Listening In
By Sandy Wells
November 25, 2005
Fabulous 690 gets ready for final close up
The Fabulous 690 (XETRA-AM 690) is getting ready for its final close up. The exact date is yet to be announced and there seems to be some uncertainty among station personnel as to when the switch will be pulled on the standards served up by Brad Chambers, Jim Duncan, Daisy Torme, Gary Owens, Lou Simon, et al. On the station web site http://www.fabulousradio.com/, listeners are invited to vote for the format’s final song.
One thing is sure. It has to happen. All the kicking and screaming by those who love the great songs performed by Frank Sinatra Sr. and Jr., Ella Fitzgerald, Rod Stewart, Tony Bennett and so many others, will be of no avail, since the change has been mandated by our own government.
In a recent decision, the Federal Communications Commission determined that stations operated by an American owner south of the border count as one owned inside the U.S. if it reaches a U.S. radio market. In this case, it means that XETRA-AM, booming across the border with 77,000 watts from south of San Diego, counts not only as a San Diego station, but also a Los Angeles one.
As a result, Clear Channel is over the eight-station limit by one in Los Angeles and must sell off its stake in XETRA. In San Diego, it must let go of several stations.
Since its launch on Frank Sinatra’s birthday (Dec. 12) in 2002, the Fabulous 570 - later the Fabulous 690 following 570s flip to sports/guy talk – has attempted to redefine the standards format in terms of presentation and target audience. Not satisfied to be just a nostalgia format for folks old enough to remember when the classic popular songs first landed on the hit parade or were show stoppers on Broadway, Program Director Brad Chambers and Clear Channel Regional Vice President and Station Manager Greg Ashlock strived to attract not only baby boomers burned out on rock ’n roll, but younger people as well.
“We had to find a way to attract a young, hip audience while maintaining the dignity and class of the music,” said Chambers. “There’s a whole generation of baby boomers are rediscovering the music as something that fits their changing lifestyle. These are people who might go see a Rolling Stones concert once a year, but would rather not hassle with the huge crowds. The rest of the year they might be going out to a place like the Catalina Bar and Grill and hearing some jazz or standards. We believe firmly that this not about an age group, but about a lifestyle. A whole generation will continue to party, but at a different beat.”
Chambers says the decision to go with the standards was considered risky back in 2002. As a format designer for Clear Channel, he’d been commissioned to create a 70s format for KLAC-AM 570.
“The 'Seventies at 570' sounded like an old top 40 station. It was good, but it didn’t have an emotional hook. Greg Ashlock said, ‘Why don’t we do the standards again?’ ”
Chambers says the decision was cinched after former Clear Channel executive Roy Laughlin showed up a meeting and mentioned that his friend Rod Stewart had just released an album of standards. The timing seemed perfect. More and more pop recording artists, Hollywood trendsetters and hip literati had been professing their appreciation for the great songs and tunes that happened to coincide with Hollywood’s Golden Age. And Rod Stewart agreed to perform at the launch party of the station.
From its inception, The Fabulous 570 had a hip edge to it. While at times seeming a little self-conscious, almost ironic in its presentation, with Steve Tyrell’s gravelly, Vegas Rat Pack-style voice imaging, the station neverthless earned its place in the competitive LA radio scene.
“We have had good numbers and attracted a broad audience. At station events, we see people of all ages come out to enjoy this music.”
And Chambers maintains that The Fabulous 690 continues to be a successful business proposition, generating enough revenue to satisfy Clear Channel’s corporate needs.
The concept of “contemporary standards” translates into growing acceptance on the part of youth-obsessed advertisers. A steady stream of new renderings of the standards by new artists as well as pop/rock superstars has kept the sound fresh and up-to-date. Unlike rock n’ roll; it’s not so much about the recording as it is about the song.
“The songs of the 30s and 40s were written to get others to sing or perform. It’s not odd for a Rod Stewart, Barry Manilow or Bette Midler or Alanis Morissette to record them.”
Chambers says two farewell parties for the station have already sold out. As to the future of the standards in Los Angeles, aside from their presence on KKGO-AM 1260/540, Chambers says he’s in talks with a number of LA station owners.
