These days, the more common question that everyone is asking is: “Is Rock Radio Dead?”  But I think that misses the point because any established brand, format or individual station can be successful in today’s environment – but not by mailing it in.

For me, this new phase of the debate restarted a few weeks ago when I was headed for my first Country Radio Seminar in Nashville.

First, Arbitron’s Jon Miller presented amazing findings about the growth of Country radio, and concluded that much of its gains have come at Rock radio’s expense.  That started the usual flurry of “Oh, oh – is Rock radio in trouble?” questions.  Paul Heine of Inside Radio contacted me for a quote.  I did my best.

And then I arrived in at CRS, and the first thing I heard was, “Wow, REO Speedwagon absolutely rocked the house on the riverboat last night.”

REO at CRS?

And yet, there they were – Kevin Cronin and the band – jamming with Brad Paisley on the General Jackson showboat lighting up the crowd on the Cumberland River.  And all those Country programmers went nuts.   And in Cronin’s words, “It’s all country music. It’s good songs. It’s all country music.”

So what are the differences between what’s going on with the Country format versus the scene in Rock radio?

Well, there is no equivalent to CRS because there is simply no gathering of Rock PDs, DJs, performers, and label executives.  Right there, you’ve got a problem because that tells you there’s no organized community in Rock radio, but instead, a bunch of independent tribes, cults, and sects each going their own way and doing their own thing.  On the surface, that’s not a bad thing, but the lack of a unified organization and gathering sets Rock radio back and limits its power as a force of music exposure and influence.

The other difference is well-known to most radio observers and it’s as simple as this: Country stars get it.  They show up, hang out, thank radio, sign autographs, and put themselves out there.  Rock stars?  You’re unlikely to even get the “show up” part because outside of baby bands on the come, few established acts are inclined to be present to acknowledge their fan bases and the megaphones (that is, radio stations) that have dutifully played their songs and albums, not to mention promoted their concerts and other activities.

So where does that leave Rock radio – torn between showcasing its personality, trying to find new music that matters, and getting caught in between Classic Rock on the one side and a renewed, reenergized Alternative on the other?

In an interview with Forbes’ Michele Catalano the other day, I attempted to frame the conversation and the dilemma that faces Rock – and perhaps all radio formats at this point in time.  The problem isn’t Country or PPM or even a lack of new music to play.  The challenge is in redefining the purpose of these stations, and how they can stand out and be truly remarkable in an ever-changing, increasingly competitive environment.

As I discussed in Forbes, it is about commitment to the local community, live and local talent, and strategically breaking the rules.  When you look at some of the most successful Rock stations still thriving in 2013, these are the common elements that often define their success.   Stations that represent their communities – whether we’re talking about their physical hometowns or the tribes the worldwide web have connected together – have long realized that just playing great songs with fewer interruptions is not a formula for long-term  success.

And while some pure-plays – like Slacker – are featuring personalities, as Catalano points out, “There’s still one thing missing: the human connection.  Even if a brand like Slacker Radio has actual human DJs, the personal connection one has with a local DJ is missing and that’s where FM rock radio still has the upper hand.”

Of course, that’s if they haven’t sold out their local roots and their brands to rampant voicetracking, incessant syndication, and simply playing the hits with no curation, guidance, passion, or context.

It requires innovation, a word that is strangely missing from most radio strategy conversations.  Whether the incredible community promotions staged brilliantly by multiple members of the WMMR team, Men’s Room beer made famous by that infamous afternoon drive show at KISW, or in a smaller setting, KWHL/Anchorage’s Bob Lester’s “Rendezvous Festival – the Running of the Reindeer” event that now draws more people than the start of the Iditarod, these stations and their personalities are what “people are talking about.”

That’s the essence of social media, and it goes to the heart of what makes radio brands successful in 2013.  As Seth Godin reminded a packed house at the recent Borrell conference (more on that later this week), being remarkable means doing things that people remark about.

Does that sound like your Rock station?  As Seth might ask, if it went off the air for a day, would anyone really care?  Is it providing experiences and value that consumers just can’t get anywhere else?

That’s the conversation we need to be having about Rock radio.  Sure, having our own gathering would help and more cooperation from our stars would be most welcome.  But what we really need is to look our brands right in the eye and ask ourselves whether they are truly providing unique and remarkable experiences.

We need to raise our games. As Seth might ask, are we making art or are we scheduling perfect logs?

My bet is that if you examine the Rock stations that are still around, their success was partially due to creating those great experiences for fans.  They are high-flying stations, not afraid to strategically bend a few rules, to try new things, and to stretch the boundaries of the format.  And as for the Rock stations that have been replaced by Amp and Nash formats, chances are they were spending most of their time just polishing the furniture rather than innovating and growing.  When radio was essentially the only game in town, stations could get away with that.

Not any more.

• Author
• Recent Posts

Fred Jacobs

President & Founder at Jacobs Media

Fred Jacobs founded Jacobs Media in 1983, and quickly became known for the creation of the Classic Rock radio format.

Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.

In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.

Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.

Fred was inducted into the Radio Hall of Fame in 2018.

Latest posts by Fred Jacobs (see all)

• Radio + Thanksgiving = Gratitude - November 27, 2024
• Is It Quittin’ Time For SiriusXM? - November 26, 2024
• Radio, It Oughta Be A Crime - November 25, 2024

Get More Digital Revenue!

Jacobs DR can help boost your digital sales.