Maine housewives...around the 10 - 2 time slot listening to Bangor Maine Radio...liked to tune in to Z-62.Tim Comer was the crooner that had the following of this audience segment. I was Z-62 radio news director and did weekend music shifts after college.
The radio jacket Tim wore was embroidered with the expression "You are never too old to rock and roll?" He was in his early 50's at the time. Tim had goats, lived on a hobby farm with his wife and was trying to be somewhat self sufficient. But his on air Maine radio job was not like a job and he was good at it. In any product or service sale, your advertising has niche audiences but still overall, the larger the audience the better. Unless you are selling brain surgery tools, diamond cutting devices which are a pretty narrow market to tap in to.
The Bangor Maine radio arbitron ratings kept tract of who was listening each quarter hour. Our station had listeners tuning in for news that had local sound bites of the new makers, not just rip and read AP copy for something happening two hours away down state. It was local marketing, coverage of the community alot like the blogging we do for Southern Aroostook/ Maine.