Jeff Warshaw Writes About Format Flip Research
December 17, 2013 at 4:13 AM (PT)
CONNOISSEUR MEDIA CEO JEFF WARSHAW has written a guest post on COLEMAN INSIGHTS' blog to discuss the research his company did in the launching of Rock WWSK (94.3 THE SHARK)/LONG ISLAND.
In the post, WARSHAW details how research conducted by COLEMAN determined that his company's hunch that a considerable segment of Rock format listeners were not listening to the Rock stations available to them because the stations concentrated on Classic Rock was true, leaving a hole for a current-focused station.
COLEMAN writes, "THE SHARK is not succeeding because it’s taking away a lot of listeners from the previously existing Rock stations; it’s succeeding because we picked up listeners who weren’t even listening to Rock radio to begin with. They were listening to radio stations that offered other formats and were likely getting their fill of contemporary Rock from other sources, such as streaming and their personal collections. We built a station that met an untapped need in the local market. By investing in smart, innovative research and using it to seek out opportunities that may be missed otherwise, we are successfully fulfilling our mission to meet the needs of the communities in which we own stations."
Read the post by clicking here.