Case Studies

Media Research
Content Research / Hip Hop Radio Format
Research can provide answers that sometimes seem contradictory to common logic, and in 1997 that was clearly the case when our Market Segmentation research for Paul Allen’s first radio property, KXL-FM in Portland, suggested there was a “hole” a mile wide for a Hip Hop station. Portland was 2.6% black, and until this time, radio stations with black music formats were targeted strictly to black audiences.

After our audience segmentation produced the astounding conclusion that the biggest total audience would come from an exclusively black music format, Rose City Radio made the bold decision to launch “Jammin’ 95-5.” We conducted Focus Groups and Music Testing prior to a heavily marketed launch, and in the very first month, KXL-FM went from 25th to 1st place in the ratings. With on-going Market Segmentation and Music Testing, and some of the most creative programming in the country, KXJM has maintained market dominance on the new music front ever since. Within the national Hip Hop scene, “Jammin’” is still regarded as the trend-setting station it was in 1997.

back to Media Strategies case studies