Why don't women have these jobs?

So the current hot radio format is AC or Adult Contemporary. AC stations in most markets are ratings leaders or creeping up. AC stations tend not to have a great “cool” factor. Some play Michael Bolton for God sakes. Primarily AC stations play established pop artists and oldies that only go back to 2000. Some of their core artists have not had hits in awhile yet they’re still popular. John Mayer, Pink, Daugherty, and all the other AMERICAN IDOL finalists who are desperately trying to stave off that career as UPS driver. AC stations play new music but not as much as Top 40 stations. But Top 40 stations are more teen-oriented.

And yet teens are starting to listen to “Adult” radio. I’m guessing more to hear Pink than Michael Bolton. And who in high school doesn’t still love the Backstreet Boys? Among Millennials AC is now their third favorite format behind pop and country. A few years ago it was fifth. The polka format has apparently gone out of favor with kids.

AC formats tend to appeal to a broader audience, and in this day of niche programming, that can seem like a refreshing alternative. So AC stations might not be someone’s favorite, but if he likes it well enough and there are enough people who like it well enough that’s often enough to make it number one.

There have been a number of articles about the AC format on industry sites and they focus on the music rotations, and research, and relationships with record labels – ZZZZZZZZZ.

But one thing stood out.

The target audience of AC stations is women, specifically women in their 30’s. However, most the people programming these stations and consulting these stations suggesting the music selection are men.

WTF? Seriously?

If ever a woman should be put in charge it’s to program a radio station geared to women. Doesn’t that seem like a no-brainer?

If I were the General Manager of an AC station that’s the FIRST thing I would do. These articles go into great detail about the music blend and crossover songs and percentage of new vs. recurrent product, etc. And none of that is as important as the overall “sound” of the station, it’s attitude, authenticity, relationship with the community, and personality. What do women in their 30’s REALLY want to hear? You can hand me spreadsheets but that won’t tell me shit. What will attract them on an emotional level? What are the topics most relevant to them? What are they yearning for from a radio station? Is it to make them laugh? Inform them? Offer support? Keep them company? Distract them from their jobs or their lives?

I couldn’t begin to answer these questions. But a woman program director could. She could also hear if the station sound is working or not being realized. I would just be hearing John Mayer records.

Women deserve way more of a chance than they’re being given. And if nothing else, how about starting with positions they are way more qualified to handle than men?

I love radio. I always have. Radio is like a member of the family. But it breaks my heart because unfortunately, that family member is Fredo.

from By Ken Levine