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Wednesday, June 3, 2015

Country Radio's Feminine Side

Singers Amy Grant, Jennifer Nettles, Martina McBride and
Miranda Lambert at the 2014 MusiCares Person Of The
Year awards Jan. 24, 2014, in Los Angeles.

(Photo: Christopher Polk, Getty Images)
One of my many radio gigs for Hall Communications is at longtime country outlet 97.7 WCTY, a leading station in eastern Connecticut that is consulted by Keith Hill.    Keith became the center of some controversy last week when he seemed to recommend playing a higher percentage of male artists than female ones.   Country artists Miranda Lambert and Martina McBride were quick to jump on the backlash bandwagon and take offense with Hill's assessment of successful country formats by saying females are "just not the lettuce in our salad. The lettuce is Luke Bryan and Blake Shelton, Keith Urban and artists like that.  The tomatoes of our salad are the females."   Cries of radio sexism ensued.    Could this have been expressed in a way that resulted in fewer repercussions?   Absolutely, but he does have a valid point based on audience information.

Ironically, females have become a much more essential component of country's target audience.  This is more than ever about what female listeners want to hear.   Country used to be a very male-oriented radio format.   That has changed dramatically, with today’s country attracting younger and female fans now more than ever.    What you hear now is the key to getting ratings and revenue.    AT WCTY and many other stations, this is due in no small part to research provided by people like Keith Hill.    As a male over 55 who has slid off the radar of most ad agencies, I actually enjoy female country artists more than I do most of their male counterparts.   Then again, as I’ve argued countless times as a voice in the wilderness, this is not about what you or I think “sounds good.”    It’s about what works.    Don’t take my word for it.   Ask your target audience.    

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