[JPL] Advice again

EdBride at aol.com EdBride at aol.com
Thu Apr 28 11:09:13 EDT 2011


This thread is proving invaluable to another sector of JPL: those of us who 
 are programming (non-profit, for the most part) jazz festivals that 
constantly  struggle to expand our demos towards the younger. 
 
Ed
 
 
 
In a message dated 4/28/2011 11:03:07 A.M. Eastern Daylight Time,  
tr at wfcr.org writes:

The  charge is to capture more young listeners for radio?  Good luck.  We  
know it scientifically, many of us know it anecdotally as well:  "Young  
people," which in this case means just about anyone under 40, don't listen to  
music on the radio.  Plenty of young folks may listen to jazz, but radio  
has become an outmoded medium for the delivery of music.  And from what I  
know, youngsters are less inclined to segregate jazz from other styles, so one  
strategy might be to eliminate the jazz format altogether for something 
more  free form, but that's not our mission at JPL, is it?  Moreover, if one is 
 going free form in search of audience, you can be sure that jazz will get  
marginalized in that mix in a hurry.

So as far as I'm concerned, it's a  fools errand to begin trying to tailor 
programming for this elusive youth  market.  Quality always obtains, so 
stick with great jazz, and  present it with love and style.  More melodic, less 
aggressive sounds  like a good option.

Oh yeah, one more thing, make sure your PD is  scheduling lots of promotion 
for the jazz format in the NPR news shows, where  you've got a critical 
mass of listeners, some even  young.




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