BREAK THE RULES????? CRS 360

BREAK THE RULES?

Yesterday was another CRS 360 Webinar.  Let’s play what did we learn!

Joey Tack is new to the Country format.

Chris Huff has been in the Country format his entire radio career.

Cumes in Country are atrophying.

More share erosion is on the younger end nationally.

There is speculation that the “sameness” is a sound problem.

The chart speed is an issue for radio and records.

Tack said, make your station exciting.  (Homer Simpson says doh!)

I didn’t expect Huff who is a smart programmer to give up any secrets.  But I’ve noticed that after being the bride’s maid several times (APD who didn’t get the PD nod) that now as PD of KILT for the first time KILT is  beating KKBQ.

I’ve listened online, I hear why KILT is now winning.  Bravo Chris!

But can I posit an idea?

Let’s go back to something really basic.

Define “Country” as a music genre.

25 years ago at Country Radio Seminar Moon Mullins stood up and said, “it’s songs that have some twang, with themes of a country lifestyle about real-life and that folks could relate to. AND we’re still a format where you can hear the words.”

I think the “sameness” argument masks the REAL PROBLEM.

First.  There is cume atrophy because we are the big fish and there are lots of smaller fish nipping at us.  Lots of DSP online choices now compete with us for attention and time.  Hence, some of the cume erosion is real.  For the fix please see the “make your radio station exciting” suggestion above.

Second.  Too much of what is purveyed by Nashville doesn’t match the expectation of the country music consumer.

There are sonics that they expect in country music.

Third.  Take Chances YES!   But don’t be stupid.  I’m amazed that so few radio folks do not understand that Spotify, YouTube, and purchasing music product is a very different experience from listening (using) radio.  Streaming and Shazam data are about as helpful to radio as a thermometer would be to measure linear distance.  Great tool.  Wrong application.

Right now there are precious few who have figured it out.

However, there a few who have figured it out.

The great news is they have chosen not to participate in the “Country Ratings Decline.”

If you need help choosing not two participate in the “Country Ratings Decline”  email unconsult@aol.com  or call  252-453-8888

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