Radio: October 7, 2016
As
a longtime cheerleader of AM radio, much as I hate to say it, AM is
dead. It’s not even on life support here in Los Angeles any more, it’s
dead.
In
the most recent monthly ratings released in mid September by Nielsen,
there were only nine AM stations that made the list at all out of 41
stations total, accounting for a grand total of 10.1 percent of the
listening audience. The highest-rated AM station, KNX (1070 AM) earned a
2.9 percent share of the audience aged six and over; KNX and KFI (640
AM) account for over half of the listenership of the entire AM band with
a total of 5.5.
By
comparison, the top-two FM stations, KOST (103.5 FM) and KIIS-FM
(102.7) earned a combined 10.5 share ... meaning that two FM stations
beat out the entire AM band’s total ratings. That’s sad.
Obviously
current programming is not attracting an audience. Not young, not old.
Not at all. Reliance on political talk, infomercials, and sports just
doesn’t cut it when it comes to attracting listeners. In order for AM to
become relevant -- suggesting it should “stay” relevant would mean it
“is” relevant, and it most certainly is not -- it needs to reinvent
itself once more. Or perhaps more accurately, look to formats that would attract an audience if they were offered.
Industry
observers and insiders don’t like to admit this, since the sorry state
of radio in general and AM radio in particular is their fault. But many
of the stations that lack ratings once did. At least they did when they
played music. 570, 690, 930, 1110, 1150, 1190, 1580 ... all had good, or
at least acceptable ratings until they lost focus and either programmed
canned junk or dropped music altogether. Even KFI, the
second-highest-rated AM station in town had similar and often higher
ratings as top-40 than they do now.
My
opinion is that AM can still compete, as long as stations offer a
format that either can’t be found elsewhere or is just done better. What
formats? Glad you asked. The following are just a few that could help
revitalize America’s first broadcast band.
Heavy
Metal. Pure Rock KNAC (now KBUA, 105.5 FM) proved not only that there
is a substantial audience for metal, but that they are among the most
dedicated (read: rabid) listeners anywhere. And our area has numerous
talented, up and coming metal or related bands that could use the
airplay; indeed, such bands as Odyssey Dawn, Divine Intervention,
Soulera and reggae/punk band LAW all play to packed venues throughout
the South Bay, Long Beach and Hollywood. Play these and classic metal
and you’d bring listeners to the AM band who never even knew there even was an AM band.
Fifties
Oldies. A format that can’t be found anywhere. Once a mainstay of
oldies stations -- some purists feel that the ‘50s are the only real
oldies -- the format done right can attract an audience spanning
generations. Art Laboe has known that for years.
Sixties
Oldies. Another format that does not exist here. Much of the material
that was played on stations such as KHJ (930 AM) from 1965-1970 hasn’t
ridden the airwaves since then. You’d be surprised how many old
airchecks feature songs you may not remember; give them a place and you
again will find listeners.
Seventies
oldies. See a trend here? Since KRTH (101.1 FM) and KOLA (99.9 FM)
abandoned most music prior to 1980, there is a huge void waiting to be
filled. And numerous programmers and DJs willing to play those hits.
Get
a station that plays the best of all the rock decades with a focus on
Doo-Wop and the East Los Angeles music scene (think War, El Chicano,
Tierra, and more) that propelled the original KRLA (now KDIS, 1110 AM)
to the top of the oldies list years ago, and I guarantee a winner.
Rap.
Real rap such as heard when played by such DJs as JJ Johnson on the
original late, great KDAY (now KBLA, 1580 AM). Most rap on the radio now
is whitewashed; KDAY was real. Bring it back.
Big
Band. MIA since the old KGRB (now KALI, 900 AM) left the air 20 years
ago. Yes it skews old, but not as old as you might think. Besides, old
is better than nothing. And believe it or not, “seasoned citizens”
listen to ads and buy things.
Adult
top-40. Music that appeals to the over-25 crowd but consists of current
bands seasoned with oldies and classic rock. With a high-energy, fun
but uncluttered presentation that rivals that of the best top-40
stations of the past. Think KHJ, Ten-Q or KFI all grown up.
Would
these stations dominate? No. But they would be a force to be reckoned
with, and would accomplish two things: bring new and old listeners back
to a band that programmers long ago abandoned, and keep the FMs an their
toes ... in much the same way that early FM formats made AM stronger,
for a while at least. Besides, as with early FM when AM dominated,
today’s AM stations truly have nothing to lose.
Then perhaps some of the AM stations in Los Angeles would have something to show for themselves.
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