Re: New "oldies" format?

[FMradio1@aol.com]

In a message dated 98-07-24 21:38:50 EDT, steveord@xtdl.com writes:

<< No doubt there will be some such format as Gen Xers push the big 4-0.
 Unlikely to pull much in the way of numbers, though...one they were a
 fairly small generation and secondly, modern rock/alternative/whatever you
 want to call it was never mass-appeal in within it's demographic.  Look how
 poorly 70s oldies formats (with the exception of Classic Rock) have
 done...and the 70s were much less fragmented than the 80s. >>

I respectfully disagree.  The 70's were less fragmented?  Since when?  The
music of that era was either rock based (Led Zep, Who, Stones etc.) Disco
(Donna Summer, BeeGees, Chic...) or "schlock" (Bread, Streisand, Melissa
Manchester..) with some forgettable pop stuff thrown in.  No wonder all 70's
failed.  No one station could play all of this stuff.  So instead most 70's
stations picked one type (rock), chose 300 titles and got trounced by the
classic rocker, who was playing most of that stuff any way.

I agree that a "retro alternative" format will not work everywhere.  However,
in places like Boston, New York, Providence or other large markets with
sizable professional, college educated audiences, this format could be quite
successful.  Granted, it would probably wind up on an also-ran signal in the
market and maybe pull in a 2 share.  However, the demographic target would be
very desireable to advertisers which means it could make some decent money,
and that's the name of the game, isn't it?

Mike Thomas, WXLO & Premiere Radio Networks  

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