There are a few interconnected items to cover this week: What is the state of radio, and what are we doing about the future?!
First, on the impending demise of WCBS 880/New York, let’s be clear: this isn’t about tech, changing tastes, or ratings (the station did ok with adults 45+) and certainly not a lack of advertising last year. It was the 10th highest billing radio station in America, banking $30 million. Audacy is looking to cut overhead and make cash fast, period. I think there is some sense in the idea that one all-news radio station is really all the city can sustain, but it’s about cash more than anything from the LMA to the AFTRA contract to the sales commissions.
The same scenario, unfortunately, is at play with massive staff cuts at Alpha and iHeart of late. It drives me up a wall when I see journalists and bloggers bemoan the death of radio as a medium when, in fact, it’s publicly traded companies that are over-leveraged and running on shoestring resources to try and please Wall Street. It’s not that the audience diminished and the advertising went away; these companies all owe billions and are trying to meet 2-3 % growth expectations every quarter.
What IS true in cutting their nose to spite their respective faces, radio has done little to reach younger audiences, zero innovating and instead cut staff and resources. So, while the pie was going to be sliced with new tech products debuting, corporate radio has been its own grim reaper. Now, about reaching young people with an eye to the future….
I had a great discussion with some friends on socials about what ostensibly oldies are and songs 20-30 years old on CHR. I think it’s less true for Country, Urban, or Rock formats, but at CHR, I question the move to rely on ancient product.
Syndicated night jock Mason Kelter posted, “I hope every Top 40 is playing NSYNC’s “Bye Bye Bye” as a Gold in high rotation right now. In addition to its already-iconic status as an anthem and eternal pop classic, two things have revived its popularity. The new “Deadpool and Wolverine” movie which uses the sound, and Netflix’ new documentary “Dirty Pop: The Boy Band Scam” which details the life and business practices of Lou Pearlman who managed NSYNC until they left and sued him, which “Bye Bye Bye” is inspired by. The song has been top 30 on Spotify and Shazam in America and the Global charts for two weeks now…”
I chimed in, “Hot AC perhaps, but are we going to reengage the 12-24 demo by playing a 25-year-old record in high rotation on the hottest hits station? Boogie Nights and Donnie Brasco were cool with Andrea True and KC. Should CHR have played those in 1997? No. I get that clips in TikTok and such have altered the way kids think of music to an extent, but I cringe every time I hear 15-20-25-year-old songs on CHR today.”
Mason replied, “Robby Bridges, it’s a fair opinion to have, but I don’t know if there’s too much research showing that a younger demographic doesn’t want to hear those songs. TikTok and social media HAS changed the way that music is consumed, distributed and revived. I get requests for ollllddddd songs all the time from 10-20 years, and I’m just surprised as you. Ice Ice Baby, Baby Got Back, and Wannabe by the Spice Girls are probably my oldest examples. Current music isn’t made to last the same way it was years ago. The songs are great; people in your audience love them, and they fit the sound of the station. It’s not like Justin Bieber on a classic rock format. Or Barbara Streisand on Top 40”
I added, “I have no doubt you get calls for those songs and that young kids know and like the songs, not caring what year they were released. But I think there has to be some brand expectation. Yes, McDonald’s can add pizza or sushi, but it’s ultimately not why people go there or what they really want or expect when they do. While there is still lots of sampling, no question radio needs to build brand loyalty with younger demos and it starts with stations billing themselves as hit driven as being about the moment. Teens like 80s movies and discover Full House on Netflix too, but you gotta pick a lane, and when Z100 plays Christina Aguilera, it’s because they don’t have confidence in enough current product, they’d rather play it safe and try to grab a 45 year old’s ear and hope their monthly W25-54 # is ok rather than build new listener relationships for the future, so I’d say if you’re gonna do it, do it for the right reasons at least”
Mason came back with, “I think another fair argument is that there weren’t a ton of other ways to hear new music and dig deep into the underground stuff back then. Everyone heard the same new songs on the radio and then went out and bought it on iTunes, or the CD or the cassette, vinyl, etc. Today, Spotify makes it so easy to discover new songs and artists that you’ll never hear anywhere else. Every niche genre is available at your fingertips. Current popular music is not as popular with a LOT of people as it once was. The world used to be a monoculture where we all watched the same shows and listened to the same songs on the RADIO. Those days are over, though.”
Super jock Java Joel Murphy jumped in, “I can see Top 40s playing during its current “moment,” but you’re right. Playing 20+ year old hits on the reg is not the cure to save CHR.”
My friend WWBX/Mix 104.1 Boston APD/MD Mike Mullaney added some thoughts his last being the most important, “Do huge promotions, have a great time playing the biggest hits…Be fun for everyone to listen to and you’ll win” Seeing as Mix just had the best monthly in its 34 year history, he’s likely right.
(Ps: everyone should be as lucky as I’ve been to work at Mix with Mullaney, one of America’s absolute finest)
Robby Bridges works for Press Communications where he serves as the VP of Programming for 99.7 and 107.1 The Boss. He also hosts the morning show ‘Robby and Rochelle’ alongside his wife, Rochelle. He’s been with the company/stations since September, 2021.
Prior to arriving in New Jersey, Robby spent decades working across the country in many top markets for many highly successful brands. Among them include Z100, WPLJ and Q102. He has also worked in Detroit, Boston, Providence, Portsmouth, NH, and served as an exclusive guest host for Scott Shannon on the True Oldies Channel.
To get in touch, reach Robby by email at RobbyBridges@hotmail.com.
