Time to bury "The Home of Rock'n'Roll"

Time to bury "The Home of Rock'n'Roll"

Post by Jeremy Styning » Sun, 16 Aug 1992 14:34:08

I found this little gem in the July 24 issue of Radio and Records.  I
don't know about where you live, but we have two stations that could
use this advice.  (WWCT Peoria, 105.7 and WYMG Jacksonville, 100.5)

Consultant/voiceover god Joe Kelly cites recent research indicating
that males 18-44 describe rock 'n' roll to be "oldies"  In other words
Beatles, Chuck Berry,*** Clark, Little Richard.  Another group with
the same demographics describe rock as "music."  Bruce Springs***, U2,
Eric Clapton and MTV.

"Heritage AORs targeting men 25+ may want to re-think their continued
use of the positioning slogan 'the home of rock 'n' roll,' Kelly
writes.  "This study seems to tell us that more than 50% of the men in
this demographic think of rock 'n' roll as oldies or*** Clark.  That
being the case, the home of rock 'n' roll is about as useful as a***
on a bull"

"To me, the home of rock 'n' roll sounds like a convalescent center
for aging rock and rollers, someplace they'd stick Pat Boon if he ever
stopped working out.  I can hear myself saying, 'WXYZ - the home of
rock 'n'roll.  If you're in the car, drop by -  fruit baskets, fl***
arrangements, and suppositories are welcome.'

"Wouldn't it make more sense to say, 'We rock Chicago!' or 'Chicago's
rock'?  Even if you're not in Chicago it would sound cooler and be
more meaningful.

"I've been gagging on [that phrase] since the late '70s, when some
consultant - probably now long gone - thought it up and blew his sheep
whistle.  I had hoped it would come down with the Berlin Wall, but no
chance.

"Even the word home bothers me.  We live in a _house_.  Most people
live in condos or apartments.  _Home_ is where you grew up and sucked
your thumb.  It's where your mon and dad live - [as in] _home_ for the
holidays.  _Home_ is where they took my grandfather just before he
went crazy, started foaming at the mouth, and then got all stif.  They
buried him.  That's what they ought to do with the home of rock 'n'
roll." says Kelly.

                Gotta agree.
Jeremy Styninger

 
 
 

Time to bury "The Home of Rock'n'Roll"

Post by Tim Ellio » Tue, 18 Aug 1992 15:07:50



>I found this little gem in the July 24 issue of Radio and Records.  I
>don't know about where you live, but we have two stations that could
>use this advice.  (WWCT Peoria, 105.7 and WYMG Jacksonville, 100.5)

...continues with Joe Kelly's "Home of RNR" advice...

I suppose I would agree with Joe's comments in some respects... but then again
if you listen to WWCT/Peoria and WYMG/Jacksonville, they *do* play "safe"
rock-and-roll.  (no chuck berry, tho :-)  

WPGU/Champaign used to be The Home of Rock and Roll but some PD came up with
the idea of "The Rock Revolution".  I thought it was a pretty good
idea--emphasizing that Rock is continually changing (we were playing, uh,
50/50% classic/currents).  Alas, the promotional/marketing machine at WPGU
really SUCKS and the idea never really got across.  In a P1/P2 market, it may
have floated, but in our small market it really went over people's heads.

So, the new PD was set to go back to "The Home of RNR" but at the last minute
went with "THE Rock-N-Roll Station".  Doesn't really say much.  Notice the
emphasis on the "THE"---it's meant to tell listeners there is no competition
(which there is----that's the point).  It's interesting the hear on the air,
but, alas, our marketing on it has still pretty much sucked.

But I Digress...

Oh, by the way, WYMG/Jacksonville-Springfield is "The CAPITOL of Rock-N-Roll".
A really great change.  Pretty catchy, what with Springfield being the Capitol
of IL.

//tim
D
D
D
D
So, the new PD was set to go back to The Home of RNR"
--
  | tim elliott                                          /~~~| /~~~~~\ |~~~~~~

  | "C'mon, Steve..Get It!"        Still Rockin'... WPGU  |  ||  \_/  Rocks!/
  `-------------------------------------------------------|__|-\_____/--/__/---

 
 
 

Time to bury "The Home of Rock'n'Roll"

Post by Liron Lightwo » Thu, 20 Aug 1992 05:12:12


>Consultant/voiceover god Joe Kelly cites recent research indicating
>that males 18-44 describe rock 'n' roll to be "oldies"  In other words
>Beatles, Chuck Berry,*** Clark, Little Richard.  Another group with
>the same demographics describe rock as "music."  Bruce Springs***, U2,
>Eric Clapton and MTV.
>"Heritage AORs targeting men 25+ may want to re-think their continued
>use of the positioning slogan 'the home of rock 'n' roll,' Kelly
>writes.  "This study seems to tell us that more than 50% of the men in
>this demographic think of rock 'n' roll as oldies or*** Clark.  That
>being the case, the home of rock 'n' roll is about as useful as a***
>on a bull"

Which reminds me of the following conversation which I seemed to have quite
often during the late 80's.

Friend: What kind of music do you like?
Me:     Rock'n'Roll
Friend: Oh, 50's and 60's?
Me:     No.  I meant rock music.

This conversation was all thanks to a network of rock stations in Australia
(including FOX FM in Melbourne) who were using the slogan, "Good times and
Great Rock'n'Roll" during the late 80's, to describe their music - 60's and
70's rock (including classic rock) and songs from the 80's (and later the
90's) which didn't clash, ie. they didn't play pop, dance, rap, etc.

Meanwhile, Melbourne's other rock station, MMM played a very similar mix
of music.  Their slogan was "Triple Your Music", but they often mentioned
"Melbourne's home of rock'n'roll" on promos.

I hated those slogans.  For a start, Rock'n'Roll to me (and it seemed
everyone else) meant 50's and 60's rock'n'roll.  People stopped using
"Rock'n'Roll" ages ago when referring to rock music.  As much as these
stations seemed to be living in the past, (based on their music) the use of
the term "Rock'n'roll" only made it seem more so.

Of course, IMHO.

In 1990, FOX FM (and the other stations in the network they belonged to),
changed their slogan to 'Better music and more of it', and MMM changed their
slogan to 'The rock of the 90's in '91.  Also, all the above-mentioned
features, with the exception of the Classic 9 at 9, are now history.

Their music hasn't changed much though. :-(

-----------------------------------------------

P.S. When I say these stations were living in the past I mean it.  Apart from
their playlists, regular feature titles included Rewind (artist profiles), The
Classic 9 at 9, the Classic Rock show, Back to the future (rock memorobelia
from the 60's), the Time Tunnel, and The Past Master's Weekend.

Unfortunately, these were the most forward-looking mainstream commercial music
stations Melbourne had at the time, and even today.  The other music stations
were 'Hits and Memories' and 'Classic Hits' type stations.

Of course, IMHO.


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