New Format Hijacks Radio Waves

June 20, 2005 — -- Do you know Jack?

Chances are if you haven't heard of him, you soon will. Radio's answer to ubiquitous MP3 players -- the so-called "Jack" format -- has hit the waves with a frenetic speed. Heavy on hits of the '70s and '80s, and minus the typical DJ chatter, the new "adult hits" stations are taking on standard formats like Top 40 -- and they're making strides.

"Oldies for younger people" is how the genre was described by Scott McKenzie, editor in chief and managing director of Billboard Radio Monitor. He noted that although the stations promote not having a format, they really are heavily programmed. However, they use much larger playlists -- up to 1,200 songs compared to the usual couple hundred -- which translates to the "playing what we want" feel that they promote.

It makes for an eclectic mix, much like many people's own music collections. A recent afternoon on the New York Jack station included Shalamar, Toto, Macy Gray, 38 Special and the Psychedelic Furs in the same hour. "It's not your iPod, it's our iPod," McKenzie said. "It's like having an iPod-on-steroids approach to life."

The format started three years ago in Canada and first hit U.S. markets last spring, but it started taking off about six months ago. "It's really been going gangbusters," McKenzie said. "We're seeing every week something flips to Jack."

Though Jack has quickly become the generic industry term for such adult hits formats -- some of which are more pop or more dance-oriented -- there really are 15 Jack stations licensed by SparkNet Communications, eight of which are operated by Infinity Broadcasting. But similar tactics are being used by Chum Radio's Bob stations and Greater Media's Ben, as well as Emmis Communications' Hank, which plays anything country, among other single-monikered spots on the dial.

Following the success of its Dallas-based Jack station, Infinity launched one in Los Angeles in March, said Rob Barnett, president of programming for Infinity Broadcasting. Now there are eight Jacks in the company's stable playing music primarily from the '70s through '90s, with some recent and older songs mixed in.