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					edison media research



  "Country One Year Later"
Questions from Last Year:
Why does Country Radio have so many #1 songs?
 Does it serve the format?
 Does it serve the artists/record companies?
Why do so many songs make the top 15?
How can programmers complain that there are no
good songs and yet play so many of them?
Why do so few Country radio stations do call-out
research?
Why do we play so few artists and make it so hard
for new artists to emerge?

             www.edisonresearch.com
Last year we asked:



   Why are there
   so many #1s?
        Number of #1 songs by format:
                                    Country          CHR/Pop           AC
60




50
                               47      47       48
                  44
       40                                               41        40      40
40


             31
30

          24
                      2120        21
                                           19
20
                                17
                                         15                          15
                                                   12    11                  1110
                                                 10                10
10
                                                              7

0

        1990        1991       1992     1993    1994    1996      1997      1998    1999
     Source: Radio & Records
        Number of #1 songs by format:
                                    Country          CHR/Pop           AC
60




50
                               47      47       48
                  44
       40                                               41        40      40
40


             31
30

          24
                      2120        21
                                           19                                       18
20
                                17
                                         15                          15
                                                   12    11                  1110    12
                                                 10                10
10
                                                              7                           8

0

        1990        1991       1992     1993    1994    1996      1997      1998    1999
     Source: Radio & Records
        Most consecutive weeks
        for a #1 song:
                                    Country                 CHR/Pop                  AC
20


                                                                        17

15


                                                            12         12
                                                              11                              1111
10
                                                                                 9
                                                                                     7
                        6           6           6
            5               5
5
                4                       4           4                        4
        3           3                                              3
                                2           2           2                                 2

0

        1990        1991        1992        1993        1994       1996      1997         1998       1999
     Source: Radio & Records
        Most consecutive weeks
        for a #1 song:
                                    Country                 CHR/Pop                  AC
20
                                                                                                             19
                                                                        17               Lonestar
                                                                                         "Amazed"
15


                                                            12         12
                                                              11                              1111
10
                                                                                 9                   9
                                                                                     7                   7
                        6           6           6
            5               5
5
                4                       4           4                        4
        3           3                                              3
                                2           2           2                                 2

0

        1990        1991        1992        1993        1994       1996      1997         1998       1999
     Source: Radio & Records
  Thank Heaven we played
"Amazed" as much as we did!


It went #1 on the Pop Chart last week
Questions for the Panel:



    Does anyone think Country radio
      played "Amazed" too much?


    Does anyone think Country radio
    is playing the top songs too often?
Question for 2000:



     How will this
     format deal
      with men?
How the Survey Was Conducted:
601 Total Interviews
Country listeners age 25-54
Survey conducted in six markets:
 Houston, TX (n=100)
 Phoenix, AZ (n=100)
 Greenville, SC (n=100)
 Charlotte, NC (n=101)
 Dayton, OH (n=100)
 Rochester, NY (n=100)
   Like Country music more or less
   than you used to?
                             More        Same (vol)            Less


 Total                                               67        10                 23



   Men                                          63         11                     26



Women                                                 70            9             21

          0        10   20    30    40     50   60        70            80   90    100
Source: CRS Survey II
   Listening to Country music on the
   radio more or less than 1 year ago?
                             More         Same (vol)             Less


 Total                         35                     31                      34



   Men                       31                  33                           36



Women                               40                 29                     31

          0        10   20    30     40     50   60         70      80   90    100
Source: CRS Survey II
   Listening to Country music on the
   radio more or less 5 years ago?
                             More        Same (vol)                 Less


 Total                                          56         14                    30



   Men                                    50              17                     33



Women                                                62        11                27

          0        10   20    30    40     50        60        70      80   90    100
Source: CRS Survey II
Concerns regarding
Men and Country
Ratings are down much more for men than
women
Many stations are now testing their music
only among women -- and (surprise!) their
male delivery is dropping
Music companies are interested in songs
that can cross over to AC or Pop -- formats
that only test women
Men express much lower preference for the
kind of Country that sounds like Soft AC
Country Music
 Preference
Country Music Tapes (page 1)
Classic Country
 George Jones "He Stopped Loving Her Today"
 Ronnie Milsap "Smokey Mountain Rain"
 Merle Haggard "Big City"
80s Country
 Randy Travis "Forever and Ever Amen"
 The Judds "Why Not Me"
 George Strait "Ocean Front Property"
90s Pop Country
 Shania Twain "Any Man of Mine"
 Tim McGraw "I Like It, I Love It"
 Dixie Chicks "There's Your Trouble"
Country Music Tapes (page 2)
Soft AC Country
 Steve Wariner "Two Teardrops"
 Mark Wills "Wish You Were Here"
 Lonestar "Amazed"
Rock Leaning Country
 Hank Williams Jr. "Family Tradition"
 Dwight Yoakam "Guitars, Cadillacs"
 Charlie Daniels Band "Devil Went Down to Georgia"
Country Music Tapes (page 3)
Mainstream Country
 Garth Brooks "Thunder Rolls"
 Vince Gill "Don't Let Our Love Start ..."
 Reba McEntire "Fancy"
Traditional Country
 Alan Jackson "Neon Rainbow"
 Aaron Tippin "You Got to Stand for Something"
 John Anderson "Straight Tequilla Night"
   Tape Music Preference:

         90s Pop                                           53
   Mainstream                                              53
                80s                                       50
          Soft AC                                    43
Rock Leaning                                     41
     Traditional                                38
          Classic                     28
                        0   10   20        30        40    50   60
Source: CRS Survey II             % liking tape (8-10)
   Tape Music Preference: (By Sex)

         90s Pop                                                56
                                                               51
   Mainstream                                                   56
                                                              50
                80s                                          53
                                                            47
         Soft AC                                            51
                                                  35
Rock Leaning                                    36                Women
                                                            46
                                                                  Men
     Traditional                                  40
                                                   37
          Classic                     27
                                           29
                        0   10   20        30          40    50      60
Source: CRS Survey II             % liking tape (8-10)
   Tape Music Preference: (By Sex)

         90s Pop

   Mainstream

                80s

         Soft AC                                         51
                                               35
Rock Leaning                                 36                Women
                                                         46
                                                               Men
     Traditional

          Classic

                        0   10   20     30          40    50     60
Source: CRS Survey II             % liking tape (8-10)
 For the last 10 years, the Country spectrum has
 been conceived as relating to rotations


     Markets with two Country stations:



    Hot/Young/New            Mainstream/Traditional
        Country                     Country




By and large, these stations play the same songs
The new paradigm for dividing Country:




  Female Targeted              Male Targeted
     Country                     Country




These stations will play many different songs
Female Country          Male Country
Soft AC Country         Little/No Soft AC
welcome                 Country
Morning shows that      Emphasis on
are friendly and full   Rockin' Country
of useful information   Wild, edgy morning
Programming/            shows
marketing/              Attitude all day long
promotion that
speaks to women
(like AC)
Male leaning Country      Greensboro, NC




            John Boy & Billy/Mornings
 Country with a much more upbeat, rollicking flavor
In Greensboro:
 WHSL is WAY up in men
 WHSL is more competitive with
 the venerable WTQR than it has
 ever been before
 Overall Country numbers are up
I submit that
This new paradigm for Country...
 Will be better for Country radio
 because it will create true choices for
 audiences with different preferences
 Will be better for the labels because
 they will have two targeted audiences
 to tailor artists towards
 Will increase both ratings and sales
More Research findings:


   How are we doing
    at developing
     new artists?
   Name the most recent Country
   singer or group you really liked:
                                        1999     2000

Dixie Chicks                            69
                                                         118
Shania Twain                                                   133
                                                 100
Garth Brooks                              73
                                   51
     Faith Hill          15
                              23
LeAnn Rimes                   23
                              23
Tim McGraw 5 14

George Strait            13
                         14
                                    number of mentions
 Source: CRS Survey II
   Name the most recent Country
   singer or group you really liked:
                                        1999      2000

Dixie Chicks                            69
                                                          118
Shania Twain                                                    133
                                                   100
Garth Brooks                              73
                                   51        Artists w/ #1 songs in 1999
     Faith Hill          15                  Lonestar 6; Martina McBride 6
                              23             Kenny Chesney 4
LeAnn Rimes                   23             Jo Dee Messina 3;Mark Wills 1
                              23
                                             Mark Chesnutt; Andy Griggs;
Tim McGraw 5 14
                                             Collin Raye; Lee Ann Womack
George Strait            13                  zero mentions
                         14
                                    number of mentions
 Source: CRS Survey II
   Country Artists Familiarity: (Page 1)
                                                1999        2000

Reba McEntire                                                                        98
                                                                                      99
       Alabama                                                                       97
                                                                                      99
 Garth Brooks                                                                         99
                                                                                     98
 Randy Travis                                                                        97
                                                                                     98
 Shania Twain                                                                  92
                                                                                     97
 LeAnn Rimes                                                                   90
                                                                                 95
    Clint Black                                                                 93
                                                                                94
                         0   10   20   30       40     50   60       70   80    90        100

                                            % familiar with artist
 Source: CRS Survey II
   Country Artists Familiarity: (Page 2)
                                                1999        2000

 George Strait                                                                         94
                                                                                       94
       Vince Gill                                                                     92
                                                                                       93
  Dixie Chicks                                                       75
                                                                                      91
 Alan Jackson                                                                       87
                                                                                     90
Brooks & Dunn                                                                                 97
                                                                                     90
   Tim McGraw                                                             79
                                                                                    89
        Faith Hill                                                         81
                                                                                    89
                         0   10   20   30       40     50   60       70        80        90        100

                                            % familiar with artist
 Source: CRS Survey II
   Country Artists Familiarity: (Page 3)
                                                1999        2000

Trisha Yearwood                                                             85
                                                                              88
 Dwight Yoakam                                                             83
                                                                             87
J.M. Montgomery                                                       76
                                                                           81
Martina McBride                                                      75
                                                                          80
 Tracy Lawrence                                                   72
                                                                  73
  Mark Chesnutt                                             65
                                                                  71
       Collin Raye                                               68
                                                                 69
                         0   10   20   30       40     50   60       70     80     90   100

                                            % familiar with artist
 Source: CRS Survey II
   Country Artists Familiarity: (Page 4)
                                                 1999            2000

 Kenny Chesney                                        49
                                                                 64
 Jo Dee Messina                                        50
                                                                 63
           Lonestar                                    51
                                                                 62
Lee Ann Womack                                                  60
                                                                 61
    Steve Wariner                                          53
                                                                60
         Mark Wills                         38
                                                      47
      Andy Griggs                            42
                         0   10   20   30        40        50    60   70   80   90   100

                                        % familiar with artist
 Source: CRS Survey II
  Country Artist Rating: (Page 1)
                                               1999       2000

 Garth Brooks                                                        65
                                                                    62
  Shania Twain                                                 55
                                                                    60
Reba McEntire                                                54
                                                             53
        Alabama                                            51
                                                            52
  George Strait                                             52
                                                          49
        Faith Hill                             37
                                                          48
   Dixie Chicks                           29
                                                         46
                        0            20             40               60      80

                            % giving artist 8, 9 or 10 on a 10-point scale
Source: CRS Survey II
  Country Artist Rating: (Page 2)
                                               1999      2000

      Clint Black                                    43
                                                      45
  Alan Jackson                                       43
                                                      44
        Vince Gill                                     46
                                                    42
   Randy Travis                                37
                                                  41
  LeAnn Rimes                                   38
                                                  41
    Tim McGraw                            32
                                                 40
Brooks & Dunn                                     41
                                                 40
                        0            20             40          60           80

                            % giving artist 8, 9 or 10 on a 10-point scale
Source: CRS Survey II
  Country Artist Rating: (Page 3)
                                                        1999    2000

Trisha Yearwood                                           39
                                                         38
 Martina McBride                              26
                                                    34
J.M. Montgomery                           25
                                                   31
  Dwight Yoakam                               27
                                     23
        Collin Raye                19
                                     22
  Jo Dee Messina              12
                                    19
    Mark Chesnutt                  18
                                   19
                        0                20                40          60    80

                            % giving artist 8, 9 or 10 on a 10-point scale
Source: CRS Survey II
  Country Artist Rating: (Page 4)
                                             1999      2000

            Lonestar            9
                                      19
  Tracy Lawrence                       20
                                     17
  Kenny Chesney                 10
                                  15
     Steve Wariner              11
                                 13
Lee Ann Womack                   13
                                12
          Mark Wills        5
                                8
       Andy Griggs          4
                        0               20        40          60             80

                            % giving artist 8, 9 or 10 on a 10-point scale
Source: CRS Survey II
Last year we asked:


      "What's the
       impact of
     songs/artists
   crossing to Pop?"
Are you aware that you can hear songs by
country artists on non-Country stations?
            1999 76%
                        Yes
                        78%




                                       No
                              DK/NA   21%
                               1%

Source: CRS Survey II
Because you can hear Co. artists on other
stations, are you listening to Co. stations...
                        1999 12%

       Little Less
           11%
    A Lot Less
       4%
     1999 3%


                                   No Change
                                      85%


Source: CRS Survey II
Questions for discussion
 Was the industry right to have
 fewer #1s?
 Are we getting the job done
 developing new artists? Should this
 be a priority?
 What is the impact of Pop
 Crossover?
 How will this format attract men?
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