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