Case Studies

Media Research
Content Research / Modern AC Radio Format
In 1994, Paragon conducted the first-ever research in a movie theatre setting to test new radio formats using theatre sound with big screen pictures and hand-held response units. This revolutionary approach to Concept Testing was also the first of any kind for the new United Artists theater testing network, which spawned an entire research evolution of its own.

Conducted prior to the launch of a brand new radio station for the Denver market, over a half dozen new radio formats were tested. The winning concept was dubbed “96-5 The Peak, Denver’s Rock Alternative,” which also benefited from Music Testing and Focus Groups prior to launch. All of this research (and marketing) firepower paid off with a hugely successful launch for The Peak…one of the highest rated debuts in market history. KXPK is now regarded as one of the first, if not the very first, Modern AC formatted radio station in America. Modern AC was the adult-appeal fulfillment of the younger Alternative format that preceded it, and thus began the full integration of “Alternative” music into mainstream radio formats that continues heavily today.

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