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Wrote a thought piece about whether oldies will ever come back to Atlanta

How many hundreds of national TV spots use "oldies" as their signature in the campaigns? There must be some reason the high powered advertising moguls feel that 50's and 60's hits have the pull to attract attention and ultimately help sell product..."Shout" by the Isley Brothers has been used by scores of successful advertising campaigns. "I'm a Believer" is another..The music that is timeless is the music that can always be played on a radio station. There is no research needed..I was always dumbfounded to see the consultants sitting in the conference room of an oldies station I was working at..PD and MD pouring over stacks of paper reports from focus groups to determine what song would be a "turn off" for listeners. Never mind that these are already well established hits, and sold hundreds of thousands if not millions of copies, and even more rolls of quarters in jukebox plays.

Once, we got the brilliant idea to go to a bar that we knew had many of the songs we were playing in their jukebox, and gave all the patrons a quarter to play three of their favorite songs. We got a real quick idea what people would want to listen to, and not nessicerily purchase at a record store. It served us well for years..as did the barmaid who loved us coming in on a weekday evening to treat the bar patrons to free music. But it gave us a clear idea of what people want to listen to.

This notion from a previous poster ".... A 57 year old will say I've drove the same make of car for years. It's the best and I'm not switching. I like this brand of chips..".....is just wrong..(even the grammer)

That kind of thinking might have held true for our grandparents, but as a 50 (something) we are a generation that was raised on change, and consistently updating our possessions, and we are among those who will still spend money foolishly. My adult children are far more frugal that I am. So I am ripe for somebody to pitch me the latest giz-whiz, or special pill that will make me attractive to young blond women.

Granted..the type of product that we are interested in may not be the "next big thing" but at least we can afford it. Might not be nightclubs..might be Cialis...might not be Hyndais..might be Mercedes..might not be Dave and Busters..might be a cemetery plot..who cares? Money is money!

Finally PPM results are showing that "classic hits-oldies" formats are still very well received, and a solid, well programmed and produced oldies station can be a cash cow. Not a computer with liners and songs only..but compelling, and interesting presentation..the kind an involved and passionate owner could deliver.

Fox 97 might well have been THE most successful radio station in the country if they (whoever they might be) had just stayed the course and left it on the front burner.
 
Jeff Laurence said:
How many hundreds of national TV spots use "oldies" as their signature in the campaigns? There must be some reason the high powered advertising moguls feel that 50's and 60's hits have the pull to attract attention and ultimately help sell product..."Shout" by the Isley Brothers has been used by scores of successful advertising campaigns. "I'm a Believer" is another..The music that is timeless is the music that can always be played on a radio station. There is no research needed..I was always dumbfounded to see the consultants sitting in the conference room of an oldies station I was working at..PD and MD pouring over stacks of paper reports from focus groups to determine what song would be a "turn off" for listeners. Never mind that these are already well established hits, and sold hundreds of thousands if not millions of copies, and even more rolls of quarters in jukebox plays.

Once, we got the brilliant idea to go to a bar that we knew had many of the songs we were playing in their jukebox, and gave all the patrons a quarter to play three of their favorite songs. We got a real quick idea what people would want to listen to, and not nessicerily purchase at a record store. It served us well for years..as did the barmaid who loved us coming in on a weekday evening to treat the bar patrons to free music. But it gave us a clear idea of what people want to listen to.

This notion from a previous poster ".... A 57 year old will say I've drove the same make of car for years. It's the best and I'm not switching. I like this brand of chips..".....is just wrong..(even the grammer)

That kind of thinking might have held true for our grandparents, but as a 50 (something) we are a generation that was raised on change, and consistently updating our possessions, and we are among those who will still spend money foolishly. My adult children are far more frugal that I am. So I am ripe for somebody to pitch me the latest giz-whiz, or special pill that will make me attractive to young blond women.

Granted..the type of product that we are interested in may not be the "next big thing" but at least we can afford it. Might not be nightclubs..might be Cialis...might not be Hyndais..might be Mercedes..might not be Dave and Busters..might be a cemetery plot..who cares? Money is money!

Finally PPM results are showing that "classic hits-oldies" formats are still very well received, and a solid, well programmed and produced oldies station can be a cash cow. Not a computer with liners and songs only..but compelling, and interesting presentation..the kind an involved and passionate owner could deliver.

Fox 97 might well have been THE most successful radio station in the country if they (whoever they might be) had just stayed the course and left it on the front burner.
Click to expand...


I wish these little twink program directors here felt the same way.................
 
Jeff Laurence said:
How many hundreds of national TV spots use "oldies" as their signature in the campaigns? There must be some reason the high powered advertising moguls feel that 50's and 60's hits have the pull to attract attention and ultimately help sell product..."Shout" by the Isley Brothers has been used by scores of successful advertising campaigns. "I'm a Believer" is another..The music that is timeless is the music that can always be played on a radio station. There is no research needed..I was always dumbfounded to see the consultants sitting in the conference room of an oldies station I was working at..PD and MD pouring over stacks of paper reports from focus groups to determine what song would be a "turn off" for listeners. Never mind that these are already well established hits, and sold hundreds of thousands if not millions of copies, and even more rolls of quarters in jukebox plays.

Once, we got the brilliant idea to go to a bar that we knew had many of the songs we were playing in their jukebox, and gave all the patrons a quarter to play three of their favorite songs. We got a real quick idea what people would want to listen to, and not nessicerily purchase at a record store. It served us well for years..as did the barmaid who loved us coming in on a weekday evening to treat the bar patrons to free music. But it gave us a clear idea of what people want to listen to.

This notion from a previous poster ".... A 57 year old will say I've drove the same make of car for years. It's the best and I'm not switching. I like this brand of chips..".....is just wrong..(even the grammer)

That kind of thinking might have held true for our grandparents, but as a 50 (something) we are a generation that was raised on change, and consistently updating our possessions, and we are among those who will still spend money foolishly. My adult children are far more frugal that I am. So I am ripe for somebody to pitch me the latest giz-whiz, or special pill that will make me attractive to young blond women.

Granted..the type of product that we are interested in may not be the "next big thing" but at least we can afford it. Might not be nightclubs..might be Cialis...might not be Hyndais..might be Mercedes..might not be Dave and Busters..might be a cemetery plot..who cares? Money is money!

Finally PPM results are showing that "classic hits-oldies" formats are still very well received, and a solid, well programmed and produced oldies station can be a cash cow. Not a computer with liners and songs only..but compelling, and interesting presentation..the kind an involved and passionate owner could deliver.

Fox 97 might well have been THE most successful radio station in the country if they (whoever they might be) had just stayed the course and left it on the front burner.
Click to expand...

Boy you are so right Jeff. How many times do I hear a song from the 60's on a commercial on television every night. People our age want to hear music from our generation and if local radio won't give it to us there are other places we can get it and they,(local radio) will miss the boat. I listen to the TOC online all the time, it's just a terrific format and I love the Rock N Roll Calendar and Time machine features and on Sunday Night a show called Crusin America featuring the 50's and early 60's. If Cumulus would put it on Journey or another FM they would have the audience for sure. As far as I know they own the right's to Shannon's network. I record the TOC on my mini disc recorder,(yes I still love that format) and listen to it in my car and on my walks. Also have the app on my iPhone. The format does work!
 
One thing that really hurt Oldies stations, and Jeff alluded to it, is they played the same 300 songs over and over, those that tested well. When I listen to sixties airchecks on ReelRadio.com, I hear so many great songs that Oldies stations never would touch...and should have.
 
Jeff Laurence said:
How many hundreds of national TV spots use "oldies" as their signature in the campaigns?  There must be some reason the high powered advertising moguls feel that 50's and 60's hits have the pull to attract attention and ultimately help sell product..."Shout" by the Isley Brothers has been used by scores of successful advertising campaigns.  "I'm a Believer" is another..The music that is timeless is the music that can always be played on a radio station.  There is no research needed..I was always dumbfounded to see the consultants sitting in the conference room of an oldies station I was working at..PD and MD pouring over stacks of paper reports from focus groups to determine what song would be a "turn off" for listeners.  Never mind that these are already well established hits, and sold hundreds of thousands if not millions of copies, and even more rolls of quarters in jukebox plays. 

This notion from a previous poster ".... A 57 year old will say I've drove the same make of car for years. It's the best and I'm not switching. I like this brand of chips..".....is just wrong..(even the grammer)

That kind of thinking might have held true for our grandparents, but as a 50 (something) we are a generation that was raised on change, and consistently updating our possessions, and we are among those who will still spend money foolishly.  My adult children are far more frugal that I am.  So I am ripe for somebody to pitch me the latest giz-whiz, or special pill that will make me attractive to young blond women.

Granted..the type of product that we are interested in may not be the "next big thing" but at least we can afford it.  Might not be nightclubs..might be Cialis...might not be Hyndais..might be Mercedes..might not be Dave and Busters..might be a cemetery plot..who cares?  Money is money!

Fox 97 might well have been THE most successful radio station in the country if they (whoever they might be) had just stayed the course and left it on the front burner.
Click to expand...
There's a reason Honda is using Yaz, Judas Priest, and Ozzy Osbourne to sell minivans and SUVs (let that sink in for a minute).  And not boomer rock.

And I disagree on Fox 97 being a great oldies station.  I have heard many better.  Even TOC was better than Fox 97.  One great small-market oldies station was WWFN Fun 100 in Lake City, SC.  As you might have surmised from the market, lots of beach music and NOT a lot of Beatles, Beach Boys, and Motown.    Unfortunately, Cumulus bought them and flipped them to sportstalk 100.1 The Fan ( http://thefanfm.com/ , and they didn't have to change the call letters). 

Fox 97 didn't earn the "good times and eight oldies" moniker for nothing. 
 
Considering the present Atlanta oldies situation:

I guess if you can't be with the songs you love...
Then love the songs you're with,
Love the songs you're with,
Love the songs you're with...


(Naah , that really doesn't work, does it? ;D)
 
Oldies are better written and catchier than today's songs. They work better in commercials and it's easier than writing your own jingles for the products. They're cheaper than today's songs too. It's also about who is making and signing off on the commercials you watch and listen to. They're pitching ideas back and forth with an AD and pitching them as ideas to executives at the company.

Fox 97 tried to save the oldies. No one wanted to buy for that audience and numbers declined. Fox 97 even threatened to change formats and it worked for about a book and it was back down again. I loved AGH and I've almost quit listening to the radio again without it. Doesn't change the fact money is with younger audiences and younger formats. The problems aren't all at the station or ownership group. They're on the marketing side too. If you can change things on the marketing side, oldies will come back to the radio. On the ownership side it's shareholders. If you paid top dollar for a signal in good times, you're wanting the highest return possible. There are so many variables.
 
I used to be the morning show DJ at WQUL 97.7 Cool Fm, in Griffin, back in the early and mid 90's. We played the oldies during those years and I found that young kids and adults over 40 or so liked the music.

The little kids like the catchy and novelty songs that were included in the format. Adults liked the Beatles, Beach Boys and especially Motown.

I have been playing country since I left that format and I wonder would the kids now be interested in the oldies format? Now, those 40 year olds are in their 60's. I think you would have to make the whole presentation interesting to more than just the over 60 crowd.

Perhaps, the revival of the Beach Boys this summer would help create an interest in the oldies format. After all, who else is going to play the Beach Boys?

It really is an interesting type format to play because it includes so many different styles of music. The Stones, the Animals and the Kinks and even Cream and Procul Harum to cover rock. Hermans Hermits and the Monkees and etc. for pop. Motown, beach music, Elvis, Little Richard and Chuck Berry. What other format is so varied? other than those manufactured like Dave FM.
 
I'm 63, out of the desired demos,obviously. Every classic hits or oldies station I've heard on the Internet sounds the same. Heavy 70's, rock leaning, early 80's rock leaning songs and a sprinkling of the late 60's. Very little pre '64, if at all. I get my oldies fix from SiriusXM and various Internet 60's stations. Every classic hits station I've heard plays Eddie Money,Boston, "Jessies Girl", Journey,Kansas,Bad Company,etc,etc, artists I really don't want to hear on an oldies station,but that's the way of the world.

I grew up on sixties music and never get tired of hearing it. The Beatles,Motown,Beach Boys, a lot of British Invasion, The Rascals, The Mamas and the Papas,The Turtles,The Byrds,Dylan,etc is timeless music. If it's good, it's good. So many young people enjoy the 60's and it's getting harder to hear this music on over the air commercial radio. As other posters stated, it is heard in commercials, it is played in restaurants and stores and yet it cannot find a home on radio with a few exceptions.

With WYAY's demise, I don't understand why another Atlanta station does not pick up the format. CBS-FM, KRTH, WOGL and WLS FM are successful stations. As always they all are heavy on late 70's, early 80's, but it's better than no oldies/classic hits station at all.
 
Regarding:

"....With WYAY's demise, I don't understand why another Atlanta station does not pick up the format. CBS-FM, KRTH, WOGL and WLS FM are successful stations..."

You are right. My client station in Phoenix is KOOL-FM (CBS) and they consistently do well both in billing and ratings. CBS and Dan Mason know how to "do oldies" to make it profitable..might be a viable idea for the ATL. Look at how popular "Yougblood's" show is on WALR? It takes some brains and some real, live peoe to pull it off, but it could be done with many of the stellar jocks who are currently "available". And would I love to do imaging for that if it ever happens!
 
I agree that so, so many products are sold with 60's Oldies and have commented on that on other threads. It's unfortunate that:

1) ad agencies won't buy upper demos despite high numbers. Period. Doesn't matter how good the station sounds or how rabid their base is. The ad agency is where the real money is-as we all know.

2) the format got no respect at those ad agencies and even within Oldies radio stations' hallways and offices.

3) Due to continuing short-sighted profit-taking (nothing wrong with profits, but too much short-sighted profit-taking is bad), many operators whored out their stations.

4) Some of those Oldies operators were not good operators BEFORE they were Oldies stations. They jumped on the format for a "quick fix." And there's really no such thing.

On a personal note, I am saddened by all this and miss hearing 60's based Oldies on the radio.
 
I am 25 and I grew up listening to a lot of 70s and 80s rock and roll. As a teen growing up in Atlanta, while my friends were listening to 95.5 the beat and 99x, I was listening to B 98.5 and Z93. As well as Mix 105.7 and the 80s station out f ATL.
 
I got to thinking about the state of radio and the state of music, at least in the US and I started realizing that kids these days have short attention spans so having control of their music facilitates such behavior.

Point being: maybe radio is becoming more of an older demographic thing. It used to be the only game in town when it came to listening in your car. So, with that in mind, it almost makes sense that radio stations would start looking towards playing retro-ish genres. I was born in 1970, so for me it's going to 70's rock, new wave 80's and 90's along with the straggling 00's. But how far back can you go before you hit that point where the demo isn't there to listen anymore?

Of course, you'll never get rid of mainstream radio so your top 40 and urban stations would be a staple....
 
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