Very Interesting Article On The Lack Of New Music Stations

[Madmansam]

I wrote this in the Central California Thread, but since he mentions KWOD and the New Classic 93.1, I thought I would post here too. Stockton Record Columnist, Michael Fitzgerald wrote an article about the lack of New Music stations in Stockton. But he also writes about how advertisers prefer the older demographics compared to the younger demographics which seems to contradict everything written on this board. Read the article and let me know your thoughts? http://www.recordnet.com/apps/pbcs.dll/article?AID=/20090717/A_NEWS0803/907170312

 

[bobbybooey]

I think it's more about not being able to reach the younger demos w/ radio... they don't come to radio for new music... they rarely come to radio at all unless it's their only option.

 

[hammerpants]

Youth's migration away from radio is overblown (as shown in a new RAB study). But why wouldn't they leave... with more talk FM's and classic hit stations replacing stations that feature new music.

The only argument to force radio to up royalty payments is that radio isnt breaking new music at near the rate they use to with all the oldies stations cluttering the dial.

 

[Madmansam]

The article dealt only the lack of New Rock stations. There are still plenty of radio stations that play new music albeit other than Rock like Hip Hop (KSFM, KBMB, KWIN), CHR/Pop (KDND, KHOP), Hot AC (KGBY, KZZO), Country (KNCI, KNTY, KATM, KUBB, etc, etc). But Moke's article only mentions KWIN as the only other New Music Station albeit Hip Hop. Mike, There is more in this world than Rock And Hip Hop!

 

[TheBigA]

But he also writes about how advertisers prefer the older demographics compared to the younger demographics

I think there's some truth to that...

But the real problem I see with new rock and the new rock audience is the splintering of that audience into groups that are too small for advertisers, and a lack of tolerance on the part of the audience to sit through commercials and songs they don't like.

If a radio station could come up with a mix of music that the young male demo would like, and a presentation that would be acceptable, I think advertisers would flock to it. But this is a demo that has baffled a lot of programmers, including people who are a part of it.

 

[Madmansam]

But he also writes about how advertisers prefer the older demographics compared to the younger demographics

I think there's some truth to that...

But the real problem I see with new rock and the new rock audience is the splintering of that audience into groups that are too small for advertisers, and a lack of tolerance on the part of the audience to sit through commercials and songs they don't like.

If a radio station could come up with a mix of music that the young male demo would like, and a presentation that would be acceptable, I think advertisers would flock to it. But this is a demo that has baffled a lot of programmers, including people who are a part of it.

But I always thought that advertisers preferred the younger demographics? I thought that is the reason for both ADULT STANDARDS as well as 50's/Early 60's Rock Oldies disappearance from the radio dial?

 

[TheBigA]

But I always thought that advertisers preferred the younger demographics? I thought that is the reason for both ADULT STANDARDS as well as 50's/Early 60's Rock Oldies disappearance from the radio dial?

Exactly. That's why I say they'd LOVE a radio station that could deliver a large percentage of 18-34 men. But they've yet to come up with a format that does that. 25-49 is an easier demo to get.

 

[Dick Skinner]

But I always thought that advertisers preferred the younger demographics? I thought that is the reason for both ADULT STANDARDS as well as 50's/Early 60's Rock Oldies disappearance from the radio dial?

Exactly. That's why I say they'd LOVE a radio station that could deliver a large percentage of 18-34 men. But they've yet to come up with a format that does that. 25-49 is an easier demo to get.

Hey Big,

Doesn't KRXQ deliver a large percentage of 18-34 men?

Dick

 

[oaktree]

Advertisers don't just go for 18-34 year old males. Not if they want to stay in business. That's why the target demo is still 25-54, and all of its fragments. 18-34 "buyers" ... especially males only, is fragmented demo that still misses the appeal of the buying choices that also includes 18-34 year old females ... and that's why the mass appeal formats survive. They have more females who, in a bad economy, still make the buying decisions.

 

[DavidKaye]

Exactly. That's why I say they'd LOVE a radio station that could deliver a large percentage of 18-34 men. But they've yet to come up with a format that does that.

Sure they have. KQED/KQEI does it with their NPR news & information format.

 

[BossRadioDJ]

And yet, right here on Radio-Info.com, Sean Ross has a great piece about Radio Disney and how it's influencing the ears and minds of young music listeners ... and maybe even teaching them about how to use a radio (something nobody else is doing):

Any programmer with kids of a certain age must go through the phase where they discover Radio Disney and become intensely aware of every song on the station -- including those that don’t exist beyond the walls of radio’s Magic Kingdom. ...

Equally interesting, however, is the music from the Mainstream CHR and Hot AC world that Radio Disney does pick up. In this case, it was "If Today Was Your Last Day" by Nickelback, not such an obvious kiddie record.

http://www.radio-info.com/newsletter/html/ror-07212009.html