I wasn't surprised to find out that Easy beat me to the punch. He'd already been in L.A. for two months, going on air on KLBR, a small eclectic FM in Long Beach. This time, I didn't care. While I was busy packing my U-Haul for the Portland to L.A. trek, that major L.A. station began a new age format to claim a better demographic. To radio, good demographics are everything.
Demographics expand the margin of profit right off the page.
The best demographics for radio are women. They do all the buying. While I was eating onion rings at a truck stop in Medford, that L.A. radio station was searching for women listeners by terminating their entire rock and roll air staff.