Good article about the <a href=http://www.edisonresearch.com/home/archives/2006/03/has_modern_acs.html>return of Modern AC music</a> on the Edison Research site this week... got me thinking.
From 2002-04, there was little rock that broke through on the CHR chart. Over the last year and a half, that's changed, and now we're at a point where there are some really strong Modern AC-type songs on CHRs, like James Blunt and Daniel Powter, and a few others that are climbing up.
On the other hand, there are CHRs that are still ignoring pop/rock. In fact, you have entire markets that are devoid of it, thanks to current trends at Hot AC (away from currents, thanks to Jack-FM) and Alternative (massive decline in stations).
In his article, Sean Ross thinks the answer might be a return of Modern AC. I disagree with this. Modern AC was a short-lived format because it was too narrow and overly repetitive. It was stuck in one sound; people liked that sound but got tired of it quickly. As soon as that sound went out-of-vogue, the Modern ACs went with it.
Adult CHR, on the other hand, would be able to play all of this music, but still mix in non-offensive rhythmic and pop, like Cascada and Mary J. Blige. That's the key. There's definitely a demand for James Blunt, Daniel Powter, KT Tunstall, O.A.R., etc. without T-Pain and Sean Paul, but Modern AC's mistake was to make all rhythmic off limits, when there's clearly a demand for it from 25-34 females.
I would present such a station with CHR positioning, "Today's Hit Music" or something similar, and be aggressive with new music. During the day, be somewhat gold-based, really own the pop, rock, and dance of the last 10 years. At night, go further into rock, not rhythmic. Play the Hawthorne Heights and Panic! At The Disco songs teens love and are requesting the heck out of on Alternative. Don't bother with the exclusionary "No Rap" tags that used to be ubiquitous at Adult CHR. There's no point in alienating that audience, and some compatible rap should be used. Especially don't be afraid of dance music; that's the rhythmic genre that can best be used to break up the rock and still attract adult females.
I'm not saying this could work everywhere, but certainly in markets like Pittsburgh, where you have a CHR bordering on rhythmic, a recurrent and gold-based Hot AC, and an Alternative leaning Active, it would be worth a try.
From 2002-04, there was little rock that broke through on the CHR chart. Over the last year and a half, that's changed, and now we're at a point where there are some really strong Modern AC-type songs on CHRs, like James Blunt and Daniel Powter, and a few others that are climbing up.
On the other hand, there are CHRs that are still ignoring pop/rock. In fact, you have entire markets that are devoid of it, thanks to current trends at Hot AC (away from currents, thanks to Jack-FM) and Alternative (massive decline in stations).
In his article, Sean Ross thinks the answer might be a return of Modern AC. I disagree with this. Modern AC was a short-lived format because it was too narrow and overly repetitive. It was stuck in one sound; people liked that sound but got tired of it quickly. As soon as that sound went out-of-vogue, the Modern ACs went with it.
Adult CHR, on the other hand, would be able to play all of this music, but still mix in non-offensive rhythmic and pop, like Cascada and Mary J. Blige. That's the key. There's definitely a demand for James Blunt, Daniel Powter, KT Tunstall, O.A.R., etc. without T-Pain and Sean Paul, but Modern AC's mistake was to make all rhythmic off limits, when there's clearly a demand for it from 25-34 females.
I would present such a station with CHR positioning, "Today's Hit Music" or something similar, and be aggressive with new music. During the day, be somewhat gold-based, really own the pop, rock, and dance of the last 10 years. At night, go further into rock, not rhythmic. Play the Hawthorne Heights and Panic! At The Disco songs teens love and are requesting the heck out of on Alternative. Don't bother with the exclusionary "No Rap" tags that used to be ubiquitous at Adult CHR. There's no point in alienating that audience, and some compatible rap should be used. Especially don't be afraid of dance music; that's the rhythmic genre that can best be used to break up the rock and still attract adult females.
I'm not saying this could work everywhere, but certainly in markets like Pittsburgh, where you have a CHR bordering on rhythmic, a recurrent and gold-based Hot AC, and an Alternative leaning Active, it would be worth a try.