Mike Stern is a music radio consultant specializing in Alternative and Active Rock for the Detroit-based Jacobs Media.
Stern is a former VP of programming for Emmis Chicago. He has overseen stations in Chicago, Detroit, Denver, Las Vegas, Milwaukee, and Dayton.
He is a former editor for the late Radio & Records and Billboard.
He consulted for Arbitron, where he helped launch the twice-weekly column “Not Your Quarter Hour.”
He is this week’s featured consultant.
Jeff Lynn: What is the current state of Alternative radio?
Mike Stern: The format is in a much better state than it was just twenty-four months ago.
For the most part, Alternative stations have stopped chasing after one-off TikTok artists and gone back to what the format is best at: finding and exposing talented new musicians who will (ideally) have long careers.
At the same time stations have done a better job embracing their heritage and understanding the value of core artists from the 90s and 2000s that the majority of their audience still love and want to hear.
JL: How is the current cycle of Alternative music?
MS: Assuming you are asking about new music, at the moment, it’s dreadful. The irony is, if you’d have asked me 120 days ago, I would have said it was amazing. The third quarter yielded a nice group of songs that cut through and researched well with the audience.
But then, just when things were going well, we hit the fourth quarter, and everything dried up. There have been a few bright spots, but stations are mostly still riding songs that should be in recurrent by now while hoping the new year will bring a fresh crop of great new music.
JL: What percentage of current vs. gold makes a good mix?
MS: There simply is not a one-size-fits-all answer for this.
I work with stations that are all over the spectrum when it comes to how much new music they expose. Some of the variables that impact this decision include how much heritage the format has in the market, the competition, what role the station plays in its cluster, the age and ethnic composition of the market, diary or PPM, and much more.
Having said all that, one thing stations could be better at is adjusting based on the product flow. With contemporary music being weaker right now, it would be smarter to cut back on how much they are playing. If stations are playing weaker songs just to fill slots on a playlist, it’s time to adjust and play more gold titles.
JL: And as far as gold is concerned, how far back is it too far?
MS: This answer is very much like the last one. There isn’t a simple formula. Some stations have gone back to the first wave of 80s Alternative music and are having remarkable success. Other stations are more contemporary, and going back that far feels out of place. Generally speaking, though, the format starts with Nirvana.
JL: Does the Alternative audience rely on radio for music discovery, and if so, can you be too unfamiliar vs. playing the hits?
MS: Unfortunately, the audience doesn’t rely on the radio for new music discovery as much as they used to. But that doesn’t mean the station can’t play a role in helping new artists grow their careers. There is still a sweet spot when an artist has begun to grow their following but hasn’t quite broken through to the mainstream where radio can still be a difference maker.
And yes, with that comes the risk of being too unfamiliar by not playing enough hits. That has always been part of the challenge for Alternative programmers. Getting that balance right remains a crucial component of a successful station.
JL: How important is talent to the overall product?
MS: You won’t find a bigger champion for talent than me. The difference a good talent can make in how a station is embraced by the audience cannot be understated.
JL: What is the perceived barrier of entry to advertisers and Alternative radio, and how do you overcome it?
MS: Not being a seller, I may not be the right person to answer this, but I believe the barriers to entry for advertisers at Alternative are easier to overcome today for two reasons.
First, the core gold artists are so much more mainstream. While the Red Hot Chili Peppers and Green Day were once underground acts, today, they fill stadiums.
Second, the listeners have grown up. Alternative stations now attract an older crowd than they used to. The core listeners have careers and children. There are minivans involved!
JL: Are there regional differences in what works in Alternative music?
MS: There are. The format has always been stronger out west than on the east coast. The Midwest tends to be more rock-focused. But I would still say the biggest differences revolve around whether the format was represented in an individual market and during what years. Certain “sure-fire” hits might not have been exposed as much in a city that went without an Alternative station for a period. That difference can really impact a station today.
JL: What advice can you give to talent outside the morning show to perform at a high level?
MS: I don’t believe there is a lot of difference between advice for morning hosts and advice for talent outside of mornings. How they present the material is different, but the concepts are the same:
Be a real person on air. Have feelings, opinions, hopes, dreams, and fears just like your listeners.
Don’t pay lip service to being local. Be a part of your community. Find a way to contribute to your city.
Entertain every time you open the mic. Don’t phone in breaks. We know from PPM that the average time a listener spends with your station is short. Take every opportunity to make an impact.
JL: What is the best career advice you were ever given?
MS: These are more about programming than managing a career, but there are three things I always try to remember and have tried to share over the years:
- Be brilliant at the basics. Get your fundamentals right. – Steve Goldstein
- When in doubt, ask the audience. Do as much research as you can. – Fred Jacobs.
- Be the loudest, most attention-getting station in the market. – Andy Bloom.
Connect with Mike here.
Jacobs Media
30300 Telegraph Road
Suite 240
Bingham Farms, MI 48025
248.353.9030 Phone
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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.
