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The musical evolution heard on most stations is prompting another discussion on how the format should be produced." name="description"/> <meta content="25-Plus, B101, Hot AC, KSSK, Philadelphia, Production, Stan Atkinson, WBEB, WLDB, KBLQ, ReelWorld, Jingles, Stagers, Chuck Knight, WRMM, Stan Main, Tom Cook, WRVF, Toledo, 25+" name="keywords"/> <meta content="Sean Ross" name="author"/>  <script type="text/javascript"> //<![CDATA[ var APP = { time : "01:20 PM", date : "04/23/2011", controller_name : "essays", action_name : "show", form_authenticity_token: "iKsXl2zy04jC0Pym+bRB0P25tO0JSaxzasJHnU47zww=" }; //]]> </script> <script src="https://web.archive.org/web/20110423172020js_/http://ajax.googleapis.com/ajax/libs/jquery/1.4.1/jquery.min.js" type="text/javascript"></script> <script src="/web/20110423172020js_/http://www.radio-info.com/javascripts/cache/jquery_scripts.js?1297281013" type="text/javascript"></script> <link href="https://web.archive.org/web/20110423172020cs_/http://fonts.googleapis.com/css?family=Droid+Serif:regular,italic,bold,bolditalic" media="screen" rel="stylesheet" type="text/css"/> <link href="/web/20110423172020cs_/http://www.radio-info.com/stylesheets/vendor/prettyPhoto.css?1297281013" media="screen" rel="stylesheet" type="text/css"/> <link href="/web/20110423172020cs_/http://www.radio-info.com/stylesheets/application.css?1301439226" media="screen" rel="stylesheet" type="text/css"/> <link href="/web/20110423172020cs_/http://www.radio-info.com/stylesheets/print.css?1297281044" media="print" rel="stylesheet" type="text/css"/> <noscript><link href="/web/20110423172020cs_/http://www.radio-info.com/stylesheets/javascript_disabled.css?1297281043" media="screen" rel="stylesheet" type="text/css"/></noscript> </head> <body> <noscript><div id="js_disabled_wrap"> <div id="message"> <h1>Oh no!</h1> <h2>Looks like you have JavaScript disabled.</h2> <p> Radio-Info requires javascript to display properly. 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id="column_logo"> <a href="/web/20110423172020/http://www.radio-info.com/about/our-writers/sean-ross" alt="Sean Ross" title="Sean Ross"><img alt="Sean Ross" src="https://web.archive.org/web/20110423172020im_/http://s3.amazonaws.com/radio-info/author/images/3/full.jpg" title="Sean Ross"/></a> </div> <h1> 25 Plus </h1> <p class="tagline"> </p> <p class="description"> This essay, <span class="italic">Mainstream AC's Presentation: Hot Or Not?</span>, was written by <a href="/web/20110423172020/http://www.radio-info.com/about/our-writers/sean-ross">Sean Ross</a> for Radio-Info.com's <a href="/web/20110423172020/http://www.radio-info.com/programming/25-plus">25 Plus</a> column. </p> <div class="clear"></div> </div> <div id="sidebar"> <div class="section"> <h5>Options</h5> <ul> <li> <a class="print_icon icon eventTracker track_Sidebar_PrintClick" href="#" onclick="javascript:print(); return false;">Print</a> </li> <li id="adjust_text_size"> <a href="#" class="increase_btn eventTracker 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</li> <li> <a href="/web/20110423172020/http://www.radio-info.com/search/tagged_with?search=ReelWorld">ReelWorld</a> </li> <li> <a href="/web/20110423172020/http://www.radio-info.com/search/tagged_with?search=Jingles">Jingles</a> </li> <li> <a href="/web/20110423172020/http://www.radio-info.com/search/tagged_with?search=Stagers">Stagers</a> </li> <li> <a href="/web/20110423172020/http://www.radio-info.com/search/tagged_with?search=Chuck+Knight">Chuck Knight</a> </li> <li> <a href="/web/20110423172020/http://www.radio-info.com/search/tagged_with?search=WRMM">WRMM</a> </li> <li> <a href="/web/20110423172020/http://www.radio-info.com/search/tagged_with?search=Stan+Main">Stan Main</a> </li> <li> <a href="/web/20110423172020/http://www.radio-info.com/search/tagged_with?search=Tom+Cook">Tom Cook</a> </li> <li> <a href="/web/20110423172020/http://www.radio-info.com/search/tagged_with?search=WRVF">WRVF</a> </li> <li> <a href="/web/20110423172020/http://www.radio-info.com/search/tagged_with?search=Toledo">Toledo</a> </li> <li> <a href="/web/20110423172020/http://www.radio-info.com/search/tagged_with?search=25%2B">25+</a> </li> </ul> </div> </div> <div id="content_container"> <div class="sub_container"> <div class="publication_date"> <span class="timestamp">Saturday, April 16, 2011</span> </div> <h3> Mainstream AC's Presentation: Hot Or Not? </h3> <div class="essay_wysiwyg"> <img alt="WBEB" class="show_page" src="https://web.archive.org/web/20110423172020im_/http://s3.amazonaws.com/radio-info/crops/5255/full.jpg" title="WBEB"/> As Mainstream AC stations contend with modernization, their issues aren’t limited to music. The musical evolution heard on most stations is prompting another discussion on how the format should be produced. <br><br>Some ACs maintain the warm and comforting presentation long associated with the format. Others, like WLTW (Lite FM) New York have added the sort of zips-and-zaps production once associated with Mainstream CHR. Listen to a cross-section of AC radio and you’ll hear a CHR jingle into "Sometimes When We Touch," while another station goes into "Only Girl (In The World)" with a jingle that wouldn’t have been out of place on AC 25 years ago.<br><br>McVay Media president Mike McVay believes in a hotter presentation, which he sees as part of a larger package of “brighter music, flashier production, more engaging and entertaining morning shows, fun and easy-to-play contests and a renewed focus on at-work listening.”<br><br>WBEB (B101) Philadelphia PD Chuck Knight says that station’s evolution began when Chris Conley, now PD of WLTW (Lite FM) New York “started moving the station ahead around 2005 with ReelWorld’s [WKFS] Kiss Cincinnati jingle package. For the past three years, we’ve been using ReelWorld’s KIIS Los Angeles 2007 Mainstream CHR package and it fits nicely. We’ve also become more aggressive with the station voices, now using Buffy O’Neil and Jon Carter.<br><br>“I’ve always believed that the production can and should be hotter than the music,” adds Knight. “I’m not so sure it works as well the other way.”<br><h5>STAY "STRESS FREE," MY FRIENDS<br></h5><br>But one PD of a successful, long-running Mainstream AC, who asked not to be named, believes that “ACs should always image softer than the music. ‘Stress-free,’ ‘family-friendly,’ and music quantity are still the key brand attributes and differentiators for Mainstream. Of course, as the music evolves, the presentation can evolve with it. But always ‘behind the music’ a bit in terms of sound and intensity.”<br><br>Consultant Jack Taddeo emphasizes that “I never make blanket changes at client stations. I have some that have been using Hot AC-style jingles and have made the move to younger imaging voices without the baggage that comes with most CHR [production] such as filtered voices or a whiny Gen X sound. It’s just a slightly younger, lighter sound. I also have stations than continue to use some iconic AC jingle packages. But pretty much everyone has moved to slightly more intense imaging voices.”<br><br>Clear Channel Toledo, Ohio, OM Tom Cook says “consistency is key, but only when it won’t age you out of relevance. On WRVF, we’re both staying traditional and making the package hotter. The jocks are still warm, friendly and somewhat traditional.  But the imaging is hotter and more produced than some ACs.  Until recently, the PD of our rock station [WIOT] had been imaging WRVF because he understood I wanted something more than a straight-ahead, unproduced sound. We also shed the traditional AC jingles. Instead of the traditional syrupy sound many ACs used, or still use, I went with the ‘Mix N Match’ package from TM.  It has a great younger, contemporary sound without being too aggressive for an AC, but there aren't many mainstream ACs that use it.”<br><br>Ironically, Cook points out that WRVF had modernized too quickly musically. After backing the ’70s down to one (or none) per hour, the station has gone back to 3-4 such songs an hour and has “rebounded nicely in Arbitron. It was clear the audience didn’t want the station to move younger, so we’ll evolve what’s around the music instead.”<br><h5>DRESSING UP . . . YOUR AC STATION</h5><br>Sometimes a change in production level is spurred by a repositioning.  “In getting ready for PPM we made a decision to drop the ‘Soft Rock, Less Talk’ moniker for ‘’80s, ’90s, Now’ to add a little freshness to the station,” says WLDB (B93.3) Milwaukee PD Stan Atkinson. “With the imaging shift we also added energy by getting a new jingle package from ReelWorld.  Although the era balance didn’t shift much, the energy level of the station increased with the changes.  I also purchased some bolder and brighter Hawaiian shirts to make me look even hotter.”<br><br>The jingle maker also gets a shout-out from WRMM (Warm 101.3) Rochester, N.Y., PD Stan Main, whose station “moved hotter last year, filling the hole for a Hot AC station in the market. We still carry the ‘soft rock’ moniker the station has carried for 20-plus years. My imaging is hotter, but not crazily so; we’re using Randy Reeves and Lynn Hoffman.. . . The ReelWorld package we use seems to be updating [the station too] which is working with some of the hotter musical material.”<br><br>“I’ve only been here for five months, but our jingle package was only about a year old, so it’s still in place,” says KBLQ (Q92) Logan, Utah, PD Paul Wilson. “I did, however, swap out the 15 to 20 second jingles that had slogans for shorter 'shotgun' cuts to pick the pace up, matching the more contemporary and brighter music.<br><br>“I think the answer depends on the station’s situation,” Wilson adds. He previously programmed KSSK Honolulu, which always strove for a larger-than-life sound. His current station is "more warm-and-friendly and kinda folksy sounding to reflect the smaller market. However, especially for AC stations, you want to have some consistency in the presentation style. If you’re going to adjust, the changes should be gradual.”<br> </div> <div class="clear_left"></div> </div> <div class="sub_container"> <h3>About the Writer</h3> <p> <a href="/web/20110423172020/http://www.radio-info.com/about/our-writers/sean-ross" class="no_print"><img alt="Display" height="70" src="https://web.archive.org/web/20110423172020im_/http://s3.amazonaws.com/radio-info/author/images/3/display.jpg" width="70"/></a> Sean Ross, one of the radio and music industry’s most widely respected writers and programming analysts, is the author of the newsletter <b>Ross On Radio</b>, an extension of his long-running column of the same name. </p> <div class="footer"> <a class="email_icon icon" href="https://web.archive.org/web/20110423172020/mailto:RossonRadio@radio-info.com">Email Sean</a> <a href="https://web.archive.org/web/20110423172020/http://twitter.com/rossonradio" class="twitter_icon icon new_window">Follow Sean</a> </div> </div> <div class="sub_container" id="comments_area"> <h3>Comments</h3> <div class="comment_icon icon"> <span>1</span> Comment So Far </div> <p id="join_discussion"> Wanna join the discussion? </p> <p id="join_instructions"> You must <a href="#login_div" rel="prettyPhoto">login</a> or <a href="/web/20110423172020/http://www.radio-info.com/register">register</a> in order to post comments. </p> <div class="comment_box"> <hr class="comment_divider"> <div class="comment_box_top"></div> <div class="comment_box_bottom"></div> <div class="author">Scott L.</div> <div class="published_at">Commented April 19, 2011 at 11:18AM:</div> <p>as imaging director for now dark KUDL we had at one time a hotter mix of imaging using Jon/Buff from #Megahertz, moving it just a tad hotter than the mix of music. It proved successful because it gave the perception that we were hip and still in touch with the 25 year old demo without offending the upper end, but only to a point. As AC stations continue to see that the lower end of their 25-54 demo is engaged and very very smart, imaging must evolve too, it has to reflect their lives, their attitudes and lets face it their musical tastes, the upper end of the demo will follow suit, they don't want to be perceived as "old", they want to be able to relate to the music, the imaging and the talents that make the format what it is today. I think warm, conversational and friendly can be done along side the whiz-bang uptempo, bright imaging we hear today </p> </div> </div> </div> </div> <div id="innerpage_sidebar"> <div id="most_popular"> <h3 class="bottom_bordered">Most Popular</h3> <ol class="fancy_numbers"> <li> <a href="/web/20110423172020/http://www.radio-info.com/programming/25-plus/first-listen-kcs-997-the-point" alt="First Listen: K.C.'s 99.7 The Point" class="eventTracker track_MostPopular_click label_2296-first-listen-kcs-997-the-point" title="First Listen: K.C.'s 99.7 The Point">First Listen: K.C.'s 99.7 The Point</a> </li> <li> <a href="/web/20110423172020/http://www.radio-info.com/programming/country/long-islands-my-country-961-finally-unveiled" alt="Long Island’s ‘My Country 96.1’ Finally Unveiled " class="eventTracker track_MostPopular_click label_2184-long-islands-my-country-961-finally-unveiled" title="Long Island’s ‘My Country 96.1’ Finally Unveiled ">Long Island’s ‘My Country 96.1’ Finally Unveiled 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