Correct me if I'm wrong, but it seems that "Smooth Jazz" is just about the only modern commercial radio format to play any instrumentals at all. Used to be that on Top 40/CHR there would always be a few instrumental tracks. That was in the 1960s and 1970s. There hasn't been one in heavens knows how long, unless I missed one. Current "oldies" stations seem to avoid their possibly usable instrumentals as well. I'm not including Classical, Jazz or B/EZ as commercial formats even though there may be some out there because they would be the exception to the rule. In the western part of the Cleveland, Ohio market, there is a commercial Classical outlet. I remember hearing a college student, who was PD at their Alternative Rock station, telling a record rep that "we don't play instrumentals". Probably said that because she hadn't heard them playing one, and just assumed that it couldn't happen.
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Instrumental focused formats
- Thread starter johnbasalla
- Start date
Interesting observation. Some Adult Standards stations play quite a few instrumentals. Ours does www.kzqx.com.
Recently, I received a "cautionary" email from a programmer who had stumbled on our web site. He informed me that "Instrumentals don't score well with women." About all I could say was "OK, if you say so." It really doesn't make much difference to me, as long as we are able to sell spots, but Arbitron says our audience is about 60% women and 40% men.
Perhaps his information is the same that keeps instrumentals off of the rest of the airways....
Recently, I received a "cautionary" email from a programmer who had stumbled on our web site. He informed me that "Instrumentals don't score well with women." About all I could say was "OK, if you say so." It really doesn't make much difference to me, as long as we are able to sell spots, but Arbitron says our audience is about 60% women and 40% men.
Perhaps his information is the same that keeps instrumentals off of the rest of the airways....
We have broached the vocals dilemma often here on this board. IMO, there just aren't enough good ones that work with this format, so it is better to err on the side of instrumentals that DO work. My ratio continues to be about 9:1 instrumentals to vocals, and my most dedicated listeners prefer it that way, without question. Interesting point about women, but I suspect there are plenty of women out there (especially the wives or significant others of men who also enjoy this music) who will embrace the format. Once again, I think it is a case of just trying to work harder (with less) to market the format to the RIGHT kind of listeners. Fortunately, I am not under the kind of pressure to generate ad revenue that my terrestrial radio colleagues are, so I have the luxury of being "anti-system."
Chuck said:Recently, I received a "cautionary" email from a programmer who had stumbled on our web site. He informed me that "Instrumentals don't score well with women." About all I could say was "OK, if you say so." It really doesn't make much difference to me, as long as we are able to sell spots, but Arbitron says our audience is about 60% women and 40% men.
Perhaps his information is the same that keeps instrumentals off of the rest of the airways....
I know of three young women (friends of my wife, aged 24,25 and 36) who stocked their iPods with some 60's Bossa Nova. They were introduced to the music at a party. But they asked me to recommend some stuff so I gave them a few famous names of the genre; Getz, Gilberto, Jobim, Almeida and a couple of others.
These women love it!
For that matter, Last month I was working on a book project with a college student and I had Mancini's "Music from Peter Gunn" playing in the background. She went out and bought the album.
So I think there is definitely interest in certain kinds of instrumental music. It has to have a hipness to it (no 101 Strings). Of course, I'm referring to old school instrumental music here but I think a judicious mix of old and new music would be a winner.
It wouldn't surprise me if there is a huge untapped audience for this kind of music among women.
c5
Carmine5 said:It wouldn't surprise me if there is a huge untapped audience for this kind of music among women.
c5
I suspect that you are right, despite what the researchers tell us.
Chuck said:Carmine5 said:It wouldn't surprise me if there is a huge untapped audience for this kind of music among women.
c5
I suspect that you are right, despite what the researchers tell us.
Might it be possible to test this type of format in a certain daypart or on a weekend? It would be very interesting to see what kind of response it gets.
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