Should Radio Be The Home For ‘Timeless Hits’?
By Adam R Jacobson
RBR + TVBR
This publication doesn’t focus on the programming side of the radio industry. There are plenty of other publications that handle that and we encourage you to consume such publications after first reading your daily dose of financial and regulatory news here at RBR.com.
But, this isn’t a column about programming … although you may think it is.
This is a column about the radio business, and how programming is an integral part of the business of radio.
Music is the main ingredient, and the key component, of the product that is being “sold” to the consumer of thousands of radio stations across North America.
Some of these stations have carved a niche over the years playing Oldies. Then, “Oldies” became too old, so we coined the phrase “Classic Hits.” Now, even some of these Classic Hits stations are playing tunes deemed “too old.” Many, many titles are being purged from playlists across the U.S.
I ask why.
I also remind you that this question is not directed to the programming department.
This question is directed to the C-Suite. That’s because there may be more timeless music than ever, and not playing it could be costing you revenue.