5/13/55 & Beyond - Pop Music in Jax

[John FL]

There's a feature I tweet everyday called "Rewind" that takes a look back mainly at music & entertainment historic events by day. Interesting, Jacksonville Fl made the news. On 5/13/55 there was an Elvis Presley concert in Jax. Apparently, there was a riot as screaming girls got rather excited when the King said "I'll see you backstage."

It's common knowledge that The Beatles had a concert in Jax in 1964 the day after Hurricane Dora hit the area. That didn't stop the fans & it was successful and I'm sure still a memorable event for those who were around then & make Jax their home & beyond too.

In my travels and interactions with both music & radio junkies, there still remains a fascination with the Big Ape of yesteryear and getting & listening to various airchecks. I've heard a good number of them over the years. There was a big market sound and I could draw some parallels to the old MusicRadio 77 WABC. It was that great!

What an incredible pop music history Jacksonville has enjoyed. Paul McCartney returns to Jacksonville later on this year. Beatlemania never really left the area. I saw those crowds buying tickets. They are largely what I would have considered Magic 107.3's audience & potential audience for continued growth. Jacksonville is the envy of other major Florida cities for that event. When one considers the kind of promotion & hype that could favor a pop-oriented hybrid oldies classic hits station, it just makes me shake my head.

Of course earlier this year, there was the Beatles 50th Anniversary celebrations & classic hits stations across the country really took full advantage of that even. Not in Jax!

My own marketing research consistently shows dissatisfaction among certain listeners that the market does not serve them well. So many stations, so much sameness. We've been down this road before. Jax has such a rich and long pop music history. For those who grew up in Jax & enjoyed pop music, they have to settle for rock hits only or the uneven sound of an AC that has shed a lot of older music.

I have yet to figure out with all the real talent we have seen in Jax, that it's rare that any of these folks have been involved in putting together something really good that reflects the communities long affection for hit, retro music.

 

[TheBigA]

You're a boomer, right?

 

[John FL]

My references to pop music history in Jacksonville going way back to 1955 through the British Invasion to perhaps even the early 70’s heyday of WAPE is to point out the very significant pop music history for this community. I am not making the case for a format to concentrate on that time period. Honestly, that should be apparent to all of you who have been reading my posts over the past 15 years or so.

 

[rdsradio4]

JohnJax, Jacksonville DOES deserve a Real Classic Hits/Oldies station, but apparently the powers that be don't see the potential business benefit. Clear Channel had the right idea with Magic 107.3, but decided to go in the Jack-FM direction. Since most operators are so bottom line oriented now, I'm guessing the expense of a full daytime airstaff is one of the big reasons we find ourselves "Oldies" deprived in Jacksonville! Very sad

 

[TheBigA]

I'm guessing the expense of a full daytime airstaff is one of the big reasons we find ourselves "Oldies" deprived in Jacksonville! (

Who says you need a full daytime airstaff to play oldies? Where is that rule written?

My thought is the average age of audience is too old to make enough money.

 

[rdsradio4]

There are no rules written, but if Radio wants to stand out, especially in a nostalgia format, give it some personality! Done correctly, it enhances the music presentation. I can hear it. Can't you? And if you think that a 70's and 80's based Oldies format with some 60's and 90's mixed in will only attract OLD listeners, then you just don't get it. There's more to creating a great radio station than just metrics. Or course, I'm generalizing, but sincerely do believe a good Classic Hits station could attract enough listeners to be profitable in Jacksonville. Too bad sales is calling the shots instead of the programmer's, in many cases.

 

[TheBigA]

There are no rules written, but if Radio wants to stand out, especially in a nostalgia format, give it some personality!

You can have LOTS of personality without hiring a full daytime air staff. It's the 21st century. Anything is possible. Don't let budget stand in your way.

Too bad sales is calling the shots instead of the programmer's, in many cases.

If programmers know how to make money, then they can be in charge.

 

[John FL]

I was rather surprised to have gotten a lot of offline response to this string. There is still interest based on the number of views. However, this venue may be a great outlet to release steam but it doesn’t affect any change. I’m convinced it is why we see a marked decrease in posting because the folks don’t want to waste their time.

I value your time too and rehashing the same subjects over and over accomplishes nothing. So I will attempt another approach here.

Regarding TheBigA’s comment regarding personality without hiring a full daytime air team, Clear Channel could accomplish that far better than anyone else in town given the number of really talented people who do VT for a number of markets.

The Greatest Hits type of classic hits format does require personality in the mix. In the last go-around CC’s Magic 107.3 did have lots of personality. However, how much is too much? I’ve read way many reports that indicate Gen X prefers far less idle chit chat than the Boomer generation.

All nostalgia formats attract boomers. But, as we all know, the art is to create a product that will attract sufficient enough numbers in Gen X to be more viable. It’s done all the time in other markets I’ve observed. The format would cease to exist in larger numbers if that was not the case.

Picking the right talent is key. Coaching that talent and setting expectations has to happen as well. I truly do believe overall less is more when it comes to on-air participation. Age discrimination certainly exists and it shouldn’t. It should be about how that presenter connects with the target audience regardless of age.

There were a number of CC VT talent who did weekend on-air auditions for a number of weeks. One was Tessa Hall who some of you may remember from WAPE maybe 6 or 7 years ago. She’s young and younger than the P1. However, she was good in that she had the smarts and she is because she sounded older.

Eventually Cindy Spicer became the midday personality at Magic 107.3 and quite frankly – I thought she was phenomenal. Engaging, contemporary dialogue, knew when a few words had the most impact. I can only go with what my sixth sense is saying. i know Magic performed well middays. It would not surprise me that Cindy did a good job with Gen X.

J.T. sounded younger on the air than his age. He’s no doubt Big Market material and I believe he could have easily VT’d for CC across the enterprise giving added value to him and Magic 107.3. The station had so much going for her and the talent was not the issue as I see it. There were cosmetic improvements needed in overall presentation. Over time, that could have been accomplished but time proved a valuable commodity.

So, what’s next? I’ve thought about this to no end. The only possible way Classic Hits can return to Jax is via Clear Channel. There is no other way. Jack-FM would have to go. The move would be a signal swap between 97.9 and 107.3. Make 107.3 Hot AC and 97.9 Jacksonville’s Greatest Hits of All Time.

It’s not going to happen at Renda. Cox Media certainly wouldn’t do it. The only possible strategic move left is with Clear Channel. It should be locally programmed with at least a local morning personality. There’s some great talent at Clear Channel. Let’s face it, Jack FM is not a major player in Jax and quite frankly, it’s not needed given Greatest Hits already features lots of 80’s music.

I dream big. But the idea that Jax will never ever have the format again for the rest of time in a market as big and diverse as this is totally unacceptable to me. It can be done. Learn your lessons and build something good. There’s a lot of great people in Jax who have the skills to be a part of that. I’ll throw my hat in the ring too. I don’t care what anyone says, I know the format inside out. Chew on those apples! LOL And the next time, be sure to at least have a sign in your lobby showing the format exists. Let's keep hope alive folks!

 

[TheBigA]

Regarding TheBigA’s comment regarding personality without hiring a full daytime air team, Clear Channel could accomplish that far better than anyone else in town given the number of really talented people who do VT for a number of markets.

My point was that it's not because of money that the format isn't in Jacksonville. When I asked you if you're a boomer, that's because boomers were raised as the "me generation." You probably remember Al Franken's bit on SNL. So now the KIDS of the "me generation" are in charge. They're the ones deciding what formats get played on the radio. They remember how their parents enjoyed the radio, and now want to have that same experience. So most of the music formats are aimed at people under 40. There may only be one station in Jacksonville available for the over-50 bunch. Should it be classic rock? Classic hits? Soft AC? Lots of choices, but only one or two frequencies available. That's the quandary radio finds itself in now, especially when other platforms, like the internet and satellite, have no such limitations on the number of formats they can do.

 

[John FL]

You’re points are very well taken. In fact, I’ve been making the same kind of arguments for years about the crowded upper 25-54 demo in the Jax market. That in itself is frustrating. As time has gone on, that field has not narrowed but it has expanded. There are so many mixed messages.

Currently the market offers two classic rock oriented stations. In addition, there’s an Adult R&B Oldies and there’s also a Classic Country. A lot of old music is represented. Add Jack FM (Adult Hits) to the mix in older music featured as well as an AC and even Urban AC. Wiggle room is certainly tight. Add the various other platform venues too and it's tough. However, I look at challenge as increased opportunity. If there is a programming hole, viable listeners do move on if what remains isn't exactly their cup of tea. I'm actually rather ashamed to admit this. I probably hear maybe a total of 1 hour of Jax radio and it's mainly news/talk.

There’s no doubt strategy comes into play when determining formats. There are programming gaps but there is also considerable overlap and fragmentation here. (I look at programming/music scheduling instead of listening) The reality is as far as Greatest Hits goes is there were decisions 10 years ago that have had negative impacts on the format. In fact, over the last 10 years Jacksonville has probably seen bits & pieces of the format as it has come and gone perhaps only 4 of those 10 years. There are lots of listener perceptions that have been badly impacted.

As far as money goes, it does play heavily into the decisions, especially here. In fact, the firing of the entire former Magic 107.3 airteam came during a wave of CC downsizing that impacted numerous markets. Economics and cost control certainly weighed heavily. Ratings were on the upswing, especially in certain key demos in a very crowded field. Magic’s shares were in the middle of the pack and cumes weren’t bad either. In other words, the market was finding the brand and settling in after so much disruption. I realize radio is a business but this remains a very sad turn of events. Two years later that brand would have been even stronger. Gees.

As far as Boomer age goes, I have no idea if those who call the shots in Jacksonville are in that category. To me it doesn’t matter. If they are a part of Gen X, I can understand their appreciation of music they grew up with. But today’s classic hits is all about the 40 somethings. The clock has advanced but what is good is many still go way back occasionally recognizing the roots of rock ‘n roll. I will agree, play way too many 60’s and it will be boomer radio but it’s not like that at least in the stations I listen to.

Boomers may be known as the Me generation but to me I don’t believe in broad brushing. Obviously, I love the Classic Hits format, especially the ones that have personality and feature a wide variety of music over 3 decades. Please understand, this isn’t about me – it never was. Often on these boards, I have cited research with key, viable demos. The evidence is there. Those of you who don’t know me personally will never understand my motives. That’s OK. To me, it's all about being more inclusive of the community served and giving a little bit more choice on that radio dial.

 

[TheBigA]

As far as money goes, it does play heavily into the decisions, especially here. In fact, the firing of the entire former Magic 107.3 airteam came during a wave of CC downsizing that impacted numerous markets. Economics and cost control certainly weighed heavily.

But as I said, a company like CC has free options if it feels personality is an attraction. They didn't.