Beginning to sound a lot like a broken record

updated 4:25 p.m. ET Dec. 11, 2006

PORTLAND, Maine - The holiday classics haven’t changed that much — radio stations still turn to Bing Crosby, Nat King Cole and Burl Ives to spread yuletide cheer. But your chances of hearing them on the radio are growing fast.

As of Monday, 402 stations from Maine to Hawaii were playing Christmas tunes around the clock to bring in listeners and advertising dollars. Portland has two stations competing over holiday listeners, and some cities have as many as five or six.

Most of the programming kicked off after Thanksgiving; the earliest station made the switch in October before trick or treaters made the rounds.

“It’s gotten to the point of ridiculousness,” said Tim Moore, operations manager at Portland’s WHOM-FM, which began broadcasting its holiday programming on the day after Thanksgiving.

Ridiculous or not, Americans can’t get enough of it, said Tom Taylor, editor of Inside Radio, a trade publication owned by Clear Channel.

The number of stations playing those timeless holiday songs already outnumbers the previous record of 386 in 2003, the first year Inside Radio began tracking the numbers, Taylor said from his office in Trenton, N.J.

“Christmas music, for most people, puts a smile on your face. Even if you resist it for a while, you can’t hold out forever,” he said.

The deluge of Christmas airplay may yield a few humbugs, but it succeeds nearly universally in boosting ratings, industry officials say.

For listeners, the nostalgic music creates a soundtrack as they shop, wrap presents, decorate trees, bake cookies and go to parties.

“It’s like a counterpoint to all of the misery in the world. That’s the only thing I can figure out,” said Phil Crosland, executive vice president of the American Society of Composers, Authors and Publishers in New York.

Strong ratings for stations
Behind the holiday cheer and goodwill are strong ratings: Portland’s WHOM sees a 38 percent bump in the number of listeners after it switches its format from adult contemporary to 24-7 holiday music.

In New York City, WLTW-FM sees a 25 percent increase in listeners even in one of the most nation’s diverse markets, said Jim Ryan, programming director.

In Milwaukee, WMYX-FM saw a jump of nearly 50 percent last year despite holiday competition from three other radio stations, said Brian Kelly, operations manager. The year before that, the station’s listenership grew nearly 100 percent in December.

“People from the outside may ask why we do this,” Kelly said. “The answer is because it works, and that’s what our listeners want.”

The vast holiday treasure chest includes offerings from artists as varied as Jessica Simpson, B.B. King, Barenaked Ladies, Regis Philbin, Bruce Springsteen and Twisted Sister.

At WHOM, it’s Moore’s responsibility to review the countless new holiday offerings each season. Most of them end up in the trash bin because they can’t compete with “Rudolph the Red-Nosed Reindeer,” “Frosty the Snowman,” “Let It Snow” and other classics.

MORE FROM MUSIC

Music Section Front

Minn. college students get schooled on hip-hop Sting offers ‘slightly different’ seasonal album Shakira says new CD looks out for single ladies 50 Cent: ‘Pain is more monumental than joy’ ‘Shock is fun,’ Lambert says of performance Big night for Michael Jackson at AMAs MJ, Def Jam, AC/DC box sets out for holidays Susan Boyle to her bullies: ‘I’m all grown up’ Motown caps 50th anniversary with gala Lambert: Out editor ‘has his own agenda’ Music Section Front   Add Music headlines to your news reader: