NEW YEAR, NEW COUNTRY PART 2 Chuck Geiger

The sales and marketing blitzes we could viral market with all the real positives of the two branches would be over the top. If I had no association with Country radio and the music components (these components starting moving in 2008 away from a 90's based gold sound and still limited current placement) 

I would swear as an outsider it's a format for 24 Women who work 9-5, has a family or date, maybe have been married, single mother - Parents took her to Country concerts and she remembers the 90's into 2000 and the change to a 2004 music base is geared towards her. She loves Taylor Swift, drives a Camry or Civic, strong family roots - Usual rural based. Country P-1 because of the values and fun of the Country life group. Parents were Country P-1's too. Boyfriend or husband vocal about the music/song styles of Country music now. Are you kidding me she loves LIFE IS A HIGHWAY. He wonders where the variety or other songs are and complains about rotations. 

The format and the writing of the songs will become younger and more down on the farm with a jeep and wine with a few more Hank Williams Jr. references. (Cooler to do DAC ask Aldean). The core of the younger pack: Rascal Flatts, Taylor Swift, Keith Urban, Carrie Underwood, Glorianna, Lady Antebellum, Jason Aldean will continue to have merge problems with Tim McGraw, Toby Keith, Martina Mc Bride, George Strait, Alan Jackson. We only go so far to exemplify this sound with CMT and Lance Smith, awards shows, People Magazine and some Country stations who have a real handle on the 18-34 (70%) female driven Country station. There are going to be harder lines to cross. Like dance and urban songs rarely make it to AC, younger sounding Country acts might not be advisable for the other format, 25-54 (44) geared stations. Just like a George Strait song might not be played on the younger version. This has happened with strong contemporary music superstar acts. Rod Stewart, Billy Joel and Elton John. 

The format and age split is coming to Country. Smart programmer's will see that and begin to eliminate the scrapes and bumps that are causing tune out in a cume to time spent listening PPM world. The massive panel shifts from markets where Country life group members shift out after a spell can be corrected with format splinters. The $64k line from the life group will cease: "Why don't you play any of the old songs anymore". "My husband and me don't like those young girl singers". "I drive truck and grew up Country but this ain't Country". I mean listeners to Classic Rock never ask why they don't play The Rolling Stones, Who and Beatles any longer. The new and old have a tough time playing on the same stage. It's causing friction within the Country life group. Eliminate any perception problems by creating another wing. 

SAFE LIST 11/30/09

Rank LW Rank TW Artist Title Label Category
1 1 LADY ANTEBELLUM Need You Now Capitol Nashville POWER
3 2 LUKE BRYAN Do I Capitol Nashville POWER
2 3 CARRIE UNDERWOOD Cowboy Casanova 19/Arista POWER
4 4 REBA Consider Me Gone Starstruck/Valory POWER
5 5 CRAIG MORGAN Bonfire BNA OFF
6 6 TAYLOR SWIFT Fifteen Big Machine POWER
8 7 DIERKS BENTLEY I Wanna Make You Close Your... Capitol Nashville POWER
7 8 KENNY CHESNEY I'm Alive w/Dave Matthews BNA MEDIUM
10 9 DAVID NAIL Red Light MCA POWER
16 10 MIRANDA LAMBERT White Liar Columbia Nashville MEDIUM
9 11 ZAC BROWN BAND Toes Atlantic/HomeGrown/BigPic STAY
12 12 TIM MCGRAW Southern Voice Curb MEDIUM
11 13 JAKE OWEN Eight Second Ride RCA MEDIUM
14 14 DARIUS RUCKER History In The Making Capitol Nashville MEDIUM
18 15 JASON ALDEAN The Truth BBR MEDIUM
15 16 TRACE ADKINS All I Ask For Anymore Capitol Nashville MEDIUM
17 17 GEORGE STRAIT Twang MCA Nashville MEDIUM
13 18 CHRIS YOUNG Gettin' You Home (The Black..) RCA STAY
24 19 BILLY CURRINGTON People Are Crazy Mercury STAY
25 20 BILLY CURRINGTON That's How Country Boys Roll Mercury MEDIUM
28 21 JOSH TURNER Why Don't We Just Dance MCA LIGHT
29 22 JASON MICHAEL CARROLL Hurry Home Arista LIGHT
22 23 JASON ALDEAN Big Green Tractor BBR STAY
20 24 TOBY KEITH American Ride Show Dog STAY
26 25 DARIUS RUCKER Alright Capitol Nashville STAY
21 26 RASCAL FLATTS Why Lyric Street LIGHT
36 27 BRAD PAISLEY American Saturday Night Arista LIGHT
31 28 TOBY KEITH Cryin' For Me (Wayman's Song) Show Dog LIGHT
23 29 MARTINA MCBRIDE I Just Call You Mine RCA LIGHT
19 30 BRAD PAISLEY Welcome To The Future Arista STAY
30 31 JUSTIN MOORE Small Town USA Valory REC
32 32 ZAC BROWN BAND Whatever It Is Atlantic/HomeGrown/BigPic REC
27 33 KEITH URBAN Only You Can Love Me This Way Capitol Nashville REC
33 34 RANDY HOUSER Boots On Universal South REC
34 35 LOVE AND THEFT Runaway Carolwood REC
37 36 BRAD PAISLEY Then Arista REC
49 37 EASTON CORBIN Little More Country Than That Mercury LIGHT
35 38 TAYLOR SWIFT You Belong With Me Big Machine/Uni Republic REC
47 39 KELLIE PICKLER Didn't You Know How Much I ... 19/BNA LIGHT
40 40 GARY ALLAN Today MCA Nashville LIGHT
43 41 KEITH URBAN Kiss A Girl Capitol Nashville/Capitol REC
38 42 DIERKS BENTLEY Sideways Capitol Nashville REC
42 43 SARAH BUXTON Outside My Window Lyric Street LIGHT
48 44 JOSH THOMPSON Beer On The Table Columbia Nashville LIGHT
44 45 LADY ANTEBELLUM I Run To You Capitol Nashville/Capitol REC
46 46 SUGARLAND It Happens Mercury REC
41 47 KENNY CHESNEY Out Last Night BNA REC
39 48 DARRYL WORLEY Sounds Like Life To Me Stroudavarious REC
72 49 KEITH URBAN Til Summer Comes Around Capitol Nashville LIGHT OPT
52 50 STEEL MAGNOLIA Keep On Lovin' You Big Machine LIGHT OPT
50 51 ZAC BROWN BAND Chicken Fried Atlantic/HomeGrown/BigPic REC

NEW YEAR, NEW COUNTRY PART 1 Chuck Geiger

With the impeding format take-over of Taylor Swift and her representation in the Country life group, this brings up what Jaye Albright of Albright & O'Malley said in her 2010 prognosis. In 2010, 50% of 18-49 will be the Taylor Swift generation, 36% Gen X and only 13% leading edge boomers.  This will prove to be a game-changer and a huge growth opportunity for country, as long as we understand the underlying values which unite our transitioning community.

Could the transitioning community be two distinct Country stations? What will happen to the strong life group associated Country format as a whole? - Splinter to 18-34 and 25-54 with two distinct formats like AC and HOT AC? I am not a rocket scientist and still have never stayed in a Holiday Inn Express, but we need two service levels. It makes no sense for two mainstream, follow the trend, but never too far away from the pack Country stations in PPM markets to follow the same brand pursuit. AC has two audience levels and CHR always bounds between two, younger and we splintered Adult CHR or HOT AC and Younger mainstream and Urban/Rhythmic. 

Now speaking hypothetically, what if (Done in John C. McGinley voice BOB from Office Space) we looked at a younger mainstream 18-34 driven Country station with strong current posture, social media driven, artists and digital platforms, all that there young stuff - And we keep Men in the mix with 25-44 Women with a mainstream format, that still sounds great like our main portfolio (with a deeper gold-base). Either this or costly perceptual research in 2010 that you pay for, will tell you (there needs to be two Country formats). Another what if...What if the negatives with older women and all men listening to Country that is too pop, young and not representative of the life group disappear and we find a magic fork in the road. 

PART 2 NEW YEAR, NEW COUNTRY ON MONDAY - PLUS SAMPLE MUSIC LOGS FROM BOTH

FingerCandy BLACK FRIDAY from @JessicaNorthey

by Jessica Northey


If tradition holds, even in this economy, retailers whether brick and mortar or cyber, will see their business hit black today for the first time in 2009.  Forecasters are calculating how much they think we'll spend on Black Friday-the day after Thanksgiving AND Cyber Monday-the Monday following the holiday weekend. These days kick off Christmas shopping season and are a strong indication of what to expect. Consumer spending makes up more than two-thirds of all economic activity in America. And this year there is a lot riding!  Retailers such as JCPenney, Macys, Gap and Sears, have boosted not only their traditional promotional advertising efforts but are using social media sites such as Facebook and Twitter.  Stores are offering freebies and slashing prices and using social media to promote their deals.

What I am noticing is the clever way brands are using various Social Media Platforms to gain momentum as we enter the season of giving. These advertisements that work don’t sound like they are selling you something but appear as solutions:  “Avoid Traffic-shop online at____”, “Hate Crowds try shopping online at___.”

If you’re an online marketer, hopefully you have already kicked off your holiday-shopping promotions.  Black Friday has been a trending topic on Twitter for days now.  The deals out there are AMAZING. You can twice what you could get last year, for half as much!  However, if you are reading this and thinking, “I missed the opportunity already,” it’s ok….We can fix that!  What you want to do is re-group quickly.  Set up a meeting(or if you are a one-person shop) sit down and think about the following:

Set Manageable Goals(here are a few samples)
-Brand Awareness
-Reputation Management
-Search Engine Optimization (SEO) Rankings
-Relevant Website Visitor Traffic
-Improve Sales for a Product or Service

Determine Social Media Strategy
-What’s your unique selling point?
-What type of Campaign is this?(Awareness, Sales,Loyalty)
-What does your audience know about you today?(Nothing, Aware,Acted,Repeat,Advocates)
-Understand how your target audience uses social media.(Consumer, Creator, Critic, Collecter, Joiner, Spectators, Inactive)
-How will you humanize your brand?(Social Media is person to person not logo to people)
-How Will You Measure ROI?

Remember the Fundamentals
-Good picture
-Interesting bio
-Great background
-Include website or blog url address
-Make sure your accounts are not protected so people can easily see your information
-Content is King!

Target Followers
-Sign up for the Twitter Directories http://wefollow.com/ and http://www.twellow.com/
These are both free and a great way for SEO and indexing as well as other Twitterers looking for you or your service.
-http://search.twitter.com/ You can search to find people that you have things in common with, this is where you will also follow the people who are following them.  You can use the advanced feature to locate people of like interest, find out what people are saying about you, your brand, your industry etc.

Maintenance
-Follow/Unfollow http://dossy.org/twitter/karma/
-Blog
-Answer ALL @replies
-Retweet, Re-Tweet and Re-Tweet Again!
-Download Tweetdeck to easily organize your Twitter, Facebook and Myspace Accounts

Promotion
-Promote all your Social Media Networks on your website and vice versa.  Ideally you can use Twitter, Facebook, MySpace, LinkedIn or Bebo and drive traffic to your website or blog and vice-versa.
-Promote your Social Media platform participation in everything you do: Business cards, letterhead, vehicle wrap, Broadcast and Print Media.
-Consistently talk about it when you are out in public. You can even download Social Media Mobile Applications like Twitter or Facebook in to your phone and add people while standing in front of them.  Use it as a conversation ice breaker, simply ask, “Do you Twitter?” If they do add, and follow them.  If they don’t, this is a great opportunity to share what you do and how they can take advantage of your business or service if they did, i.e. coupons, advice, product information, etc.

Social Media gives you FREE access to promote you/your business.  With a little effort you can achieve respectable reach and unprecedented frequency promoting you and your business.

Jessica is the Social Media Editor for Full Throttle Country-Country Radio's newest full-service and free interactive idea sharing and new media on-line service. She has over 19 years experience including Radio, Television, Internet and Print Sales as well as an On-Air Radio personality.  She is an Entrepreneur who owns MediaJess.com servicing all website needs including domain names, hosting, SSL Certificates etc. She specializes in big ideas and is known for the ability to create complete marketing campaigns and bridge marketing partnerships. Her company Finger Candy provides social and new media optimization planning for businesses, brands and individuals.
You can also read her blog, “Observations from the Peanut Gallery” at  http://www.imwithjessica.com/

HAPPY THANKSGIVING FROM FULL THROTTLE COUNTRY

Wednesday Morning Meeting for November 25, 2009:

Want to Sell Cars? Buy Country Radio.

We’ve long heard feedback from focus groups and we now see it in PPM data: Country P1s are passionate about their favorite radio station and are exceptionally loyal to their favorite station’s advertisers. It’s astounding that major purchasing decisions (like that of a new vehicle) can be so greatly influenced by a chance meeting of a favorite personality at a remote, or patronizing a dealership because they’re a steady advertiser.  But these days, any advantage one dealership can have over the competition is significant. 

It sounds astonishing, but I’ve personally witnessed even luxury brands like Volvo, BMW, Cadillac, and Audi profit from buying country radio.  We must get past our perception of the country P1 listener; she’s not a toothless, bra-less hick; he’s not the shirtless star of COPS reruns; they’re simply salt-of-the earth, conservative families looking to do the right thing.  They’ve lived good lives and have money to spend.

The power to purchase

Stop by any remote broadcast at a car dealership hosted by a country station and witness they types of vehicles being purchased:  conversion vans, SUVs, mid-life crisis mobiles like the Corvette, pre-owned SUVs, pre-owned sedans, and new and pre-owned trucks.  Essentially, this audience is routinely buying the vehicles with the greatest profit margins!  Sure, according to Arbitron, many country stations have the numbers to warrant being on a buy, but it’s the intangibles of understanding the country life group that can make the real difference for the dealership—and the relationship with the radio station. 

Have a Happy Thanksgiving!

As always, I welcome your thoughts.  Please e-mail me: bknight@harrison-edwardspr.com or follow me on Twitter @BobKnightAdMan 

Next week:  “Remote” control: Tips on how your station can perform better for the client at remotes.

Bob Knight is Vice President, Advertising and Digital Media with Harrison Edwards PR & Marketing in New York and oversees the company’s advertising and HEdigital divisions, which include podcasting, webcasting, blogging; and print, electronic, and broadcast advertising and media buying. Prior to joining Harrison Edwards in 2005, Bob worked for some of the nation’s largest broadcasting companies, successfully developing programming in some of the most competitive markets including Chicago and San Francisco; his stations and shows were consistently top-rated.  In addition to Bob’s work as program director and on-air personality at AMFM, Inc., Clear Channel Communications, Citadel Broadcasting, Entercom, and NextMedia Group, he served as a consultant to Internet radio stations during the dot com boom. Bob’s national and regional radio commercials have won a Gold Clarion Award (AWC) and Gold “Big W” Awards (Ad Club) for commercials he produced. In 2008, Bob was named a “Rising Star Forty Under Forty” by the Business Council of Westchester and is a graduate of Leadership Westchester (Class of 2009).

###

2010: WHAT'S NEXT FOR COUNTRY PROGRAMMING Part 2 Imaging

We gathered the brightest minds in Country radio to pontificate on 2010 and the changes and trends in the wind for Country radio. This week, we look at Imaging, stationality, sonic sound and non-commercial product development from the best:

Jaye Albright from Albright & O'Malley leads it off with "concise, crisp and compelling". Bob Glasco of Glasco Media joins in "Put compelling content on the air to protect your franchise". 


We are approaching burn out and don't give a damn with the life group and traditional chest pounding imaging topicals. 12 in a row, the most Country on the radio and How do you spell Country? have reached ad nasium. Time for the life group and life group supported elements to rule the radio. 


Lance Tidwell Program Director of WWYZ Hartford shines a light on the loss of quality wrirting: "Writing and it's purpose isn't being taught, imaging and stationality are often devalued or simply not understood in our industry and we don't put our money where our mouth is but I think we'll get through to the other side". 


Randy "Bubba" Black of KATM Modesto remarks: "Everything is getting to choppy..  let it breathe  let your station breathe  the digital world already has taken the fat out of the sound of analog. don't let your image production do the same  let it breathe at the end  stop chopping". 


From John Paul of Albright & O'Malley "Be as creative AND brief as possible without losing honesty.   No hype, include tons of actual listeners.  Use “listener speak” not “radio speak” when writing imaging".


FTC IMAGING TIPS FOR 2010:


1.) Use real listeners in imaging, get off your ass and record them at events, picking up prizes, remotes and community events, shopping centers and bars. Stop using the cut up ones from production services and recording sales people. 


2.) Target the imaging towards the life group and not radio. Re-read what John Paul said. Oommunity sweepers, ties the artists into the towns: MORE TAYLOR SWIFT FOR TREXLERTOWN.


3.) Put the morning show in regular imaging and station legal ID's. Stop the "Missed a minute of" type promos. Promote the morning show's social media platform in the topicals.


4.) Twitter and Facebook imaging: Sell the sizzle of social media.


5.) Develop an imaging matrix that rotates multiple levels of imaging: Image sweepers, fast sweepers, listeners, community sweepers, artists sweepers, morning show sweepers and social media sweepers. If you have web site sweepers, erase them. 

FROM LON AND COUNTRY AIR CHECK

» Hallam Services & Trust: Our heartfelt condolences are extended to family and friends of veteran programmer and Moby In The Morning PD Dene Hallam, who passed away Friday night (11/20) after a short illness. Hallam, 55, leaves three daughters and an almost iconic legacy in this industry. A funeral mass will be held on Saturday, Dec. 5 at St. Peter Chanel Catholic Church, 11330 Woodstock Rd., Roswell, GA 30075. In lieu of flowers, Moby and his wife Mary Beth have established The Hallam Daughters Educational Trust at the Fidelity Bank in Roswell. This fund's charter explicitly states it is for the "...tuition, matriculation fees and books for each of the daughters of Dene Hallam to attend the college, technical or trade school of their choice." Moby, Mary Beth and CPA Gary Waddell are trustees. Contact branch manager Michele Owenby at 404-553-2175 to wire funds. To mail a check, make it out in the name of the above trust and send it to Moby Enterprises, 1160-D Grimes Bridge Road, Roswell, GA 30075. (from Country Aircheck Today 11-23).

2010 UP AND AROUND THE BEND WITH JAYE ALBRIGHT

-Music

In 2010, 50% of 18-49 will be the Taylor Swift generation, 36% Gen X and only 13% leading edge boomers.  This will prove to be a game-changer and a huge growth opportunity for country, as long as we understand the underlying values which unite our transitioning community.

-Imaging

Crisp, concise and compelling.

-Stationality

No more shouting at listeners in 80's CHR style.  More authentic, funny, listener-driven.

-Morning Shows

Benchmarks and bits are replaced by today's hot topics, interacting with listeners about them in entertaining ways.

-Talent and VT development

No more punching out six hours of v/t's in 45 minutes with no prep.  2010 country listeners want to help create our content, using all forms of new and old media.  Construct a social network which shares on all of your traditional and new media channels.

-Social Media

Don't put Facebook on your show, put your show on Facebook, on your blog, your podcasts, your texting.  Allow listeners to have a voice in the music you play, but not in the old one person's request changes the station way of thinking.  Listeners vote, and see how others vote, to champion their favorite songs and artists.

-Marketing

Viral and buzz, driven by content + direct marketing to hot zips + TV to own the propert music quality image and give free samples of the product.  Thank goodness over the air and cable TV both still need to trade with us.  Be smart about your trades and concentrate force for maximum reach and frequency on a consistent basis.  Loyalty marketing to drive more listening occasions daily and more days per week.

-Research

Online music and perceptual research is now virtually free to everyone, so if you aren't doing it, your competition may know more about your listeners than you do.  If that's the case and your in-house research efforts raise more questions than you can answer, it's going to be increasingly helpful in 2010 to hire an expert.  A few years ago, everyone was doing traditional strategic studies and auditorium testing.  In 2010, only the big winners will be doing it, making it more useful than ever, even more worth the money it costs.

Thanks for askin', Chuck.

SAFE LIST FOR 11/22/09

Rank LW Rank TW Artist Title Label Category
1 1 LADY ANTEBELLUM Need You Now Capitol Nashville POWER
2 2 CARRIE UNDERWOOD Cowboy Casanova 19/Arista POWER
3 3 LUKE BRYAN Do I Capitol Nashville POWER
5 4 REBA Consider Me Gone Starstruck/Valory POWER
6 5 CRAIG MORGAN Bonfire BNA POWER
7 6 TAYLOR SWIFT Fifteen Big Machine POWER
8 7 KENNY CHESNEY I'm Alive w/Dave Matthews BNA POWER
9 8 DIERKS BENTLEY I Wanna Make You Close Your... Capitol Nashville MEDIUM
4 9 ZAC BROWN BAND Toes Atlantic/HomeGrown/BigPic STAY
10 10 DAVID NAIL Red Light MCA MEDIUM
17 11 JAKE OWEN Eight Second Ride RCA MEDIUM
13 12 TIM MCGRAW Southern Voice Curb MEDIUM
12 13 CHRIS YOUNG Gettin' You Home (The Black..) RCA STAY
14 14 DARIUS RUCKER History In The Making Capitol Nashville MEDIUM
16 15 TRACE ADKINS All I Ask For Anymore Capitol Nashville MEDIUM
15 16 MIRANDA LAMBERT White Liar Columbia Nashville MEDIUM
18 17 GEORGE STRAIT Twang MCA Nashville MEDIUM
20 18 JASON ALDEAN The Truth BBR MEDIUM
11 19 BRAD PAISLEY Welcome To The Future Arista STAY
22 20 TOBY KEITH American Ride Show Dog STAY
21 21 RASCAL FLATTS Why Lyric Street LIGHT
23 22 JASON ALDEAN Big Green Tractor BBR STAY
25 23 MARTINA MCBRIDE I Just Call You Mine RCA LIGHT
24 24 BILLY CURRINGTON People Are Crazy Mercury STAY
29 25 BILLY CURRINGTON That's How Country Boys Roll Mercury LIGHT
26 26 DARIUS RUCKER Alright Capitol Nashville STAY
19 27 KEITH URBAN Only You Can Love Me This Way Capitol Nashville REC
31 28 JOSH TURNER Why Don't We Just Dance MCA LIGHT
30 29 JASON MICHAEL CARROLL Hurry Home Arista LIGHT
28 30 JUSTIN MOORE Small Town USA Valory REC
38 31 TOBY KEITH Cryin' For Me (Wayman's Song) Show Dog LIGHT
32 32 ZAC BROWN BAND Whatever It Is Atlantic/HomeGrown/BigPic REC
36 33 RANDY HOUSER Boots On Universal South REC
27 34 LOVE AND THEFT Runaway Carolwood REC
33 35 TAYLOR SWIFT You Belong With Me Big Machine/Uni Republic REC
65 36 BRAD PAISLEY American Saturday Night Arista LIGHT
35 37 BRAD PAISLEY Then Arista REC
37 38 DIERKS BENTLEY Sideways Capitol Nashville REC
34 39 DARRYL WORLEY Sounds Like Life To Me Stroudavarious REC
45 40 GARY ALLAN Today MCA Nashville LIGHT
42 41 KENNY CHESNEY Out Last Night BNA REC
44 42 SARAH BUXTON Outside My Window Lyric Street LIGHT
41 43 KEITH URBAN Kiss A Girl Capitol Nashville/Capitol REC
40 44 LADY ANTEBELLUM I Run To You Capitol Nashville/Capitol REC
43 45 JASON ALDEAN She's Country BBR REC
39 46 SUGARLAND It Happens Mercury REC
46 47 KELLIE PICKLER Didn't You Know How Much I ... 19/BNA LIGHT
50 48 JOSH THOMPSON Beer On The Table Columbia Nashville LIGHT
49 49 EASTON CORBIN Little More Country Than That Mercury LIGHT
48 50 ZAC BROWN BAND Chicken Fried Atlantic/HomeGrown/BigPic REC
57 51 BLAKE SHELTON Hillbilly Bone f/Trace Adkins Warner Bros. Nashville LIGHT
52 52 STEEL MAGNOLIA Keep On Lovin' You Big Machine LIGHT