If you’re under 30 and working in AC or Hot AC radio, you may be one of those rare broadcasters who gravitated to the format at an early age, when your peers were still listening to Top 40 or Alternative. Or you might be there because that’s where the opportunity was—gamely trying to learn the music and relate to a demo that is at least a few years older than you are. And if you’re a PD continually looking to bring fresh blood to the station and the format, those challenges are compounded by the scarcity of places to put a newcomer.

With Edison Research recently naming their “30 Under 30” for 2011, we reached out to AC and Hot AC programmers about their staffers under 30, as well as to some PDs who are still under 30 themselves. As an always evolving format becomes more contemporary than ever, are the attitudes of younger broadcasters toward the format changing? What are they bringing to a format that’s more social-media conscious than ever? And what is learning the format like for them?

There are naturals. Jamie Hyatt, OM of Clear Channel/Hawaii including heritage AC KSSK Honolulu cites APD and four-year-staffer Steven Norstrom. “He grew up listening to the station, became an intern and then PTer. He’s just one of those kids who prefers AC over the typical choices of young people. To this day, he’s completely thrilled to work for KSSK.”

As a few PDs pointed out, the challenges of learning AC for a young broadcaster merely exacerbate those of a still-heavily-male programming staff trying to talk to a female target. As Hot AC KZZO (Now 100.5) Sacramento, Calif., PD Chad Rufer notes, “When you’re a 50 year old male it’s tough to relate to your audience unless you’re one of the brilliant ones, who surrounds yourself by the demo and you’re open to new and evolving trends day in and day out.” His success in the format, Rufer says, is because “I’ve been taught to think like woman since I got my first job in AC radio at 16 at KLYF Des Moines, Iowa.”

As another PD who asked not to be named puts it: "I’ve got one on air talent under 30 who is a potential superstar in the Hot AC format. This young male DJ has to work so hard to stay in touch with the info, lifestyle and daily thoughts of our target audience (a young thirty something Mom). He doesn’t hang with the crowd the target audience does so he has to study and prep in ways that he never did before. The fact that he can pull this off every day, on air and online, is what separates the great talent from the ‘just ok’ talent."

A Smooth Transition

At this moment when Hot AC is particularly hot and Mainstream CHR is adult friendly, the transition was “really smooth” for recently arrived WMC-FM (FM100) PD Chris Michaels, one of the “30 Under 30” honorees. “The biggest adjustment for me has been the pace between CHR and Hot AC. Waiting longer on playing those hot records that Top 40 gets first like the new Katy Perry, LMFAO, or Hot Chelle Rae. When I was programming Top 40, I would step out on records that I believed were going to be massive hits. Programming Hot AC, I let the Top 40 stations warm them up, and play them once they have familiarity in the market.”

Justin Riley, PD of Cumulus’ KKOB-FM/KMGA Albuquerque, N.M., has been involved with AC radio in some way for most of his career, having come to the Top 40/Mainstream AC combo from Hot ACs KQMB Salt Lake City and KSII El Paso, Texas. Starting in Hot AC at age 19, he says, “was fairly easy for me. Hot AC was just a little more conservative on rotations and new music [with] friendlier jocking on-air I knew many of the artists and songs already. Creed, Alanis, Goo Goo Dolls—they were all pretty mainstream when I got there.

“The bigger challenge for me at the format was when I arrived at KMGA. This was my first time programming a Mainstream AC, and I wasn’t alive when a good portion of the playlist’s gold titles were currents. I had to do a lot of listening, especially to the ’70s library. It ended up that I had heard a lot of the songs. I just didn’t know who they were or what they were called. It was necessary to figure all that out before I attempted to assemble a music log,” Riley adds.

“I think I brought a younger approach to the format, especially to the imaging. Every AC station I’ve programmed, I’ve tried to move away from boring, cookie-cutter imaging. I try to be creative with the writing and aggressively catchy with the production—while still focusing the message to the core demo,” Riley says.

At AC WMJX (Magic 106.7) Boston, VP/director of programming Don Kelley notes that most of his air staff has been with the station for more than a decade, with some going back to the launch of the 30-year-old radio station. “Clearly no one on that list is anywhere close to being under 30.” However, “The newest and youngest member of the Air Staff is Morning Magic co-host and producer Amanda Giles, who is 30. She’s been on Magic since she was 19. In addition to being a wonderful employee and fabulous air talent, her perspective on music, social media and pop culture has been invaluable in helping us keep a finger on the pulse of the younger end of the demo.”