Jack's Back

"Jack FM" is a typical radio format. It will come. It will go. It will more than likely be forgotten by all except those whom enjoy such triviality.

My issue with this latest format trend isn't what the stations using it are doing. It's what they're not.

Jack knows music. But does he know anything about people?

When Jammin' Oldies became the format de-jour in the late 90's, I remember thinking "Brilliant! Jammin' Oldies is the hook. Once it's established, they'll grow into urban/ACs."

But that didn't happen.

When the 80's craze swept through radio, I again thought "Brilliant! They'll use 80's as a hook and then grow these stations into Hot/AC's."

But that didn't happen.

What these stations failed to understand is that people come to radio for a hell of a lot more than just music. They failed to understand the difference between what people say they want and what people really want.

What do people really want from a radio station? The answer to that question frustrates me beyond belief because it's so obvious.

People want to be entertained.

Oh, sure, if you ask them, people will say they want music. But give them music and eventually they leave you, because, really, they want something more.

Now, this new character named Jack comes along. But Jack's not really new at all. He's just another repackaging of a music library. He's just a K-Tel collection of songs, plus sweepers and spots, minus the #19.95 for your credit card order to some post office box in Taylor Pennsylvania.

Again, the idea could be brilliant: sign on these Jack stations with a hook and then grow them - over a one to two year period - into 25-54 radio without limitations other than the tastes and preferences of the demographic in a given market.

Whoa - did I just bust out the 'd' word?

Damn right I did. Radio is about demographics, not music. Choose a demographic that advertisers will spend money to reach. Win that demographic and cash advertisers' checks. The more under-served (or poorly served) the demographic, the better your odds.

It's a system that works - but it's a system that fails when radio stations focus on the music they play rather than the people they need to attract.

If these Jack stations staff up with air talent that know how to capture hearts and minds, it could work. If these Jack stations evolve their libraries to match the tastes and preferences of the demo they're going after [read: currents, recurrents, gold, whatever) rather than limiting themselves to yet another silly 'format' - it could work. It really could work.

If they just offer up a jukebox with spots, we'll again watch the rise and fall of a typical attention span. Shiny new thing comes and shine new thing goes. The next Jack repackaging is a few years away.

But just remember: it doesn't have to be that way.

P.S. That bit about hearts and minds and tastes and preferences is so important, I'll say it again just in case any bandwagonesque programming VP types happen to see this (as if they'd still be reading)

If these Jack stations staff up with AIR TALENT that know how to capture hearts and minds, it could work.

If these Jack stations evolve their libraries to match the tastes and preferences of the demo they're going after [read: currents, recurrents, gold, whatever) rather than limiting themselves to yet another silly 'format' - it could work.

Time will tell. In the meantime, I'll be listening to my favorite Rock/40 station. Oh wait... those are long gone. Gee, I wonder why.