The format that has the buzz right now is the one playing throwback rhythmic songs – whether you call it Classic Hip Hop, Rhythmic Hot AC, or Throwbacks. It is a product category that many broadcasters are studying as a potential opportunity or threat. The question is if this is a format with ‘legs’ or a blip that will fade like Jammin’ Oldies did 15 years ago. At last count, there is at least one Throwback station in 8 of the Top 20 markets.
Our team at Strategic Solutions Research has had the good fortune to be at the starting line with one of the originators and most successful stations in this category. Our team has explored the format in markets where we felt it didn’t have legs, and have also been strategic advisors for clients across the street from these attacks in multiple markets. We wanted to share some insights we have gained from this experience and a study of other stations pursuing this format.
We find that given the right conditions, this format CAN succeed, but there are potential pitfalls that would make the move a non-starter for some broadcasters. Some things to consider:
1. There is a wide disparity as to the definition of this format from market to market. Radio One’s stations are focused on Old School, while Hot 103.7 in Seattle shies away from the harder gold hip hop and includes pop in the mix, instead. Hot 96.9 in Boston includes currents and gold R&B along with the Classic Hip Hop.
2. Targeting is key. The demographics of the market play a big role in which blend of styles will be optimal. Some markets will display more audience potential with a harder blend vs softer. Other markets might need more some contemporary hits (2000s) interwoven with the gold product.
3. The format is a pure Flanker which is about being different. The key difference with a Flanker strategy is to stay narrow and focus on your unique position.
If a competitor has launched in your market, it is important to determine how much of a threat your station faces and whether trying to defend by adjusting your product will neutralize the attack or simply irritate your own listeners. An effective defense is about knowing what attacks should be parried and which should be ignored.
4. We don’t see it as a CHR killer. There are some Top 40s that are over-reacting to the arrival of a Rhythmic Gold station. In most cases, a CHR with a history of playing hip hop even as gold could make a grave mistake by adding too much gold rhythm to the playlist. You could do more long-term harm than good to your CHR brand. Every market has its own nuances, so be sure you have carefully thought-through your defensive strategy.
5. Signal strength is an important factor to consider. This is not a mass-appeal format, so getting the meters you need is more challenging given the sample sizes in PPM markets.
Your signal needs to at least cover the hot-spots of your market where appeal will be greatest. If this isn’t the case, you will struggle getting consistent meter performance.
6. The format tends to make a big splash and then settle in ratings. To assure success, have a Phase Two plan ready to sustain the numbers. A high-performing morning show can be a loud speaker to extend the consumer engagement to the station beyond the heavy fans of the format.
We believe the format has staying power. If you are looking to build the brand long-term, you will get out of it what you put into it. The same could be said of ANY radio station, naturally, but it is particularly poignant for Throwback stations.
The bottom line is you need to fully think through your programming strategy for your market conditions if you are considering the Throwback format or face one of these stations. Stay a step ahead of the other guys and think things through completely.