Save The Niches!
Written Jan. 8, 2010 by Larry Rosin in with 2 Comments
One of the most alarming aspects of PPM data is the belief -- or really the fact -- that it is 'not friendly to niche formats'. The evidence to date shows this to be generally true. Triple-A, Smooth Jazz, and even the Public Radio "Morning Edition/All Things Considered" stations (if those are a niche) are performing less-well, and more center-target Classic Hits, CHRs, and ACs are doing better.
Urban is not doing as well anywhere, but especially where it can be thought of as more of a niche. Country is doing well where it is more mainstream (think Dallas) but less well where it is more of a niche (Philly).
The most prominent formatic impact to date has been on Smooth Jazz, which was already on the edge in many markets in the diary days. PPM data has almost entirely pushed it over that edge, and the format is rapidly going the way of Beautiful Music.
Triple-A is a more interesting case, but many of the format's leaders are clearly not doing as well in PPM. Of course the definition of Triple-A is dicey, and there is WRFF Philadelphia doing well with a semi-sorta Triple-A orientation. What will happen to this one format that truly makes radio interesting?
But the point is, if the response to PPM data is that we have three Classic Hits stations and three Soft ACs in every market, the whole medium will suffer. We already get trashed for lacking diversity in formats, the chatter will go off the charts if we start seeing our non-central formats start going away.
I truly don't know exactly what can be done about this but I will proffer the following: Some of the formats being hurt are the same ones that both 1) get great qualitative audiences and 2) are the ones that the 'chattering class' love. Doesn't this prove that it is time that radio really start learning how to sell qualitative? While every station in town does seem to have a mandate to be in the top five, can't they sell "Well we're in the top five among households earning over $100,000" or whatever?
Reader Comments
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While I agree that the Smooth Jazz formats in terrestrial radio have indeed taken a pounding. I believe wholeheartedly that this format will work in cities that are over-saturated for example; with country (3) and AC/Hot Ac (4) stations in the city in which I dwell.
Smooth Jazz or C-Jazz is popular with late boomers and it is a qualitative sell at best.
But it is a niche' that can still thrive. I am confident it will be one the niche formats that escapes the 6+ PPM monsters out there, and re-develops itself into the format that can generate more P1 and P2 listener-ship and plucking a few advertising dollars from the ubiquitous hybrids of country/rock and Hot AC/AC formats in the major markets.
Although I don't see them surviving as well(Smooth Jazz)in smaller markets. That's my .02
Thanks for the great posts.
Larson
Kansas City
That's the way it used to be with smooth jazz. We were always everyone's second favorite radio station and did well nights and on weekends. We owned BMW, Rolex and every account just like those. We knew we would not be number 1 12+. We knew we would not have the highest cume. But we also knew that instead of a large bunch of half hearted listeners who gave the station equal billing with the toaster oven, we had a smaller group who listened longer than most other stations, supported our advertisers, treated our staff like family, showed up to support our causes, just loved the radio station overall and we took that to the bank. We have met the enemy and they are us.