Becoming Adult

8/9/1996 

Over the past several months, Network 40 has been asking a lot of questions to a lot of different people.  In a continuing effort to expand our audience and increase our TSR (Time Spent Reading), we’ve sought your input in ways to make Network 40 even more valuable.

It wasn’t long ago when Network 40 was the new kid on the block, struggling to show our personality and make new friends.  It’s funny…early on, we were one of the last picked for the basketball team; new kids always are.  Others made jokes about us and said we looked weird…until they got to know us.  Then they found out we could hit that outside jumper and rebound pretty well, and the next thing you know, we’ve been voted “Most Popular” and “Most Likely To Succeed.”

I love this business.

Anyhow, the absolute staple of Network 40 has been…and will continue to be…our desire to be a reflection of the industry we serve. We try and find out what you want…then give it to you…It’s not brain surgery.  How could it be?  We don’t have brains.

K.I.S.S.

Keep It Simple, Stupid.

We can do that.

What’s not so simple is finding a way to please all of our listeners all of the time.  Which is why Network 40 continues to add new wrinkles…that and the fact that we’re all radio people here (with the possible exception of John Kilgo).  We like to hear different promotions, fresh liners and new jingles.  That’s why we’re constantly tinkering with our sound.

Plus, our industry is constantly changing.  Lewis and Clark would have a bitch charting the course of Mainstream Top 40 and the tributaries it has spawned in the past two decades.  To continue to be successful, we at Network 40 have to keep up with the social shifts and cultural changes to stay anywhere close to the cutting edge of our industry…beside, you all know we’re a shifty bunch to begin with.

After studying the Report Cards your parents signed and returned, we’ve begun to implement the changes you requested.  Two weeks ago, we debuted the Network 40 Market Profile and the Network 40 Music Research.  You wanted more information on different stations in different markets.  You also wanted music research.  So, we got together with Media Base and created the most extensive market profiles in the business.  Network 40 and Media Base did the same with music research and we now provide the industry’s only recurrent music research broken down by format as well as the top testing new songs across the country.

This week, we’re giving you more of what you’ve requested.  On page 22, you’ll find the industry’s most definitive panel of Adult Top 40 stations.

After seeking input from our readers, we came up with a list of stations that appeal to the upper demos of Mainstream Top 40…stations that are aggressive when it comes to programming, promotions and music.  Those stations make up the initial panel for this format.  As the format and stations change, additions and deletions will be made to keep the panel reflective of today’s Adult Top 40 sound.

You’ll find individual playlists of selected Adult Top 40 stations so you can see what your favorite stations are programming.

Accompanying the chart and music information will be weekly promotions and programming information on the reporting stations compiles by Adult Top 40 Editor Tiffany Eason.

What more could a mother ask?

This is only the beginning of the changes you’ll see on the pages of Network 40.  One of the biggest requests from our listeners was to expand the amount of information we accumulate to cover other formats.  In the coming weeks, you’ll see our reaction as Network 40 begins an expansion to keep you abreast of everything that’s happening in radio.

Not to worry, our award winning (hey, we gave ourselves a Chrome Lizard Award last year) coverage of Mainstreams Top 40 and its derivatives will continue unabated.  However, many of you made valid points about needing at least a thumbnail sketch of other formats.  With the major radio companies buying more and more radio stations, many Top 40 programmers are finding themselves across the hall from their “new” sister stations.  Often, the additional stations housed in the same building share sales, promotion and other support personnel.  It’s important to have, at minimum, a working knowledge of the format that might be playing on speakers at the other end of the hall.

To this end, Network 40 will be charting the music that might very well be on the newest addition to your chain by the time you finish reading this sentence.  The radio landscape is evolving faster than a new virus.  I’m amazed that the Center for Disease Control in Atlanta hasn’t put out a bulletin about it.  Maybe next week.

With the coming Presidential elections and the promises of politicians to further ease the lax restrictions that now exist, the only thing we can count on for sure is that there will be more changes in the future.

So, how do you like our changes so far?

There are other features coming that you’ll be reading about in future issues, but we don’t want to blow the entire promotion in the summer book.  Suffice it to say that Network 40 has taken all of your suggestions and we’re working to implement them as quickly and efficiently as possible.  If we’re reflecting your wants and needs, then we’re going to keep getting our picture in the yearbook under those “Most Popular” and “Most Likely To Succeed” categories.

If we haven’t connected on issues you would like covered or changes you would like to see on the pages of Network 40, we’re only a free long-distance call away at (800) 443-4001.  Our request lines are open 24-hours, seven days a week.  However, if you’re calling to request more naked pictures on Page 6, don’t bother.

We’ve gotten that message.

Beside, that’s a 900 number.

Hold your calls, please, we have a winner!