On the specifics of royalty arrangements, Znaimer is vague. About the Zoomer presence at Lavalife Prime, he says: “These sites charge a fair chunk of change—you’re talking about 30 bucks a month. A typical signee stays in between four to six months. If they’ve succeeded, they don’t need you any more, and if they haven’t, they lose heart. But five times 30 is 150 bucks and we get a big chunk of that.”
“How big a chunk?”
“A big chunk?”
“More than half?”
“Yes,” Znaimer replies, chuckling. “And less than all.”
_____________________________________________
One of the oddest aspects of Znaimer’s new venture can be found by poking around ZoomerMedia.ca. Along with pages for the various Zoomer platforms, there is one called “UofZ.ca.” Click on it and a wacky page appears, complete with a purple and gold crest inscribed “Cori. Menti. Libidos. Argenti.” (The translation: “Hearts. Minds. Libidos. Money.”)
It struck me as kind of sophomoric—and it wasn’t the first time I’d had that feeling while researching this article. Then I remembered a remark made by a long-time acquaintance of Znaimer’s. “I think his reading of my generation is wrong,” he said. “His view of boomers is a narcissistic projection. With CITY, he had a real sense of that generation at that moment in time. The core idea of CITY perfectly matched the sensibilities of that era. Now he thinks he represents that same generation as they’ve aged. But those people have grown up. He’s like a missionary trying to lead us to the land of eternal youth.”
Znaimer has a singular, uncompromising vision and, if you don’t totally buy into it, he would say, take your choice, in or out? So you judge him on his track record. A cross-country phone-in show on radio in the early sixties? They said it couldn’t be done. A local channel that put on television a rainbow of colours and backgrounds, experience not required? Preposterous, even in the early seventies. Roving videographers? A slew of niche specialty channels? Znaimer pioneered them all. Sure, there were a few misses, but part of Znaimer’s genius is making you forget about those and focus only on his hits.
If you’re in your late 40s or early 50s, maybe you’re thinking, well, I should give Classical 96.3 FM and AM 740 a listen, since Moses Znaimer is transforming them. Or, if you wouldn’t be caught dead with a seniors’ magazine under your arm, maybe Znaimer’s made Zoomer zippy enough for you to imagine comfortably reading it over coffee in Starbucks. Or, if joining an organization for seniors called, of all things, CARP, never crossed your mind, maybe you’re now giving it some thought. After all, Znaimer’s a visionary, and he’s betting his own fortune on it. And what about those benefits?
With his Zoomer vision, Znaimer is tapping into our basic insecurities. Maybe he’s not been as right as often as he wants us to believe. Maybe that bathtub ad for Classical 96.3 made him look like a sea otter. And maybe I should pay no attention to that man behind the curtain. But what if I am a Zoomer? What if he got it right again this time?
Who Else Should Get Credit for Moses Znaimer’s Accomplishments?
THE FOUNDING OF CITY-TV: Israel (Sruki) & Phyllis Switzer
Although Znaimer made his name synonymous with CITY-TV, pride of place for its creation belongs to cable TV engineer Israel (Sruki) Switzer and his journalist wife, Phyllis.
CITY-TV’s “STREET” STYLE: Jacques de Suze
Znaimer’s parentage of the CITY-TV genre is shared with American “news doctor” Jacques de Suze, who suggested innovations such as a “very street-oriented style” that included roaming videographers and a local newscast that revelled in showing the gritty, chaotic reality of a newsroom.
IDEACITY: Richard Saul Wurman
Znaimer’s annual confab was spun off from Richard Saul Wurman’s TED (technology, entertainment, design) conference.
“ZOOMER”: David Demko
Among those who lay claim to the coinage is Atlanta-based gerontologist David Demko, who began publicly musing about “zoomers” in 1998. Demko trademarked the term, and used it to name an online magazine. He and Znaimer have a slow-burning dispute about the latter’s use of the term in Canada. “You know the homily,” says Znaimer: “Failure is an orphan and success has many parents.”
