'Jack' radio too white for New York?

Though the format is a hit in L.A., ratings are down with New Yorkers.

NEW YORK -- Last week brought good news for New York area radio listeners who hate the new Jack format: Its ratings are in the john.

According to the latest Arbitron figures, WCBS/101.1 FM, which switched in June from its much-loved oldies format to the random-sounding, no-host Jack format, has sunk to 22nd place. That's a pretty poor showing, especially considering the old WCBS had been hovering in the top 10 before making the switch.

But Jack isn't failing everywhere. In Los Angeles, one of the most dynamic and competitive markets in the country, the recently Jacked station KCBS/93.1 FM has not only seen its ratings rise, it's become No. 1 among the 25- to 54-year-old demographic, highly coveted by advertisers.

So why hasn't Jack taken off with New Yorkers? Here's one theory: In a city filled with racial diversity and music that crosses racial divides, Jack sounds pretty darn white.

The Jack format generally plays rock and pop mostly from the 1980s, hoping to tap into youngish-but-aging listeners -- about 35 to 44 -- who have fond memories of hair-metal, new-wave and their older siblings' classic-rock collections. On WCBS, you might hear Quiet Riot, Duran Duran and Elton John in a given hour. In many cities, that may be exactly what people want to hear.

But an '80s teenager in New York would have had very different tastes than his counterpart in, say, Dallas. New York City at that time was ground zero for hip-hop, not to mention plenty of disco and Latin dance music. The average white kid in Manhattan or Brooklyn was probably into early rap and the occasional salsa-flavored dance track along with guitar-based rock and new-wave. Even now, New York is largely defined by rhythm-based music.

Infinity Broadcasting, the people behind Jack, are quick to point out that it's not a generic, one-sound-fits-all format. Each station's programmer, they say, has the ability to tailor his playlist for the locals. Maybe WCBS, after only about four months under the Jack banner, simply hasn't yet figured out what mix of music will appeal to a New York audience.

Listening to Jack for an hour, it's clear that the station is positively afraid of rap. But maybe a little less Rick Springfield and a little more Slick Rick is all it needs.

Source: LA Times