Tribune column from that glorious period in the mid-'90s when Chicago didn't have a top 40 station.
https://www.chicagotribune.com/1993/08/ ... 0-variety/Quote:
Ah, the dog days of summer. They bring back memories of days spent at the beach, of long hours driving on the interstate to family vacations, of cruising aimlessly down Main Street. For many, those memories are forever linked with listening to the radio.
And if you’re a Baby Boomer, it was probably Top 40 radio that served as the soundtrack for your summer memories. In Chicago, that meant WLS or WCFL, where in the same hour you might hear the Beatles’ “She Loves You,” Louis Armstrong’s “Hello, Dolly!” the Supremes’ “Baby Love” and Dean Martin’s “Everybody Loves Somebody.” Or, if you’re a bit younger, it might have been the Captain and Tennille, Queen, Blondie and Kenny Rogers.
Top 40 meant variety. If it was a hit, Top 40 played it.
Sadly, Top 40 as we once knew it no longer exists in Chicago.
When WYTZ-FM (“Z-95”) dropped Top 40 nearly two years ago to simulcast WLS-AM’s talk programming as WLS-FM, it left WBBM-FM 96.3 (“B-96”) as Chicago’s lone Top 40 outlet. But while WBBM-FM is highly successful and is tied with WUSN-FM for honors as the city’s third most-listened-to station, “variety” isn’t a word that comes to mind when listening to it.
What you’ll hear on it is rap (Cypress Hill, Kriss Kross), contemporary rhythm and blues (En Vogue, Tony! Toni! Tone!), dance music (Jade), reggae (UB40) and pop/R&B (Michael Jackson). What you won’t hear on it is anything that comes close to guitar-driven rock ‘n’ roll.
As with many Top 40 radio stations across the country, WBBM-FM has thrived by playing dance-oriented music that appeals to those in their teens and early 20s. Understandably, they see no reason to apologize for it.
“Our core audience likes dance music, not rock music,” said WBBM-FM program director Todd Cavanagh. “We’re still a Top 40 station, but the definition of what Top 40 is has changed with the times.”
By default, “adult contemporary” radio has become the format that now plays the most variety.
“Adult contemporary has become Top 40 radio,” said Barry James, program director of WTMX-FM 101.9, one of the city’s four primary adult contemporary outlets. “We do what Top 40 doesn’t do anymore.”
That’s not to say that adult contemporary plays everything. As its call letters might suggest, WLIT-FM 93.9 is on the “lite” end of the spectrum and plays little current music. WTMX is more upbeat, but the hits it plays tend to be from a year ago. WPNT-FM 100.3 (“FM 100”) and suburban-based WYSY-FM 107.9 (“Y-108”)-with their mix of current songs by Taylor Dayne, Billy Joel, INXS, Tears for Fears and Soul Asylum-come closest to the variety of vintage Top 40.
But even those stations’ programmers admit that they can’t be all things to all listeners.
“Today, the listener functions as his own program director,” said WPNT program director Michael Spears. “You have the button that changes stations, and might go from country to adult contemporary to dance music, all depending on your mood. In the ’90s there are many more choices, and the generalist stations don’t do as well.”
“At the height of Top 40’s popularity, there were really only about nine radio stations in Chicago,” said WLIT programmer Mark Edwards. “Now we have something like 50. With that many choices, there’s a lot more `grazing’ going on by listeners. People don’t stick with any one radio station all day long.”
Here’s a novel if perhaps naive speculation: If a radio station were to take a chance and combine music by New Order with Janet Jackson, John Mellencamp, Garth Brooks and Ice Cube, maybe listeners would stop grazing.
It’s just a thought.
This was published August 31, 1993 and it'd be another 5+ years before 92.7 Kiss FM signed on and brought top 40 back (despite however B96 still reported).
It's interesting that the Mix and Q101 were more similar than different for a while there. I don't think their paths really diverged until Q101 brought Mancow in.
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