New Standards format: "A Touch of Class"

[IdentityProgramming]

Identity Programming has launched an exciting new standards format aimed at 25-54 yr old females. "A Touch of Class" features contemporary artists doing yesterdays favorites, with a touch of "The Masters." Yesterdays jazz artists
still relevant with todays audience.

New artists include Rod Stewart, Michael Buble, Norah Jones, Diana Krall, The Manhattan Transfer, and Tony Bennett. The Masters include such artists as Frank Sinatra, Ella Fitzgerald, Nat King Cole, Stan Getz, and Lou Rawls, and many others.

"A Touch of Class" creates an excellent branding opportunity within your cluster or single-station operation. It's fresh, new and exciting! It certainly doesn't suffer from the sameness factor, so prevalent on today's radio dial.

"A Touch of Class" is very flexable in that we can customize a playlist and load it onto your hard drive. YOU keep your commercial inventory. Nothing to give up in-exchange for homogonized programming. You'll receive unparalled customer support, monthly music updates, promotional materials, available consulting services, imaging, licensing authority for "A Touch of Class," and jingles (Jingles are an additional cost).

Programmers and GM's looking for something unique in their marketplace, are free to click here: http://www.identityprogramming.com to listen to the demo,
see our website and check us out.

All inquiries are strictly confidential.

Comments are appreciated. Tip about stations looking to change format is also held in the strictest confidence and greatly appreciated by a brother broadcaster.

Sincerely,


Gary
Gary Begin
Identity Programming
Jackson, TN

 

[semoochie]

I'm pretty sure my 25-54 year-old daughter has HEARD of Rod Stewart! I don't know about the rest of that list. Am I to understand that someone has researched and come up with the fact that the younger end of the baby boom and gen-xeers, all raised on rock music, want to hear standards in number large enough to sell?

 

[PaulBWalkerJr]

This sounds ALOT like the format called "Music With Class" which is already out there..... hmmm.

 

[SuperRadioFan]

It's Brad "Martini" Chambers' format. He ran it on The Fabulous 570/690 in SoCal until 690 went Spanish. Now on the Internet stream--

http://www.martiniinthemorning.com/

 

[PaulBWalkerJr]

Radio has never been much about original thoughts, we all copy one another...

 

[vchimpanzee]

I don't like the idea of anything targeting 25-54 females.

The results usually aren't good.

Doesn't standards usually go after males?

 

[ThePickleReport]

Not to tread-crap but this format would seem to me like it would trend MUCH older.

 

[amlover]

Brad does the best job of standards I've heard. I suggest everyone who loves the standards listen to his stream and become a member. Fabulous 690 was the best!

 

[boisebrad1]

I don't like the idea of anything targeting 25-54 females.

The results usually aren't good.

Doesn't standards usually go after males?

Hello from Sunny Southern California - regarding this post in particular, the challenge of marketing ourselves as a 25-54 format is that first and foremost, those afflicted with "Conventional Wisdom," push the "BS Buzzer" when they hear anyone touting this format as having a 25-54 audience. They just won't buy it. And the truth is, it's more like 41-64. It's a real alternative for 40 plus listeners, Baby Boomers, tired of being ignored by mainstream radio, or being force fed their kids' leftovers on increasingly youth obsessed "Soft AC," and "Soft Rock." We all still have our Rolling Stones and Beatles albums that we grew up with, but unlike our parents, we don't want to get all nostalgic about the good old days and hear the same oldies and classic rock titles over and over. We want music that fits our evoloving lifestyle.

That's where a format like "A Touch of Class" and others come in. I understand pitching it as a 25-54 format...EVERYONE pitches their 25-54 appeal. Even KIIS-FM here in Los Angeles strives to hit a 25-54 rating that makes their commercials double or triple in value, compared to JUST 12-34 numbers so identified with CHR.

But for "Our" format, the issue is having enough 40-54 adults to show up strong in the broad 25-54 demo. The big win is at work listening with all the TSL that traditionally comes with it, driving up share because the cume isn't likely to be the big winner for you. So yes, it's female dominant, probably 60/40...it's 35-64 (to use Arbitron age cells), but the narrow focus is 40-54. The challenge then, is selling it.

We're very close to landing an L.A. flagship radio station for our "Network." Our goal is to supply quality programming to the big broadcasters trying to fill their HD-2 and HD-3 channels with programming compelling enough to sell HD receivers. Their challenge is trying to provide programming largely unavailable on mainstream radio, with a big enough audience that has the money to purchase the radios. In markets under 100, we're talking to also-ran AC stations trying to compete with a cross-town AC powerhouse, cross-promotion on our affiliate's News/Talk sister station. Yhis format will be the #1 music choice for 40+ N/T listeners, many of whom are listening to N/T just because they have given up on finding a music station they like. The goal is to slice a bunch of 40+ TSL off the big AC, diminishing their share, elevating the rank of the other stations in our affiliate's cluster. Why would they cross-promote on their News/Talk? Those N/T listeners are going somewhere from music, at least from time to time. So instead of having them follow the masses to the big AC, move them to your own sister music station to the detriment of the competitor's AC.

Good luck to the "A Touch of Class" guys. Good luck to all of us who believe in this format.

Brad "Martini" Chambers
The Standard Media Group LLC
15300 Ventura Blvd Suite 303
Sherman Oaks, CA 91403
(818) 304-3215 (office)
(818) 749-1175 (cell)
[email protected]
AIM: boisebrad1
http://www.martiniinthemorning.com