Below the top thirty markets it's rare to find a PD with Oldies experience. Only a small number of PDs have extensive format experience. In addition, many Oldies PDs are younger than the target and don't know the music or understand the values and lifestyle of the audience. Unfortunately, many Oldies stations suffer all of these ills. They lack financial resources, have marginal signals and lack Oldies programming expertise.
Oldies is capable of delivering strong revenue performance.
Oldies has one of the industry's strongest power ratios. In addition, Oldies stations can typically succeed with somewhat higher commercial loads than other formats. If you're looking at Oldies in your market you may want to consider these three points. Current ratings may not be an accurate indicator of the format's market potential. As previously discussed, most Oldies stations are underdeveloped.