A Case For A New Alternative: “Rock of the ’10s”

In March 2010, I wrote some commentary about KROQ and KYSR in Los Angeles and where “Modern Music” is headed.

Sadly, it headed into the dumper. But did it?

So-called Alternative music stations aren’t Alternative anymore. Nor are they modern. Most are now Classic Rock stations for Gen-X.

Yet there’s product out there. Somewhere. KCRW/Santa Monica offers some. Xfm 104.9 in London offers some. Even WFNX/Boston does.

That’s why I can’t stop thinking about this — we are reliving 1979-80 all over again when it comes to the future of rock music.

Some programming consultants will tell you Rock is dead.

I don’t believe it.

Even with large multiethnic audience, music cycles have proven rock will return.

We also forget that in Latin American markets like Lima, Active Rock never died. Same goes for Bogotá. Mexico City had a very successful Alternative station before it was ultimately shut down for a variety of reasons (98.5).
 
What I find fascinating is that the current trend of Modern Music skips over the 1990s, as if all the music I thought “destroyed” the format (Nirvana, Stone Temple Pilots, Green Day, Pearl Jam, etc.) are non-factors. Listen to some of the sounds from acts like Cut Copy, Arcade Fire and Matt & Kim – the influences are there.
 
So I experimented. What would a radio station sound like that focused on new music yet embraced the “cutting edge of rock” of the 1980s?

What market could it work in, successfully enough to start a trend?
 
Here is what I came up with:
 
107.5 THE POD
What’s Next For Houston
 
 
 
FLORENCE + THE MACHINE  You Got The Love
WEEZER Hash Pipe
A SILENT FILM You Will Leave A Mark
KEANE Under Pressure
MUMFORD & SONS Little Lion Man
BOB MARLEY & THE WAILERS Could You Be Loved?
KINGS OF LEON Sex On Fire
DEPECHE MODE Policy Of Truth
HURTS Wonderful Life
SILVERSUN PICKUPS Panic Switch
 
PHOENIX Lisztomania
NINE INCH NAILS Head Like A Hole
MGMT Kids
DIRTY HEADS f/ROME Lay Me Down
SPOON Got Nuffin
VAMPIRE WEEKEND A-Punk
THE XX Crystalized
NEON TREES Animal
CELEBRATE THE NUN Will You Be There?
 
GORILLAZ Feel Good Inc.
CEE LO GREEN Forget You
MUSE Starlight
MARINA & THE DIAMONDS Hollywood
FRANZ FERDINAND No You Girls
TIESTO f/TEGAN & SARA Feel It My Bones
UNDERWORLD Born Slippy
 
COLDPLAY Viva La Vida
BRANDON FLOWERS Crossfire
SUBLIME Badfish
ARCADE FIRE Ready To Start
CURE In Between Days
LINKIN PARK New Divide
M.I.A. Paper Planes
JULIAN CASABLANCAS 11th Dimension
 
MARK RONSON f/AMY WINEHOUSE Valerie
GOSSIP Heavy Cross
WEEZER I Want To
JANE’S ADDICTION Been Caught Stealing
MINUS THE BEAR My Time

________________________________________________
 
Here’s the problem: This may be cool for a person in their 30s seeking new music, a “Hot Adult Alternative” if you will.
 
But I cannot figure out how to program a Modern Music format for 12-34 year ols. Their is not enough product – or none at all – that could possibly lure them unless there is a heavy nostaglia movement going on. 
 
Yet perhaps “Hot Adult Alternative” is a way for stations in markets where there is heritage for Alternative and listeners have aged beyond the demo of the current station.

What are your thoughts? I’d love to get your feedback. Please leave them below.

ADAM R JACOBSON
Hispanic Market Media Strategist

America’s Latino Future: 2015 and Beyond

American University alumni in South Florida  on October 5, 2010 enjoyed the first in a series of business, networking and social events. In America’s Latino Future: 2015 and Beyond, a select group of individuals got a sneak peek at the changing complexion of the U.S. population and how marketers and media have reacted.

Hosted by Adam Jacobson, SOC/BA ’94, Arthur Rockwell of Geoscape joined Luigi Bellizzi of Grupo Latino de Radio in an engaging conversation about where the nation’s Latino population is headed – and how media companies and advertisers should react.

Rockwell offered a PowerPoint presentation to all participants. To download your complimentary copy, click here.

For more on American University, contact Melissa Blevins in the office of alumni relations at 202-885-5933.

‘Flying High’ – Mergers, Alliances Reshape Air Travel In Latin America

Flying High.
By Adam Jacobson

Latin America represents one of the hottest growth opportunities for airlines, as competition makes mergers and alliances the new name of the game.

Travelers flying around Latin America today are enjoying options that were unimaginable just a few years ago. Given the bevy of new routes, direct access to more cities and the entry of scrappy, low-cost carriers, business and leisure customers are flying high.

So is the industry. The expanding ranks of global airline alliances are credited with helping to boost business for a broad swath of carriers operating in the region. And Latin American carriers, unlike many struggling counterparts in the United States and Europe, managed to skirt the turbulence of the crisis.

More at Latin Trade magazine

‘Premios Juventud’ – A Huge Youth Opportunity For Univision

For the seventh year, the biggest stars in Hispanic television, movies, music and sports will descend on Miami this evening for Univisión’s Premios Juventud (Youth Awards) show.

The Miami Herald’s Bridget Carey offers a front-page report in today’s Business section on the show and why advertisers and Hispanic media believe targeting bilingual, bicultural Latino youth is vital.

Hispanic media consultant Adam R Jacobson was quoted in the article.

To read it in its entirety, click here: http://www.miamiherald.com/2010/07/15/1731009/univision-tries-to-boost-youth.html#ixzz0tmBQyYEe

ElBlog: The loss of Home Depot is troubling. But it’s gone.

Editor’s Note: The following editorial appears in the April 5, 2010 HispanicAd.com weekly update. To view the original post, click here. To express your view or opinion on this subject, please do so at the bottom of this page.

As a non-Latino with 17 years of professional experience working in the U.S. Hispanic market, I find this week’s events in the marketing and advertising world disturbing.

Thanks to my desire to learn about Latinos in the U.S. – their likes, dislikes, media preferences, brand loyalty vs. non-Latinos, thirst for knowledge, empowerment and advancement – I bring a unique perspective to the table. I would like to think I have a Latino soul.  Or maybe I’m simply Pan-Latin at heart.

At any rate, I may be the «único gringo» that understands how devastating The Home Depot’s decision is to a fragile industry at a crossroads.

It has been stated many times over the last several years in White Papers and at industry conferences that by the end of this decade, more Hispanics will use English than Spanish as their preferred language of choice.

That’s not to say Spanish will be evaporating from U.S. Hispanic culture – it’s just that English will be more prevalent. U.S.-born Hispanics will outnumber the foreign-born Latino immigrant. Latino-flavored programming in English will be found in greater abundance on television, on the internet, on radio and in print.

Where does that leave Hispanic marketers?

Ready for the future, or lost in the past.

No longer can a client pitch focus on Spanish-language advertising alone when it comes to delivering the total Hispanic consumer audience. We’ve heard it for years. But what agencies are actually heeding this advice?

Creative Civilization stands out as one. San José Group saw some success with American Family Insurance. But then I have to think … really hard … about the other examples of general-market work from “Hispanic” agencies.

The next 10 years will be difficult for “Hispanic” agencies who continue to ignore the future, a world where “general market” agencies will only get savvier when it comes to Latinos and decide that having a wholly owned Hispanic shop is no longer cost-effective.

It’s coming. But how do we slow it down, or actually stop it?

By coming together and fighting. We know Latinos. We also know that Latinos will become one of the biggest overall consumer segments in the U.S. So … wouldn’t it be prudent for our “Hispanic” agency to handle your entire account?

The loss of Home Depot is troubling. But it’s gone.

Now we should work together to make sure a “Hispanic” shop gets a big total-market account.

Can you imagine what would happen if The Vidal Partnership won a quick-service restaurant’s entire account, handling both non-Latino and Hispanic?

Heads would turn. People would talk. AdAge readers would go bonkers.

None of that happened with the Home Depot’s decision to dump Vidal Partnership.

Now is our moment. With Census 2010 just around the corner, U.S. Hispanic advertising dollars should be set to explode. AHAA and the ANA need to set the stage for industry unity – for the leaders and pacemakers to come together with common goals for growing the entire pie, instead of trying to divide one slice in 15 ways.

Vidal Parternship’s competition is no longer AlmaDDB, Grupo Gallegos, Zubi or the many other dynamic agencies that specialize in Hispanic advertising. It is Richards/Lerma, Crispin Porter + Bogusky, and any other non-Latino agency that has the desire to do what AHAA member agencies have excelled at for nearly three decades.

Together, “juntos y unidos”, the industry can break out of its malaise and set the tone for the next decade and beyond.

Our industry leaders each hold the ticket to a destination. But are we in agreement on what that destination is? And, if so, are we going to get there together or individually?

If we can’t even agree on a destination and a unified way of reaching it, this industry is destined to disintegrate.

http://hispanicad.com/cgi-bin/news/newsarticle.cgi?article_id=29273

The Miami Herald’s Business Monday: Spanish-Language TV Networks Thriving

Spanish-language television is growing. But what sort of growth can viewers and advertisers expect in a market like Miami?

Adam R Jacobson, taking a break at his home office

The March 22, 2010 edition of The Miami Herald’s Business Monday explored the topic in detail, as Glenn Garvin interviewed Adam Jacobson, Julio Rumbaut, José Cancela and other Hispanic market experts and executives on the subject.

To read the Miami Herald article in full, courtesy of Boulder Weekly, simply click here!

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MLB, Baseball, Puerto Rico … Together Thanks To WAPA

Here’s a hot story from the News Wire section of JakeAdams.net that we’ve featured front-and-center for you. While Puerto Rico has seen significant dips in its media advertising revenue, the U.S. commonwealth remains integral to many a Hispanic and Latin American branding, advertising and marketing initiative. Given Major League Baseball’s Caribbean ties and popularity, bringing games regularly to Puerto Rican viewers in Spanish could reap long-term dividends for U.S. and Puerto Rican brands looking to align themselves with a highly popular sport.

– AJ

——————————————————————————————–

SAN JUAN, Puerto Rico, March 30 /PRNewswire/ — The 2010 Major League Baseball (MLB) season will be televised in Puerto Rico on the Island’s leading broadcast station, WAPA Television, and the station’s 24-hour dedicated sports channel, WAPA 2.

The games will be divided between WAPA 2 and WAPA Television.  WAPA 2 will televise at least two regular season games per week as well as the Division Series and the League Championship Series.  WAPA Television will be the home of two MLB Jewel events:  the MLB All-Star Game and the World Series.

“Producing some of the sport’s most legendary players, Puerto Rico has had a profound impact on Major League Baseball and we’re excited to bring MLB to WAPA and WAPA 2 and to highlight the current Puerto Rican players in the Major Leagues,” said Jose E. Ramos, President of WAPA Television.  “We’re proud to offer our viewers the most extensive coverage of the 2010 season on the Island and to offer our advertisers an opportunity to reach the substantial MLB fan base in Puerto Rico.”

“We are pleased for Major League Baseball games to return to broadcast television in Puerto Rico on the Island’s leading broadcast station WAPA, as well as sister network WAPA2,” said Paul Archey, Senior Vice President, International Business Operations, Major League Baseball.  “This deal exemplifies the popularity of baseball across the Island and will provide increased access to telecasts for its many passionate fans.”

Puerto Ricans make up the third-largest Hispanic group among Major League Baseball players, and include All-Stars like Carlos Beltran (New York Mets), Jorge Posada (New York Yankees), Ivan Rodriguez (Washington Nationals), Mike Lowell (Boston Red Sox), Yadier Molina (St. Louis Cardinals), Javier Vazquez (New York Yankees), Alex Rios (Chicago White Sox) and Joel Pineiro (Los Angeles Angels of Anaheim) in their ranks, among others.

WAPA will announce the full broadcast schedule in the coming weeks.

SOURCE WAPA Television/PR Newswire

Univision Radio/New York Solidifies Beisbol Relationships

Press coverage in recent days has discussed the signing of the New York Yankees and New York Mets to broadcast deals with Univision Radio in New York.

This isn’t news. Univision Radio in the Big Apple has enjoyed relationships with both Major League Baseball teams – each of which have increased their Spanish-language outreach and Hispanic initiatives – for several years.

What’s going on for 2010 is a signal flip – one that makes sense for both teams.

Tom Taylor’s “Taylor on Radio-Info” radio industry online newsletter updates the story in its March 22 edition, and talked with the JakeAdams Editorial Services and Research Consultancy to straighten out some inacurracies in its initial report from March 19.

Here is Tom’s coverage:

With the Mets on WQBU (92.7), Univision ties up both Major League Baseball teams in New York.
The Yankees just signed a full 162-game deal with Univision’s Spanish news/talk WADO (1280) – moving them over from Univision-owned regional Mexican WQBU (92.7). Now Univision replaces the Yankees on “La Que Buena 92.7” with the Mets.
Editor’s Note: The Mets had been on WADO.

Hispanic media consultant Adam Jacobson tells T-R-I it “makes sense: Univision puts the more popular Yankees on the bigger signal” of WADO. WQBU, the onetime modern rock WLIR, is licensed to Garden City and straddles the border of the Long Island and New York City markets. Jacobson says the coverage of 92.7 works for the Mets – “The Mexicans live in Queens and the South Bronx, and those are the Spanish-speaking Mets fans the team wishes to grow its fan base with.”

The National League Mets will put 150 of their regular season games on La Que Buena plus two Spring training games. Also on the schedule – an unusual June 28-30 regular-season series against the Florida Marlins – played at Hiram Bithorn Stadium in metropolitan San Juan, Puerto Rico. 

The deal with the Mets also grants the franchise cross-promotion on other Univision radio stations in the Big Apple.  The booth team of Juan Alicea and Max Perez Jimenez continues to call the action, and their voices will be heard on the Secondary Audio Program (SAP) channel for the SNY cable service and WPIX-TV/Channel 11, the Mets’ broadcast partner.

Who’s making money on Spanish-language baseball in NYC?CBS-owned WCBS-AM (880) is the radio rightsholder and has carried the English-language Yankees games since they left WABC (770) at the end of the 2001 season. WCBS continues to produce both the English-language broadcasts as well as the ones in Spanish. But Adam Jacobson adds the detail that the Spanish Beisbol Network “landed ad representation rights for the Spanish-language radio broadcasts of the Yankees” in July 2009. So SBN is selling spots for the Yanks, which are now moving from Univision’s WBQU (92.7) to the bigger signal of WADO (1280). And who is SBN? Adam says it was bought in 2008 by Virginia-based Celeritas Management, funded by Palladium Equity Partners.

Jake

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Radio en Español NEWS NOTES

“Maria” has replaced “José” in some more cities, says Tom Taylor. Entravision has spread its “Siempre Romantica” Spanish soft adult contemporary format to three new markets. Launched in Stockton-market KCVR-AM and Modesto-market KCVR-FM, Maria has settled into Las Vegas, where it is now airing on KRRN-FM (92.7). It’s also now on AMs in Denver (the former regional Mexican KMXA, Aurora at 1090) and El Paso, where KSVE at 1650 has quit simulcasting “Jose 93.9” KINT.

A Case For A New Alternative

Alternative radio rivals KROQ-FM 106.7 and KYSR-FM 98.7 in Los Angeles split a 6.0 share in the Arbitron ratings. Both stations offer a steady diet of 1990s-era Modern Rock music.

But is this “Alternative” anymore? Where’s the new music?

On March 4, industry blog Ross On Radio looked at why the 1990s dominate Alternative radio. Many commented on the subject, including JakeAdams founder Adam R Jacobson, who notes:

“Many a programmer will tell you that Alternative is soft right now and there’s not a lot of product out there. But according to who? [It’s the] fortysomething programmers that can no longer program a true ‘alternative’ to the abundance of pop and Hip-Hop that most listeners 13-27 are listening to today . . . It’s time to hand Alternative music formats over to the next generation and come to grips with the realization that U2 and Stone Temple Pilots are to today’s college student what Pink Floyd and Led Zeppelin are to today’s 40 year old male.”

That was just a little bit of what I had to say on the subject.

Stations like KYSR, KROQ and (especially so) WRFF-FM 104.5 in Philadelphia are relying on what is now “Modern Gold” to drive up ratings and keep the core happy.

This is dangerous; this is predictable.

Yet aside from MGMT, Silversun Pickups, Weezer, Vampire Weekend and Phoenix, what is “alternative” music today? What should an Alternative station play?

I must go back to the often misinterpreted “Year Arc” – something that Oldies/Classic Hits programmers have abused and fail to understand and something that Alternative programmers of today need to understand and grasp — before their stations become the Gen-X Classic Rocker.

What do I mean by “Gen-X Classic Rocker”?  I mean that no Alternative station should be playing anything but the very top-testing records released between 1992 and 2000. Period.

Why? Think of my target audience. I want to attract men and women between 14 and 34 years of age. Thus, my median listener is 24 years old and was born in 1986. Assuming most people start liking music around age 9 or 10, that puts us at 1996-97.

What does this mean? This means that the following records are Oldies to my core audience and must be played as if these are the sacred songs of one’s childhood – the foundations of the music they like today:

RED HOT CHILI PEPPERS    Under The Bridge
PEARL JAM  Jeremy
NIRVANA  Come As You Are
PEARL JAM Evenflow

Ladies and gentlemen, the above songs came out when my typical listener was six or seven years old.

Other songs now considered “classics,” because my core audience was in elementary school, include:

STONE TEMPLE PILOTS  Plush
PEARL JAM Daughter
SMASHING PUMPKINS Today
OFFSPRING Self Esteem
NINE INCH NAILS Closer
GREEN DAY Basket Case
SOUNDGARDEN Black Hole Sun
SUBLIME What I Got
FOO FIGHTERS Everlong
BLUR Song 2
BEASTIE BOYS Intergalatic
CAKE Never There
BLINK-182 All The Small Things

How many programmer directors would be freaked out right about now?
Well, my friends – this is a reality check: All of these songs were released before the majority of my target audience graduated high school.

Alternative must become a “21st Century Format” and play nothing but 2000s and now. It must be more adventurous, embrace new music, and hark back to the days when radio was relevant because it connected with the audience. And, it should play currents in a meaningful rotation.

I experimented one recent evening with coming up with an Alternative format that could embrace its heritage while superserving today’s college-age student. Pick a market like Washington/Baltimore, Miami, New York, or Atlanta.

I came up with a current-focused format that was truly Alternative in nature. I also like what stations like KBZT/San Diego are doing at late-night hours, and have always admired the creativity of Jim Ladd. What if we were to combine the two concepts, while borrowing from Nick The Nightfly at Radio Monte Carlo – a champion of NuJazz, Chillout, Ambient, and Brazilian Pop?

The target age of my audience is 14-34, while appealing also to the 18-49 demographic. Hence, there are some Triple A currents and gold mixed in – also because of the East Coast nature of the audience and difference in what is familiar compared to West Coast stations and tastes.

Here’s what I came up with for my imaginary station –

101-7 The Pod Alternative Music Now.

20:00

TEMPER TRAP  Sweet Disposition   C
DANDY WARHOLS Bohemian Like You  G
VAMPIRE WEEKEND Cousins  C
BIG PINK Dominos  C
WEEZER I Want To  R
MUSE Starlight R
SPOON Don’t You Evah   R
– 4 min. break – SPOT
MGMT Time To Pretend R
GOSSIP Heavy Cross  C
TV ON THE RADIO Wolf Like Me  G
ONE ESKIMO Kandi  C
20:48    SET BREAK
JULIAN CASABLANCAS  Out Of The Blue  C
KILLERS Somebody Told Me G
SILVERSUN PICKUPS Panic Switch  R

21:00

KIDS OF 88     My House                            C-Add
MATISYAHU    One Day                            R
MUMFORD & SONS    Little Lion Man                        New-Test
R.E.M.    Losing My Religion                            G
ELLIE GOULDING    Starry Eyed                        C
PAUL OAKENFOLD f/CRAZY TOWN    Starry Eyed Surprise            G
TIESTO f/TEGAN & SARA    Feel It In My Bones                C
– 4 min. break – SPOT
FRANZ FERDINAND    No You Girls                        R
THE WHITE STRIPES    Seven-Nation Army                    G
PHOENIX    Lisztomania                            C
LINKIN PARK Feat. JAY Z    Numb/Encore                    C
21:46    SET BREAK
RISE AGAINST    Savior                                R
GREEN DAY    Boulevard Of Broken Dreams                    G
DAN BLACK    Symphonies                            C

Then, at 10pm, I went with a nighttime chillout show that doesn’t have to be 100 percent sedate and can even include some older songs with a hard edge that can fit texturally. I’m looking to an audience of late-night workers, students, a soundtrack for a romantic night and perhaps a savvy 30-something audience. Note the current material as well:

22:00   The Pod Lounge

RYUICHI SAKAMOTO Opus
ZERO 7 Swing
GABIN  Doo Uap
BEBEL GILBERTO The Real Thing
PETER GABRIEL More Than This
CORINNE BAILEY RAE The Blackest Lily
ROXY MUSIC Love Is The Drug
MASSIVE ATTACK Paradise Circus
MUSIQ SOULCHILD Silky Soul
– 3 min. break –
NOUVELLE VAGUE I Melt With You
OASIS Wonderwall
THE XX Crystalized

23:00

TRIBALISTAS Velha Infancia
CELLAR 55 With Or Without You
MIRIAM MAKEBA Pata Pata
CHARLOTTE GAINSBOURG The Songs That We Sing
LADY ANTEBELLUM Need You Now
KATE BUSH Cloudbusting
GORILLAZ Stylo
MOBY South Side
SNOW PATROL Just Say Yes
– 3 min. break –
COLDPLAY Talk
TALKING HEADS Burning Down The House
DEATH CAB FOR CUTIE Meet Me On The Equinox

We are in 2010 and at a crossroads with technology, and with music.

New blood, new ideas and new music are the key solutions to making Alternative music formats relevant to the 18-34 and 18-49 cell.

from The Adam R Jacobson Multicultural Consultancy