The Infinite Dial

It was only 18 months ago that we wrote about how and why music from the '90s was still, by and large, missing from the radio (at least in every format but Alternative). Now, of course, Entercom, Clear Channel, and Citadel are all doing their versions of the format.
The all-'90s stations are coming along at a pretty good clip--to the point where the current 10 days or so since the last one feels like a long time.

If the '90s-based formats are starting to flow now, it's probably helped by the better environment overall for format changes; 18 months ago, in the scariest moments of the downturn, owners were almost fatalistic about the prospect for even better ratings to help them make more money. Also, CHR has continued to show surprising strength with adults, making that upper end a tempting target for a flanker. And, of course, somebody finally went first.

So we went back to our advice of 18 months ago to see how it stacked up next to how the format has since shaken out. We had three key suggestions:

1) "Pick and choose the '90s" -- In other words, have a stronger aesthetic than the existing anything-and-everything version of the format outside terrestrial radio with its weak records and whiplash potential. So far, most of the attempts at the format are still variety-driven enough for the format's critics to judge them as too broad. Although stations like Clear Channel's original Gen-X Radio, WLGX Louisville, Ky., have tried to make the grunge/rap/hair-bands variety into a positive. And, if only because of the available proven hits, most stations are still favoring the rock product -- even if there's Johnny Gill's "Rub You The Right Way" in between.

2) "Give yourself a few extra years" -- We suggested that a '90s-based station would benefit from having the Bon Jovi/Guns 'N' Roses hits of the late '80s available as well; (music really changed more around 1987 than 1990, anyway). The original '90s station, KBZC Sacramento, Calif., came on with strict '90s. WLGX gave itself a few years in either direction, which has since become the paradigm for all three major groups. (And KBZC has broadened its era slightly, too.)

3) "It doesn't have to be called all '90s (or '90s and more)" -- After all, Oldies stations weren't "'60s and more" at the outset. Again, as the "Gen X Radio" positioner takes hold, the industry now seems to be in agreement on this one.

4) "Grow the oh-wows" -- Every Oldies format eventually ends up with a number of important records that would not have tested at the outset. The hard part is always triage. Again, we've shaken out so that most stations are trying to balance strong songs and nuggets. Most stations now have some sort of "oh wow" stager, although it's often very subjective as to what gets a stager and what doesn't. It almost says more about what songs the PD likes and what songs they're ashamed of than anything else.

Some more recent thoughts on the '90s format here.