-- published Wednesday, March 5,
2008
The State of Country
Radio
By Ed Salamon
The headline in the Business section of the Friday
February 29th edition of the Tennessean reads “Seminar helps
Nashville, music industry to grow. Nashville Mayor Karl Dean,
expressed the same sentiments when proclaiming the week of March 3, 2008 as
Country Radio Week in Nashville by stating "Country radio promotes Nashville
tourism daily by broadcasting information about our city and its attractions.
Country radio is the primary medium for exposure of country music, an endeavor
that employs many Nashvillians as artists, writers and producers.
The Country Radio Broadcasters’ Country Radio
Seminar convention is primarily devoted to growing country radio, and a healthy
country radio industry does indeed benefit not only our own industry, but the
country music community and the city of Nashville. Nearly one thousand
broadcasters will meet with an equal number from the music industry for “growth
through sharing”.
Country radio’s current challenge is to attract revenues commensurate with
its recent audience growth.
Country radio celebrated the New Year with more stations, more markets, and
a bigger share of radio listening than a year ago. Country had a larger share of
radio listening than any time in at least eight years. Arbitron Format Trends
reports showed country radio with a 9.7 share in the Spring 2007 That is the
highest share since Arbitron’s first published Format Trends tracking in 1998.
Country radio gained two important markets last year. On Monday of last year’s
Country Radio Seminar week, "Go Country 105" KKGO debuted in Los Angeles. LA had
been without an FM Country station since KZLA left the format the previous
August. And, as part of last year’s CRS Opening Ceremonies "The Wolf 95.7" KBWF
debuted in San Francisco, likewise filling the Country format void in that
city.
Country radio again gained in total number of stations last year, growing
from 2046 to 2052 (M Street/Inside Radio Format Country November to November
comparison). HD2 radio continues to grow in number of stations and in
number of receivers sold, offering a second channel free over-the-air local
radio in many markets, exposing music not otherwise available in their markets,
and country formats include a number of New Country, Classic Country and Outlaw
Country offerings.
One year ago, the Country Radio Broadcasters presented the first study ever
conducted of Hispanics and Country radio. CRB had commissioned the study, which
was conducted by Edison Media Research. It revealed an opportunity for country
radio to attract Hispanic listeners through marketing. A number of country
stations have implemented advertising campaigns as a result of the study. At CRS
Edison will screen television commercials used by Atlanta country stations and
detail their success in attracting new listeners. Arbitron has some encouraging
information about the increase in Hispanic listeners to Country and which they
will present to us. We have also engaged an expert Hispanic marketer, Jose
Cancela, to present at CRS so that country radio can take better advantage of
that opportunity.
Last year many country artists have been exposed on pop radio which helped
to develop more fans for country radio. Music by Rascal Flatts, Tim McGraw
and Faith Hill were among the most programmed adult contemporary radio songs in
2007, according to Mediabase. Taylor Swift has a current AC hit. At the same
time, artists including Carrie Underwood., The Eagles and Kelly Clarkson brought
their fans to country radio. The Country Radio Broadcasters is proactive in
encouraging the growth of new artists for country radio through its New Faces of
Country Music show. This year radio attendees voted Luke Bryan, Jason Michael
Carroll, Bucky Covington, Jake Owen, and Taylor Swift to perform for country
radio and the music industry on the 2008 show during the Country Radio
Seminar
However, country radio suffers from the same economic challenges as other
stations, or other advertiser supported media for that matter. RAB’s most recent
revenue reports show local revenue down 5%, compare with last January. National
revenue is even further behind. Non-spot revenue is ahead of the comparable
month last year, but that category is so small that it does not begin to make up
for the loss in ad revenue.
This year, the Country Radio Seminar will devote a full track on Friday,
March 7th to the unique challenges and opportunities that country radio has in
this market. I hope to see you at the Country Radio Seminar, March 5-7 in
Nashville.
--Ed Salamon is executive director of Country Radio Broadcasters. The
opinions expressed are his own.
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