What Happened to Rock Music on FM Radio?

Arts, entertainment, and more.
Nov. 15 2011 11:14 AM

We Won’t Rock You

The sad, unwarranted decline of rock music on FM radio.

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Though the rise of satellite radio was supposed to prophesy the death of AM and FM, that’s not anywhere close to happening. Even so, Sirius/XM is unquestionably prying ears away from terrestrial radio. So are iPods; music-sharing services like Pandora and Spotify, which appeal to fans with instant access to millions of songs; social media outlets like Facebook and Twitter that provide constant streams of personalized content; and all the other entertainment options in this era of 1,000 cable channels and 24/7 connectivity.

An FM radio station, by comparison, lacks customization and can’t be heard “on demand.” But I don’t think music is ready to vacate the airwaves, or that someone who acknowledges a bias toward another format should be the arbiter of that decision.

FM radio doesn’t have the buzz of more recently minted technology, but that doesn’t mean it lacks listeners. The Chicagoland area is the country’s third-largest media market and has an audience of more than 7 million people. According to Arbitron, the research firm responsible for radio ratings, Q101 had roughly 1.2 million different listeners during its final weeks on the air. They weren’t all listening at once, and they wouldn’t all say that Q101 was their favorite radio station. They did, however, all make a choice to tune in. It’s too early to know if FM News 101.1 will match the size of that audience: Michaels’ Merlin Media LLC is conjuring new stations from scratch, unlike other radio conglomerates that have decided to simulcast established AM stations on crisper FM frequencies. Currently, Arbitron is reporting that 1 million fewer people are tuning their dials to 101.1 than when I was on the air. When I look at those numbers, I wonder how many of those missing million listeners remember their old friend Q101 when they turn on their iPods.

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Curiosity can make a listener tune in to a radio station. Loyalty will make him stay, and loyalty must be earned. Making that kind of connection isn’t easy, and it takes patience. It helped that I worked for a company that trusted me to host a request hour and didn’t require me to pre-record shows for the weekend or for stations in other cities. Recording a show to sound live or local when it’s neither makes a DJ sound like the great and powerful Oz—a disembodied voice behind a curtain, not to be trusted. That practice, known as voice-tracking, is a way to cut costs by consolidating stations into regional clusters with a minimal number of employees. The industry started moving in that direction in the late 1990s at the behest of Clear Channel, specifically the head of Clear Channel’s radio division ... Randy Michaels.

It would be easy for me to resent Michaels, but radio is a business. He wanted to maximize his company’s profits in a volatile, vulnerable industry, and he met that goal. Consolidation made financial sense, even if it sacrificed the medium’s humanity.

Michaels’ faith in FM news is more subjective. CD sales have fallen sharply with the rise of digital downloads, and there are few alternative rock artists topping the iTunes charts. It’s tempting to conclude that tech-savvy consumers don’t care about hearing new rock music on the radio. If so, the absence of oldies, classic rock, and Latin music on those iTunes charts would imply that those formats aren’t financially successful on FM radio either ... but they are.

What I know from my years as a DJ is that listeners know what they like when they hear it. Q101 fans reached out en masse during our last days, sharing their memories of the station’s almost 20-year run. Chicago natives who’d moved away for jobs, school, or military service listened via Q101.com and sent us heartfelt emails and texts. Even now, I get choked up reading the hundreds of comments on my old Facebook page: “I feel like I've lost my best friend.” “You have no idea how much we'll all miss you guys.” “A big piece of my generation's life just died.” Then, there’s this: “Sure, the iPod can play music, but nothing can replace the personality that you brought to the station.”

Once we knew that the end was near, Q101's programming department let the DJs pick their own music. I "dusted off" songs I hadn't played in years, like "Little Black Backpack" by Stroke 9, The Cure's "Lullaby," and "Song for the Dumped" by Ben Folds Five. I played newer artists I've grown to love: Mumford and Sons, Foster the People, and naturally, Muse. I allowed myself to be nostalgic, emotional, and honest.

Those last shows were the best of my career. Passion isn’t quantifiable like ratings or revenue, but I’m proud that Q101 inspired it in our listeners, no matter how many we had. Technology will change; the need to connect with each other through stories and songs won't. When it comes to rock radio, I don’t think the preferences of a few should affect the interests of so many.

Christine Pawlak is a writer in Chicago. You can email her and follow her on Twitter.