The Straight Skinny

 

 

 

Feedback Loop, 2.0

 

 

 

By Carol Archer

 

I asked for your feedback and you responded with an abundance of it. Thank you. This week we hear more from readers on various sides of the Smooth Jazz family.

 

Livermore, CA-based President of Prime Time Entertainment, Inc. Jim Douglas writes: "I wanted to say I appreciate the new weekly article and hope it continues. Even though your new blog focuses on radio, it's worth mentioning the impact that live music plays on expanding the genre and how it helps in bringing in new fans. The live side, the record side and radio all need each other: We're all

interconnected.

"2. Where are the promotions that attract new listeners?  In San Francisco, KKSF used to sponsor listener parties with live concerts that drew thousands of attendees. It seems like every year we saw less and less live promotions and events that helped market the stations. Additionally, the lack of live promotions allowed the audience to just get older without bringing in anyone new to the fold. As a biased live music promoter and producer, I feel that radio stations nationally should embrace, nurture and support everyone who is willing to help promote and develop this format. While I am not

suggesting that radio stations donate their services to every live event promotion that comes around, I am suggesting that radio stations seek out new partnerships that mutually benefit each party.

 

"3. Why is Smooth Jazz so hard to sell when everyone says it offers such a desirable demo? Maybe if stations became better at creating integrated marketing campaigns that stood out against the

competition, sales and awareness would translate into better ratings. Look at how the live industry creates corporate sponsorship programs that, in addition to media, offer corporate entertainment and other VIP opportunities, sales incentives, Web site marketing, e-mail blasts, on-site signage at events, name/logo on flyers/posters/banners/rack cards, outdoor billboards, charity tie-ins, recognition and awareness over the sound system by the event M.C., third-party cross promotions with event

sponsors and more.

"1. Why can't smooth jazz be allowed to be a niche format and not be so watered down?    We can't be everything to everyone, can we? Testing will always show more rock/pop songs to be more popular. However, there is still a huge audience out there that wants their Smooth/Contemporary jazz. Maybe there needs to be a little more faith that if you offer the 'right' mix of songs on your playlist and create the right promotions to go after new listeners, then you can make it.