Researcher Mark Kassof has made some headlines lately with some of his findings about what makes format P1s tick. But his latest foray into Classic Rock ought to make programmers and managers stop and think for a moment.
He claims that Classic Rockers have “a certain disconnect” when it comes to the radio they love. If you read coverage of his research, it might make you think that your Classic Rock station is really all about serving myopic music fans who hang out at work and don’t think about things a whole lot.
Kassof says that Classic Rockers really don’t care much about anything except listening for mood enhancement and for relaxation. His data indicates that fans of Led Zeppelin, the Who, and Floyd really aren’t motivated by radio that “gets you thinking,” “to hear what others are talking or thinking about,” “to get practical information that makes your life better,” or to “learn things that make you more informed than other people.” They don’t listen to the radio to get excited or to get angry either.
This is news?
As we’ve seen in our Techsurveys, Classic Rockers are pretty focused – not a bad thing – and that makes programming one of these stations linear and frankly, fun. Our “Why Radio?” pyramid from TS9 essentially laid out what they value in radio – and aside from great music and DJs smart and knowledgeable enough to play it – they’re not in it to become smarter or savvier.
Their enjoyment of these stations at work is a good thing – providing a great environment for both programmers and sales reps. (Oh, and it usually works out in both diary and metered ratings measurement.) Classic Rock stations – as Kassof learned – keep their listeners company, enhance their moods, and even help them escape from the stress and tension of everyday life.
But make them smarter or more informed about local matters? That’s what other stations are for. Like most experienced radio listeners, Classic Rockers know how to use the medium, and where to go for news, weather, sports, and talk.
The fact that they aren’t contemplating the implications of the debt ceiling or the next chairman of the Fed while listening to Aerosmith isn’t a bad thing. As marketing guru Clayton Christensen would say, that’s not what they hire a Classic Rock radio station to do.
If you own or manage a Classic Rock station, don’t let this research cause you (or your sales staff) to doubt your audience or to look down at them. The fact is, Classic Rock is a pretty simple format to execute with great returns – if you keep the basics in mind.
While Kassof didn’t go into depth about what makes for a great Classic Rock station, I can tell you that it’s about providing great experiences around the amazing music and iconic artists who made or make it. The Classic Rock format is a 365 day celebration of a body of music that is the soundtrack of a lot of people’s lives. And amazingly, younger generations are discovering it, too.
I’m not knocking Kassof as a researcher, because he’s a good one. But in this case, every format has its “job to do,” and for stations like WKLH,WCSX, WDRV, or WMGK, your main job duties are to play great Classic Rock, hire DJs who knows what they taking about and don’t get in the way, keep it energized, and create a great at work environment.
And if you try to do a whole lot of anything else, you may be violating the very reasons why Classic Rock fans listen to you in the first place.
It doesn’t get any more straight-forward than Classic Rock. So kick back, don’t overthink it, and turn up the Zeppelin.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
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…and that’s why I’m loving being back in the format with Dan Michaels and Jefferson Ward at The Bay in Baltimore!
Exactly, Jay. There are many things in life and in media that you can’t count on. Classic Rock is not one of them. Thanks for the comment.