Burns Sees Top 40 Boom In The Offing
April 27, 2009 at 5:24 PM (PT)
Consultant ALAN BURNS predicts a major PPM-fueled resurgence of Top 40 stations in 2009. BURNS and client MAX MEDIA has flipped KONN/DENVER and WXMM (HOT 100.5)/NORFOLK to the format.
"It has always been a great format, an evergreen that you don't have to replace every few years," BURNS wrote. "Now operators are seeing PPM reflect the larger audiences and great demos we always knew were there, but which didn't always show up in the older-skewing diary methodology. The fact that NEW YORK and L.A. now have two new Top 40s has gotten people’s attention. Finally, Top 40 can be less expensive to launch than many other formats, so it’s something owners find attractive in this kind of economic environment.
"You have to get the mix right for your market and understand exactly where on the adoption curve you and your audience live," he continued. "You've got to seize the moment, every moment, with imagination. And you need plugged-in talent who sincerely speak on the same level as and with the same language as your target. Finally you have to have sales people and sales management who understand and love the format. It’s a challenge to get all of that right, but when you do you have a very profitable station on your hands."