How would you fix Smooth Jazz?

[Shark]

> Could audience psychographics and demos be what's keeping ad
> agency buys away? If that's the case...there's a million
> local-direct advertisers out there in virtually every
> market. But, that takes a sales staff willing and able to
> hit the streets and tell the story.

> What I hear from business owners in the streets is they
> expect their ad campaigns to work "overnight"...right away.
> Sales people have to be honest with these business
> owners....radio works well...but, nothing happens in a few
> days or weeks. It honestly takes time. But...the good news
> is radio does work...and works in a spectacular fashion if
> you do it the right way.

Yeah that's it, it's all the salespeople's fault that the format isn't doing better.  We need to go out and convince all of the agencies that their 18-49 demos are all wrong and they should really be buying 35-64 (believe me, we try) and sell "millions" of local directs with the understanding that they probably won't see any results for weeks.  The name of the game for most advertisers these days is ROI, return on investment, and most can't afford to have that kind of patience; besides, although local-direct-NTR business is important, it will never be the bulk of a station's revenue.

[1q2w3e]

> Here's a different wrinkle...could NAC/SJ stations not be
> huge commercial successes because they are in fact:
>
> *the format is not in fact a big mass appeal "25-54" type of
> radio format...but, a 2 to 4% share nitch format that needs
> to be concept sold to advertising agencies and local, direct
> accounts?
>
> I'm wondering if NAC/SJ's narrowed their music focus a few
> years ago in order to play to mass appeal 25-54 ad agency
> buyers...simply because their sales staffs didn't know how
> to position and sell the format.
>
> For what it's worth...in my nearly 40 year radio career is
> about 18 years on the air in some medium-large markets and
> sales in a multiple-station medium market.
>
> I too am beyond bored with the same-old, same-old, lifeless
> pounding of AC crossover vocals (the SAME 40 or 50 AC
> vocals) and an amazingly small current playlist that keeps
> the same "current" songs in heavy rotation for about 6
> months...sometimes longer. BORING!
>
> But, maybe we're bored because we're mostly radio people or
> music fans who are not typical of the general public. I
> don't work in this format...so I don't hear any inside
> opinions from NAC/SJ execs or consultants.
>

I think you're exactly right.  I think the major problem with this format right now besides the fact that ratings are low, is that even with the stations that do OK to well in the ratings, they aren't selling spots worth a damn right now.  You've gotta have sales people who believe in the format, who understand the format, and who can convince advertisers that the format can win for them, and there aren't a lot of those sales people evidently around right now.  And since nobody knows how to sell it, programmers go safe and make the format as advertiser-friendly as possible.  <P ID="signature">______________
Nick Langan
<a href="http://www.wnjl.com">WNJL.com Radio</a>
</P>

OK Dumb question time......
So how would you sell SJ successfully?  Arent most of the sales weasels 20 somethings?

Personally, I dont care if the ratings are low, as long as I am able to deliver the correct audience.

[954]

 it by expanding this lifeless niche format. Make smooth jazz only a small part of an all-jazz station.

They can be mixed, per jack... or there can be different programs for different jazz genres.

Even though it's not my favorite, I think a big band show would beat a smooth jazz show, all things being equal.

Or fusion or progressive jazz, maybe.

73s from 954, who would be listening to Serious jazz WDNA right now if I was in my car.

[cklw800]

On Ask Radio-Info, someone's declared us dead...so let's start talking more about the format here.  There's not a whole lot to it though, because as much as I'd love to hear Pamela Williams' "Positive Vibe" and cuts from Alex Bugnon's "Free" and "Spyro Time" from Spyro Gyra's latest and the unedited versions of "Mister Magic", "Take Five" and "Bermuda Nights" (by Gerald Albright) and so many other things like that that would make sense, we'd go nowhere on the board...other than mentioning it.  If we actually thought we could make a change, we'd be more encouraged to chat about the music.  But the fact is we have "currents" that have been on for 6 months.  Kim Waters has only had "Steppin' Out" from his great CD but I listen to the other great songs on it and that's what takes my time away from hearing the actual radio format.  I look on the Internet to see what's been released...take my chances on some stuff I've never heard and come home with gold...just like the good 'ol days when I took chances on vinyl singles.  That's how I discovered Mike Phillips (sax) and Roger Smith (keys).  The argument about "why don't they play this on the radio?" is too old and goes nowhere.  So I'm not sure what to talk about.  I'm so into the music...have so much of it...the artists the format plays...but the songs they don't play are AWESOME!  Many jocks in the format are "borrowed" from other formats so there's no passion (and God, the number of mispronunciations!) because they only have to know the liners and promos and the "feel"...but not the music.  Therefore a lot of Smooth Jazz stations just kinda lay there.  I think the format is a Top 20-25 market format because there are enough people in those markets to swallow what's being done.  And there's money.  Below that it really should be a specialty format on a Soft AC or AC.  Maybe even Triple-A.  Like one station in Cincinnati on Saturday nights (an AC station) has an excellent program that I catch when out that way from 7P-12MID.  It's everything you would expect from an SJ station full-time...it doesn't have to be restricted, because people (and advertisers) know it's a specialty show on an AC station.  That show works, so Cincinnati won't need a SJ station.  They satisfy everything we're talking about in one night on the radio.  It's not everyday, but man just one day a week hearing unedited contemporary jazz and fresh tracks from new releases...wow!  SJ started out as specialty, then sales/business got into it and that's why we are where we are now.  I think it should go back to specialty.  And anyone doing such a format should call it "Contemporary Jazz" or "Cool Jazz".  But the Smooth Jazz moniker should go the way the "Oldies" moniker should go...away! Maybe revitalize SJ and call it "New Adult Contemporary" (NAC) again for a while.  Other than that I don't know what we can talk about here, other than concerts and how they do their "Vacation-a-Day Giveaways."  All that's great stuff. It all boils down to this...the format feeds off the people who really don't know the music..but "feel" the lifestyle.  They're educated, will buy what's being played and be happy with it.  They don't know they're hearing edited or remixed stuff...they don't care.  And in big markets there are a lot of people like that...enough for the format to get away with it.  They're upwardly mobile and don't have time to listen all the time, but when Arbitron knocks it will be the only thing they'll remember. Smooth Jazz.  So as long as there are enough people to go for what's being done, nothing will change.  Therefore it kind of negates the chat factor. Now if we here on this board didn't know as much as we do about the music, we'd be talking today about how we wish we could hear Paul Brown's "Winelight" even more.   This board would be hoppin' then! The only thing that triggers a post is the format being pulled from a station or maybe a new song every few months or so.  But we won't "fix" a thing.  Maybe this board can survive like the SJ stations...if there are enough people who think they can change radio...there'll be a new post here a couple of times a month.  But I'd love to talk about the new music...but it's a radio board.  If the music is not being played on the radio...then it's irrelevant.  SO! How do we FIX Smooth Jazz? 

[AnotherCat]

It's all here. In shorter terms play by hot A/C rules instead of B/EZ rules. It worked before...although if you were competing with a BA station and pulling better numbers somehow that information never saw the light of day..how strange. 

http://www.smoothviews.com/perspectives.htm

[radio_head]

The way to fix smooth jazz in my opinion is to number one, mix it with more R&B and ease off  the typical Anita Baker, Luther form of smooth jazz a bit. There are MANY MANY MANY more R&B/Jazz artist and songs with SJ/ soulful influences. Mood is another key component to making a successful SJ station work. The music would have to be properly dayparted for morning, midday, afternoon, and night..Yes, it will take lots of work. Yes, it does take a lot of trial and error to get it right. I agree, the testing has to go and the PD must go off of gut, heart, and feel for MOOD. The music director would be a vital position to the station. Dig up as many titles as you possibly can, especially cover songs. People love music they can sing to..kind of like karaoke. The personalities would have to be more livelier, entertaining such as ordinary radio- nothing special, it's just jazz. We see FM Gospel is making a rise in some southern states..Why? because they're ordinary announcers, the have fun, they laugh, and they compel & connect with the audience. Promotions, sales, & production/imagining would all have to really step up and provide the utmost assistance to the station's management, only in a fantasy world right? ha!

One final note with the SJ format, watch out for that phantom cume..There are a lot of "undercover jazz lovers". Do everything in your power to get them to write out your station in the diary. 


I usually charge for this advice, but contact me we can talk business.

Chris Malone
WQOX 88.5 UAC/Smooth Jazz Memphis
chrism885@yahoo.com

[954]

I just got another idea on this....

The same way you would fix a cat.

(i.e.....To keep it from multiplying.)

 

73s

[cklw800]

No sooner than I praise Cincinnati's Smooth Jazz Saturday Night show I hear it may be in trouble or gone?  Anyone know?  I should have known a change would come with the new ownership. 

[Media_Maven]

Hi, this is my first post to this forum.
The death of WJJZ Philly, and the pending death of SJ is too important for me to remain silent. 
SJ is, in my opinion, the last place on terrestrial radio where one can still find real melody & musicianship. 
It'd be a real shame to lose it. But, let's face it - SJ has been broken for YEARS! 
How long can you truly expect your audience to keep listening to the same tired playlist day-in, day-out, month after month, year after year?
Here's what I think: SJ doesn't need to be radically changed; rather, it needs to expand on the elements that made it quite healthy just 3 or 4 years ago.
There are fantastic artists & songs -- viable ones -- artists that could be the next "Sade" or "Chris Botti"; songs that would be the next "Smooth Operator" or "Soulful Strut'" -- they're out there, but too often, they're not makin' it to the air. You can probably name a few.
Here's how you fix SJ: We've got to put an end to the monopoly on the format. You know that one company controls SJ. Competition makes everyone try harder, and sound better. Competition will help the stations, the artists, the listeners, and the format as a whole.
But this means the industry MUST do something that until now it has been reluctant to do; it MUST take SMART risks.
Everyone's hurting financially now, but nothing will get better if the same people keep doing the same thing.
It's time to find those people who are passionate and committed to fixing the format. Maybe you know someone up to the task who isn't working in the format, or isn't even working in the field because so many doors are closed.
Maybe you're that someone.
If this resonates with anyone, please reply. I could go on for pages, but I'll stop for now. 

Reach me at media_maven@hotmail.com.

Thanks for your time,
Media Maven

[ThePickleReport]

Depending on where the station is located, I would go more toward a "suburban" NAC format and less toward the "Urban".

I don't know if there is a "fix" for smooth jazz; it either works or doesn't work depending on the market and who you are programming to. I just looked at the SJ chart at R&R and I think for a lot of people artist familiarity might be an issue. I like traditional jazz and late 60's-70's fusion, but to me the SJ format is like "Smooth Funk" or "Urban AC Lite". It's just not my cup of tea. I'd rather hear a more "organic approach" with real instruments and less drum machines---more musicianship and less programming. Think "Aja"-era Steely Dan with or without vocals.

I do think you are right that it's possible that a re-birth of the NAC format could work for many areas.