Modern Rock ... Stay True

Modern Rock is facing a dilemma. Their target audience of 18-34 Males repeatedly receives the lowest diary response rate of any demo. According to Arbitron, the ideal index is 100 (meaning the sample population is an ideal representation of the market composition). Males across the country are well below that goal - averaging an index of 72 for males 25-35 and just 65 for males 18-24.

This lack of feedback creates a quandary for the Modern/Active Rock format. It goes without saying that the more narrow the format, the greater the inherent risks involved. Now, add into the equation an apathetic target audience, and it's like you're on Exile Island with Jeff Probst staring you down, about to put out your flame.

So what's a programmer to do? Should you stay true to your format's boundaries? Or add elements that have worked for other stations in your market? It's easy to do - throw a few recognizable Classic Rock tunes into the rotation and you've placed some alluring bait for channel surfers. Want to draw in some of the CHR share? Three or four bantering DJs flinging insults back-and-forth between spins should do the trick. Right?

Not really. Such attempts to appeal to a wider audience will alienate your core listeners, digging you into a hole even deeper than you were initially.

The next year will see some significant changes with Arbitron. The People Meter is going for its test drive in several large markets this fall and it's impossible to determine how quickly this new measurement methodology will catch on in markets nationwide. We all witnessed the dramatic effects of altering the measurement of Hispanic households; we know that Arbitron changes should not be taken lightly.

Since current Arbitron numbers do not provide a clear sense of Modern/Active Rock's competitiveness, we knew we had to attain this information through some other means. Surely there must be a way to save the integrity of the format and remain competitive in the long run.

We ventured into the field armed with one of the most under-appreciated research methodologies in the radio industry: the qualitative inquiry. We got into the heads of radio listeners in a multi-market examination of the Modern/Active Rock format. We talked to core Modern Rock listeners, potential listeners, or even non-listeners.

The premise of our discussion was simple: when it comes to Modern/Active Rock stations, what's working and where is there room for improvement? The feedback was surprisingly simple:

1. Stay true to your promise.

It was loud and clear: if listeners want to hear Classic Rock, they know where to find it. Chances are, they own the entire album, downloaded it onto their iPod, or heard it on a Toyota commercial. Modern Rock listeners are tired of ultra-mainstream Classic Rock being thrown in their faces everywhere they turn. These listeners turn to their Modern/Active Rock station when they're ready for something new and refreshing. If a Modern Rock station plays too many throwback tracks, the station is perceived as a "watered-down" Modern Rock wanna-be; not quite Classic Rock, but certainly not cutting edge.

Males continue to rely on radio as a source for learning about new artists and new releases. While they are aware of the growing number of alternative new music sources at their disposal, the vast majority of those we talked with have stayed true to radio for its simplicity and accessibility.

The quality of the new material released by Modern/Active Rock stations was a problem for many of those interviewed. The overwhelming perception was of a 'top-down' supply-chain in which stations are just handed the "next big thing." This is a problem for many of those drawn to the format, as it seemingly gives their music the same lifecycle as the more "mainstream" formats.

Modern/Active Rock listeners want to feel that the stations they patronize move against the grain in this regard. They prefer a 'bottom-up' selection, including quality music they may not find on other stations.

2. Stick to the point and entertain me.

Overwhelmingly, Active/Modern Rock listeners are tired of hearing their local DJs' brazen, in-your-face opinions on almost everything: news, sports, politics, etc. They don't like listening to DJs laugh at themselves and they have no tolerance for topics that stray too far from the music for extended lengths of time.

Remind you of anything? The undertones of Jack-type programming appeal were undeniably apparent, but only to a certain extent. Rock listeners like their stations to have attitude, they like the presence of DJs, and enjoy engaging in discourse on music. But keep it progressive. Keep it relevant. And, of course: keep it brief.

The next few years will see many changes for Arbitron data collection and their significance should not be underestimated. It's the only game we have and the reality we have to live with.

Perhaps the best way to handle these eminent changes is to maintain a strong sense of identity. Look at Arbitron in the long-term instead of living book-to-book. With an apathetic target audience and so many Arbitron changes on the horizon, this may be the only way to survive. Modern Rock stations should strive to be exactly what the format name implies: up-to-the-minute, slightly unique, and no frills. If Arbitron numbers aren't providing the feedback you need, never underestimate the information that can be ascertained from engaging with your listeners.

The bottom line: when it comes to Modern/Active Rock radio programming, listeners want to feel as though they are receiving truly unique programming that they won't find anywhere else on the dial. Remember the old adage: "Always be a first-rate version of yourself instead of a second rate version of somebody else." Know your listeners, give them what they want, and the numbers will follow.