'Imitation IPod' Invades Radio (Do You Know Jack?)
| quote: | By Dave Demerjian
02:00 AM Jul, 13, 2006
In the two years since Jack FM radio made its debut in the United States, the majority of U.S. radio stations programming the "imitation iPod" format have seen healthy, sustained gains in listeners. The format is a rare bright spot for the major radio broadcast chains, which are fast hemorrhaging listeners to real iPods and satellite radio.
Defined by wide-ranging playlists and unusual combinations of songs from different genres and eras, Jack has been likened to an iPod set on shuffle.
Jack is at the forefront of what is known in the radio industry as "variety hits" or "adult hits," programming philosophies centered on the belief that listeners want more variety and less repetition, but also like it when artists from completely different decades and genres are played back to back (think Pet Shop Boys followed by Mötley Crüe followed by Matchbox Twenty).
It's in sharp contrast to conventional programming logic, where small, genre-specific playlists are thought to attract specific target audiences, and songs are repeated over and over so as to become quickly familiar to listeners.
Jack stations don't broadcast weather, traffic or zany morning-show antics, eliminating DJs altogether in favor of brief, punchy, prerecorded announcements that aim for edgy irreverence -- "Hey Jack, that last song was so hot, I have to go change my underwear."
According to Mike Henry of Paragon Media Strategies, a radio consultancy in Denver that helped launch the format in the United States, the edgy irreverence is an important part of Jack's appeal. "It's creative packaging, and it's different from the typical radio clutter," he says.
It's resonating with listeners. A recent report (.pdf) from market researchers Arbitron and Edison Media Research tracking 36 adult hits/variety hits radio stations showed that 28 of them have seen improved ratings in the key 25- to 54-year-old demographic since flipping to the format. More impressive, these gains occurred in highly competitive major markets, including Los Angeles, Denver and Dallas.
While listening to a Jack station can sometimes feel like you're listening to a middle-aged couple spinning favorites from their LP collection, very little of what's broadcast is actually left to chance.
"Some believe that the key to this format is for programmers to literally play what they want," explains Henry. "But that's not true. In actuality, this format is very research-driven."
Jack's vastly larger library means more songs are tested -- up to 1,200 versus 300 at a more traditional pop or adult outlet -- and that programmers must apply the results of their research differently.
One example is the format's liberal use of "train-wreck editing," allowing songs from completely different genres to play back to back -- Deee-Lite followed by Steve Miller Band, for example.
Edison Media Research's Sean Ross says train-wreck editing was initially thought to alienate listeners, but is today seen as part of Jack's appeal.
"When done well, these segues are a throwback to some of the great radio of the 1970s," he says.
Garry Wall, president of SparkNet Communications, the company that licenses Jack in the United States, says: "As radio programmers, we've all come up through the ranks with very specific ideas about how things should be done. Jack's success in the marketplace is forcing us to reconsider and sometimes break these rules."
Stations that license the Jack format must adhere to specific brand guidelines. Wall won't provide details for fear of revealing competitive information, but says each licensee is provided with a recommended music library, imaging package and marketing suggestions prior to launch.
Today, all U.S. Jack stations use one of two company-sanctioned logos and the slogan, "Playing what we want." Most have similar websites, and all eschew live DJs in favor of recorded voiceovers.
With the rise of Jack has come a host of name-based copycats. The Bob FM format today airs on 20 U.S. stations, and other stations that have recently flipped to a Jacklike format include Mike in Boston, Charlie in Madison, Wisconsin, and Ben in Philadelphia. While these stations all adhere to the basic Jack programming philosophy, with broad playlists and less repetition, they are free to deviate from the brand's rigid guidelines as they please. The Peak in Phoenix, for example, uses live disc jockeys.
But while some critics continue to question the long-term viability of the Jack format, the numbers leave little doubt that people are listening, and that the format is more than just a novelty.
"It's a welcome relief from the narrow playlists that dominate the radio dial," says Paragon's Henry. "It's not just a different format, it's a whole different approach to radio."
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Trainwreck a good thing? Now I have read everything!
I was initially interested in this article, because I could never really figure out Jack's format here, but I never did listen. Now I know that their format is, no format, if you will allow me to over simplify.
This sort of idea makes complete sense to me, because I am sure there are people out there who want a wider variety of music to listen to on the radio, on one channel, but do not want to spend the time or money to get an iPod and do it for them selves.
Clever. Simple. Catchy.
Linky
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