Jacobs Media’s newest consultant, Mike Stern, is always scouring the industry trades for hot news items. And recently, he found one that’s close to home. -FJ
I’d like to thank Fred for bringing me back to the Alternative format at just the right moment because… We Are Back, Baby!
An Inside Radio analysis of Arbitron data finds that Alternative was the fastest growing format in the first six months of this year, increasing its national audience share in PPM markets by 12%. Looking at the June PPM results, Arbitron Insights Manager Tony Hereau says alternative has improved its overall 18-34 shares in four consecutive months, finishing at a 5.2; up 8% over the first quarter and 6% over the same time last year.
The success stories are everywhere, coming from all sorts of markets and owners. Just looking at 6+ ratings, some of the stations that have grown significantly since January include: KKDO/Sacramento (3.8- 4.4); KXRK/Salt Lake City (4.8 – 6.2); and WLUM/Milwaukee (4.3 – 5.1). Meanwhile in San Diego, one of the few markets with two alternative stations, the overall audience for the format is up nearly a full share over the first half of the year.
What’s even more encouraging is that, when I look out across the landscape of the format, there’s not a single formula for success. Instead, there are a lot of unique radio stations finding ways to serve their specific markets.
In Portland, KNRK has cultivated a more adult sound that is generating amazing 25-54 numbers. Both WBOS in Boston and KKDO have adopted a no jocks, less clutter approach that is resonating with listeners. 91X in San Diego has a staff of veteran talent with loads of experience both in the market and the format, while great young hosts like Michelle at WLUM and the whole team at KNDD in Seattle represent a bright future.
But when we are done patting ourselves on the back, let’s also be sure to consider what we can learn from our success and from the leaner years that came before it:
- Be Mass Appeal: One of the major factors driving our ratings growth is the current wave of Alternative hits that have crossed over to mainstream Top 40 and Hot AC; an excellent reminder that, especially in PPM markets, being cume-friendly and having mass-appeal is the path to success. The more niched your station, the harder time you will have attracting meters and building ratings.
- Maintain Diversity: Just because a certain style of music is working right now doesn’t mean it will long term. Take advantage of the big hits but be sure to maintain a balance of sounds on your station. That way, when tastes shift, you can move with them. And don’t abandon your gold library either. Current alternative music may be hot but the format’s heritage will go a long way toward maintaining your ratings if things cool off.
- Build Your Brand: Riding hot music is great but true dynasty stations offer their listeners a lot more. Take advantage of this moment in time to build your brand depth with promotions, talent, community service, and information. Become the voice of your audience’s lifestyle, not just their music, and you’ll continue to have ratings success regardless of the next Imagine Dragons record.
So take a minute to celebrate; Alternative is back, baby!
Then get back to work because I want to write another post at the end of the year about how the second half of 2013 was even better than the first.
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.
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Lack of Howard morning cushion + ppm = creativity .. Wow what a concept…. and they’re doing it without pushing the envelope shock jock style? Even better .
Good to see a lot of stations maximizing the hot product right now … Kinda surprised New York doesn’t have one though …
Frank, thanks for the comment and your thought. Regarding NYC, there’s more interesting radio happening in Scranton. It’s always been that way.
Sadly you’re 100% right on that one … It’s pretty depressing
Thanks, and I didn’t mean to slight Scranton.