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Happy First Birthday to “Boom” (and today’s classic hip-hop format). (10.29.15) Though consultant Harry Lyles contends that “Classic hip-hop is simply the wrong name for the format,” and he’ll explain why in a moment. It’s been almost exactly a year (October 13, 2014) since Radio One shelved Houston’s “News 92” KROI and replaced it with “Boom 92.” The hype then was that KROI was “the first major-market throwback hip-hop station of its kind in the country.” Southern California’s KDAY/KDEY (both 93.5) had been exploring much of the same playlist for years, but Radio One felt it was formulating the music of the 1990s and 2000s differently. Radio One CEO Alfred Liggins knew the rapturous reception for the format would die down in each market where they’ve introduced it (Dallas, Philly, etc.). But that the main questions were, #1, would it settle in at a good level and #2, was the new “Boom” an improvement over the format it replaced? Liggins seems happy with Houston, where he’s no longer losing millions on an all-newser that couldn’t find its footing. (“Boom 92” is cheaper to run.) And here are the Nielsen topline age 6+ AQH shares for the Houston Boom – there was a 1.0-share from the previous all-news station. Then a 3.2 in Boom’s first month, when weekly cume exploded from 225,000 to 825,000 in its debut week. The next PPM monthlies after the 3.2 were a 2.9 and a 2.5. How about recently? The last four months have run 2.0-1.7-1.7-1.7. Radio One still likes the strategy of owning the classic hip-hop position for Houston, in between its young-end urban “Box 97.9” KBXX and urban AC “Majic 102” KMJQ. And so far it’s stuck with Boom in other markets. The ripple effect has Cumulus/Westwood doing a more inclusive musical take, based on its roaring first-book-#1 success at Indy-market “93.9 the Beat” WRWM. This NOW Newsletter’s asking some experts about “Boom” and its progeny – • “This is the new Adult Urban AC,” says consultant Harry Lyles of Lyles Media Group. As you read in the first story, Harry thinks that “Classic hip-hop is simply the wrong name for this format. Our research tells us, and the ratings success or lack of it teaches us, that the real targeted hip-hop fans don’t call it ‘classic hip-hop,’ and don’t like the name. They refer to it as ‘Hip-hop’ or when applicable, ‘Old School Hip-hop.’” Harry also says “using labels like ‘OG’ [for ‘Original Gangsta’] or ‘Boom’ do the format no favors, and can accidentally paint a negative picture. But when properly programmed, this format can be widely accessible, musically focused, easy to promote, and it can create incredible time-spent-listening.” He says “professionally programmed and marketed Hip-hop and Old School Hip-hop often are great word-of-mouth formats and can deliver powerful and positive listener attention.” But there’s the dimension of talent – “Sadly, many of the existing stations have the wrong type of talent, especially in the morning. It is important that the talent reflects the age and mindset of the target listeners. And as is often the case, the strength of the station, beyond the music, also relies on the morning show – and to be honest, most stations miss the boat.” And finally, what Harry said up-top – “Based on what we have learned, this is the new adult urban AC, that has more appeal than regular UAC.” |
Tom Taylor Now: Harry Lyles Talks “Classic Hip Hop” 10.29.15
Sales & Programming Working Together
Everyone has an important role in the success of a radio station. Programming provides the manufacturing of the product, and the sales department sells the product. This is a vital relationship. All parties must understand exactly what that product is. All aspects of the station’s format should reflect what that image is. That becomes “the plan.”
Inside successful stations the attitude should never be us against them, sales against programming, or programming against sales. The basis of the relationship should be an easy one-to-one. Working together on the same “plan.” Sure, there will always be some tension, but the question is, are you on the team to protect the station? Or are you in this for personal gain?
Programming has goals just as sales people do, but you can’t let your personal goals effect the “plan” of the station. Having your own plan and vision is OK, but what’s more important, is the station’s plan.
The station “plan” has to have support from sales and programming. As sales people, you are an extension of the plan that is set forth by a creative programming department. To create success, any radio station today must stick to the “plan.” When you stick to the “plan” more money is created for the station. There isn’t a programmer or consultant in the business that wants to kick dollars out of the door. If programming has the right plan, the numbers go up, sales dollars will happen, and management is happy.
A lot of people think radio is show business, and that’s not the case. It’s a business with a “plan” supported by sales, as well as programming. Understanding the “plan” is where employees either make or break the station. Never take something personal when it is turned down by programming. The plan has a line, and that line is protected by the programmer and the consultant. Sales must understand that if you degrade or defame the “plan”, it won’t work.
Sales should not be on the street making promises, and bring things back to the station, and dictating what the client wants. In some cases, you are asking for embarrassment in doing so. Remember, the programming door should always be open to help sales to answer the why and when questions for contest and promotions.
The station has a position, and an image to protect. If everyone in the station doesn’t protect it together, it will fail, and fail fast. Understand who you are, what you are, and where you are going with the station programming “plan.”
Programming can’t let certain contests and promotions that are on-air get in the way of station’s “plan.” Understanding the station’s programming “plan” when it comes to the demo, lifestyles, and your market is where you win. Create success collectively as a team and the dollars will roll-in, and all is well!
The Angie Martinez Story, Leaving Hot 97
Harry Lyles was consultant to the relaunch of Hot 97 in summer of ’93 when he met Angie Martinez who was working in the promotions department. She wanted to be on the radio just like her successful mother in Boston. After many practice sessions in the production room, we put Angie on Hot 97 to do overnights. The story became history as Angie got better and better and made it happen with New York success starting with Emmis’ Hot 97 and later moved on to iHeart’s Power 105.1 to do afternoons. Currently, a radio legend in New York- with encouragement, coaching, the right direction and talent dedication it proves anything is possible when collectively we work together.
Harry Lyles, The Bio Channel, The “Ted Williams Story” Part 1
March 16, 2011, the Bio Channel, Harry, Station Manger of WVKO, Columbus, Ohio talks about the Golden Voice, Ted Williams.
How Black Radio Found Its Voice
Chandra R. Thomas of Time Magazine gets Harry’s opinion on black radio hosts endorsement of then presidential candidate, Barack Obama.
Arbitron Diary vs. PPM
While the use of Arbitron Diaries and the Arbitron PPM system seem to have similar objectives, they are in fact quite different. Their objective is to measure radio listening across a market’s stations. They each have long lists of demographics and each has a number of sub sets of information, all pretty much similar but because their methodologies and technologies are worlds apart, their results can often be wildly different.
Throughout the years, people have complained about the Arbitron Diary method where the participant kept a minute by minute paper log of what they listened too. The paper log was dependant on the person keeping it with them to write down any and all changes as the person moved through their busy day. After years of fluctuating results and strange unexplainable anomalies, the advertising agencies got to a point where they demanded a change. When the ad agencies said they wanted a change, Arbitron started to look for a new and contemporary system that would drastically update the technology and methodology. I guess no one asked how the results might differ but we all know that would eventually become a real problem.
Arbitron, with the help of some high tech people came up with a system that uses proximity listening methodology which simply means their little unit attached to the belt of the person participating in the study, keeps track of the audio from radio stations it hears around the person carrying the unit and makes the assumption that if the participant can hear the audio from a radio station, then that is what they are listening to. (Even if in real life the person wouldn’t be caught dead listening to that station.)
When tested side by side, it was amazing how much different the results would be. And then sometimes it would be amazingly similar so therefore nothing seemed to be predictable. It became really strange when Arbitron started to bring the PPM systems to market and the research changed from Dairies to PPM methodology and rating results in what seemed like the middle of the survey. There is a period of time in every market where half the results were from Diaries and half from PPM- and in most cases it left some people totally frustrated and in the same city other stations totally thrilled.
Programmers who took the time to learn how the diary system really worked and how you could make programming, marketing, and advertising work for the station to positively impact the Diary Keeper were freaked out. Sometimes they just sat with the “Deer in the headlight look” because everything they learned over the years now was no longer relevant to the process of scoring in the ratings. I guess that while the Dairy system was flawed research, at least we had spent a lot of time and brain cells figuring out how to play the game so to a large part, we knew how to work with it.
Special reminder- when a market switched to PPM, everyone in the radio station from Programming to Sales had to totally rewrite the game plan. And right in the middle of the game. Every advertiser watched with amazement as everything that they had learned about how to best use radio over the years was at times totally trashed and questioned. Along with all of this upheaval came “The Internet” and that threw them all into another tail spin. It was nothing short of pandemonium.
Smart programmers have now taken the time to learn the nuisances of the PPM system and many feel they have a grasp of how it works but I find that they probably are luckier than smart.
Arbitron itself is still having monthly battles with the MRC “The Accrediting Committee” that studies the validity of the results that the PPM is generating. Recently the MRC delisted five major markets. That means that what the PPM is doing is not providing statistically correct results and therefore everything has to be thrown out and started over again.
Minority and ethnic organization, who also have some pretty smart people working for them, have demonstrated that the PPM has biases that have proven at times to diminish the importance of their audiences. And none of this is consistent across all markets.
So here we are…It looks like we may have gone from bad to worse BUT the good news is that we can get the bad results much faster. The advertising community is at a loss about what is really TRUE so they are making incredible assumptions, formulas, graphs and I believe pure guesses about how to spend the advertisers’ dollars wisely.
To make it even more FUN…. Not all markets are using PPM yet so as the advertising agencies go around America trying to properly place advertising schedules, they are doing it using two completely different “Products” from the same company with alarmingly different explanations of WHY.
How do the diary markets differ from the PPM markets? It is still an ongoing process that seems to be as riddled with confusion and mistakes as possible and we all hope that Arbitron gets this wildcat by the tail before it becomes way to risky and difficult to “Buy” radio and the money leaves for other media.
3 Axioms of Urban Radio News That Can Score Points
Black Talk Radio – The New Programming Future
The Black Talk Radio Network Programming Objective
To build a new syndication radio network that fills a massive need in the urban radio industry. The time is right to create, design, and implement new programming concepts outside of the existing network offerings available to Black broadcasters. The BTRN will develop new products and services over a wide spectrum, and utilize the latest concepts of producing, marketing, clearing, and fulfilling network programs.
The New Rationale
The radio industry is rapidly changing, and along with these changes come new challenges for all companies. It is a new day for network providers and syndicators that provide products and services to the industry, especially to Black Radio and its listeners. Syndication and Network programming, once thought to be a dying industry, has suddenly become extremely important to radio stations across America. Black broadcasting companies are feeling the need to stay competitive, and find new ways of doing business in an extremely competitive environment. This sudden demand for high quality and relevant programs has revitalized the syndication business, and that means more talented competition is popping up daily.
In order for BTRN to become competitive, it is essential that we develop new strategies and techniques. Also new and vibrant talk programs, with fresh new talk perceptions for Black radio to embrace.
The New Challenges
The challenge in today’s new business environment is to create new and exciting talk programs that can attract affiliates, are efficient to produce, and capable of financially standing on their own two feet. Meaning, that these new talk shows build an impressive affiliate base, with strong quarter hour audiences that help generate sufficient revenue individually and collectively, and become new cash flow sources for The Black Talk Radio Network.
We live in a new world of accountability. We clearly understand that it is imperative to demonstrate a substantial ROI (Return on Investment) for any new talk program that we create. The building blocks of any project must work in harmony to achieve our primary objective.
The New BTRN Solutions
It is time to develop a new talk syndication/network company that proliferates the Black Listener perspective, which includes programs that reflect the needs of both AM and FM radio listeners in all size markets.
It’s time for a new talk radio syndication/network to provide programs to Black radio stations that do for them what Rush Limbaugh, Dr. Dean Odell and Laura Schlesinger have done for mainstream radio stations.
Much of this will mean that BTRN will have to find and develop the talent to compete in this sometimes aggressive, and emotional world. We can do it. Let’s face it, we are charting relatively new territory, and we may be challenged to invent and develop new ways of doing business that will help us achieve our goals.
We need to design 3 or 4 new program concepts that can be aired on many Black radio stations in both major, and secondary markets. We need to develop programming that will fill a void, and generate enough ratings that advertisers will see the need, and hear the need to be involved. These talk shows should be new, cutting edge concepts, and programs that the radio stations will want and need, and that does not exist in syndication today. These talk programs will be designed to battle with other major syndicators for positions of prominence on leading radio stations in all size markets.
We must also develop new and compelling targeted marketing concepts for station recruitment that incorporate all of the latest database marketing and recruitment techniques being used by syndicators today.
Simultaneously we want to develop new revenue opportunities that will help make each of these new programs a profit center for The Black Talk Network.
Finally, we want to establish a dynamic perception of BTNR in the eyes of America’s radio community, especially among Black Broadcasters. We clearly have an opportunity to establish a foothold in the Black radio community that is currently owned exclusively by no one.
The Conclusion
The time is now.
The Game Of Arbitron
We are at the special time of year when our minds are constantly diverted to “The Game.” The game could be the playoffs and the World Series or it could be the early weeks of high school sports. Professional football is in full swing and with round ball just around the corner. Then again, we could be focused on our special game. It’s the game of Arbitron! We are in the midst of the Fall Arbitron sweep and winning this game is extremely important.
After years and years of experience and research, it is easy to see that the Arbitron process is like a game. It has lots and lots of teams playing, the lives and fortunes of the people on the teams are on the line and here is the important part: there are some hidden rules that can mean the difference of victory or failure. If you have ever visited Arbitron and studied the diaries after a ratings sweep you will see that the system leaves a lot to be desired. I have looked at many diaries and to be honest with you, I would rather go and have my teeth drilled by my dentist, Dr. Kill (yep that’s his name) than to go back and review another book and another market.
Personally, it took some time for me to stop thinking of radio as some sort of art form and realize that it is a game. It’s a very important and very serious professional game and for my entire business life, playing the game with its ever changing rules has been a challenge.
As a young broadcaster, I assumed that everything I did was wonderful and eventually the people of our town would realize it and all start to listen to my station. I assumed that the rating services were correct when they reported that my ratings went up and they were wrong when they went down. I think I was pretty typical for a radio programmer in the contemporary world.
What I didn’t know was how self-centered and naive I was and how far off base I had drifted in my understanding of exactly how Arbitron really worked. I could write a book, and a few people have, about the intricacies and nuisances of the Arbitron Game but for now, it might be just as important to remind ourselves that there are special rules to this game and almost none of them have to do with picking music, building elaborate hourly programming clocks or giving away CDs and tickets this weekend.
In my case, I experienced a life changing moment that for ever altered my thinking and provided clarity in what had been a very fuzzy world. One important day, (and I am not exactly sure of the date and time), I experienced what is called an “epiphany.” I didn’t hear any trumpets or lightening bolts. It just came to me in a life changing moment I came to the conclusion, that winning the Arbitron sweep was a lot like winning a game or fighting battles in a war. As in War Games. Games have rules and I needed to figure out the rules and find a way to win the game.
Don’t get me wrong, I will forever believe that the quality of the radio programming is extremely important to a station’s success and we should continue to worry about every little detail. The problem is that many programmers are so consumed with the little details that they forget to develop strategies and tactics to score well in the game. They often think that good things will simply happen because their station is slammin! I know I did. It didn’t take long for me to realize I had a lesson or two to learn.
Here was the first enlightening fact that stopped me in my tracks. In the real world, it isn’t even the general public that determines our fate. It isn’t the people who react to our promotions or people who visit us at remotes or people who call and request music. It’s not even the General Manager or his wife (Shock!).It is all of them and maybe none of them. Get ready, here comes the overly simplistic reality of all of this: Our fate is determined by those people who agree to participate in the Arbitron System. Ta Da!!! They agree to accept the task. They agree to fill out and return the diary sent to them and their diaries (when properly filled out), are combined with the other diaries and the results determine the winners and losers. Well sort of’.I forgot to include that Arbitron has some mumbo jumbo mathematic formulas that the data is run through, weighted and THEN, the results are presented as an estimate that we call facts.
Stop and think about what I just said’Our lives are almost completely directed by people who will fill out and return a diary. OK, so here is the interesting question – How many people have you met that have actually filled out and returned a diary? I have met almost no one. None of my close friends or family members have-ever reported to me that they have participated in the process. In a few cases, people have called to tell me they are taking a survey for radio but that is about the extent of my personal contact.
So, who are these people and what do we know about them? In the past, we made a lot of assumptions and held theories and even told stories that seemed to make sense at the time. The honest truth is that we were blowing smoke and really didn’t have a clue what we were talking about. Our theories and assumptions frequently missed the mark of reality.
In the recent past, new technologies have become available that help us better understand the diary keeper. Years of reading research studies (Now there’s is a topic for further discussion), has proven to me that the longer I am in this business the less “artsy” it is and the less like the Arbitron Diary keeper I am. So I have become more and more skeptical of the opinions of people around me and in fact of my own taste. Remember no one I know has ever participated in the Arbitron Survey and I doubt that they ever will. It is too difficult and time consuming. Because of that simple fact, I have developed the mantra, It’s Not About Me or My Friends and what WE Like, it is About the Diary Keeper.
Accept this simple fact in your life and you will go far. The game is all about finding out who the diary keeper is and what pleases them. It is not about what our friends, our associates or people in our industry or the music industry think.
Caution! We are often led astray by the trend setters, intellectuals and music purists. These people all have their own agendas combined with strong opinions. They are comfortable about expressing them and often at the most inappropriate time. Have you ever been to a party and suddenly, and usually completely uninvited, someone says, Let me tell you what’s wrong with your station. They then proceed to tear out your heart and step on it in front of friends and relatives.
If you get nothing else from this article, accept this fact. Studies have proven that the typical diary keeper, regardless of format has a psychological profile similar to that of a K-Mart, Wal- Mart, and Target shopper. They are not particularly hip, trend setting or leaders. They are not necessarily Doctors, Lawyers or Community officials. They are average people who for a few dollars have agreed to participate in a radio survey.
Recently at the NAB in discussion with a general manager of an Alternative Rock station, I had to tell him a few facts that truly bummed them out. Imagine their horror when they had to accept that the typical Alternative Rock Fan was the most UNLIKELY person to fill out and return an Arbitron Diary. They are all too hip, too undisciplined, and to rebellious to follow the rules of the Arbitron System. Therefore their station probably has a much larger audience than Arbitron reports. They thought for a minute and then cried FOUL! Ok, who would you like to complain too? In reality they will have to “nerd-down” their station to make it fall in line with the typical Arbitron Diary Keeper. Oddly enough this also happens to News Talk, Classical, Jazz and sad to say, Urban.
Defining the lifegroup profile of the typical Urban Diary Keeper is a real challenge. The need to go far beyond the music into the heart and soul of the listeners is paramount. Stations that understand the game and parallel the entertainment needs of the community most often dominate the format. Stations based solely on playing current music without the benefit of strong highly respected personalities and community oriented activities often wobble from one rating book to the next. Sound familiar?
Today’s programmer faces a formidable task of performing at a higher level and often with fewer resources. Today’s programmer cannot survive unless he or she dedicates their life to understanding the typical listener, understanding the game and learning to play it well.
As always “It” is all about knowing the rules and building well thought out strategies and tactics to excel in the game. Welcome to the real world it’s a new day!
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