(2 of 2)
Some of the reasons for Jack's surge are self-evident. Listeners like shorter commercial breaks and more songs. And Jack is centered on the '80s, which is still fascinating kids in high school and college. But the programming is shrewd in the way it affirms the identity of its listeners. At its heart, Jack is a nostalgia station for Generation X, but it disguises that fact with carefully selected obscure tunes (Walking Away by Information Society, Pop Goes the Weasel by 3rd Bass) that make listeners feel erudite and hip. Then there are the laconic, faux-rebellious promos. On Los Angeles' 93.1 Cogan recently announced, "If you're easily offended, maybe we're not for you." Immediately after which, the robot DJ segued into In a Big Country, a song so inoffensive, it is enjoyed even in small countries.
Perry brags that unlike previous '80s-based stations that only played rock, Jack mixes the broad array of metal, R&B and synth that truly represented the era. In high school cafeterias, the differences between those genres once defined which lunch table you sat at, but now any song from the era brings back muted, whitewashed memories of youth.
Perhaps therein also lies the answer to why Jack's ratings in many cities dip after its first two months. It soon dawns on the Gen Xers that their cool, eclectic music collection is actually the new American songbook, just as their snarky cynicism is the generic spawn of David Letterman. Worse yet, the big news being hidden behind Jack's robotic wall of attitude is this: Jack is the new oldies. Therefore, we all must be getting old.