A New Format for the New "MOYL/Oldies" Generation?

[EarthradioLives]

With Standards and 50s/Early 60s hit Oldies going the way of the eight-track tape on terrestrial radio, would it be pragmatic, or even posssible to consider the next generation of high-end age demographics for a music-based radio format for the medium term? Maybe for the next 5-10 years or so.

The next generation of "proto-geriatrics" are those folks who were either teens or young adults during the period from the late 1960s through the early 1980s. I'm part of that group myself, so I'm not condemning the group,by any means.

There is a whole generation who came of age during the whole "Underground" and "Progressive Rock" era of 1967-1981. When they listened to the radio, they heard a wide mix of rock-based music from established and cutting edge artists of the day. While most of the stations that programmed Progressive Rock in those days usually had comparatively small 12+ shares, they usually had pretty decent shares among their targeted 18-24 (or 34, for that matter)demographic.

Nationally, most of the current "Classic Rock" stations seem to focus on the mainstream music that was popular during the period of 1975-1993. My suggested focus is clearly on a generation a couple of semesters ahead of the current "Classic Rock" target audience of 2005.

Depending on the market, could a format focusing on Album Rock tracks from the period of 1964-1981 survive on upper-demographic focused FMs or AM station (perhaps even as a terrestrial market-specific satellite-delivered format)? The format could conceivably be a 60/40 mix of Top Tracks and "Oh Wow" deep cuts (respectively) from established artists as well as "Then-Up and Coming" and "Spice Rack" artists.

I mentioned the possibiity of putting this format on AM. The targeted demo is probably the last generation to listen to AM for Contemporary Music before switching to FM for their primary source of music. So, they probably wouldn't be offended by hearing their favorite songs with a "Tinny AM Hue." Since many of these same people nowadays listen to AM Talk stations, anyway, it wouldn't be too much of an effort on their part to tweak the dial a few turns to the left or right. This same format could be on a "fringe" or Class A FM aimed at a specialized audience as well.

Anyway, this is ONLY a suggestion. I would like to know what you all think. Hopefully, I won't be ducking too many eggs or flames.

 

[bierkenstock]

New format - same problems

Most advertisers are not interested in reaching "proto-geriatrics" (love the term). Standards and oldies can get audiences. The problem is sales. Most advertisers won't buy, and when they do buy, they won't spend anything close to top rate.

And there's still the basic problem of music on AM radio. Even boomer ears have gotten used to better sound. And AM is not what it was with more clutter on the band, more interference and poorer AM radios.

The boomers who were first to embrace FM and "underground" or "alternative" stations were hippies, would-be hippies, wanna-be hippies, or weekend hippies. Wonder if 30+ years later, you can still tell the "freaks" from the "straights" (the word "straight" had a different meaning back then)? Wonder what the freaks tend to listen to now (and the straights)?

For those who don't remember:
Freaks = long hair, protests, anti-Vietnam war, grass, underground/progressive/alternative or AOR.
Straights = short hair, not politically involved or supportive of authority, beer, top 40 or country.

 

[clichemoth]

Re: New format - same problems

> Most advertisers are not interested in reaching
> "proto-geriatrics" (love the term). Standards and oldies
> can get audiences. The problem is sales. Most advertisers
> won't buy, and when they do buy, they won't spend anything
> close to top rate.
>
> And there's still the basic problem of music on AM radio.
> Even boomer ears have gotten used to better sound. And AM
> is not what it was with more clutter on the band, more
> interference and poorer AM radios.
>
> The boomers who were first to embrace FM and "underground"
> or "alternative" stations were hippies, would-be hippies,
> wanna-be hippies, or weekend hippies. Wonder if 30+ years
> later, you can still tell the "freaks" from the "straights"
> (the word "straight" had a different meaning back then)?
> Wonder what the freaks tend to listen to now (and the
> straights)?

You may not be able to tell them apart by looking at them, but the former freaks usually have pretty good collections of classic albums. The thing is many of them got out of drugs and into technology. The people who you'd target this station at basically are your iPod/satellite early adopters. They're already hearing their music, just not on terrestrial radio.

Personally, I'd adore such a station (and I'm a long way from "proto-geriatric") but the market isn't there. KATT in Oklahoma City is pretty close to this concept, although I think they lean far more current now than they did back when I was at OU.



>
> For those who don't remember:
> Freaks = long hair, protests, anti-Vietnam war, grass,
> underground/progressive/alternative or AOR.
> Straights = short hair, not politically involved or
> supportive of authority, beer, top 40 or country.
>