my impression on soft ac/standards format.

[e-dawg]

ZZZZZZZZZZZZZZZZzzzzzzzzzzzzzzzzzzzzzzzzzz!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

 

[Les]

ZZZZZZZZZZZZZZZZzzzzzzzzzzzzzzzzz> zzzzzzzzz!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

For the most part it would seem that's accurate.

In today's marketplace Soft AC, Standards, BM, EZ, they're all niche formats. Thing is, EVERY format is intended for a niche and all we're really discussing is the size of the niche.

If one format fit everybody perfectly there's only be one.

I can think of two reasons these formats continue to exist, albeit in limited numbers:

1. Somebody is playing at radio, owning a station and programming it to his/her own tastes.

2. Somebody different has identified an under-served segment of the total audience and has dedicated themselves to effectively selling the format. Quite possibly making a decent living off it; possibly a better living than could be made with a marginal signal and/or just playing at "me too".

There are ways to put some "zing" in these formats but it takes a level of creativity that's lacking throughout the cookie-cutter, consultant-driven world of 21st Century broadcasting. It's a pretty delicate thing, too; very difficult to get the balance right and keep from sounding silly.

Sure wish it were different. Not only might we have some uniquely entertaining radio we might also get some TV series that weren't all Law & Order or CSI played sideways.......
<P ID="signature">______________
When you're done impeaching the prez, keep on going; recall every member of congress and lock 'em up! Let's try NO govt. for a while.</P>

 

[radioduck]

> ZZZZZZZZZZZZZZZZzzzzzzzzzzzzzzzzz>
> zzzzzzzzz!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
>
>
> For the most part it would seem that's accurate.
>
> In today's marketplace Soft AC, Standards, BM, EZ, they're
> all niche formats. Thing is, EVERY format is intended for a
> niche and all we're really discussing is the size of the
> niche.
>
> If one format fit everybody perfectly there's only be one.
>
> I can think of two reasons these formats continue to exist,
> albeit in limited numbers:
>
> 1. Somebody is playing at radio, owning a station and
> programming it to his/her own tastes.
>
> 2. Somebody different has identified an under-served
> segment of the total audience and has dedicated themselves
> to effectively selling the format. Quite possibly making a
> decent living off it; possibly a better living than could be
> made with a marginal signal and/or just playing at "me too".
>
>
> There are ways to put some "zing" in these formats but it
> takes a level of creativity that's lacking throughout the
> cookie-cutter, consultant-driven world of 21st Century
> broadcasting. It's a pretty delicate thing, too; very
> difficult to get the balance right and keep from sounding
> silly.
>
> Sure wish it were different. Not only might we have some
> uniquely entertaining radio we might also get some TV series
> that weren't all Law & Order or CSI played sideways.......
>



I wish I could disagree with you because I still feel that standards can work in a major market or with someone programming to an audience that is not being served.

I think this nitch programming has gone to far. Everybody talks about serving the 25/54 demo which is fine except if this keeps up, eventually no one will be served.

 

[BlueHen]

> I wish I could disagree with you because I still feel that
> standards can work in a major market or with someone
> programming to an audience that is not being served.

WEZV in Myrtle Beach seems to be a good example of success with the format.

 

[u-j]

ZZZZZZZZZZZZZZZZzzzzzzzzzzzzzzzzzzzzzzzzzz!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

As a Program Director for an AC station--not beautiful music but a real AC station--I would just point out that, if you don't like what you hear, there are at least 2 controls (formerly known as knobs) on your radio. Try using one of them.

 

[Chuck]

2. Somebody different has identified an under-served segment of the total audience and has dedicated themselves to effectively selling the format. Quite possibly making a decent living off it; possibly a better living than could be made with a marginal signal and/or just playing at "me too".

It is quite possible to make an OK living and limit yourself to an underserved market. I'm happy that there are a few people left who are willing to do it, rather than take the easy way out.In the case of people 50+, they are quite loyal, and contrary to popular belief do have money to spend. Our station has a crappy signal, but I've had lots of listeners tell me that they are happy to put up with it, since they love the music. It works for me.Chuck/KZQXwww.kzqx.com

 

[fred flintstone]

In the case of people 50+, they are quite loyal, and contrary to popular belief do have money to spend. Our station has a crappy signal, but I've had lots of listeners tell me that they are happy to put up with it, since they love the music. It works for me.

They have money to spend. The question is: Do they spend it?They are loyal. That means: (a) Advertisers don't need to spend money to keep them. (b) It's a waste of money for advertisers to try to presuade them to change their buying behavior and buy something new or different.Having happy listeners does not pay the bills - unless you are XM or Sirius.

 

[amlover]

If you have a store that sells a certain product and you are the only one in town the people with money will come.

 

[vchimpanzee]

I am glad WEZV is so successful, but I wish it sounded better. I hear good stuff and want more, but they can't always deliver. Sometimes it sounds AC and I hate that.

 

[Chuck]

They have money to spend. The question is: Do they spend it?They are loyal. That means: (a) Advertisers don't need to spend money to keep them. (b) It's a waste of money for advertisers to try to presuade them to change their buying behavior and buy something new or different.Having happy listeners does not pay the bills - unless you are XM or Sirius.

Yes, they do spend it. When they read my will, I'd just as soon it said, "Being of sound mind, I spent it."

At a session called "Extreme Thinkers" at last weeks NAB Radio Show, Marian Salzman, who is executive VP for J. Walter Thompson, said that she thought the new hot demo is ages 50-70. Her clients may not agree with her right now, but I see people coming around to this point of view. Basically, her theory is that people in this age group are in their "second adolescence" except, now they have money. I know several 60 something people who have recently bought Harleys. Whooda thunk it. They travel; they buy cars, RV's, sporting equipment, housing and a lot of other products. They probably aren't the next "Pepsi Generation," but for the right sponsors, they can be worth targeting.

 

[vchimpanzee]

I don't have money, but I've been listening to this music since I was a teenager and it doesn't make me feel old.

This is the music from when I was young and it makes me feel good.

 

[vchimpanzee]

In the case of people 50+, they are quite loyal, and contrary to popular belief do have money to spend. Our station has a crappy signal, but I've had lots of listeners tell me that they are happy to put up with it, since they love the music. It works for me.

They have money to spend. The question is: Do they spend it?They are loyal. That means: (a) Advertisers don't need to spend money to keep them. (b) It's a waste of money for advertisers to try to presuade them to change their buying behavior and buy something new or different.Having happy listeners does not pay the bills - unless you are XM or Sirius.

Regardless, on my way to the beach I heard a lot of commercials for hearing aids on the Music of Your Life station.

I heard a lot of commercials, period.