Richard Wagoner writes the radio column each week.
Trends are funny. Funny in an interesting way, and often caused by forces not necessarily obvious.
First and foremost, the appeal of oldies cannot be denied. Out of the top 10 stations, six are either fully oldies-based or rely heavily on them in the music mix. KRTH KTWV , My FM , KOST Jack and KLOS all predominantly play songsKIIS is definitely not alone. Top 40, or Contemporary Hit Radio as it is called today. has taken a hit nationwide.
Top 40 has always thrived when it played it all and has always stagnated when it limited itself. You saw it happen with too much “bubblegum,” too much disco, too much country, too much of “the Miami sound,” too much grunge and too much hip-hop. All of those eras had temporary success, but ultimately led to ratings declines as listeners left for other stations.
Inside Music Media’s Del Colliano suggests that perhaps it is time to hire curators — locally, of course, so you can better match the audience — to find new music and present it. “Young audiences are more eclectic than baby boomers, Gen X or even older millennials – they mix genres,” he explains. They are “spellbound” when they find it, open to fresh musical styles, “and amazingly curious.”
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