Rob, I understand your frustration. I’m sure the format you are referring to is not really oldies but rather today’s variety-based classic hits format. You are in the Panhandle and I know virtually nothing about that market. In North Florida, the furthest west I’ve ever gone is Lake City. Nonetheless, I’ll take a stab at answering your question by sharing experiences from Jacksonville and elsewhere.
No market is too young-skewing to not offer the format. Fairly close to home is Orlando and its’ sprawling bedroom communities. Orlando is growing in Hispanic population and it is young in many ways. Yet, despite what many would consider difficult challenges and justification not to even bother, WOCL (Sunny 105.9) performs quite well. It has attitude and personality. They sound like the community they serve and that’s no easy task. They attract those who grew up in Central Florida and at the same time, the programming offers some rhythmic elements, especially on Saturday nights. This helps attract Hispanics and they absolutely have to if they are to remain viable.
Outside of the Panhandle, I do travel extensively throughout the state of Florida. What I do know is geography does play into what formats are favored over others. North Florida is way too top heavy in country and rock formats. In other regions of the country, rock and country fans don’t even have one station to call their own. Adult-based pop hit formats thrive. One would think a unique format in the cluster or even a stand-alone station would make sense. Radio is just a funny animal. I can't speak for the Panhandle but I don't believe Jacksonville is really a Southern City as it may have been even 10 years ago. Things are changing, yet radio here does not really reflect the community served.
Today, variety-based classic hits stations are programmed with that 45 year-old in mind. Certain rock and country formats also target those 40 somethings. Add an AC into the mix and it’s a crowded field. And that’s just it. Everyone’s in it to spoil it for the other guy. There is very little wiggle room.
Unfortunately, this neck of the woods is not considered a large market and as a result, there are revenue challenges. Successful variety classic hits stations often have a dedicated PD and a talent roster. Radio execs/owners look at “power ratios” all the time. When revenue is deemed to lag behind when looking at audience share and other factors, the quick fix is usually to blow it up and offering an automated version of something that already exists. It’s quite frustrating.
Our geography and market size have created other challenges. I don’t believe sales teams have been effectively trained in selling the format. How can you be effective if you don’t know the product? I’ve always suspected that young sales associate is more comfortable in selling CHR, Rock and Country than they would be an oldies type format. Even for the more seasoned sales person, formats such as rock and country that prove popular among listeners (proven track record) often translate into closing that deal. These folks are incented for generating sales. It’s human to want to devote the most time on what will line their pockets. There is no track record if the format has a history of being started and stopped. It's a Catch 22.
Really, no matter the location, no matter the classic hits/oldies format, owners and managers have to be willing to give 100% in making it work. If EVERYONE on that team from sales to the GM are on board and vested in format success, the odds greatly improve that power ratio will head up. If “non-believers” are in any part of that equation, then we shouldn't be surprised as to what happens. Other markets to include Orlando and even Miami have far more programming challenges than North Florida has. Yet, this area is so very limited in what it offers. I really don't get it.
What I’ve noticed in this area is a willingness to offer older music provided it acts to spoil something else. So there’s oldies for the urban folks, there’s oldies for the country fans. What about older music for the Top 40 fans? Adults have an AC and a classic hits station in name only who seem to be in a peeing contest as to who will play the most Phil Collins, Journey and Pat Benatar. I won’t even get into Taylor Swift who’s probably heard on 5 stations. There’s so much music Jacksonville and North Florida doesn’t hear. I think it’s a shame. I hope it changes. Rob and others who feel you don’t have a station you can call your won, there’s a lot of great radio out there. Technology can bring the world to you. There's lots of choices. It’s pretty awesome and it keeps my love of radio alive and it should for all of you as well!
