Gary Berkowitz of Detroit-based Berkowitz Broadcast Consulting specializes in the AC format and growing 25-54 ratings. He works with all genres of AC, including mainstream, Soft AC, and Hot AC. Berkowitz describes his style as involved, active, and hands-on with every aspect of your programming product.
He is this week’s featured consultant.
Jeff Lynn: You specialize in one format AC and driving 25-54 ratings. Most formats are cyclical. What is the current state of AC?
Gary Berkowitz: It’s in a good place, which is a familiar place for AC. It’s probably the most consistent and resilient of all the legacy formats. Does it have its ups and downs? Yes, but it is consistent. I believe most of its ups and downs are measurement related. AC is a basic format. As long as you do it right, it works beautifully.
JL: I’ve often heard this over the years, as I’m sure you have as well. AC is a background format. It’s a dentist’s office format. You’ve heard it all. How can you address that stereotype with both potential listeners and advertisers?
GB: I love that it’s a background format. I love the Dentist part even more. Why? There are thousands of AQH in the background and in the dentist’s office! As for advertisers, they love being on in a dentist office. The listenership is not going anywhere so they hear the message while they are waiting as well as during the procedure.
JL: Correct me if I am wrong, but AC doesn’t seem to have a lot of current artists that the format can claim as theirs. How does that factor in the music mix, and what is the right amount of current product per hour?
GB: You are 100% correct. AC has lacked current product for a long time. Why? Our currents usually come from CHR, and that has been extremely weak in listener appeal for a while. As goes currents on CHR, also goes AC. We have the ability to lean on library, so when current appeal is low, nobody misses it. My stations, for the most part, have a very low profile with currents (right now). Maybe 1 per hour, and many of them are over 12-18 months old! That is always subject to change.
JL: Did AC, like oldies, do better in PPM where actual vs reported listening is measured?
GB: Now that PPM has been around for a while, I think the playing field has leveled some. With my group, I see similar results in both systems. All good (usually! Lol)
JL: What is the target M-F makeup for a healthy 25-54?
GB: For decades, it was 70/30 female, but that has changed some. Many of my markets are now closer to 60/40 female-male. It is still very much a female-driven format.
JL: How important is talent to the overall formula?
GB: Very important. To me, “companionship is more important than content,” and the only way to achieve that is thru personalities. I put a lot of weight on-air talent. I get some pushback on that statement (“companionship is more important than content”), but it’s true.
JL: Is All Christmas still a good tactic for stations that don’t have a heritage with it or are thinking about entering for the first time?
GB: Christmas ownership is perhaps the most important image a successful AC can have. It goes way beyond the rating period. Being the leading Christmas station is critical. It’s tough to be #2 or 3. I usually advise not getting into Christmas if there is already a dominant station (unless they are ok being #2, which some are).
JL: What do you consider the best cume-building tactics for stations now that there is such competition for everyone’s attention?
GB: It’s tough, mainly due to budgetary restrictions. Back in the day, everybody watched network TV and the big ACs were spending millions advertising on them. TV made superstars out of many ACs. Today, it’s tough. Less or no marketing budget. So many places to reach listeners that it’s hard to pinpoint the best ones. Potential listeners used to all be on TV, now they are spread out everywhere. I try to urge my clients to use a strategy of “concentration of forces.” Figure out the best place to find and grow new listeners and put some resources into it.
Connect with Gary at 248.737.3727. Email here. Or visit garyberk.com
Jeff Lynn serves as Editor of Barrett Media’s Music Radio coverage. Prior to joining Barrett Media, Jeff spent time programming in Milwaukee, Omaha, Cleveland, Des Moines, and Madison for multiple radio groups, including iHeartMedia, Townsquare Media, NRG Media, and Entercom (now Audacy). He also worked as a Country Format Editor for All Access until the outlet shut down in August 2023.
To get in touch with Jeff by email, reach him at Jeff@BarrettMedia.com.
