Hitting the target

The Guardian is reporting remarks made by the BBC's Chief Operating Officer Caroline Thomson at the Westminster Media Forum yesterday. They include this line on 6Music "The average age of its listeners – 37 – is at the heart of the demographic targeted by commercial radio". As this blog has said before, musical taste in the modern world is less and less about age, but strategists should also remember that the same average age produces a good number of licence payers.

And, using the proposition another way, would the BBC step aside from a programme or tv channel on similar grounds ? "The average age of its viewers - 37 - is at the heart of the demographic targeted by ITV, Virgin and Sky" ?

Or close a web offering ? "The average age of its users - 37 - is at the heart of the demographic targeted by national, regional and local papers". Dangerous logic...