Reading some of the posts on this and other boards, it’s clear that many radio folks regard the standards format as an anachronistic curiosity – a format on its knees, chugging and wheezing its final breaths. I disagree. The format is viable, but managers and programmers must abandon their quixotic quest for 25-54’s or even 35-64’s and acknowledge the value of serving the format’s native 55+ audience. It also means forgetting about agency buys and getting down to old-fashioned, local direct selling with retail-oriented, customer-committed AE’s willing to knock on doors until their knuckles bleed.
Disclaimer: I’ll admit I’m a standards geek. I’ll take a Louis Armstrong and Ella Fitzgerald duet over that Maroon 5 crap any day. It’s my format of choice, and I’d love to see it on the air again in my hometown of Buffalo and other markets where it’s disappeared.
“Adult standards,” as it’s generically called, is not a monolithic format, programmed uniformly. There are a number of “flavors” of the format. Some standards stations and networks incorporate soft 70’s pop like Neil Diamond and the Carpenters. Others include the Platters and Everly Brothers. Some play Josh Groban and Kenny G. Occasionally, a station like KKGO in Los Angeles, will rely almost exclusively on the songs of the Great American Songbook – (Gershwin, Berlin, Porter, Kern, etc) performed by the giants like Sinatra, Bennett and Ella along with exciting young stars like Diana Krall, Michael Buble, and John Pizzarelli.
KLAC, in Los Angeles, to their credit, tried a totally fresh, hi-energy “Vegas-vibe” approach to standards. Same with Red 104.1 in St. Louis. Personally, I’m always excited and interested when a station introduces a new way of presenting this excellent music.
Sadly, all of these efforts are no longer on the air, having failed to find the holy grail of a critical mass of younger, more saleable demographics.
Is it realistic for a standards station to hope for even a slim slice of this “money demo?” I no longer believe that’s possible. It’s time to reign in those hopes and expectations. Focus instead on aggressively and effectively communicating the benefits of advertising to this format’s native audience – the 55-plus crowd. Find a way, as well, to capitalize on the enormous TSL these stations frequently deliver.
I reject the contention that 55-plus consumers are so calcified in their buying habits that they are impervious to advertising. New products and services are always being introduced. Former Cadillac buyers become Lexus buyers. Plenty of mature adults are using cellphones, computers and hi-speed Internet. Obviously they didn’t come to these new products out of decades-old habits. Advertising certainly played a role. Was adult standards radio there?
CHWO’s showing speaks for itself. There’s an audience starving for this wonderful music! Whoever may pick up this format in Buffalo, I hope they won’t program some lame Standards/Soft AC hybrid they hope to be able to pitch to the ad agencies. Forget the agencies. The demos they seek are dictated by their clients and are never 55+. Target local, direct advertisers, who, with effective salesmanship by the station’s reps, will see the value of this under-recognized group of consumers.
Now, I’m not naïve. In a previous life in another town, I spent a few years selling this format and selling beautiful music. I know how difficult it can be. I’ve had plenty of first-hand experience with advertiser resistance. I’ve sat across many desks answering many objections to marketing to the older folks. It’s not easy. It takes conviction and commitment, but it can be done. Persuasive, credible copywriting is essential, too. It’s an extraordinarily powerful tool, often completely overlooked in today’s numbers-focused selling environment.
With commitment, station operators in Buffalo and other markets will find that elusive combination of programming, promotion, and sales philosophy that will allow a standards-formatted station to succeed. Just as in any format, it’s essential that all three of those elements be perfectly executed for the station to even have a chance!
Even a winning standards station will never be a ratings giant and there’ll be many buys the station will never have a prayer of getting. The BIG ad money will always go elsewhere. But a well-crafted station playing the right artists and realistically pitched to appropriate advertisers can be a player, and just maybe turn a modest profit.
Nick Seneca