If you look throughout the country, successful Adult Contemporary brands seem to have one thing in common.
Consistency.
Examples aren’t hard to find – in markets of all sizes.
Pull up ratings for Chicago’s 93.9 WLIT in America’s third-largest market and you’ll see year-round dominance.
- 93.9 WLIT has presented the same consistent talent lineup for decades, led in mornings by Melissa Forman, followed by market midday legend Robin Rock and their programmer of 10+ years, Mick Lee, in PM Drive.
- While not the flagship for the syndicated smash Delilah, 93.9 WLIT might as well be, as this frequency was an early adopter, and the night show has been in place for nearly three decades.
- Often posting Christmas People Meter records, 93.9 WLIT avoids the ratings letdown and leads Chicago throughout the calendar year.
In the Crossroads of America, Radio One’s 105.7 WYXB is a portrait of Indianapolis domination and a cume monster.
- Morning storyteller Sean Copland has anchored AM Drive for a decade and a half, and is also the programming leader of the brand.
- Midday market staple Ann Richards has been on Indy air for three decades and is a familiar, consistent voice.
- Built on research and discipline by Emmis Communications, Radio One continues to hold the #1 cume dominance in a market that also features long-time Classic Rock leader Q-95 WFBQ and cume magnet Classic Hits 104.5 WJJK.
Opinions on the future of radio wildly vary. As also goes the future of Adult Contemporary radio.
A month back, we called to enlist the opinions – and predictions – of a couple of successful broadcasters who collectively have been in and around Adult Contemporary for nearly three quarters of a century – Randi West and Chuck Knight.
See their thoughts – HERE.
This week, we recruited the thoughts from Midwest Communications long-time programmer Shane Cox, asking the same three questions.
1. What is the state of Adult Contemporary?
“I think the format has really contemporized over the last 10+ years and embraced songs and artists that once would not have been in consideration. “Here I Go Again” from Whitesnake and ”Pour Some Sugar on Me” from Def Leppard would never have been played on AC radio 10 years ago.”
“These songs were big hits for what is now AC’s core audience, and they’re now part of many AC radio libraries as the format follows the listener’s lifestyle. Rock softens with time. Today, new artists like Benson Boone and Teddy Swims have brought in new sounds along with AC favorites Bruno Mars and Lady Gaga, Ed Sheeran and Miley Cyrus.”
“Musically, I think we’re in a better place right now than we have been in a long time. AC personalities have also followed along and grown with the audience. They share the same lifestyle now and can relate on a much higher level by just being themselves and sharing their life.
2. Where do you see AC in the next five years?
“I think the format will continue to embrace new songs and artists that will allow it to grow into new musical territory. AC has to grow where the current music cycle takes it. At the same time, maintaining a familiar library of music that matches the audience’s lifestyle. We have to embrace new audio platforms and be present there with compelling content.”
“I love how this format has matured and I’m excited to see where it GROWS. The big question is with the 25-54 demo. Do you follow the upper end and go beyond 54, or reset to focus on the younger end? If 70 is the new 60 and 60 is the new 50, as a marketer, you have to wonder what the 35-64 is going to be worth.”
3. How do we get there?
We get there by controlling the things we can control. Don’t chase the ratings. Consultant John Lund calls it the 3 M’s – music, mornings and marketing. Those are things we can control. Do the music research to be sure you’re playing the right songs for your audience.”
“If you don’t have a budget for a music test, go to your database and survey your P1s with a select number of songs. At least create a panel of successful AC stations and study their playlist.”
“Work with the morning show to create relevant content that’s on target for your brand. It’s easiest to bring the audience into the morning show and then work on keeping them for the rest of the workday. When the product is right, market it and keep in mind the number of new people who move to new cities and communities every year. That’s new cume/growth that needs to know about your brand.”
“In addition to the 3 M’s, there’s also the 3 F’s for AC – fun, family and familiarity. Be aware of your station’s tempo. Keep it up. Keep it fun. Be the escape plan when a busy mom says, “It’s time for me.”’
“I think the line for family content has shifted for AC radio over the last ten years to a point where we don’t have to be squeaky clean, but AC is still a family-friendly product. Finally, there’s the familiar aspect. Keep it comfortable and easy to listen to. The audience has to know what they’re going to get when they select your preset.
Shane Cox is a 40-year radio veteran who has been on the air and programming in Knoxville, Tennessee, for more than 35 years. He’s programmed AOR, Classic Rock, Active Rock, Alternative, AAA, and AC. He has been the Brand Manager for Midwest Communications’ B97.5 (WJXB) since 2014. And also been an audio editor for HGTV and The Food Network. If you’re in Knoxville, check the listings for the WIMZ GarageBand, a sister station’s Classic Rock cover band. You can find them on the stage at local festivals and opening for national acts. Shane is on the sax and percussion.
Patience isn’t a word associated with radio growth in this decade.
Patience (I.E., consistency) is exactly what is required in growing a monster Adult Contemporary audience.
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Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.
