Oldies from the '80s? How About Asking the Listeners?

There is a novel concept. Find out what your audience thinks.

What I'm referring to is the recent flurry of speculation as to the "meaning" or newly revived WCBS FM, New York's decision to play and feature music from the 1980s. There are columns analyzing music types, exposure on competitors, changes to the New York radio dial since WCBS changed to "Jack", the effect of being "Jack", whether certain songs have a "spiritual" connection to oldies, what might be burned, and so on. I'm really enjoying all the speculation.

Does this mean a fundamental change for oldies stations? If history is any example, dozens of stations will check the music monitors, and immediately add all the 1980s songs that are in fast rotation at WCBS. It never fails. We are an industry of copycats.

Listeners do not hear the radio in the same nicely "categorized" way that programmers do.

It is common sense that listeners of different age groups who enjoy hearing their "all time favorites" will gravitate to different eras. But there are so many other factors: Which songs were just too locked into the time, and are now dated? Which were novelties? Which have become classics? Which have been recycled through advertising, sports teams and other popular culture? What are by artists whose longevity has extended the exposure and appeal of their entire library of material?

Our simplistic use of "era" and our preoccupation with it is just a bit intellectually lazy, don't you agree?

This is one of many reasons why I encourage stations to do some kind (my kind, if I get a vote!) of music fit analysis. If '80s are at the upper range of the music that seems to be working for a format, then test likely candidates (yes, a little judgment and creativity in there - sorry).

With the right kind of music test, you'll see whether a given song clusters as similar or dissimilar in appeal to the songs that are at the core of the format. Some '80s songs will make it. Others won't. Some are appropriate. Some are not. Popularity can be measured by a simple test score, but "appropriate" requires cluster analysis. And you don't want to be without the ability to know whether a song (like that '80s song you're considering) is appropriate or not.

Any music test that doesn't give you this information is a waste of money. It really is that simple.

Most credible music researchers are now providing some kind of information that helps you focus on the music that is at the center of the page, the hub of the wheel, the middle lane of the highway.. (depending on what analogy your consultant uses). Those researchers who don't should be asked "Why not?"

With a carefully managed plan for continuously testing the edge of your music, in terms of age, or for some formats, in terms of tempo or other dimensions, you will be able to evolve the station as your listeners desire.

And you won't have to agonize as to whether you should copy another station every time they make a change to their music.