Formats Update  

One of the great things about AC radio is the stability of its listener base: Listeners grow into the format. It’s not
uncommon to hear women in focus groups say, “I don’t know what happened, but I had my first child, and now I love my mom’s radio station.” AC continues to be a strong 25-54,female-based format, with a core of 35-49.The format has traditionally been strongest with at-work listening, which is also the key to attracting the 25-34 part of the demo.

HOW DO WE STAY ON TOP?
Key words: Stay connected. Research and marketing are more critical than ever. Unfortunately, we appear to be doing less of both in these financially challenged times. In markets where we still do research and marketing, we produce consistently good — and sometimes great — ratings.
What research still works, and how often does it need to be done? This may not be the answer you want to hear:

• Music tests: Twice a year, in spring and fall. It’s easy for a manager to tell a programmer, “You know what to play, why you need research?” But nothing could be further from the truth.
• Perceptual research: Once a year. You go to the doctor for an annual checkup. Why not do the same thing for your station? For example, most morning show content revolves around show business and pop culture. Does it surprise you to learn that most AC listeners have a very low desire for this? It’s right down there with sports, but it’s all over the radio.
• Focus groups: This is the way to really get the vibe of your market. You’ll learn how listeners use the radio and what your brand means to them. In many of my markets, we do focus groups the same night we do music tests.
• Online research: Invite your database members to take a survey about your radio station. Sure, some competitors will respond, but they won’t outweigh the regular folks.

AC LISTENERS ARE ONLINE, BUT KEEP IT SIMPLE
Digital is the buzzword of the day, but AC listeners are not always the first on board with the high-tech movement. Most AC people are just starting to grasp the concept of listening to the radio on their computers. Listeners don’t get what “streaming” means, but they do understand “Listen on your computer.” When doing promos for listening online, keep it simple: “Did you know you can now listen to WAAA on your computer, just like you do on the radio?”

As with all websites, yours will get hits as long as it has fresh and useful information — not just pictures of the jocks and advertisements. What works?

• Follow up on topics your morning show discussed. It sounds great when your morning show can say, “If you missed any part of this, go to LITE103.com for a complete list.”
• Offer podcasts of all interviews, funny moments, and special shows. One of my client stations does a featureevery weekday at noon. As soon as it’s over, they post it on the station website for listeners to hear at their leisure. Plus, they keep the podcasts archived so listeners can listen to those they may have missed.
• Discount coupons. In every focus group, we discuss what listeners want from radio station websites. I run every possible idea past them, and discount coupons always come up as most important. Put coupons on your website for local merchants, and watch your hits go up.
• Focus on topics of interest to your female core. That means sites that specialize in relationships, family matters, health, and diet/weight control. Want to know what women are interested in? Watch Oprah. “Having a rough time with your husband or boyfriend? Check out five tips on how to fix it. Just click on the ‘Relationship’ tab at www.litefm.com.”

My research shows that over 80 percent of AC listeners check e-mail more than twice a day. Having an e-mail database of listeners and communicating with them frequently and usefully is important in these days of small, or no, marketing budgets.

• Get permission. Invite listeners to join the database on the air. Offer them the chance to sign up at station appearances,
  client locations, and at the front desk of the station.
• Do not spam. E-mails that say, “Here’s what’s going on at WBBB” are deadly. The listener does not care, and it’s a sure path to the “Unsubscribe” tab. What works? The “WIFM factor.” Include the “What’s in it for me?” factor in your emails. Make an offer that only members of the e-mail club can take advantage of. This says their chances of winning are better than “the ninth caller.” Contesting can be very effective. For example, offer $100 for a “Song of the Day” only for e-mail people. Send members a special coupon good for a substantial discount or freebie: “Take this coupon to your local Kroger store for $20 in free groceries.” Your listeners will love it, and the client will truly see the value of radio.

BALANCING ACT
AC always was and always will be a gold-based format. It demands not only a familiar sound, but also a comfortable one. Here are tips for putting your music base together:

• It’s about the song, not the year it was recorded. There are still lots of ’70s and even some evergreen ’60s sounds that work in AC.
• AC is used as a familiar background service. Don’t build a station that is only tempo-driven.
• Follow your music research. It won’t take you off-course.
• As the demo evolves, the younger end will continue to bring in the more contemporary sounds. The challenge is to balance the younger and older listeners with songs that appeal to both.

DIRECTIONS TO A HEALTHY AC FUTURE
Today’s ACs are combinations of the right music, innovative promotions, personalities that establish on-air relationships with the listener, and good marketing. Many listeners today still refer to AC as “Easy Listening.” Keep your AC the station women depend
on for familiar, comfortable music that helps them unwind — that’s the road to future growth. Here are a few predictions:

• Personalities will return to AM and PM drives. We need content that cannot be reproduced easily by an iPod or computer, and there’s no better way to do that than by having fun, compelling personalities. But beware: Personality does not mean talk for talk’s sake. It will take talented, well educated, prepared jocks to pull this off on AC radio.
• Local is important, but it’s got to be quality local that matters. Remember that local is all over your commercials, traffic reports, and jock raps. Little things like town mentions or naming a local merchant are easy ways to stay connected locally. When Ron Chapman had the number one morning show in Dallas-Ft. Worth, he taught me a great trick: Turn a traffic report into a great local mention. He would tell listeners about an accident slowing traffic at Central Expressway and Insurance Lane, but he made it really local by adding, “The car is right across from the McDonald’s on Insurance Lane.”
• Two seven-minute stopsets should stop. Have you noticed that Internet commercials are usually 15 to 30 seconds? When we began having only two stopsets, we ran eight-10 units. Now that we have far more units, our stopsets are getting unbearable. If you’re running 12-14 minutes of commercials an hour, break them up into three stopsets.

HOW MIGHT ELECTRONIC MEASUREMENT AFFECT THE FORMAT?
So far, Portable People Meter ratings are showing AC looking very strong. Much of the “phantom cume” that we have been aware of is showing up with electronic measurement. As the PPM rolls out in more markets, we’ll see if the trend continues or if — and how — we’ll need to adjust to electronic measurement.