36 R &R January 11, 2002 CHR TONY NOVIA [email protected]

It's 2002, And The CHR Doldrums Are Here

El A New Year's reality check ROCKIN' THE SUBURBS

Interscope/IGA band No Doubt hung out with staffers from San Fran- By Guy Zapoleon cisco Hot AC KLLC during the band's promotional stop in the Bay Area supporting their current chart-topper, "Hey Baby." Pictured here are Something strange is in the air. People don't seem as passionate about entertainment as they (back, l -r) KLLC's Sterling; ND bass player Tony Kanal; KLLC PD John did a year ago, and there aren't many new songs becoming hits these days. We've hit the Peake; ND vocalist Gwen Stefani, guitarist Tom Dumont and drummer Doldrums phase of the music cycle. Just when I begin to wonder if I was right when I first Adrian Young; KLLC MD Julie Nakahara and (front, l -r) morning side- identified this musical cycle, it falls right into line again. kick Hooman; and IGA Promo Rep Michael Novia.

After studying 40 years' worth of At the end of 2001 and leading into in taste during the Extreme period How should CHR react to the Dol- mize potential morning show oppor- music charts dating back to the begin- 2002 pure teen pop music ('N Sync and followed by waning excitement for drums? First, be listener -driven. Do tunities. ning of the rock 'n' roll era in the mid - The Backstreet Boys) is struggling or music in the Doldrums, passion your research, pay attention to what it Marketing: One major reason 1950s, I have identified a pattern that just barely making the top 10 and is be- scores drop. says, and don't use instincts that reflect people listen to CHR is for the dose repeats about every 10 years. We are ing replaced by rhythmic pop (Pink, In the initial Rebirth years there are a more experimental time. Listeners of adrenaline they get from the format. now finishing the fifth music cycle. Jennifer Lopez, Destiny's Child) and close to 100 legitimate hits, but during want more familiar music and less new That comes not only from the music When the first cycle ended with the the extremes of rock (Linkin Park, the Doldrums there will be only 60 -70 music. If you have young program- and personalities; it also comes from first Doldrums period (1962 -1963), Creed, 3 Doors Down, Staind) and ur- hits per year. Just look at the callout mers, get more experienced opinions ongoing, exciting contests, which the rock and rhythm hits became deriva- ban (Jay -Z, Ja Rule, Missy Elliott). scores in your market to see what I'm from consultants or group PDs to help CHR format is known for. tive of those of The war in Afghanistan is close to talking about. We are seeing the low- interpret the research and understand It is also essential during the Dol- the previous eight ending, but the war on worldwide est averages in 10 years. the effects of the Doldrums on your years. The per- terrorism has just begun. Expect the drums to maintain audience aware- radio station. centage of actual nature of the world and its tastes to Have Owners Learned? ness of the format. Databasing; street How should CHR react to the adult hits decreased as continue to grow more and more con- presence; and billboards, bumper When there are more AC and coun- threat of Hot AC and the young female a slew of more servative as we go into a belt- tighten- stickers and TV are critical during a try hits (and rock and urban), there are attack of CHR/Rhythmic? It shouldn't! traditional adult ing period. You should see the AC, time when people might forget about fewer hits owned exclusively by CHR, It should be what listeners expect a 15- and country acts Country and Oldies formats enjoy suc- the one format that delivers ultimate because pop has faded. When this hap- 24- female- focused hit machine to be, moved in, reflect- cess during this period. variety all types of music on one pens, there is less ofa draw to CHR be- balancing rock and rhythm and using - ing more conser- Two competitors will put CHR in a radio station. cause of its lack of exclusive product, available pop as the glue. vative times. squeeze play. Hot ACs will experience and the ratings drop by 33 % -40 %. Realistic Expectations For a real un- Guy Zapoleon a resurgence as pop rock continues to Sadly, in the '90s people who The Three M's derstanding of create more and more hits, and the for- should have known better group When you garner the kind of ratings - During the tough time for CHR it what is to come, take a look at the most mat will then be poised to take 25 -34 programmers, consultants that CHR has over the past five years, and other is not good enough to have only one recent Doldrums phase, which hit in females away from CHR. Also, young industry including scoring with 25 -54 adults, observers - all made pro- of the three M's; your station must 1991. The similarities are astounding. CHR/Rhythmic stations with market- nouncements in the trades, the New you begin to think it will be that way excel in all three: music, mornings and success stories will spring up to woo forever. The Doldrums is a time to get Understanding The Past York Times and the Wall Street Journal marketing. away 15 -24 women. that CHR was over. Then, the CHR back to basics, to focus and to protect Music: The key to maintaining In 1991 pure teen pop (New Kids format began to be abandoned by own- the base 15 -24 female target. During Less Hits, Longer Stays mass -appeal is sound balance On The Block, Tiffany, Debbie - this time even that demo is at risk. Gib- ers who didn't have the foresight to see varying tempo and style so that both son) was being replaced by rhythmic Why will this happen? One reason the value of owning the CHR brand It is important to remember that all pop rock and pop rhythm fans will pop (PM Dawn, Paula Abdul) and the is that the extremes of music really three years down the line, when the formats have healthy and sick stages hear their favorites every two to three extremes of rock (Guns N' Roses, Me- please the more passionate music hits would offer more mass -appeal. during their product life cycles. songs. The hard part during the Dol- gadeth) and urban (MC Hammer, Pub- fans who may have been fans of pure Almost 50% of all CHRs changed When some formats do well, others drums is finding pop music, which lic Enemy, Bell Biv Devoe). teen pop originally but grew tired of format during the early '90s. There will suffer. When CHR is on top, acts as the glue between the extremes The onset of the Gulf War also oc- it and looked for more cutting -edge were 578 CHRs in 1992. The num- more traditional music formats like of rock and rhythm. curred at this time, which aroused styles of rock or rhythm. As CHR ra- ber dropped to 318 in 1995. It was an Country, Oldies and Classic Rock As rock and rhythm get harder fears of global war. People were no dio begins to reflect these more cut- unbelievable four years before the suffer lower ratings. During the Dol- while pop music fades, it becomes longer in a mindset to experiment ting -edge and extreme sounds, the si- Rebirth cycle began. Even when the drums this trend is reversed. more difficult to rock with their lifestyle choices, includ- lent majority (who prefer more pop pop music explosion carne (first with play both and Owners must remember that it rhythm ing their musical brands. Instead, styles) will begin to be dissatisfied pop rock, later with teen pop), there on the same format. That is takes much more money to start up they were seeking comfort from with what they hear and become Pl were cities that had no CHR station when CHRs change format to spe- and brand a new radio station than to their music and embracing more tra- to other formats. for two or three years. Why did this cialize in either rock or rhythm. In- spend what's necessary to fuel the ditional forms like AC, country, clas- For the next few years you can ex- happen? Largely because owners re- stead of going to this extreme, CHR existing product. At Zapoleon Media sic rock and oldies. pect the hits to stay on the charts fused to give the burgeoning pop should buffer rock and rhythm with Strategies, we recommend support- ing CHR by taking out "Radio Life During this period Hot AC became longer and fewer new hits to come music explosion a home by launch- pop oldies and look for the right the hot new format as "Mix" stations through. Hits are pretty easy to iden- ing new CHR stations. Instead, cities dance, pop rock and pop rhythm Insurance" on your station. What is sprang up all over America (and the tify: They garner a certain passion remained without the format, or songs that can be substituted for Radio Life Insurance? It is spending money on world), taking advantage of the pop score in callout. This happens when Modern AC's were launched to take pure pop. maintenance, music, per- rock explosion and the more conser- the masses agree on what the hits are. satisfy the demand for pop music. Mornings: More music on morn- ceptual research and marketing. It's funds vative musical tastes of 25 -34 females. But when there are wide differences Finally, in the late '90s, after ing shows will not save a format budgeting the to buy the nec- essary equipment, hire the best peo- CHRs began reaching No. 1 by play- during the Doldrums. Successful ple and conduct proper training for ing hit music and taking advantage of CHR morning shows reflect what is the staff. This Radio Life Insurance the huge interest in teen pop, the for- happening in their communities and For the next few years, you can expect the hits to mat spread. CHR once again had the world. Successful CHRs are the can prevent the death of a radio sta- mass-appeal. There are now approx- ones with morning shows that ev- tion, especially during the Doldrums. on stay the charts longer and fewer new hits to imately 468 CHRs in America. It is eryone is buzzing about each day. Guy Zapoleon is the owner /Presi- come through. ironic that these new CHR stations Great CHR programmers spend at dent ofZapoleon Media Strategies and were born only two or three years least an hour a day working on the a 29year radio veteran. You can reach after the Doldrums period, a tough morning show to fine -tune it, pre- him at 281 -980 -3665 or gzapoleon@ ratings time for the format. pare tomorrow's show and maxi- aol.com.