Classic Hits: Evolution or Revolution?

[davideduardo]

If it is a successful format, it should be in ALL markets, no?

Not all markets are equal. They have varying percentages in each of the age cells. They have various ethnic percentages. They have different work schedules and economic bases.

A market like McAllen - Brownsville - Harlingen is totally different from one like Eugene, OR.

So the success of different formats will vary. The availability of specific formats will vary. Even the radio advertising dollars will vary.

 

[michael hagerty]

Not if the audience is telling them that they simply want a pleasant voice to tell them what they heard, what the kids need to wear tomorrow morning to school and what number to text to win a trip to Hawaii.

I can get that information from television, and often better, and sometimes earlier, than I can get it on radio.

I'll skip past the TV telling you what song the radio station played and how to win the radio station's Hawaii contest and get down to this:

The current average desired listener wants that information from radio. It's bite-sized, convenient and actionable. It fits with her schedule. When they want more, good programmers will respond. When they want less, there may not even be what we know today as voice-tracking. Several of the vehicles I test for my automotive site have the basics within to take the data stream, assign a voice to it and tell you on demand what song that was and what number to text for the Hawaii contest (that information can appear on screen now, but having it read eliminates a distraction factor). With a voice command or a touch of the steering wheel button, it could even send the text and enter the contest for you. Just a matter of time before broadcasters start unlocking the potential and using the interface.

And even if they want more personality, sometimes the best jock for the job doesn't happen to live in Harlingen, Texas. And the station couldn't afford him or her as a full-time employee. But that doesn't mean he or she can't be heard there. Stations (even those owned by companies whose names begin with the third letter of the alphabet) continue to employ live talent on stations and in dayparts where the audience has made it clear they are a welcome addition to the music.

Most of them are so small that they couldn't even afford to pay a 19-year-old minimum wage to work for them. I know. I have been there. I don't necessarily blame them for voice-tracking or automation, but even the "live" jocks at 97.1 sounded like they were "phoning it in." And the repetition that I mentioned earlier made it clear that someone was asleep at the switch. And this happened (repeatedly!) at about 2:00 on almost every Monday afternoon, not at some overnight or weekend slot.

None of which counts as good programming and none of which suggests that good programming doesn't work.

Skynyrd obviously plays quite well here, but it is my understanding that they are relatively unheard in NYC. Suggesting that local research is being done and applied.

I am not from Alabama, but I still like "Sweet Home Alabama." Just understand that it is not my favorite of all time or anything, and yes, it has been overplayed.

Although apparently not in New York.

 

[michael hagerty]

AC stations have been getting hotter for years...maybe the market couldn't support a mediocre Hot AC and a AC (that is getting hotter by default to evolve) at the same time?

Ain't that the truth. KESZ, the mainstream AC in Phoenix, plays Lady Gaga, Katy Perry, Pink, Carly Rae Jepsen, the Black Eyed Peas.....

And the Gold library? Duran Duran's "Hungry Like The Wolf", The Go-Gos "Our Lips Are Sealed", Prince's "1999".

Hey, you oughta hear the Hot AC.

But it goes back to what I've been saying all morning.

It's not about memories (necessarily). It's a mood service. In this case for 40 year old women who just wanna have fun (yes, Cyndi's in there too).

 

[bigtom101]

But it goes back to what I've been saying all morning.

It's not about memories (necessarily). It's a mood service. In this case for 40 year old women who just wanna have fun (yes, Cyndi's in there too).

I hosted a doo wop show for a few years on a oldies station in New Jersey, despite my parents not even having been born during doo wops golden age. But I love the music, and presented it as just a fun three hours of great muisc, requests/dedications, and giveaways. It worked - no need to try and stroll down memory lane...the fact that I had knowledge of the music and passion shone thru. Just fun, upbeat (mostly) music and me gluing it together.

And yes: I remember when the local Hot AC added Usher's "Just A Dream." The APD/MD and I had a nice discussion about the format, and how it (and mainstream AC) have evolved rapidly in the past decade. Tempus sure does fugit....

 

[firepoint525]

Oh: AC stations have been getting hotter for years...maybe the market couldn't support a mediocre Hot AC and a AC (that is getting hotter by default to evolve) at the same time?

I seem to recall that our AC picked up songs that the hot AC "dropped" (by virtue of not existing anymore). Several on the Nashville board used this as "evidence" that Nashville could not support a hot AC. I countered by saying that if you put it on a good citywide signal, it might have a chance.

 

[firepoint525]

AC stations have been getting hotter for years...maybe the market couldn't support a mediocre Hot AC and a AC (that is getting hotter by default to evolve) at the same time?

Ain't that the truth. KESZ, the mainstream AC in Phoenix, plays Lady Gaga, Katy Perry, Pink, Carly Rae Jepsen, the Black Eyed Peas.....
And the Gold library? Duran Duran's "Hungry Like The Wolf", The Go-Gos "Our Lips Are Sealed", Prince's "1999".
Hey, you oughta hear the Hot AC.
But it goes back to what I've been saying all morning.
It's not about memories (necessarily). It's a mood service. In this case for 40 year old women who just wanna have fun (yes, Cyndi's in there too).

This goes back to what I've been saying all along. AC is for women, while classic rock is for men. But yet I point out weaknesses in the supposedly male-dominated classic rock, and here come all the same arguments again, over and over. What is a guy my age going to listen to? Be glad that I am not old enough to remember "free-form" FM. : Believe me, I won't make it to 55. I will likely give up on radio before then. :

 

[michael hagerty]

Oh: AC stations have been getting hotter for years...maybe the market couldn't support a mediocre Hot AC and a AC (that is getting hotter by default to evolve) at the same time?

I seem to recall that our AC picked up songs that the hot AC "dropped" (by virtue of not existing anymore). Several on the Nashville board used this as "evidence" that Nashville could not support a hot AC. I countered by saying that if you put it on a good citywide signal, it might have a chance.

You can't win if they can't hear you.

 

[michael hagerty]

AC stations have been getting hotter for years...maybe the market couldn't support a mediocre Hot AC and a AC (that is getting hotter by default to evolve) at the same time?

Ain't that the truth. KESZ, the mainstream AC in Phoenix, plays Lady Gaga, Katy Perry, Pink, Carly Rae Jepsen, the Black Eyed Peas.....
And the Gold library? Duran Duran's "Hungry Like The Wolf", The Go-Gos "Our Lips Are Sealed", Prince's "1999".
Hey, you oughta hear the Hot AC.
But it goes back to what I've been saying all morning.
It's not about memories (necessarily). It's a mood service. In this case for 40 year old women who just wanna have fun (yes, Cyndi's in there too).

This goes back to what I've been saying all along. AC is for women, while classic rock is for men. But yet I point out weaknesses in the supposedly male-dominated classic rock, and here come all the same arguments again, over and over. What is a guy my age going to listen to? Be glad that I am not old enough to remember "free-form" FM. : Believe me, I won't make it to 55. I will likely give up on radio before then. :

No...A/C skews female...Classic Hits skews male. It can be 55/45 or more lopsided, but there is a significant percentage of men listening to A/C and of women listening to Classic rock.

 

[Biondi4Mayor]

No...A/C skews female...Classic Hits skews male. It can be 55/45 or more lopsided, but there is a significant percentage of men listening to A/C and of women listening to Classic rock.

Really Michael?!?!?!?

No, just facts about how people use the radio. Classic Hits skews female. Classic Rock skews male. Most people aren't with either or any other station long enough to get bored or burn out on a station. They're looking for favorite songs more than favorite artists.

 

[davideduardo]

No...A/C skews female...Classic Hits skews male. It can be 55/45 or more lopsided, but there is a significant percentage of men listening to A/C and of women listening to Classic rock.

Really Michael?!?!?!?

Using LA as an example, the two big AC's, KBIG and KOST, are about 60% female, 40% male consistently. The two classic rock stations, KSWD and KLOS, are 60% male and 40% female.

 

[michael hagerty]

No...A/C skews female...Classic Hits skews male. It can be 55/45 or more lopsided, but there is a significant percentage of men listening to A/C and of women listening to Classic rock.

Really Michael?!?!?!?

No, just facts about how people use the radio. Classic Hits skews female. Classic Rock skews male. Most people aren't with either or any other station long enough to get bored or burn out on a station. They're looking for favorite songs more than favorite artists.

Maybe if I break it into separate lines, Biondi.

A/C skews female.

Classic Rock skews male.

It can be 55/45 or more lopsided (the larger number would be the gender that it skews towards)

But there is a significant percentage of men listening to A/C

And of women listening to Classic Rock





With a little polish, I could probably turn that into a Haiku.

Point being that even if a format is 75/25...one-quarter of the audience is a significant percentage. As David just noted above, stations in those formats in L.A. split 60/40.

 

[Biondi4Mayor]

No...A/C skews female...Classic Hits skews male. It can be 55/45 or more lopsided, but there is a significant percentage of men listening to A/C and of women listening to Classic rock.

Really Michael?!?!?!?

No, just facts about how people use the radio. Classic Hits skews female. Classic Rock skews male. Most people aren't with either or any other station long enough to get bored or burn out on a station. They're looking for favorite songs more than favorite artists.

Maybe if I break it into separate lines, Biondi.

A/C skews female.

Classic Rock skews male.

It can be 55/45 or more lopsided (the larger number would be the gender that it skews towards)

But there is a significant percentage of men listening to A/C

And of women listening to Classic Rock





With a little polish, I could probably turn that into a Haiku.

Point being that even if a format is 75/25...one-quarter of the audience is a significant percentage.

Turn it into whatever you want, but don't contradict yourself (which it appears you still didn't catch).

 

[michael hagerty]

No...A/C skews female...Classic Hits skews male. It can be 55/45 or more lopsided, but there is a significant percentage of men listening to A/C and of women listening to Classic rock.

Really Michael?!?!?!?

No, just facts about how people use the radio. Classic Hits skews female. Classic Rock skews male. Most people aren't with either or any other station long enough to get bored or burn out on a station. They're looking for favorite songs more than favorite artists.

Maybe if I break it into separate lines, Biondi.

A/C skews female.

Classic Rock skews male.

It can be 55/45 or more lopsided (the larger number would be the gender that it skews towards)

But there is a significant percentage of men listening to A/C

And of women listening to Classic Rock





With a little polish, I could probably turn that into a Haiku.

Point being that even if a format is 75/25...one-quarter of the audience is a significant percentage.

Turn it into whatever you want, but don't contradict yourself (which it appears you still didn't catch).

Still don't. Please tell me where the contradiction is.

 

[Biondi4Mayor]

It's been put in bold type.

 

[michael hagerty]

I see the error. I wrote "Hits" when I meant "Rock".

For clarity:

Classic Rock skews male.

Classic Hits and Adult Contemporary skew female.

 

[davideduardo]

It's been put in bold type.

In LA (KRTH) and New York (CBS-FM) classic hits is 54% male, 46% female on average.

 

[firepoint525]

Oh: AC stations have been getting hotter for years...maybe the market couldn't support a mediocre Hot AC and a AC (that is getting hotter by default to evolve) at the same time?

I seem to recall that our AC picked up songs that the hot AC "dropped" (by virtue of not existing anymore). Several on the Nashville board used this as "evidence" that Nashville could not support a hot AC. I countered by saying that if you put it on a good citywide signal, it might have a chance.

You can't win if they can't hear you.

As far as I know, it was never tried on a truly citywide signal. Yet some on the Nashville board used that example as "proof" that hot AC would not work in Nashville.

 

[michael hagerty]

Oh: AC stations have been getting hotter for years...maybe the market couldn't support a mediocre Hot AC and a AC (that is getting hotter by default to evolve) at the same time?

I seem to recall that our AC picked up songs that the hot AC "dropped" (by virtue of not existing anymore). Several on the Nashville board used this as "evidence" that Nashville could not support a hot AC. I countered by saying that if you put it on a good citywide signal, it might have a chance.

You can't win if they can't hear you.

As far as I know, it was never tried on a truly citywide signal. Yet some on the Nashville board used that example as "proof" that hot AC would not work in Nashville.

That's like tying one of a boxer's hands behind his back and saying he can't fight. The audience has to be able to hear you and hear you clearly. You can get everything else right, but that can kill you.

 

[oldies76]

They just know what they like and want to hear today.

Right.....any song to hit the top 10-20 from 1964 to 1985 is game. Each person listening has his or her favorites, some of which are not being aired and some that are.

 

[oldies76]

What was a "hit" in 1975, or 1962, or 1955 is irrelevant when it comes to what should be on a classic hits (or oldies station) in 2013. That is my argument. Just because a song was #1 nearly 40 years ago has almost no bearing on if it should be played. If that was the case, why isn't K-Earth or CBS-FM playing "Honey" by Bobby Goldsboro (5 weeks at #1)? I'm all for playing as many songs as possible...

Play all the tested songs, but add one or two "lost hits" every hour to make things listenable. Is that too hard to ask for? Every song should be played, some more than others. If managed right and played at the right time, this can be accomplished.

Many stations in small markets do this already...what's the problem??