So, I thought the blogs here looked like fun, and I would try it out. But, since I am not good at being clever or funny like some people, I figured I'd do my blog on what I do best...discussing the business.

About a month ago my local Hot-AC station switched formats to BEN-FM. The format advertises itself as a no-rules format, and it made me curious so I started reading up on the format a bit. Turns out, BEN is part of a new fad of stations called JACK, BEN, BOB in various markets. So far, the stations have been very successful

The JACK/BEN/BOB claim to fame is that they play "anything they want" - which isn't exactly true. Most of the music you will hear them play falls broadly into the POP/ROCK arena, usually from the mid-70s forward (with the biggest focus on the 80s and early 90s). They do have a much broader play list than your typical station however, usually with a list of more than 1000 (compared to 300-400 for your average station). This bucks the current trend in radio that says a small play list is required to keep people listening. So far this new station is proving that conventional wisdom wrong.

So what does it mean? Well, in some ways it seems like a good thing. Broader playlists provide more variety. Also, they seem to be targeting a demographic in their 30s and 40s (based on their focus on 80s music), which means they are programming for ME (finally)!

However, all the songs on these new BEN/JACK/BOB stations are proven hits. They get their variety from pulling from many decades, not from breaking new artists. To the extent that these stations start pulling listeners from the already struggling Hot-AC format (which is going after a similar market), it runs the risk of making even less space for new music on the airwaves.

It is also too early to tell if the format is just getting a kick from its uniqueness & its nostalgia kick (I hadn't listened to the Thompson Twins, Tears for Fears, Blondie or the J. Guiles Band for years) or if it will have staying power.

So is this a real phenomenon or just a fad? And will it impact radio for the better or worse (or just become one choice among many). Only time will tell....

Supporting documentation for SSPistol - An article on the format can be found at:

http://home.hamptonroads.com/stories/story.cfm?story=88042&ran=159192