Format Re-Focus

In the Future Urban Programmers Must Narrow Their Focus

We've been saying for some time now that Urban programmers need to narrow their focus as we move into the Fall ratings sweeps. For those in small and medium markets, there are some dangers and risks connected with bringing major-market cookie-cutter programming ideas in and expecting huge shares.

Certain aspects of cookie-cutter programming may work if they're just good radio basics, but it's localization that's important -- especially with all the syndicated programming now being offered in many of these markets. You need to reflect the mood and attitude of the market. Successful programmers listen to their stations and then do their own one-on-one focus groups, often in lieu of a research budget.

Urban radio ends up like dogs chasing their tales when so many small-market PDs imitate major-market stations instead of paying attention to local needs. Audience's tastes change overnight and we need to focus on those changes. Too much of anything is no good for you or your audience. It's up to us to find the best available music and promotions for the market and present them in ways that appeal to the masses. You can't blindly follow the niche your research department defines.

Emotional Bonding

Another thing that has surfaced as we attempt to re-focus the format is the overwhelming importance of creating some sort of strong emotional bonding with the listener. I'm convinced that the Urban formats could have some of the greatest potential to lock up their relationship with their core audience because Urban listeners are so loyal.

The left flank attack with strong, local air personalities must make sure the station is perceived not only as the one for music and entertainment, but also as the station that's always on top of what's going on in the local market, as well as the national music and artist arenas. The station should always have a cause it's pursuing. The higher-profile station needs to remember the Urban listeners not only want to have fun, but always wants to help someone who deserves help. This notion goes a long way in either holding your mountaintop position or digging away at the other guy's perch.

Urban radio needs to come to terms with the fact that a mass-appeal Urban or Urban AC station is a niche format -- and there is no new "quick fix" that GMs are always looking for. Some of these "fad formats" will prove to be a disappointment. They can be easily blocked in the long run by a focused mainstream or adult-leaning Urban station. Sure, there will always be a few fringe flavor records and artists that cross over. But mass-appeal Urban stations can cross many barriers.

Demo Elevation

The trend for the future, particularly for pure Urban stations, is to elevate the demographics. Everybody wants and needs adults and will do almost anything to get them. The greater the competition, the more stratification and narrowcasting. The more narrowcasing, the greater the risks. After all, if you use a "small-bore rifle technique" instead of a "shotgun" your aim better be true or you could miss everything.

The questions keep getting more involved and complex. If music is the key, regardless of market chemistry ... then what music? How often should it be repeated? How much of it should be new music? What about presentation? How do contests and promotions fit in? How do we attract and hold younger listeners without offending older listeners? How do we attract older listeners without turning off the younger listeners? What gets through to a male that won't turn off a female listener? How valid are requests? And why is it so important to lure those so-called "money demo" listeners? Most of these questions we've already answered. Some have no answer that we can provide because every market, every situation is different.

Most of the time programmers need help from their owners and managers who want to control costs and still find a way to compete without spending for research, promotions or even a strong, local morning show. Sometimes what Urban programmers are faced with are situations where they have to attract new cume without letting the new cume know the station is trying to attract them. In other words, the station wants its present audience to tell a new audience it is there.

With the bulk of the population growing older, even mainstream Urban stations will have to concentrate increasingly on adults. Teens and even sub-teens are now going to be measured by Arbitron's new PPM. Unfortunately, both will be less important from a sales standpoint.

This is a decade of more bottom line-oriented stations. With so many newly purchased or traded stations, owners won't be able to make much money with teen numbers. So what are we really saying? Simply this: Don't try to go after adults with a steady diet of ballads and oldies. Play the jams adults like that also have teen appeal. Find the adult party songs and play them with the understanding that the formats can overlap on both sides.

Straightahead Urban stations can never concentrate on 35+. Those stations will always be in an 18-34 format with some teens thrown in on the side. Certainly there are 35+ listeners ... lots of them, who fall in the Urban psychographic, and as the population bulge grows, the format's listenership in that cell will grow as a result.

Mainstream Urban stations will still program with the basic operations manual. Emphasis on the hits, balance, achieved by callouts, retail sales, gut feelings and station sound parameters will still prevail.

The glory days when great 12+ ratings meant everything are gone. There are still some stations that, regardless of their target audience, spill over and expand those demographics. But as advertisers become sharper and programmers become smarter, the demographic pie is being cut into smaller slices. Now. when those slices are gone, there won't even be any crumbs left.

Word!