This article first appeared in the July 30, 1999 issue of Radio and Records. For more information on Radio and Records, visit them online a rronline.com...

RadioResearch-Com Makes 'Magic' In Madison
Successful night and weekend specialty show uses online music testing and marketing
By NAC/Smooth Jazz Editor Carol Archer

AC WMGN (Magic 98)/Madison, Wl presents a smooth jazz specialty show hosted by Katherine Vaughn that is so successful that its Sunday morning edition routinely claims No. 1 25-54, while the weeknight version generally scores in the top five. Vaughn's musical instincts are obviously on-the-money, but there's always a place for audience feedback.

With this in mind, about six months ago WMGN PD Pat O'Neil began working with RadioResearch.Com for music testing and marketing. '"We're thrilled with it,'" he says.

Here's how it works: Listeners are invited to join WMGN's advisory panel via the station's website Magic98.com. About 500 have responded so far. Those listeners then participate in weekly music testing, listening to song hooks over their computers and answering brief perceptual questions. In return, they receive regular e-mail updates about contests and station events. For the most part, O'Neill researches the audience's opinions about AC. But in May he conducted a test about the station's NAC/ smooth jazz programming. The sample size was 24. and their ages were 25-60. The accompanying sidebar shows the 20 top-testing songs among this group.

The following perceptual questions were another component of the test: "How can we improve our smooth jazz programming?" "Which are your favorite artists?" "Would you be interested in attending a future listener event where you could help select the music we play?" "Would you listen to a 24-hour Smooth Jazz radio station?" Below are some verbatim listener comments.

Inadvertently touching on the need to build artist awareness in this for- mat. one man said. "I do like the Sunday morning music you play. But I don't know the artists or the song names." A 41-vear-old woman added. "As the songs are not the popular songs heard often, ii is hard to identify them. I do enjoy this music at quiet times. I do love the Celtic music — Enya, Clannad, etc. I found out about these artists through Magic at Night."

Tanya, 39, said, "I would be interested in a 24-hour Jazz station. When I'm in Chicago, I listen to WNUA. I love that station."

One woman commented, "My favorite jazz artists are Kenny G and Chuck Mangione. At work I tend to listen to a lot of jazz CDs." Another said. "Would probably listen to a Smooth Jazz station. I do like the one out of Milwaukee [WJZI]."