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Dave Lange, Vice President/ Rock, McVay Media
Dave Lange is VP/Rock for McVay Media. He is recognized across the country as a leading expert in all forms of radio programming. While Dave’s worked successfully with all formats from News Talk to Active Rock he specializes in the Rock formats including Classic Rock, Classic Hits, Active Rock, Mainstream Rock and Alternative.
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While most Rock formats have seen some decline in ratings in the last 3 years we’ve also seen Hot AC, CHR, and Urban declines. The only formats that have maintained or grown are Hispanic, Talk/News, AC, and Country. Hispanic is benefiting from increasing Latino populations and measurement, Talk/News has new importance in a war and post 9-11 world, AC benefits from their Holiday music efforts, and Country’s fortunes have improved with a strong artist roster.
How can Rock formats get the spark back? We’ve been seeing some hopeful signs and techniques including:
The Attitude
It’s time to expand the horizon here and get away from the beer slinging, chick ogling, overly macho male approach many stations have adopted since the early 90s. The target for the Animal House approach is really very narrow – 22-30 years old at best. Getting back to an image that centers on the music, sports, entertainment, and having fun.
Music
We had a great 05 in harder Active Rock and the pop/punk revival turning out strong releases. 06 is shaping up very nicely with a revived Pearl Jam, a new Red Hot Chili Peppers and more on the way. We finally have some great new music the whole 18-40 audience is looking forward to. Alternative has been growing a stronger pop side that is finally separating it from Active Rock. Classic Rock music is a bit wider and showing some improved freshness. We also have lots of great older rockers with new music and big tours – it’s too bad only a few rock stations can figure out a way to play the new Stones, David Gilmour and others.
The one hole that shows a lot of opportunity are approaches designed to target the 25-44 audience. This is no longer all baby boomers who grew up on Classic Rock. Their world starts in the 80s and the 90s also show tons of importance. They also still look for some newer music in the mix.
Morning Shows
Now that Howard is gone from many markets there may be some dip in numbers but we also have many new beginnings and opportunities to build new shows that are a lot more compatible with the music target. Most of Howard’s audience wandered off to other formats or some other planet after the show.
Arbitron
A lot of the decline in Rock’s shares can be attributed to Arbitron’s significant nationwide decline in 18-34 and even 35-44 male sample returns. This Spring Arbitron has at least begun to address the problem by nearly doubling the compensation for the younger 18-24 cells. They still need to address the cell phone problem (before 2008) and get the 25-34 return in line. But, maybe we can start to see some moderation in the rapidly declining returns.
2006 is shaping up to be a pivotal year, but it’s up to all of us who shape the programming in rock radio to take masterful advantage of any benefits we can craft. We face more competition from the host of new media opportunities – it takes a skilled hand to build a winner in this environment.
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