THE IMUS TOUCH. TIME TO RETHINK SHOCK RADIO?

How then would we target male (and male-minded) listeners? How shall we sell beer and football? It’s a corollary of radio marketing that men are beasts. Particularly 18-34 men. Well, maybe 18-24s. Thus, entire generations of under-developed frontal lobes have grown up with Stern and Imus and their wannabes. Thus delaying full maturity well into their sixties, seventies, and today. What if all the guys decided to grow up and embrace the world, whether radio’s professional sub-adolescents liked it or not? More to the point, what if advertising agencies decided they actually cared whether people were ignorant, self-indulgent slobs, and stopped buying ratings numbers delivered through appeals to our dark side? Is it finally time for radio’s bad boys and their executive enablers to retire? What creative wonders might radio conjure then?