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Soft AC or Oldies??

T

tk

Ok...here's a scenario for you. You have a heritage small town AM station which has always been
full service...does well in the ratings. Emphasis of course is on local news but the station has always
filled the holes between information with music...primarily oldies through most of it's 60 year history,
but in the last fifteen years soft AC.
Which format in your opinion can better serve the audience which is reasonably 50 plus? You can be
real laid back with Soft AC which sounds sleepy on an AM....or you can offer a more happy, upbeat
format with oldies. Both formats serve an older audience! Ideas?
 
Most larger market stations in that situation already switched to News/Talk. If it's a rated market, Soft AC might be easier to sell than traditional Oldies. What about Country? I think research is in order.
 
Play a mix of both soft ac and oldies. Do "music battles" on the air to show people you are concerned about this. That is, play 2 songs and have people call in. Then play the "champ" against a new challenger. Tis way people get "involved" and YOU are a hero because you care about what they want. If there are no calls, pick one, and play it. Nobody knows.
 
semoochie said:
Most larger market stations in that situation already switched to News/Talk. If it's a rated market, Soft AC might be easier to sell than traditional Oldies. What about Country? I think research is in order.
Click to expand...

You missed the reference that this is small town station...and both formats have been part of this heritage station...so
a complete switch to something like County would be the wrong direction. This is a local information station...just looking to fill the holes with music that compliments the full service station.
 
tk,

There's no reason you couldn't make a hybrid format of sorts with some of both.

I have successfully done this in the past and gotten over a 4 share on a 1 kw AM. It does take
a knack to know which songs work and which ones just don't fit. The station I worked at also did mix
in some country/cross-country. Every third song was an "oldie." It even beat some FMs.
(Now it's satellite fed and brokered with a 0.0 rating and I've been gone from there for ages.)

I don't see why a variation of this type wouldn't work.
 
I REPEAT Play a mix of both soft ac and oldies.

Do "music battles" on the air to show people you are concerned about this. That is, play 2 songs and have people call in. Then play the "champ" against a new challenger. Tis way people get "involved" and YOU are a hero because you care about what they want. If there are no calls, pick one, and play it. Nobody knows.

This way the listeners "feel" like they run the music. The music battle thing works well. I've done it is seveal SMALL markets.
 
ruger22com said:
if it is a small market station where there are no ratings.....play WHAT THE ADVERTISERS LIKE...cause nobody else maters.
Click to expand...


Mmmm...I like that. I mean they do matter....but you make a good point
 
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