Has any other format died out as rapidly as beautiful music did in the 1980s?
Beautiful music died more slowly than you might think. Most large markets had multiple beautiful music stations in 1980. By 1985, most were down to one. The “Continuous Country” format introduced in the early 80’s was a beautiful music approach to country that capitalized on the softer country and urban cowboy sound that was popular at the time. KASE in Austin dumped beautiful music for ”Continuous Country” around 1982-83.
In 1980, I bet every rated market had a beautiful music FM in the top five. By 1990, the format was pretty much dead.
The last mass exodus from the format was in 1990. Despite the mass defections, that the format was dead was not a consensus. A handful of programmers and consultants thought people were bailing on the format too soon. Few stations adopted the format after 1990, but a handful tried. WKY in Oklahoma City picked up the format in 1990 after KKNG ditched it. KKJY in Albuquerque stuck with it for a few more years, too. The naysayers were ultimately correct, though. Beautiful music didn't have much life left. The audience was too old to sell, and the music library providers stopped maintaining the recordings.
KTXR 101.3 in Springfield, MO tried to keep its traditional sound until about ‘06 or ‘07, but, even then, it was mostly soft vocals by the late 90’s. Part of that was the lack of product available.
