BRNout said:
Urban AC can work in Boston. It may not ever be number one, but it would do ok and be perfectly viable. Besides, I do not see the likes of WAAF, WFNX, WZLX or WBCN at the top of the Arbitron book either. There's too much rock and too little variety in Boston.
An Urban AC (if done right) could do as well on one transmitter as WAAF does on two! ;D
I'm not sure about that, but I also do believe that the format could be viable on a decent FM signal that covers the whole metro at least reasonably well. It would have to be run by an owner who is dedicated to the format on a personal level, because though I believe that such a station could sustain itself and keep financially afloat, there will always be other formats with more lucrative billings tempting the owners who just want the maximum bottom line.
For those who say "it's been tried and failed", an adult Urban format has
not been done properly on an FM signal in this metro. The attempt by Radio One on 97.7 was abysmal. I don't understand why a company that has had some success with urban programming elsewhere made such mistakes in this market.
Here's what I'd suggest for a viable FM Urban AC:
Keep the music ADULT at all times. No Hip-Hop and Rap. It's useless to try to compete with 94.5 for Hip-Hop, even with a more "authentic" urban approach. Let the kids listen to 94.5, and focus on the ADULT audience.
Program to serve Boston's Urban community, but not to limit itself to it. To make the station financially viable, it's appeal, and it's sponsors, must come from both within and outside of Boston's urban neighborhoods, and that means it would have to attract listeners out in the suburbs as well as in the city.
That could be accomplished with the right music mix. Adults of ALL colors like great Classic Soul. The old WILD-AM (before Radio One) when it was all Classic Soul was often pulling almost (occasionally above) a 2 share on a mediocre daytime-only AM signal. It could certainly do better on a decent 24/7 FM signal. That's because not only the inner city was listening, but it had listeners in the suburbs too.
Keep the music mix heaviest on Classic Soul of the '60s, '70s and '80s. There should also be included some more recent adult urban contemporary releases that fit the sound so that it's not entirely an oldies station and so that contemporary adult urban artists can be promoted, but limit them to no more than a few an hour at the most.
WILD 97.7's idea of a few hours of Rap/Hip-Hop in the evenings in between adult R&B shows was an unfocuced concept that couldn't have possibly worked to hold a consistent audience. Evenings should stay adult R&B with more mellower "slow-jams" and Classic Soul ballads (an urban version of an evening show similar to "Bedtime Magic" on conventional AC stations) and even a few "smooth jazz" tracks mixed in, during evening hours only.
Occasional or weekly public affairs shows, PSA's, and other occasional special public service features can be programmed toward issues relevant to the Boston urban community, but the bulk of the regular weekday musical programming would have to appeal to the Urban AC/Classic Soul audience out in the greater Boston area as well as within the city.
There's no way that a viable commercial Urban AC station could serve only Boston's urban neighborhoods. If some people object and say that this (hypothetical) commercial station isn't serving their area exclusively like the pirates purport to, they would have to realize that it's the only way that it can survive and serve them at all.
Of course, this is all idle speculation. There is no FM signal available for such a station. Also, it's difficult to say whether Radio One's attempt on 97.7, despite some seemingly poor programming ideas and a limited approach, actually "failed". They simply got an offer they couldn't refuse from Entercom a couple of years ago.