It's 2015! Time to get rid of the '70s.

[CurtisNEPA]

Now that 2015 has arrived, it's time to realize for AC stations to eventually drop all 70s music and move most of them over to the classic hits stations. It's also the year when the first breed of "Generation X"(those who are born on or after 1965) will be turning 50, and have grew up during their teenage years of jamming to early MTV, Billy Joel, Madonna, Michael Jackson, etc, spending hours playing Pac-Man at an arcade with their friends. Those who grew up with disco are currently either heading into retirement or now eligible for AARP.

Some stations are now reversing their decision. At least one station out of Albuquerque, New Mexico calling themselves KMGA 99.5 Magic FM, which is owned by Cumulus, is now aggressively phasing in 70's music. The decision was made once the station returned to regular programming after nearly two months of 24/7 holiday programming. Earlier, they were mostly playing nothing but 80's-current, some of them bordering hot AC or CHR. To me, that was a horrible mistake they have ever made! I even checked their playlist over at TuneGenie and guess what I saw? Barry White's "Can't Get Enough Of Your Love, Babe and Bee Gee's How Deep Is Your Love?, with the former having came out in '73. In addition, that station features CHR-style jingles. There is another Cumulus-owned station from Columbia, South Carolina called B-106.7 which is bordering hot AC but also aggressively adding 70's music in response to their classic hits station being switched to the Nash FM country format. That also has CHR-style imaging as well. Either way, the stations will suffer in the ratings and could drive younger listeners away.

So, here's the dilemma. All of the softer '70s tunes such as Barry White, Al Green, and Bee Gees should ONLY be played on soft AC, gold-based AC, classic hits, urban AC, and urban oldies formats, not mainstream AC where today you hear stuff from Madonna, Billy Joel, Michael Jackson combined with Bruno Mars, Katy Perry, Sam Smith, Justin Timberlake, and other current product. Both KMGA and B 106.7 ARE NOT soft AC stations. If God forbid today's mainstream AC played Barry White's "Never, Never Gonna Give You Up or Marvin Gaye's Let's Get It On, then that will totally drive younger listeners away since they are both from the early 70's.

So, it is time for the AC format to move on. Get rid of the old, and sleepy stuff, period.

 

[joebtsflk1]

The decade of the 60s, musically, stretched through 1972 or 73, in my mind at least. What followed was a black hole that lasted until late 1979. Sure, there were a few exceptions during that time, but it was a sucky time for music, having been in high school during the late 70s.

Most of the music from WWII through about 1957 was also pretty dull. But that's just my opinion. Some eras are better than others, and have stronger legs.

 

[Music Lover]

I'm on the younger end of the Generation X but I'm more of an old soul musically. Too much of what's current lacks the creativity, heart, soul, and musical genius that was present in the 60’s, 70’s, and even into the 80’s, in my opinion.

Since there's no soft, gold-based AC in my neck of the woods, I'm having to turn to web-only stations to seek out what I like. When I'm not around my computer, I listen to my CD's or my iPod.

I'm the kind of listener this station's Linkedin page describes: https://www.linkedin.com/company/k-lite-online

 

[PTBoardOp94]

In a market without a dedicated classic hits station, the AC station is a logical choice to fill that role. But most AC stations play very few 70s songs. As an example, the Westwood One AC format (which conveniently displays its formatics on the website) plays about 1 70s song every third hour.

Another example, WBEB-FM (Philly) in the last hour has played almost entirely songs from 2000 to present. I saw two songs from the 80s and one from the 90s.
Another example, WYXB-FM (A "soft" AC in Indianapolis) has played three 70s songs in the last hour, and a lot of 80s and a few 90s. Indianapolis doesn't have a "classic hits" station although it does have two classic rockers (WFBQ, WJJK)

EDIT: Just listened to WYXB's stream and found its a throwback weekend - so even they may have a more modern playlist during the week. I'll check back tomorrow.

 

[joebtsflk1]

I'm on the younger end of the Generation X but I'm more of an old soul musically. Too much of what's current lacks the creativity, heart, soul, and musical genius that was present in the 60’s, 70’s, and even into the 80’s, in my opinion.

There are a lot of great songs that have been released even in the last ten years. Problem for me is that everything is so over produced. It squeezes the heart and soul right out.

Like it or not, we are outliers. Our tastes are likely broader than the general population. I think it's hard for most people to really appreciate music that was produced more than ten years before they were born. Thus, a top 40 likely won't go back more than ten years from present day ( if that much) while a broader age demo format can get away with twenty or twenty five years back frpm present day. I'm not a professional programmer, these are just my observations gleaned over the years.

WBEB is a great example of a station that follows a particular age demographic. It blew up its branding as "B-101," or whatever freq. they're on, to "More" as there was a perception of "B" being identified with an older body of music than what the station is currently playing.

Compare that to KIOA in Des Moines, which in the 60's was a top-40 station, the 70's found it evolving to an AC, and by the 80's had transitioned to oldies. Basically the station catered to boomers from their teens well into their fifties. Granted that focus on boomers was situational, as KIOA as an AM until 1990 was doing what it could to adapt and survive in the face of FM competition, until it had no choice but to move to FM. Since then, KIOA has been following what I'm guessing is a 25 - 54 demo. Fifteen years ago, KIOA played a lot of post '64 music. Now, most of the sixties music has disappeared.

 

[Music Lover]

Problem for me is that everything is so over produced. It squeezes the heart and soul right out.

It's not just the production that gets on my nerves, it's the lyrics. Too many songs are nasty for my tastes.

 

[Music Lover]

In a market without a dedicated classic hits station, the AC station is a logical choice to fill that role. But most AC stations play very few 70s songs.

As Pannoni1 mentioned in the Chat box on this station's website (http://www.softrockradio.net/softrockradiolove.html), the Classic Hits stations tend to play more mid-tempo and upbeat tunes than they do slower songs from the 60's, 70's, 80's.

I also agree with Pannoni1 that the station's selections remind me of the innocence growing up.

 

[Avid Listener]

Good Lord! How can anyone in the 21st century still cling to the outdated 20th century practice of programming radio stations based on the year that a song was released? If a song sounds good and fits well with the other songs being played, then play it. When it was recorded or released is irrelevant.

 

[vchimpanzee]

K-104.7 in Charlotte NC is one of these stations that has updated its sound to the point that you wonder if it should be considered Hot AC. And then they throw in Hall & Oates or "Margaritaville". Last night it was "Upside Down" by Diana Ross. Very strange. These songs just don't sound right.

107.9 the Link in Charlotte also has a bunch of old songs and you have to wonder. But they also play this one Eminem song, so mainstream AC can't be the format. And they seem to play more of the Hot AC material than they were playing a couple of months ago.

 

[davideduardo]

Good Lord! How can anyone in the 21st century still cling to the outdated 20th century practice of programming radio stations based on the year that a song was released?

Because every time we meet with listeners to ask what they want and do not want, they indicate preference for stations that focus on particular eras and styles of songs. All radio does is reflect that preference.

There have been exceptions, such as the Jack-type formats that cover many decades within a certain genre, but these approaches have not proven themselves applicable in most situations.

In general, stations appeal... have to appeal for sales reasons... to specific demographic groups. And that limits the music, within a station's genre, to easily established eras.

It's the listener who tells us this, not some "suit", consultant or programming guru.

 

[Avid Listener]

Because every time we meet with listeners to ask what they want and do not want, they indicate preference for stations that focus on particular eras and styles of songs. All radio does is reflect that preference.

Then clearly, you're meeting the wrong segment of listeners, or your listeners are telling you what they think you want to hear.

 

[Music Lover]

It's not just the production that gets on my nerves, it's the lyrics. Too many songs are nasty for my tastes.

The thing I appreciate about this station is that the guy that programs it tends to be selective about what gets played. I can feel comfortable listening to it with younger family members (who are in their teens and younger) without having to worry about questionable lyrics. www.joy995.com

In the rare case that I do have to have something local on (i.e., computer or CD's not accessible), I keep my radio dial parked on the local Christian AC stations. I can count on that format for family-friendly music.

 

[davideduardo]

Then clearly, you're meeting the wrong segment of listeners, or your listeners are telling you what they think you want to hear.

You always have a glib response that translates into "you guys in radio are incompetent".

We've been researching audiences for nearly 85 years. We know how to find groups of people with commonalities of lifestyle and music interests, and use "format search" type research to find groups long before formats are determined and music is researched.

Since radio does not publicize the behind the scenes research and strategy moves any more than P&G promotes research into changing the formula of a detergent brand, a listener, even an avid one, is likely unaware of the amount of listener consultation that goes on to track music preferences.

As to listeners saying "what they think we want to hear" how would they know that, since this kind of research is done "blind".

 

[Avid Listener]

We've been researching audiences for nearly 85 years. We know how to find groups of people with commonalities of lifestyle and music interests, and use "format search" type research to find groups long before formats are determined and music is researched.

So, you've been repeating the same mistakes for almost a century.

BTW, Proctor and Gamble has several new products fail despite careful testing for each one that succeeds. Most new product launches fail, despite careful testing. You can wash that information down with a can of Crystal Pepsi or New Coke.

 

[vchimpanzee]

In the rare case that I do have to have something local on (i.e., computer or CD's not accessible), I keep my radio dial parked on the local Christian AC stations. I can count on that format for family-friendly music.

But not for music, unfortunately.

If WHPE at 95.5 happens to be playing music, now THAT'S music. I didn't try it the other day when I was in Greensboro, but I pushed the button for the NPR station and was pleased to find jazz. I was out of range of the NPR station I had a button for. It wasn't long before it was Mike Huckabee time and I pushed the button for that station. I was pleasantly surprised to find I could hear my kind of music without too much power line interference.

 

[Music Lover]

In the rare case that I do have to have something local on (i.e., computer or CD's not accessible), I keep my radio dial parked on the local Christian AC stations. I can count on that format for family-friendly music.

But not for music, unfortunately.

Agree to disagree with your opinion that that kind of music is not family-friendly.

 

[davideduardo]

So, you've been repeating the same mistakes for almost a century.

Or, perhaps, we get it right: talk to people, find out what they like and dislike, and then try to deliver it.

Generally, the research is not the problem in radio with new format launches... it is implementation. Things like the reaction of competitors, the abilities of new hires, budget size and such may thwart efforts to do a successful launche.

Just today iHeart changed the format on one of its Chicago stations. They had determined a weakness in the market, but had misjudged the ability to respond of their targeted competitor. The assumption, which they based on research, regarding format was correct. But they did not understand the strength and speed at which the competitor would defend its turf...

There are many variables in any business, but to say radio is bad because people don't know any better is offensive and not true.

BTW, Proctor and Gamble has several new products fail despite careful testing for each one that succeeds. Most new product launches fail, despite careful testing. You can wash that information down with a can of Crystal Pepsi or New Coke.

And, interestingly, a far lower percentage of new format launches fail than is the norm in consumer research.

P&G has among the highest success rates with new products and brand extensions, but still nearly a third fail. Other majors may see as little as half of the new brands making it beyond the second year.

 

[Music Lover]

Because every time we meet with listeners to ask what they want and do not want, they indicate preference for stations that focus on particular eras and styles of songs. All radio does is reflect that preference.

There have been exceptions, such as the Jack-type formats that cover many decades within a certain genre, but these approaches have not proven themselves applicable in most situations.

In general, stations appeal... have to appeal for sales reasons... to specific demographic groups. And that limits the music, within a station's genre, to easily established eras.

It's the listener who tells us this, not some "suit", consultant or programming guru.

I didn't know stations met with listeners. I always thought it was the "suits", like in this Yahoo discussion: https://nz.answers.yahoo.com/question/index?qid=20070506175501AAqK4qq

 

[davideduardo]

I didn't know stations met with listeners. I always thought it was the "suits", like in this Yahoo discussion: https://nz.answers.yahoo.com/question/index?qid=20070506175501AAqK4qq

That's a horrible and mostly incorrect response.

Stations consult with listeners about music by doing local music tests. At such occasions, a group of listeners and, sometimes, potential listeners listens to snippets of hundreds of songs and scores them.

Here is a music test being conducted: http://www.americanradiohistory.com/research_AMT.htm

The songs that have lots of "favorite" scores and few negatives get played the most, following by ones that have little dislike but are generally liked although not always "favorites". I have seen Top 40/CHR stations test as few as 300-400 songs and gold based ones that tested over 1,300 at a time. In the larger markets, this process is repeated as often as budgets allow.

A typical 500 song test may cost between $30 k and $45 k each time.

Stations in markets that can't afford testing will often share test results from stations in the same company that are in larger, but generally similar markets. Or stations may share in test costs in a particular area of the country. For example, when I was in charge of a country station in Tallahassee, we rotated tests between Albany, GA, Dothan, AL and Tallahassee so we could have two tests a year but only pay for 60% of a single test.

When you hear that a company dictates music policy from a central location, that is only partly true... usually it means that the station implementation of testing is supervised by the more expert national programmers or that the home office consolidates some tests to be used in markets that don't have a research budget and guides the station through the process.

In addition, stations do other kinds of research to determine how the morning show is doing, or what the station image in the community is. These may be focus groups, one-on-one interviews or telephone based questionnaires. Usually stations hire professional research companies to recruit and conduct all these research variants, although a couple of companies have in-house research departments.

 

[Avid Listener]

And, interestingly, a far lower percentage of new format launches fail than is the norm in consumer research.

And as I've pointed out many, many, many times before (almost as often as you've defended the status quo), for a station to succeed it doesn't have to be good, it only has to be better than the other stations in town, most of which also suck.