Opens and Ryder Cup golf <\/strong>tour\u00adneys, the Tour de France<\/strong>, and the Day\u00adtona and Indi\u00adanapo\u00adlis 500 races<\/strong> are appoint\u00adment view\u00ading. They also are big fans of view\u00ading hock\u00adey<\/strong> and minor-league base\u00adball<\/strong> games and are 62 per\u00adcent more like\u00adly to watch sports fish\u00ading shows<\/strong> than the gen\u00ader\u00adal mar\u00adket. In addi\u00adtion to sports, real\u00adi\u00adty adven\u00adture shows<\/strong> and sci\u00adence-fic\u00adtion pro\u00adgram\u00adming<\/strong> get their atten\u00adtion. They are fans of pay-per-view events<\/strong> and video on-demand<\/strong> (VOD<\/span>) and use it for all kinds of pro\u00adgram\u00adming, includ\u00ading for auto\u00admo\u00adbile and real-estate infor\u00adma\u00adtion, but par\u00adtic\u00adu\u00adlar\u00adly for pay and free movies, sports, TV<\/span> shows and children\u2019s programming.<\/p>\n\n
Rockin\u2019 the Right<\/strong><\/h3>\n
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