Burns Sheds Light On Coleman Report

Mr. MOViN

As reported on ALL ACCESS (NET NEWS 10/25) , COLEMAN RESEARCH had compared the new MOViN'-formatted stations to other Rhythmic ACs nationwide. MOViN's creator, ALAN BURNS AND ASSOCIATES Pres. ALAN BURNS, shed more light on the report for ALL ACCESS.

"I think the COLEMAN analysis was a good snapshot of Rhythmic ACs on one day," he said. "What isn’t apparent, since this wasn’t a trend analysis, is that to the extent that the 'average' Rhythmic AC station does resemble MOViN, it’s because the other stations are moving toward MOViN.

"For example, since the first MOViN sign-on, WDVW/NEW ORLEANS has become much more rhythmic, much less pop and rock than it had been. The most recent CLEAR CHANNEL sign-on, WPTT/DENVER, sounds much more like MOViN than their earlier launches in PHILADELPHIA, LAS VEGAS, and ROCHESTER. WNRJ/NORFOLK is nothing more than a clone of MOViN, right down to their logo design.

"The COLEMAN report shows that, while most Rhythmic ACs are fairly uptempo, there are some significant average-era differences, with as much as 12 years between the most contemporary MOViN and the oldest CLEAR CHANNEL Rhythmic AC. In other areas, a 12-year difference in average era would put stations in very different classes: AC vs. Hot AC, Oldies vs. Classic Hits, CHR vs. AC, etc."

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