Is Rock Dead? 'No Way,' Says Rock's Leading Consultant

Is Rock Dead? 'No Way,' Says Rock's Leading Consultant

SOUTHFIELD, Mich., Oct. 27 /PRNewswire/ -- Despite press speculation that the recent announcement of format changes by Infinity Broadcasting represent a death knell for Rock radio, the genre is alive, and in most parts of the country, as healthy as ever. Rock radio consultant and Classic Rock pioneer Fred Jacobs observes that Infinity's moves represent decisions that were made because of the unique circumstance of losing Howard Stern. Formatic decisions that have followed have their unique strategic purpose, and obviously look for ways for Infinity stations to stand out in uniquely competitive environments. Their "Jack Attack" is along the same lines.

According to Jacobs, "Infinity had some tough decisions to make. It's not every day you lose one of radio's major talents. But to connect those moves with the decline of an entire genre is completely overstating the case. Infinity still owns some of the great Rock stations in America.

"Look around the country -- Rock formats of all types are among the leaders in overall listening and in their specific target demographics. Alternative stations have enjoyed a revival in the past year, making a comeback in markets like Atlanta, San Diego, Salt Lake City, and Portland. Active Rock stations, while being challenged by a shortage of great new rock, are performing in markets as diverse as Sacramento, Des Moines, and Detroit. Heritage Rock stations like KQRS in Minneapolis, KSHE in St. Louis, and WMMR in Philly are thriving. There are also new innovations in Rock, including The Hog in Milwaukee, which just had a spectacular debut, and at KBZT in San Diego, which is a pioneer in our Neo Radio values-based programming philosophy. Finally, there's Classic Rock, the gold standard of Rock radio. Classic Rock has been the most stable, profitable of all the formats, and is dominating in too many markets to mention.

"In smaller and medium sized markets, the number of Rock offerings is even greater than in larger markets. These markets, despite having a fraction of the population of New York City or Los Angeles, can have upwards of five or six Rock stations. Rock listeners in those markets don't think that Rock is dead.

"Part of the problem is that Rock has been so popular over the years that there are markets that have simply had more stations than the local economy could support. In those cases, station casualties are expected, and are in fact, very normal. This has been going on for years.

"Rock radio, like radio overall, is facing unprecedented challenges from new technology and shifting consumer demands. When you couple this with the heightened scrutiny from the FCC, the impending departure of Howard Stern, and the temporary shortage of great new Rock product from the record companies, it's easy to conclude that Rock is in trouble. But despite these challenges, the ratings don't lie, and it would be a mistake to leap to the conclusion that Rock is dead.

"This is very much a case of Rock being Mark Twained -- the format's death has been greatly exaggerated. Just ask the millions of Rock radio listeners in every market in the U.S."

Fred Jacobs is the leading Rock radio consultant in America. His company, Jacobs Media, pioneered the Classic Rock radio format in 1985. For the past 23 years, Jacobs Media has provided successful research and consulting services to some of the greatest radio stations in America, and currently consults Rock radio stations owned by Infinity, Entercom, Emmis, Greater Media, Citadel, Saga, Journal, and others.

To set up an interview with Fred Jacobs, please contact Lisa Riker at (248) 353-9030.

Source: Fred Jacobs

CONTACT: Lisa Riker, +1-248-353-9030, for Fred Jacobs

Web site: http://www.jacobsmedia.com/

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