would a classic alternative format be successful

[atthestars]

Since we're having this conversation on the Philadelphia board, let's consider Philadelphia. It has a very successful alternative station, it has a successful active rock station, and a successful classic rock station. So would there be room for "classic alternative" in Philadelphia? Perhaps using your definition, Philadelphia is also "overradioed."

You need to look at more of the landscape than just Rock radio. A Classic Alternative station would be generally male-targeting. You have WMMR and WIP pulling in some massive male numbers, with WMGK and WPEN also grabbing very large chunks. WRFF, despite fairly solid/steady ratings, has tough times making money because agency buys go to WMMR/WIP etc. first to reach the largest possible audience, leaving WRFF with the scraps. Throwing in another male targeted station would only fracture the revenue further. So while I would love a good Classic Alternative station in Philly that payed homage to the music played on WDRE and Y100 back in the day, I have a hard time feeling it would be financially viable.

Could adding new wave to the mix provide some format definition to WBEN?

BEN has weaved through the lanes for years, depending on how the trends go. They've leaned on some Classic Alt before, and have weeded that back out of the playlist to lean more 80s to go after WOGL. Throwing some more New Wave into the 80s mix right now could work, but that's up to them to test/research

 

[TheBigA]

Throwing some more New Wave into the 80s mix right now could work, but that's up to them to test/research

I think that's the main stumbling block for devoting an entire radio station to a classic alt format. Looking at the list of artists in the OP, I wonder if its realistic.

 

[radiodx10]

atthestars- interesting catch! You're right, that I remember BEN absolutely had classic alt in their mix prior to WOGL going nearly all 80s. I've heard Veruca Salt on Ben before.

Now, you're right that Philly has three rockers. Alt, active, and classic. There's no room for another rock station. Classic alternative has been tossed around by so many other folks like us, but the reason it's not popular is still so simple- it's hard to make money off it, because it's so niche. If anyone is gonna do classic alt- it'll either be Radio 104.5 by expanding their playlist (which I encourage them to do so) or Ben by adding more variety and stop trying to eat away at WOGL.

Ben could probably get away with playing some stuff like mexican radio/ wall of voodoo or der kommisar/ after the fire but it's all up to audience testing.

 

[atthestars]

Ben could probably get away with playing some stuff like mexican radio/ wall of voodoo or der kommisar/ after the fire but it's all up to audience testing.

I've heard both on Ben FM at some point. Definitely not in regular rotation like "Don't Stop Believin'" is, but both of those have gotten spins on Ben.

 

[Delete My Account]

In Philadelphia, some of those looking for the more "influential" and critically acclaimed classic alt. would also be listening to WXPN, which incorporates a lot of that in their mix. Leaving less of a lane for a full time classic alternative station.

 

[TheBigA]

In Philadelphia, some of those looking for the more "influential" and critically acclaimed classic alt. would also be listening to WXPN, which incorporates a lot of that in their mix.

Only at certain hours of the day.