Entercom to syndicate stryker and klein

[radiojomo]

Why are Entercom and iHeart so focused on the "Alt" branding? I assume it tests well? That baffles me too, as the word "alt" seemed so connected to the term "alt-right" in recent years.

ALT is the new KIIS - a brand every market across the country wants to use because:

1. It absolutely probably does test well with target audiences.
2. It tries to bring in listeners who may feel disenfranchised by Top 40 and other formats, thus giving them an “alternative.”

I remember in the ‘00s, stations would barely refer to the “Alternative” rock format in station branding, it was used more by trades and industry folks tbh. KROQ always billed itself as “LA’s new rock.” 91X called itself the “Cutting Edge of Rock.” Using the ALT banner further separates the “rock” from “alternative rock.”

 

[davideduardo]

Why are Entercom and iHeart so focused on the "Alt" branding? I assume it tests well? That baffles me too, as the word "alt" seemed so connected to the term "alt-right" in recent years.

I don't think terms that are used in very different contexts have "guilt by association".

Nobody thinks Stephen King is a monarch despite "king" being the title of a monarch.

 

[TheBigA]

Using the ALT banner further separates the “rock” from “alternative rock.”

That's an interesting point, since the question becomes: What is rock? Does anyone know? Alt is meant to be something that's NOT rock.

 

[macattack]

That's an interesting point, since the question becomes: What is rock? Does anyone know? Alt is meant to be something that's NOT rock.

I've noticed that the Alternative stations that still place a heavy emphasis on guitars or haven't ditched the Active artists, like KFRR, KPNT, WWCD, etc. still use branding like "Modern Rock 104.1" "St. Louis' Rock Alternative", "The Independent Alternative Rock Station", etc. WBUZ out in Nashville is the most aggressive about it; despite being on the Alt panel they still brand themselves as "Nashville's ROCK station".

I feel like Entercom has decided "Alternative rock" basically is rock music at this point because of the lack of penetration of Active rock in the mainstream (which was formerly how mainstream rock presented itself). So by cutting "rock" from the branding they can focus on "alternative pop" and become a bizarro pop station for those who are alienated by the top 40 stations.