Jack: Love Him Or Leave Him

Jack FM is now on the air in the nation's second largest market (the number one revenue market). Is it a good move? Absolutely.

...for short term thinkers anyway.

When the first few Jack FM's hit the air in the U.S, I'd read that the idea was to throw away the concept of a "format", instead choosing to go after a demographic. Let's say, a relatively even split of 25-44 men and women.

BRILLIANT!!!

Who's dumbass idea was it to format radio stations based on industry insider terminology in the first place?

If you're a station targeting men age 18-34, why neglect a song that tests through the roof with 18-34 men just because it isn't "Alternative" ? Or worse, a Hot/AC that ignores any rhythm records because they don't fit the format.

Format? Talk to me about listeners.

And now we have this Jack" format playing 25-44 favorites. That's more or less what they're doing. More or less. I believe there are obvious records not being played, and that piques my curiosity... but still, musically, I get the feeling they are on the right track. Musically.

My issue is that... well... that's pretty much it, right? Given a hundred thousand watt stick smack dab in the middle of a major market metro, and Jack offers up songs, sweepers and spots. And that's it.

Surely they can do something more compelling.

Yes, it will get ratings, just as so many flash in the pan formats did. 80's goes to the top of the market in one book. WOW. And then it trails off off off off - a cliff. And I ask the question no one wants to answer: "Why?" Why does it have to be that way? Why not launch a new format with an eye for the obvious?

A gimmick gets attention. I get t. Obvious. But the gimmick grows old, and that should be equally obvious.

So, again, I ask why. Why is Jack content to be a two share gimmick format instead of a six month gimmick stunt that grows into a market leading AC?

Why not launch the gimmick to get attention, and then build it - slowly but methodically - into a radio station that is compelling from the top down, from the bottom up, inside and out.

Bring on the air talent. Bring on the human connection that radio has potential to deliver like no other medium.

Instead, Jack will build, then trail off and eventually linger until someone in a suit five states away decides whether to fix it or bail.

...but why?

Why is this industry so happy to jump from shiny new thing to shiny new thing? It's like a bunch of guys picking up chicks in a bar so they can get laid. Meanwhile, they spend holiday after holiday alone. Attention gained but quickly lost.

Will Jack succeed? Absolutely.

And that is the exact same reason Jack will most likely fail. He's playing what he wants, but it takes more than that to turn friends into lovers.

I fear that Jack's a bachelor for life.