I've always maintained that Alternative died about nine years ago, when grunge petered out and Alt stations had to rely on active rock bands such as Metallica, Korn, Limp Bizkit, Disturbed and the like for currents. Up until recently, there has been no discernable difference between Active Rock and Alternative in most markets. Both are designed to attract younger males. Sure, some stations play more gold than others and Alt stations are slower to add active rock singles and vice versa. But eventually, the same hits impact both formats and at the end of the day, the top ten tracks at each format are fairly similar.
I'm sorry, but there is no such thing as "harder rocking alternative." Sure, alternative will occasionally have a hard rocking song, but it's not the nuts and bolts of the format--never has been. I have to laugh at stations like KXTE/Las Vegas and WXTM/Cleveland who play almost all active rock titles but yet they report alternative and say in the trades that "We're 'alternative' for our market." What a pile of crap. They're active rockers! Actually, nearly all active rock and alternative stations from 1996-2004 have been the same format, a current based, younger skewing mainstream rock format. There was nothing "alternative" at all about the alternative format during that period.
Now that Alternative seems to be returning to it's experimental roots, it's no surprise that all of these "alternative" stations are flipping to other formats or adding classic rock titles and going mainstream. The big corporations are chasing the beer money, which means 12-24 is less important than 18-34 and 25-44. These stations have always been mainstream! Now that there is a dearth of heavy rock currents and the ones currently being worked test so poorly, is it any shock that these stations are going away?
It's nice to see that there are a few good alt stations left out there who really get it. Unfortunatly, it looks like Alternative is returning to where it was 20 years ago, where there were only 20 or so stations in the format--including KROQ, WFNX, WBRU and 91X.....
Mike Thomas
> The reason these stations are left is because they were
> always alternative and were never in it for the #s. The
> death of the Northeast/Mid Atlantic Alternative was because
> most of them (WPLY especially) was never in it for the
> alternative music but the numbers. The day Y100 played
> Metallica was the day alternative died in Philadelphia. It
> took two more years though for Y100 to leave the airwaves.
> Alternative music as we all know is inherently an
> underground format. The typical listener (and advertiser)
> will not get Sufjan Stevens or Arcade Fire
>