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In 1993, Rogers-Media launched the first All News radio station in Canada on CFTR-AM/Toronto. While the challenge to create the content for the new station was great, the challenge to market the station proved even greater.
Inherent in the launch was the fact that the target audience had never heard of or used an All News station before. Our Focus Groups identified new listeners who were confused by the expectations set by other radio formats: “How can they expect me to listen to this station all the time? It’s just not realistic.”
Rogers' management seized on this disconnection by developing creative marketing campaigns that lowered expectations and set realistic tuning goals. “Listen one, two or three times a day” said the marketing, and listen they did. The ratings growth of “680 News” surged to the point where CFTR became the first station in Canada with a cumulative audience of greater than 1,000,000 listeners.
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