Re-establishing The Mainstream
Rock's Niches: The State of The Format

By Tom Barnes
7/94

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Seattle, Boston, Phoenix, and Denver. These markets while having little in common geographically and demographically, have a great deal in common when it comes to rock music. They all are over niched. Each market has five variations of rock music.

In the late 80's we learned a market can only support so many broadcasting companies. To compensate, radio consolidated on the sales and G&A side with LMA's and Duopolies. Now we are beginning to discover markets can only support so many versions of one particular format. Markets cannot support five permutations of rock radio. Thus, after a foothold has been established with a niche strategy, market share can only increase by broadening appeal via consolidating niches. The key to growth in the next two to three years is to find the most viable position or unique selling proposition relative to a target demographic, and begin to broaden as that position and demographic allow. In other words: service the key demographic not the format.

Clearly there is balance that must be struck between niche and mass appeal. Striking that balance requires a clear strategy driven by goals rooted in demographic targets. Format holes and vulnerabilities are not determined by music availability (ie: music not being played in the market) so much as they are by identifying under-served demographic.

As the rush to niche formats began in the late eighties few recognized the inherent dangers of niche formatting. In fact those choosing a niche strategy often had little to loose given the options facing them. Few operators see any difference in the risk of a niche programming strategy and being the third A/C or Country station. However, looking at the success rate of niche programming, one could argue that niche strategies potential success is still dubious outside the top markets.

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