Country Classics

[KlassikKountry]

If Todays Country can burn up the Arbs in Philly, why not a Classic Country station, playing hits from 1953 to 1975, cheap to run and it might take off. This is the only format I can think of that has not been tried in Philly, with the exception of Heavy Metal on AM, ala Z-Rock 1480 in NYC. Either 800 or 860 would be a nice choice, Beasley can sell it with WXTU as a combo package.

 

[RayThomas]

> If Todays Country can burn up the Arbs in Philly, why not a
> Classic Country station, playing hits from 1953 to 1975,
> cheap to run and it might take off. This is the only format
> I can think of that has not been tried in Philly, with the
> exception of Heavy Metal on AM, ala Z-Rock 1480 in NYC.
> Either 800 or 860 would be a nice choice, Beasley can sell
> it with WXTU as a combo package.
>
Might work in the suburbs. Philly had a country station, WRCP, on the frequency that is now Sunny 104.5, back in the late 60's and 70's, long before WXTU. WFIL was also country for a couple of years in the early 80's. So the music has some heritage in the market. I program a classic country station in the Harrisburg market, Country Gold 1000, WIOO in Carlisle. We're a kilowatt daytimer enjoying the most success we've had in years with this format, attracting a somewhat older, but fanatically loyal audience. I play mid-50's thru mid 90's with a 70's and 80's focus. The key to success with it, IMHO, is making it a live operation with plenty of local news, community information and local personalities. This isn't a format to just put on the bird on a computer in a closet somewhere.

 

[valkyrie777]

Country Classics/Classic Country

You bring up an on-going debate within Country stations themselves: at what point is a Country act or tune "toast", for lack of a better word. Is the sound current or dated...is the act hip or hopeless...is there relevance to today's listener?

Many Country stations made the break-point between current Country and "classic" Country about 1986 to 1988 or so. (I have no idea why.) Stations then programmed their stations to reflect either a prior or a later date/base.

Would Classic Country work here? I don't know. I do know that one of the winning aspects of XTU here is to play it as a "country" station with a small "c". They are...in their own minds...a HOT A/C or Modern A/C station that just happens to play Country artists. Listen to how many of XTU's staple artists have made the crossover to A/C station's playlists; that tells you a lot about how they position themselves.

A station that plays Tammy Wynette, George Jones, Alabama, Mel Tillis, Dolly Parton, Johnny Cash/June Carter, et al, as their core artists might work; it would, likely, skew older demographically (40-plus).

Is that demo being bought by media planners and buyers as well as advertisers themselves? To some extent...yes. However, IMHO, "Classic Country" would be a niche format, at best. Would a broadcaster devote a single format in the 6th market to it? I honestly don't think so.

And that, fellow broadcasters, is why XM and SIRIUS were born. Sorry.

 

[KeithThompson]

Some valid points here

From my personal experience, classic country is a format that will attract listeners, but it's very difficult to sell because the listeners it attracts are the older demos that most advertisers aren't interested in. It's much the same reason why nostalgia and oldies stations are falling by the wayside.

I think you're correct that for the format to work, it has to tie in with the community with a prominent local on air focus. It also requires a talented and dedicated sales staff that knows the format and how to sell older demos. It probably would require a knowledgeable on-air staff who would have sales contacts and the ability to bring them in as clients. The problem is that it may cost as much money to run it as the revenue it would bring in.

I worked for now-defunct heritage classic country AM in Roanoke, VA early in my radio career, and while we did have listeners, we couldn't sell it. The only thing that made money on the station was NASCAR and Virginia Tech sports. It was losing around $200,000 a year when they finally pulled the plug on it.


> > If Todays Country can burn up the Arbs in Philly, why not
> a
> > Classic Country station, playing hits from 1953 to 1975,
> > cheap to run and it might take off. This is the only
> format
> > I can think of that has not been tried in Philly, with the
>
> > exception of Heavy Metal on AM, ala Z-Rock 1480 in NYC.
> > Either 800 or 860 would be a nice choice, Beasley can sell
>
> > it with WXTU as a combo package.
> >
> Might work in the suburbs. Philly had a country station,
> WRCP, on the frequency that is now Sunny 104.5, back in the
> late 60's and 70's, long before WXTU. WFIL was also country
> for a couple of years in the early 80's. So the music has
> some heritage in the market. I program a classic country
> station in the Harrisburg market, Country Gold 1000, WIOO in
> Carlisle. We're a kilowatt daytimer enjoying the most
> success we've had in years with this format, attracting a
> somewhat older, but fanatically loyal audience. I play
> mid-50's thru mid 90's with a 70's and 80's focus. The key
> to success with it, IMHO, is making it a live operation with
> plenty of local news, community information and local
> personalities. This isn't a format to just put on the bird
> on a computer in a closet somewhere.
>

 

[KlassikKountry]

I agree with all the posters, I think XTU does well, reason being, they are not like many Country stations, trying to be hot top 40 style country music, with the jocks and presentation like the old hot hits formats. They just play current country music, a few retro cuts but present it in a mild manner. Classic country does need a knowledgeable air-staff, with pieces of country history thrown in, the reason I said cheap to run, is because as we all know, the owners DO NOT want to spend any type of capital to run a station right. I remember a Country Classic station from Annapolis MD, a few years back, WYRE-810 I think that is the right info. They were a daytime operation, played great classic country, you could pick them up at the South Jersey shore area. Also, one around the Harve De Grace area on 1320 or 1330 you could pick them up in Philly, they also played great CC's. These stations were around at one time, good to hear there is one in Central PA.

 

[musicrrrr]

Country Classics, Sponsors, Bobby Rydell, and Hank Williams Sr.

I doubt it would ever work in Philly. "Classic Country" is a form of music that typically finds it's audience in more suburban and rural areas...add that to the fact that it attracts a predominantly older audience (whom we've agreed most advertisers aren't interested) and you have a failure from the start IMHO.

Let's face it...Philly is not a country music kind of town. Years ago it was a hot bed for Doo Wop, classic soul, Bobby Rydell kind of stuff, etc. and within the last year WPEN couldn't even make a go with that music.

I am an avid fan of older music, but you have to remember that A LOT of years have passed since the days of Frankie Lymon, The Skyliners, and Hank Williams Senior!

Radio, like any other industry is a business, and has to attract revenue. And unfortunately most stations are owned by big businesses who don't cater to a niche format...they cater to their bottom line (which is understandable when you consider they have millions of dollars tied up in their investments.)

Finally, Philly is a very diverse town and music directors have a harder time programming music that is "safe." In Smalltown, USA most populations consist of a more solid demographic, which may result in a successful niche format that happens to cater to that specific demographic. Also, there are fewer options on the dial so music directors have the freedom to be a little more creative.

I like the idea of it, but if Frankie Avalon, The Orlons, and Charlie Gracie can't attract sponsors in their own town, I don't think that Tammy Wynette will either!

 

[DG02816]

Hi Ray!


Back in the '80's in Providence, RI we had a station much like yours. WHIM 1110
was also a classic/traditional country station at its core along with currents. When I first went to work there, it ran 1 kW non-D but later went to 5 kW-DA. We'd get people from Jersey calling us for requests just before sunset. Station was all live with local news and remotes too.It got plowed under when the 98.1 in New Bedford MA dropped oldies for country.

Wishing for the days I was Dave Allen again.....


Dave Gardiner

WVCH 740/WNWR 1540

Philadelphia

 

[KeithThompson]

Agreed

The post I responded to did mention that a classic country format would be more likely to work outside of the city.

I would also agree that Philly really isn't a country music kind of town, but I'm sure that WXTU (as is true of most Northeastern market country stations) gets the bulk of their audience from the 'burbs and outlying rural areas. That's one of the reasons why New York City doesn't have a country station, because from the way I understand it, the NYC market for all intents and purposes is the five boroughs and the surrounding suburbs are all separate markets. Any NYC market station probably isn't marketing to the 'burbs.


> I doubt it would ever work in Philly. "Classic Country" is
> a form of music that typically finds it's audience in more
> suburban and rural areas...add that to the fact that it
> attracts a predominantly older audience (whom we've agreed
> most advertisers aren't interested) and you have a failure
> from the start IMHO.
>
> Let's face it...Philly is not a country music kind of town.
> Years ago it was a hot bed for Doo Wop, classic soul, Bobby
> Rydell kind of stuff, etc. and within the last year WPEN
> couldn't even make a go with that music.
>
> I am an avid fan of older music, but you have to remember
> that A LOT of years have passed since the days of Frankie
> Lymon, The Skyliners, and Hank Williams Senior!
>
> Radio, like any other industry is a business, and has to
> attract revenue. And unfortunately most stations are owned
> by big businesses who don't cater to a niche format...they
> cater to their bottom line (which is understandable when you
> consider they have millions of dollars tied up in their
> investments.)
>
> Finally, Philly is a very diverse town and music directors
> have a harder time programming music that is "safe." In
> Smalltown, USA most populations consist of a more solid
> demographic, which may result in a successful niche format
> that happens to cater to that specific demographic. Also,
> there are fewer options on the dial so music directors have
> the freedom to be a little more creative.
>
> I like the idea of it, but if Frankie Avalon, The Orlons,
> and Charlie Gracie can't attract sponsors in their own town,
> I don't think that Tammy Wynette will either!
>

 

[johndavis]

Re: Some valid points here

> From my personal experience, classic country is a format
> that will attract listeners, but it's very difficult to sell
> because the listeners it attracts are the older demos that
> most advertisers aren't interested in. It's much the same
> reason why nostalgia and oldies stations are falling by the
> wayside.

Cox has done well with Country Legends in Houston... but it's heavier on the 70's and 80's, and it's always sold in combo with its Top-40 Country sibling. The two stations work well together, each shearing off its respective end of the heritage competitor.

I'm not sure about doing it as a standalone, but it's a heck of a flanker.<P ID="signature">______________
...co-moderator of the Satellite Radio, Phoenix, and San Diego boards...</P>