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The biggest adult radio format to hit the airwaves of the 2000s, Adult Hits, began in earnest on when Paragon client CKKS-FM “Kiss FM” in Vancouver became CKLG-FM “Jack FM” in 2002. As revolutionary as the new format was to radio, the brand they built has created a new handbook for radio branding.
Rogers employed Paragon to conduct Concept Testing through Focus Groups and Perceptual Studies to create and then test the new brand. For the first time in modern radio annals, the old radio marketing adage of “create an expectation and fulfill it 24/7” was beaten straight up by a format whose slogan was “Playing What We Want.” Remarkably, a brand new format stole the highly-coveted “variety” image by never using that word on air.
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