In the fall, the PPM market ratings for Classic Hits and Classic Rock continued to perform extremely well in most markets.
There may be more to it than just some of the best music ever made.
Recently, my wife asked me why I insist on watching reruns of “Seinfeld,” “King of Queens,” and “Everybody Loves Raymond” over and over when I can recite the episode line for line.
Seinfeld wrapped production in 1998, but it is what I fall asleep to most nights.
My go-to music choices are Classic Rock, Classic Hits, Country, and often Classic Country.
When I combined the two things, it occurred to me that the shows and the music transported me to a time when the country wasn’t as divided. Social media hadn’t allowed everyone with a keyboard to spout whatever they felt in a random stream of consciousness.
It’s comfortable.
For many, it includes college, days of fewer responsibilities, and times of less stress.
When I listen to Classic Country and hear Johnny Cash, George Jones, and the Statler Brothers, I am transported to the backseat of my dad’s car. We are going to Grandma’s house for lunch on Sunday. All was well in my world.
It makes me happy, and it makes your listeners happy.
Stations would do well to embrace nostalgia. Include drops in the imaging and create memes on social media.
One of my favorite meme series on Facebook recently was JJ Kincaid of The “Kincaid & Dallas” Morning Show and his Grandpa Simpson “Tell the Kids How Radio Used to Be.”
You’ve already got some of the best music ever made. Packaging it or, as they say, “what goes on between the songs” will only extend the life of the music and make your brand feel more comfortable to the listener. Even if they don’t consciously know why.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
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.
