 |
Despite my admiration for these records, I question how many stations can successfully target variations of the same audience with slight variations of the same music list. Do we really all want to Wang Chung tonight? I know radio station program directors will argue vehemently how they uniquely segment the market. Perhaps they live in a dream world when they believe that their big strategic issue is how much John Cougar to play, pre-versus-post Mellencamp. The real business issue for the radio industry is the lack of creativity in the format; the sameness of stations within markets and market-to-market. (Trust me on this-I drove across the country for weeks in 1999 listening to radio for hours daily.) How has Album Oriented Rock (AOR) of the 70's and 80's changed to many different formats, each with an ever so slight twist? These are the big reasons for the sameness of radio formats: Adults 25-49 are the largest segment of the adult population, and are therefore the key demographic for virtually all radio stations. Hence, stations program to reach this demo with formats that ultimately sound similar since they are playing virtually the same music. The consolidation of the radio industry, which began in 1996 with the Telecommunications Act, has resulted in station acquisitions by large radio groups at obscene financial multiples of as much as 15-20 times cash flow. Good for the sellers and a big debt burden on the buyer. Who wants to risk a radical new format with heavy debt service to pay? The net result is conservative programming against "tried and true" formats all sounding alike. Today's new music is not dramatically different from that of 10, 20 even 30 years ago. The music from 1955-1965 was dramatically different from the previous 10 years. The music from 1965-1975 was equally dramatically evolved. But the music since that time has not evolved nearly as much. That's why, in the 90's and today, it's rare to hear a sound that is really fresh and not derivative (i.e. Dave Mathews Band, Pearl Jam, etc.). Creativity in radio programming is fading. Perhaps the aforementioned reasons are the cause, but where's the strategic thinking? Radio consultants abound who recommend the same songs market-to-market, station-to-station. Sorry, but Journey and 38 Special were not that good the first time around. Yet cautious stations owned by groups look to take the safe road with consultants leading the way. I have no sorrow for the death of the old WWDB (other than for the individuals who lost their jobs). It was a weak station. Its 25 year heritage notwithstanding, the programming was tired, and the loss of Rush Limbaugh's and Dr. Laura's popular syndicated talk programs were clearly the death blow. Times change, and so do radio formats. Life goes on. Though I like
much of the 80's music on the new 96.5, there are ideas for radio
formats that are not duplicates of existing formats; where Wang
Chung is not played in heavy rotation. I hope the Philadelphia radio
market finds them soon. Lonny Strum is the Managing Director of Strum Consulting Group, a strategic business & marketing consulting organization. He can be reached at 856-770-1154 or at lonstrum@strumconsulting.com |
 |
Wang
Chung was a popular 80's British pop-rock group. They had several
popular songs, including a couple of personal favorites, "Dance
Hall Days" and "Everybody Have Fun Tonight." Gone
from the airwaves for several years, Wang Chung can now be heard
regularly on Alice 104.5, Philadelphia's newest station 96.5 The
Point (WWDB), as well as several other stations.