But, if those demographics shrink - and the ad dollars shrink - then the station often changes format with little regard for how many current listeners there are. Who cares? They're not the RIGHT demographics!
Infinity Broadcasting recently pulled the plug on two of America's premiere Oldies-formatted stations: WCBS-FM, New York and WJMK-FM, Chicago and former listeners in both markets are mad. Do you blame them? You devote yourself to a station for years, support it, buy from its advertisers and what does it get you? A "Dear John" letter - or in this case, a "Dear Jack" letter because both operations have been switched over to the new "JACK" format which is gaining ground within the industry.
The "JACK" format is commercial radio's answer to the popularity of iPods and other mp3 players. Portable digital music has empowered listeners to put all their favorite songs on a pocket-sized device which gives them the variety they have craved for years. The mp3 player has given listeners a big reason not to settle for the same songs played over and over again on their local radio.
So, in a creative move comparable to TV networks copying and cloning their own versions of another network's hit show, some radio station owners have decided to put their stations on "shuffle" mode. They are trying to capitalize on the portable digital music metaphor by emulating one big fat mp3 player in the hopes of drawing listeners back from the iPod demographic, who have lost interest in radio stations that insist on playing 200 songs when their digital device offers them thousands.
The new JACK-formatted stations have expanded their music libraries (which in itself isn't a bad idea, though a little late) but in many cases have also fired very talented radio personalities like Dick Biondi and Fred Winston from WJMK-FM in Chicago and "Cousin" Bruce Morrow and Harry Harrison from WCBS-FM, to name a few.
I have a special place in my heart for both stations: When I was growing up in northern New Jersey, I used to listen to WCBS-FM and some years ago, I worked in Chicago on-the-air at the now defunct WFYR-FM, competing against WJMK-FM. (For that insane chapter in my life, read this free chapter from my book, "The Cash Cage")
Both stations had a heritage which transcended the often-ephemeral lives of today's radio stations which seem to change identities more often than Dennis Rodman's hair color.
Oddly enough, both stations had faithful followings of hundreds of thousands of fans - and were both making money. But, listeners have little to do with decisions of radio station owners anymore. As I said: demographics are king and when a company sees a chance to have more listeners from another demographic, it will jump at the chance by casting off its current "listeners" in pursuit of a higher quantity of listeners in the more choice demographic.
When radio stations were owned more by individuals and less by large companies, there was more nobility in programming and the desire to maintain and build on a radio station's heritage was just as important as profit. We have lost this attitude. It has been sublimated to sales graphs.
But, I'm a realist. I have no illusions: I know it's a business. Yet, I have also been in radio long enough to remember when radio stations, and the companies that owned them, prided themselves on their longevity, consistency, and community stature.
I fear there is no more honor left in commercial radio.
When a radio station steals away during the night and changes format under clandestine circumstances, we should not be surprised that many angry listeners think they've been musically mugged by JACK-Booted Thugs.
Is it any wonder many listeners have turned away from commercial radio stations in favor of digital devices?
iPods never change format on their owners.
