Country is one of those formats which gets a bum rap in this part of the nation. What surprises most people in the Northeast is that country is radio's most programmed format.

It is also one of the oldest formats. Stations began airing country music in 1925, when WSM began broadcasting the Grand Ol' Opry. "Today, after over 70 years, the Opry stands as the longest-running, continuously aired radio program in America." Other early stations include: WLS Chicago, WSB Atlanta and WBAB Fort Worth.

Country music continued to grow in popularity throughout the decades. The singing cowboy movies featuring Ken Maynard, Gene Autry and Roy Rogers were popular during the 1930s and 1940s. Additionally many Northerners trained by the military in the South developed an appreciation for the music.

During the 1950s the music took a back seat to rock 'n' roll. However, Elvis Presley, rock 'n' roll's biggest star of that decade had his roots in country.

The format we are familiar with today did not make its appearance on the radio until the 1960s. Country which used to be called Country and Western was not very popular until the crossover explosion. Artists such as Glen Campbell, Bobby Goldsboro and Johnny Cash enjoyed popularity on the top40 charts. Crossover raised people's interest in the music.

Programmers soon found that the format elements that made top40 work, would work with the country format as well. Advertisers however were slow to embrace the format.

During the 1970s, the rebel rock sound of Lynyrd Skynyrd, the Allman Brothers and Marshall Tucker, further popularized country. The sound began to outgrow its rural image at about the same time. The CMA Country Music Association which was founded in the 1970s further helped to broaden country music's appeal. The line between country and pop was blurred even further in 1974 when Olivia Newton-John an Australian singer received the CMA Entertainer of the Year award.

At one time Country was primarily an AM format but has been growing in popularity on the FM band. The predominance on the AM band has to do with the fact that most country stations are rural. In urban centers country, like other music formats, is on the FM band.

FORMAT CHARACTERISTICS

Music

The music heard on country stations can be divided into three types: Traditional Country , MOR Country and Contemporary Country.

Traditional concentrates on older styles and artists. MOR has a broader range.

Contemporary, Countrypolitan, Urban Country, Modern Country, Hit Country seeks to capitalize on the crossover phenomenon, i.e. "Garth Brooks Country."

Announcing

Wide range of styles just as there are a wide range of stations. Some stations are heavily personality oriented. In most of them the feeling of neighborliness or kinship with the audience is promoted. The format gets a bum rap as being perceived as catering to the "Red Neck." Country stations have have been in the forefront of providing announcing opportunities for women and minorities. Humor is in but the country bumpkin is out.

News

Again a wide variety. Some stations particularly in rural areas are the only station in town and therefor take a full service approach. Others are more music in their orientation. Some stations have increased sports coverage.

Contest and Promotions

Very active, reliance on remote broadcasts tie-ins with events and fairs, concert and movie ticket and record giveaways.

Commercials

Both spot set and random placement are used. Stations competing in urban markets are most likely to use spot sets to help AQH maintenance.

Jingles

Heavy emphasis on jingles.

Competition

In some markets there is more than one country station. In most markets country competes heavily with AC. Other competition is with CHR, "parent-child effect." MOR and Nostalgia also compete with Country.

Future

Future looks good. Music is as popular as ever and has several organizations Country Music Association and County Radio Broadcasters Association, promoting the format. It still fights the stereotype that people who listen to the music are backward.

References

Fornatale, P. Mills, J.E. (1980). Radio in the television age. Overlook Press: Woodstock, NY.

Keith, M. C. (1987). Radio programming: Consultancy and formatics. Focal Press: Boston.