Classic Hits: Evolution or Revolution?

[semoochie]

K-Earth must be close to being the most conservative Classic Hits station in the countrry! They don't seem to want to let go of the old songs. I expect that to change with the new Program Director.

 

[michael hagerty]

It's almost like some people are reading a different forum! "Oldies" is 60s based, with some late 50s and early 70s. "Classic Hits" is 70s based, with decreasing 60s and increasing 80s. You wont hear "Rag Doll" followed by "My Girl" followed by "Peggy Sue" followed by "Hello, Goodbye" on a Classic Hits station!

True, but you can hear some mighty awful train wrecks on classic hits. Last night on KRTH, they played Heart's "Magic Man" then cut to the Isley Brothers "Twist And Shout" then back to the 80's with "We Got The Beat". Classic Hits, in my opinion, is almost too wide reaching.

Anything in between in the way of sweepers, promos or jingles?

 

[davideduardo]

It's almost like some people are reading a different forum! "Oldies" is 60s based, with some late 50s and early 70s. "Classic Hits" is 70s based, with decreasing 60s and increasing 80s. You wont hear "Rag Doll" followed by "My Girl" followed by "Peggy Sue" followed by "Hello, Goodbye" on a Classic Hits station!

True, but you can hear some mighty awful train wrecks on classic hits. Last night on KRTH, they played Heart's "Magic Man" then cut to the Isley Brothers "Twist And Shout" then back to the 80's with "We Got The Beat". Classic Hits, in my opinion, is almost too wide reaching.

I think the issue is with the refusal to dump some 60's stuff that sounds dated in the context of a more 70's overall sound.

 

[CTListener]

It's almost like some people are reading a different forum! "Oldies" is 60s based, with some late 50s and early 70s. "Classic Hits" is 70s based, with decreasing 60s and increasing 80s. You wont hear "Rag Doll" followed by "My Girl" followed by "Peggy Sue" followed by "Hello, Goodbye" on a Classic Hits station!

True, but you can hear some mighty awful train wrecks on classic hits. Last night on KRTH, they played Heart's "Magic Man" then cut to the Isley Brothers "Twist And Shout" then back to the 80's with "We Got The Beat". Classic Hits, in my opinion, is almost too wide reaching.

I think the issue is with the refusal to dump some 60's stuff that sounds dated in the context of a more 70's overall sound.

Can this be attributed to a peculiarity of the Los Angeles market (maybe younger people there like old music more than younger people elsewhere do?) or do you feel songs like "Twist and Shout" will eventually be shown the door when the ad agencies start complaining about all the 55+'s still listening to the station?

 

[davideduardo]

Can this be attributed to a peculiarity of the Los Angeles market (maybe younger people there like old music more than younger people elsewhere do?) or do you feel songs like "Twist and Shout" will eventually be shown the door when the ad agencies start complaining about all the 55+'s still listening to the station?

Generally, agencies don't complain about a big out-of-demo component. That's because the rate they pay is determined only by their target demo. In fact, "bonus delivery" is welcome, and, all other things being equal, could swing a buy to a station.

The real difference in LA is that the market is approaching 45% Hispanic population, and along with 14% Asian, 8% Black and about 10% "other immigrants" not born in the US (Persian, Russian, etc.) the familiarity question for many oldies is unusual.

Inn general, though, the 60's material is going to have a very limited future lifespan on KRTH, whatever future direction they go.

 

[CTListener]

Can this be attributed to a peculiarity of the Los Angeles market (maybe younger people there like old music more than younger people elsewhere do?) or do you feel songs like "Twist and Shout" will eventually be shown the door when the ad agencies start complaining about all the 55+'s still listening to the station?

Generally, agencies don't complain about a big out-of-demo component. That's because the rate they pay is determined only by their target demo. In fact, "bonus delivery" is welcome, and, all other things being equal, could swing a buy to a station. ... In general, though, the 60's material is going to have a very limited future lifespan on KRTH, whatever future direction they go.

But why, if the out-of-demo listeners are seen as a bonus by the ad agencies? Is it because there'll be a point at which the station will fail to gain 35-54 listeners because the geezer music is viewed as a turn-off? Maybe when the '90s start to creep into the format, or even earlier?

 

[oldies76]

You can hear some mighty awful train wrecks on classic hits. Last night on KRTH, they played Heart's "Magic Man" then cut to the Isley Brothers "Twist And Shout" then back to the 80's with "We Got The Beat". Classic Hits, in my opinion, is almost too wide reaching.

They should gradually play music from those decades. First a 60's cut, then early 70's, late 70's, then 80's. Going from the early 60's to 1982 is too sharp of a music change, too drastic musically. It has to be more gradual in nature.

"Magic Man" is more classic rock than anything else, It should have been played beginning with the Isley Brothers, then a late 60's song like "Born to Be Wild", then "Magic Man", finally the Go Go's (since 'We Got the Beat" has a strong intro anyways), would blend better with "Magic Man's" ending.

 

[oldies76]

the 60's material is going to have a very limited future lifespan on KRTH, whatever future direction they go.

To some degree. All those 60's they are still playing (even though somewhat repetitious), must be testing well even today, so by eliminating them, you risk losing the listeners that like hearing 60's on FM radio, even if they are under 55. Losing listeners = lower ratings.

 

[semoochie]

"Maybe when the '90s start to creep into the format, or even earlier?" Unless there's a drastic change in 90s test scores, I don't see them "creeping" into the format. When it's time to drop the 70s, I think the format will be just about over. Stations will probably limp along as All 80s for awhile, and then that'll be it. They'll have to jump to the current century.

 

[CTListener]

"Maybe when the '90s start to creep into the format, or even earlier?" Unless there's a drastic change in 90s test scores, I don't see them "creeping" into the format. When it's time to drop the 70s, I think the format will be just about over. Stations will probably limp along as All 80s for awhile, and then that'll be it. They'll have to jump to the current century.

I find it hard to believe that all the kids, teens and 20-somethings of the '90s now detest the music they used to love. I also find it hard to believe that listeners born in 1980 or later, who would never have known a world without MTV, would have been affected the same way by the advent of grunge and hip-hop that we baby boomers were. I would think they took what seemed to us to be a sea change in popular music in stride. MTV made grunge and, eventually, rap look cool by pressing all the right buttons with its target demo -- which wasn't us!

 

[allenv]

What music you like is not always based on your age..I wasn't around for the 50's or the first half of the 60's but I love the music because it was fed to me..It may have been 1975 when I was 8 but I was hearing 15-20 year old songs at the time...Research does not take into account the lifespan of songs go on well after that particular few years has passed..I'm not sure I'm expressing myself clearly enough but just because i didn't grow up in an era doesn't mean I don't like the tunes.. I know lots of 30 somethings who like the 50's and 60's.You can't throw everyone in the same box..That's where the research is flawed in my opinion..

 

[michael hagerty]

All music passes through a phase in the decade following where it bottoms out in popularity. It's too old to be new, not far back enough to be old. 90s music is coming out of that tunnel. KOLA in Riverside is already playing some titles.

Anyone who thinks there won't be 400-500 playable titles from that decade when the core group of people for that music (today's 45 year old was 22 in 1990) move into the super core has a very narrow view of that decade's music.

 

[michael hagerty]

What music you like is not always based on your age..I wasn't around for the 50's or the first half of the 60's but I love the music because it was fed to me..It may have been 1975 when I was 8 but I was hearing 15-20 year old songs at the time...Research does not take into account the lifespan of songs go on well after that particular few years has passed..I'm not sure I'm expressing myself clearly enough but just because i didn't grow up in an era doesn't mean I don't like the tunes.. I know lots of 30 somethings who like the 50's and 60's.You can't throw everyone in the same box..That's where the research is flawed in my opinion..

But it's not. KRTH is playing four 60s songs an hour yet they're aiming at people born in 1968. Through research, those 40-somethings are telling KRTH they still want to hear La Bamba and Twist & Shout. That can't go on forever, because not everyone has the same exposure to or tolerance of music from before their time and we no longer live in an age where a listener will put up with music they don't like to get to music they do.

 

[allenv]

I like alot of the 90's but it would be tough for me to pick out more than 50-75 tunes that I like..Just me..I was 22 in 1990... When the hardcore rap & Grunge hit they lost me but that's just me..There were some good tunes in the 90's but will there be enough to carry a Classic Hits Station 15 years from now??

 

[oldies76]

I find it hard to believe that all the kids, teens and 20-somethings of the '90s now detest the music they used to love.

90's music (except for a few select titles) will not have the lasting, timeless appeal as songs from the 50's to the 80's would. Hair bands, rap and grunge?? Right.

 

[oldies76]

That can't go on forever, because not everyone has the same exposure to or tolerance of music from before their time and we no longer live in an age where a listener will put up with music they don't like to get to music they do.

You can't assume that just yet. Those that were born in '68 obviously had that music passed down to them from their parents, so it's just as likely that those born in the late 60's will pass this timeless music to their kids. The 60's will live on a bit longer on KRTH.

 

[michael hagerty]

I like alot of the 90's but it would be tough for me to pick out more than 50-75 tunes that I like..Just me..I was 22 in 1990... When the hardcore rap & Grunge hit they lost me but that's just me..There were some good tunes in the 90's but will there be enough to carry a Classic Hits Station 15 years from now??

Sure. Because the decade will never stand alone. It'll be 80s and 90s to start, then 80s/90s/00s, then 90s & 00s. All you need is 800 songs, and the 90s will never have to carry more than 400 of those.

You're at the upper end of the 90s music demo. 22 in the first year of the decade. As time goes on, younger people move into the classic hits target...people who proved more appreciative of the trends than you. Ultimately, people who are 30 today will be in that group (they were 16 in 1999).

 

[michael hagerty]

I find it hard to believe that all the kids, teens and 20-somethings of the '90s now detest the music they used to love.

90's music (except for a few select titles) will not have the lasting, timeless appeal as songs from the 50's to the 80's would. Hair bands, rap and grunge?? Right.

An overly narrow view of an entire decade's music.

 

[michael hagerty]

That can't go on forever, because not everyone has the same exposure to or tolerance of music from before their time and we no longer live in an age where a listener will put up with music they don't like to get to music they do.

You can't assume that just yet. Those that were born in '68 obviously had that music passed down to them from their parents, so it's just as likely that those born in the late 60's will pass this timeless music to their kids. The 60's will live on a bit longer on KRTH.

The "passed down by their parents" thing makes a huge assumption. Equally important in the survival of 45 and 50 year old songs was the use of them in pop culture.

I agree they'll live on a bit longer, but only a bit. 60s music has gone from 12 songs an hour to four on KRTH in the past decade, and the clock won't move backwards.

 

[michael hagerty]

A point to consider:

10 years ago, if someone here had posted that the format would include Madonna and Prince today, we would have had many of the same reactions. "80s music? Are you nuts? They can't even get the 70s to test well."

Time fixes stuff like that.