Case Studies

Media Research
Content Research / Smooth Jazz Radio Format
In 1987, our client in Tampa (Susquehanna Radio Corp.) desired a new format for a radio station they had recently purchased. The station, WHPT-FM, covered a geography that was decidedly older. Therefore, the target was determined to be on the “upper end,” but there were several pre-existing stations that already were entrenched with older, franchise formats. Our challenge was to identify a new format that would not be confused with the existing stations targeted 40+ adults. Furthermore, the client had a notion that the station should employ an ambient mood service format that would include some level of instrumentals.

Paragon designed a unique Concept Testing research approach that called for a large, in-person sample to respond to various format concepts. However, because of the mood service nature of the format concepts, we determined it best to place the respondents in a setting where the new concepts would be playing in the background as they completed a written questionnaire. The respondents were not told about the music playing in the background, but when they completed the written questionnaire about their lifestyle and daily habits, we delved into the new formats that had been playing in the room with a series of questions and follow-up format blends to test their appetite for variations of the format.

The research tested different mixes of Adult Contemporary, instrumental and New Age music. The best variety of music ingredients were identified, and shortly thereafter, “The Wave” was launched. Traditional Music Testing followed and filled in the music strategy. “The Wave” in Tampa was one of America’s first “Smooth Jazz” stations, a label that followed after the launch. Today, “Smooth Jazz” is still a widely-aired format targeted the highly influential 35-54 demographic.

Media Research
Sales Research
For 20 years until their sale in 2006, Paragon Media Strategies provided critical sales research to the largest privately owned radio company in America. Both at the local level, and at the national corporate level, Paragon’s sales research helped Susquehanna maximize its ratings with sales strategies and revenue growth.

At the local station level, we conducted numerous Perceptual sales studies in various advertising categories, such as automotive, grocery stores and other retail outlets. The sales research showed the largest advertisers in each category how advertising on Susquehanna radio stations would increase their own sales. These new type of sales research projects became a standard strategy across the radio industry.

At the national level, Paragon provided sales research to Susquehanna that allowed them to compete on the street against the larger consolidated radio groups. Perceptual Studies, Focus Groups and DigiSuite (online) research methodologies were employed. The research translated into a group-wide “Performance Guarantee,” a revolutionary approach to selling “quality over quantity” that helped drive the largest ratios of revenue by station in the radio industry.

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