... and, like Captain Renault: I'm shocked, shocked! Imagine that! Broadcasters and entertainers making plans to profit from stunting! Jaye's axiom of stunting: the more you play with and deceive us, the more often you had better really entertain us too.
Ellen’s Oscar Selfie Was Part of a $20 Million Samsung Ad Buy With ABC
Premiere and Cumulus are awaiting your call. They each have two of them.
Before you pick up the phone, a bit of history, thanks to the lengthy career of the amazing Gerry House who was syndicated by Premiere in 1993.
The show initially attracted an impressive list of large markets, but lasted in syndication for less than a year.
Two theories, since the show was, as usual for The House Foundation, filled with budding stars and Gerry's amazing creativity and humor:
A February Nashville ice storm paralyzed the city and there were limited opportunities to talk about it as much as the local, live competition did in real time. That Winter book was down for WSIX after a very long reign at the top of the rankers for House. After refocusing on the local community only, Gerry House and his team were back at #1 the next book.
Affiliate station ratings were also disappointing, and many stations that cleared it (I happened to work with Denver's at the time) reported that their listeners didn't understand the Music City-centric content, choosing instead to listen to the local, live country station which had more to do with their values and info needs.
Maybe things are different now? What do you think?
“We’re targeting the show to the 20- and 30-somethings, which hasn’t
been done in the country format,” WSIX Program Director Michael Bryan
said. “If you look at the artists, what we’re doing is a reflection of
what’s popular. We have to do this if we’re going to raise a new
generation of country listeners.”
I recommended radio programmers take a cue from census data, which
indicate that today’s 16- to 33-year-olds, estimated at about 78 million
people, as a group are not only larger than the generation immediately
preceding them, but also larger than the leading edge of baby boomers. “You don’t even have to target younger. It’s just that America is
becoming younger because of this generational cohort. I don’t think
the average country station has to do anything to attract the younger
generation. All you have to do is play the latest hits by the latest
stars.”
Twenty years ago, the topic might not have generated the same level
of interest, said Sean Ross, vice president of music and programming at Edison Research. “There wasn’t any music that a self-respecting teen would have been
interested in,” Ross said. “There wasn’t as much tempo. There wasn’t as
much of a rock edge. We have gone from ‘We don’t want anybody under 25 or maybe even 35. But
if they come along for the ride, that’s nice,’ to ‘Hey, kids, win a
contest to have Hunter Hayes visit your high school.’
“All advertisers are trying to reach certain targets. I
have a suspicion that (country radio) may be attracting 25- to
35-year-olds now at a little bit higher rate. The question is, is that
at the detriment of other groups? I think a lot of people are looking at the ratings service as an
indication of the move on the format. I don’t look at the ratings
service as research,” said John Dimick, vice president of programming and operations for Lincoln Financial Media, which operates 15 radio
stations in Atlanta, Denver, Miami and San Diego. “I think country’s
appeal continues to be mass in nature.”
Specifically courting a younger demographic is not necessary, said
Chris Huff, program director at KSCS-FM 96.3, Dallas, because the music has broad enough appeal to pull in all
age groups. “In country music, it’s really not as segregated musically. There are people of all ages who are fans of Luke Bryan
and Jason Aldean, and you have younger listeners who are fans of the
older stars,” Huff said. “Just by its nature, it’s going to attract a
sizable audience.”
I think we all told her basically the same thing, even though when we spoke with Jaquetta we didn't know we were engaging in what would appear in print to be a conversation.
As long as Bobby (and the rest of us) understand and adhere to the fundamentals of the culture, lifestyle and music which unite a mass audience of all ages of country fans in many areas of the world today, we'll have a very bright future.
A sampling of the many thought-provoking comments in response to my No Bones About It post via Facebook and Twitter:
This is spot on.
Sorry,
but I disagree. If radio needs Bobby Bones to succeed, then radio has
already failed. Radio needs LOCAL programming - serving the public for
the community good - like it was originally licensed to provide. Radio
needs a country Ryan Seacrest like it needs a hole in the head. As
someone who was "let go" by big corporate radio, I feel sorry for all
the new insurance salesmen, car salesmen, freelance writers, social
media marketers, Wal-Mart door greeters, and unemployment check-cashers
who will have nothing left but memories of how good radio USED to be.
I've always loved how you set the tone for those who generally tend to
see the worst in things. This article is a great example, good marching
orders from radio's supreme 'General'.
(a well-known station image voice) won't have to do as many sweepers for all those morning shows anymore....
Good
radio is great for the business, and Bobby Bones apparently does good
radio, (I've never heard him) but CC's back is against the financial
wall. So if you're inside CC, you have to find a way 'make lemonade',
and Bones will hopefully protect the product, maybe even advance it
where possible. (at WSIX?) I think Jaye is happy because it's in
nobody's best interest for CC to fail. Radio need good content,
wherever it originates from. We'd all love to see it coming from local
studios, no doubt. But this is all the more reason for those competing
against CC to be re-energized and raise their game a little. It's an opportunity. The business is
changing because the customer/listener is changing. Hard to fight that
kind of thing, but nobody's giving up. There is TONS of opportunity
around us. By the way, I only voice 3 CC stations (down from 35 at their
peak, about half my roster), but the ones I still voice have ballsy PDs
who fight to keep an imaging budget, instead of taking it inside. I
like that, and while it may cost them a few hundred bucks a month, CC is
lucky to have those guys. Most of my business comes from smaller
companies these days, who are operating mostly live, local operations.
Vive la local radio!
As
someone who is working at a live, local station competing against CC,
tying and besting them in many demos and dayparts...I think what they're
doing is great. only thing better is more of it. Hey billy bones, billy
greenwood...I'll see ya at the next fundraiser I do for the SPCA...or
the next Christmas parade, or lawn party, or fair our station is at...oops! I
forgot you've got Facebook and a blog for that. So CC..great work!!!
I
completely agree with you. My first thought, upon hearing the news.
Here we go, let's raise the level of OUR show. I am eager to up my game.
I am extremely motivated. Why?? I love what I do and love where I love,
couldn't ask for anything more (well, more money maybe - LOL).
Last
year, the worst thing that has ever happened to me, occurred. I lost my
Dad. A Vietnam Veteran and US Marine and the greatest Man I have ever
known. Upon visiting his grave at our local National Cemetery, I
noticed some of the 4,000 headstones had holiday wreaths, but not
all... It was then I learned about the Wreaths Across America program,
which happens at each local National Cemetery. Each program though is
funded locally, within each local community. Each wreath costs $15....
Our local cemetery had NEVER had a wreath for every hero. Our goal -
make sure this Christmas each does. The audience, which has grown up
with me and me with them, was with me as I talked about and grieved
about my Dad on the air... I still get an email even a year later from a
listener, I have touched by exposing my emotions on the air..... This
past holiday season, we paired with several groups, and we lead the way
on the Hero wreath campaign. We needed 5,000 wreaths this past December,
which meant raising $75,000... Through great teamwork and community
involvement, we reached our goal. This was the proudest moment of my
life and career, each hero in our market, was remembered with a wreath
over the holidays...
It's not just about be local. It's about
being entertaining, it's about caring about your community, you fellow
man and it's about making a difference. If you can make the audience
laugh and cry, that is indeed something special. I have learned, being
local isn't good enough - being good sometimes isn't good enough...
Striving for excellence is our goal each day!
After reading your
column and watching Booby's press conference, one thought came to
mind... No one will work harder than me to keep growing, learning and
trying new things and new ways to get better each day.
Well done. You look at it in a way not a ton of industry folks would.
From being familiar with his team from looking at them for my
CC CHR station, I could not agree more that Bobby will
make a great transition to country. Also, he will have a good
talent coach. WSIX PD Michael Bryan is a good guy and a solid, solid
programmer. He and Bones come from a similar background. I look forward
to hearing the product they create together. It's a great time to be Country radio.
My favorite suggestion among a very long list great ones: for what should have been the headline to my original post, given Clear Channel's huge financial pressures: "Bare Bones."
Demoralizing too for Bobby Bones and his terrific team, it seems, since they claim to have been receiving "a lot of hate mail" about the move. Even their affiliates learned about it yesterday on the air.
They have a poll on their website asking their listeners what they think. When I voted, here's how it looked (not exactly a rousing welcome/sendoff):
This move means, of course, that as contracts end for many Clear Channel morning personalities over the next year or two, there will be a plethora of great morning talent seeking to find a new city to fall in love with in hopes that place will love them back.
If you're on the air in the morning on a successful country station now, it's time to up your game. Think about today's and tomorrow's available target audience.
These are exciting times, and if you don't enjoy competition and innovation, I feel sorry for you.
Just like I feel sorry for anyone who has to face $10.1 billion in debt obligations which come due in three years, but of course a challenge like that can focus the mind and push one to quickly realize that they need to take risks and do big things.
Radio needs Bobby, his employer and all of us who compete for country radio listener ears to do our very best. Now.
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*This blog is no longer updated because Albright & O'Malley & Brenner's
prep producer Dan Van also maintains a blog for our client personalities.* *Bookmar...
This Applies to Programming Too!
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If you are a Programmer Director, air talent, or anyone who interacts with
clients, event partners and listeners, you need to pay attention to the
“Sales ...
