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10 Questions with ... Alex DeMers
June 15, 2021
Have an opinion? Add your comment below. I’m a big believer in Alternative. There’s opportunity for growth but stations should evaluate the format potential in their market, develop a plan to win and then focus on execution. Maintaining a consistent filter for every bit of content and image your station projects is more important now than ever. Keep connected with your core listenership and respect the nuance of your market. Boise ain’t Boston and vice versa.
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BRIEF CAREER SYNOPSIS:
College Radio WNYU, first gig overnights WHCN/Hartford, WIOQ/Philly for 12 years on-air (10 as PD) and hung out the DeMers Programming shingle in 1986 – working with associates Jeff Murphy and Peter Smith for decades.
1. You’ve been consulting Alternative stations since before the format blossomed in the ‘90s. What’s your take on the State Of Alternative Radio today?
Yes, been doing this awhile. I’ve been fortunate enough to work with format visionaries like Leslie Fram at 99X, the late Sean Demery at Live 105, and Mark Hamilton at 94/7 Portland. When a creative relationship really “clicks,” good things happen.
Recent moves to centralize programming have accelerated the format’s transition into more distinct camps. While some stations are targeting a younger, more diverse, listenership and increasing Pop crossover styles in their mix, others remain focused on super-serving their traditional core audience as they age. Alternative has never been a “one size fits all” format, so the past few months have really been challenging for programmers – they’re looking for direction but they’re hearing a debate.
2. What has surprised you most about the Alternative format in 2021?
While I expected the shifting programming priorities of the major groups to have a big impact on the format, I didn’t anticipate the challenge this might pose for programmers in more independent clusters. There is a lot of confusion out there, even among seasoned programmers.
Additionally, many who are charged with handling the Alternative station in a cluster may have little format experience. We work with our programmers to show them how best to not only evaluate airplay stats but also interpret the flood of info coming their way.
3. How do you think the format can be more successful?
I’m a big believer in Alternative. There’s opportunity for growth but stations should evaluate the format potential in their market, develop a plan to win and then focus on execution. Maintaining a consistent filter for every bit of content and image your station projects is more important now than ever. Keep connected with your core listenership and respect the nuance of your market. Boise ain’t Boston and vice versa.
4. What can radio stations do better to appeal to more Alternative music fans?
Core Alternative listeners are active, passionate, inquisitive individuals. They also have more on their plate than just being music fans. So, when they’re looking for entertainment, they’re seeking more than just a diversion, they want something with substance. To be Alterative, you need to be Authentic.
5. How important is live and local for Alternative Radio?
Live and Local isn’t a substitute for Timely and Relevant. If an air personality stops the music to tell me “It’s National Donut Day,” that bit of non-content is just as useless whether delivered from the hometown studio or a VT from across the country.
The key advantage of being Live and Local is that you can leave that studio and live like a listener. Let the audience tell you what’s going on, what’s important to THEM and reflect that back the next time you hit the mic. There’s a reason successful politicians campaign in person – if they meet you, and they relate to you, they vote for you.
6. How important is the air talent?
You can win a radio battle without great air talent. But if you have a great airstaff, you can win the war.
When we’re evaluating talent for a client, we’re looking for something deeper than effective format execution. Most strong communicators are able to relate to their audience through shared experience. The more an air personality’s knowledge of and connection to the community match those of the listener, the stronger the bond you build.
7. Let’s talk about the music. Is the format playing the right new music?
That’s for the listeners to decide. That’s why we encourage programmers to “listen like a listener.” Your audience has few to no preconceived notions about something new they hear on your station. I believe this approach plays to the format’s strength. Ultimately though, having access to reliable music research to confirm audience reaction is the best way to maximize your chances for picking the best music for your fans.
8. How can radio stations use the streaming services to their advantage?
While streaming has created unlimited competition for listener attention, it has also opened up unlimited opportunity for established Radio brands to develop a larger Audio footprint. While the major platforms have a clear advantage here, local broadcasters who employ entertaining talent also have the opportunity to showcase that talent in another light. Smart air personalities are learning to leverage their personal brands into partnerships with either their station, parent company or area sponsors.
As for the existing on-air product itself, the smart speaker has re-opened the door to every bedroom, bathroom, kitchen and living room in the country for Radio.
9. How important is music consumption for Alternative Radio stations?
This very much depends upon who you’re targeting. In general, the younger your target, the more data from various social platforms and streaming stats becomes relevant. For the most part, we use this information as potentially being a helpful trend indicator.
10. Now that many Alternative stations are 20-30 years old, what are you seeing with the Gold, in particular the ‘90s grunge?
In general, we find that the real passion for ‘90s grunge now lies with listeners who prefer Mainstream/Active Rock. The ‘90s still hit the passion button for a lot of Alternative listeners but they react more to specific songs as opposed to strongly embracing an entire genre. Ultimately, a Hit, is a Hit, is a Hit - “Louie Louie” begat “More Than A Feeling” begat “Smells Like Teen Spirit.”
Ok, let’s have some fun...Bonus Questions
What are weekends like for you?
Getting back to normal – which means Judy and I sharing good food (I love to cook) and great conversation with friends; favoring visits to PA breweries over gardening/housework; and more time with our “home from college” daughter Sophia
Rank your sports teams in order of passion.
1 – E-A-G-L-E-S – EAGLES!
2 – Eagles
3 – Sixers (at the moment)First record ever purchased?
That’s lost in the dustbin of my memory. But I do recall getting the crap teased out of me in high school for raving about Pink Floyd’s “The Piper At The Gates Of Dawn” (now I just get teased for loving Bjork and Sigur Ros)
First concert?
I’m gonna go with first AMAZING concert – Springsteen & E Street in the gym at Kutztown State University
Favorite band of all-time?
I still can’t not crank up RATM
Favorite new band over the past year?
Black Pumas – smart & tasty
Anything else you would like to add?
Just a quick “Thank YOU!” to everyone – programmers & air talent, clients & competitors, fans & frenemies – who make this business so interesting, challenging and… fun!
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