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WILL LA GET A CLASSIC ALTERNATIVE STATION?

J

justpassingthough

Listening to 98.7 over the New Year holidays, I noticed they were playing 90s alt songs, nearly exclusively. KROQ was doing a Roq of the 90s weekend, and 98.7 could have been merely counterprogramming. However, I've noticed that KYSR tends to be heavy on the 90s music, even by alternative station standards.

So my question is: do we ever get a classic alternative format here in Los Angeles? Is it a viable format? Or do we see more of a slow transition to 90s based at other formats like adult hits and classic hits?

I have heard more 90s alternative (No Doubt "Sunday Morning" and Eve 6 "Inside Out") played on KCBS. Is this merely song selection or Kevin Weatherly recognizing that these were both hits at KROQ back in their time and capitalizing on their popularity?
 
98-7 lead the 90's Alternative product revolution in LA.
When 98-7 found a little more success than KROQ by playing more 90's product, KROQ switched its playlist back from playing newer titles to 90's Alternative. Basically these stations thrive off the product, but making a switch completely to only 80's or 90's Alternative would fail to attract the lower end (the younger side) of their target demos.
I have a feeling JACK and KLOS will introduce a lot more 90's Alternative titles to their music playlists in the next few months through the following year. In my opinion, as time progresses, JACK should actually focus their playlist more on 90's Alternative product to sway a larger audience from KLOS and to focus KROQ on a younger demographic in order to pair with AMP so they can have more cluster sales.
 
That is the beauty of the Jack format - its format isn't defined. Of course it has one, but the genius is that since it isn't really defined, Kevin W. can add a few newer titles while subtracting a few older ones each week or month on a gradual basis to curve the station to magic target age he has chosen within the key money demo, all while presenting the same imaging and avoiding any sudden changes in direction.

The opposite of this strategy is what KYSR did for years, specifically make a series of fine tunings and outright format changes which kept alienating current listeners while it took time for new targeted listeners to find and identify their format du jour. They were always chasing and never totally comfortable in their skin. They have now hit their stride with a lot of 90's alternative, but it was a long, winding road to get there.
 
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