30 Highlights in 30 Years

Since being established in 1981, FMR has worked for nearly 450 radio stations, including every major market and virtually every format nationally and internationally. From the beginning, FMR has been committed to its Quality Research Formula (for "success"): Objective, Innovative, Affordable Methods that produce Clear, Insightful and Actionable Results.

In its 30 years since being established in Tucson, Arizona by Bruce Fohr, Fohr Media Research has been a pioneer in research methodologies and techniques and has conducted industry-changing, benchmark-setting and "new-path" leading research studies across a wide range of radio formats. FMR has been proud to work with many, many broadcast luminaries over the years.

While it has always been FMR's approach to defer any "credit" for the success that followed many of its thousands of projects, the following is a sample of 30 highlights over the past 30 years. We thank our many clients for giving us the opportunity to be of service.

The following are just 30 of the highlights that commemorate FMR's first 30 years...

Independent and Innovative

  1. Established as the first major radio research company not owned by a consulting firm or another radio group, FMR's earliest clients represented an impressive list of leaders. Starting in 1981, FMR's ongoing clients included: WDEL, Wilmington, DE; KGO, San Francisco; Doubleday format launches in Detroit (WLLZ), Washington DC (WAVA), Chicago (WMET), Denver (KPKE) and New York (WAPP); and virtually all CBS FM stations (WEEI-FM, Boston; WBBM-FM, Chicago; WOGL, Philadelphia; KCBS-FM, Los Angeles; KRQR, San Francisco; WYNF, Tampa; KLTR-FM, Houston; and WCBS-FM, New York). Click here for an early FMR trade ad regarding its impressive client list.

  2. FMR introduces the first application of handheld computers for testing music with its Electronic Attitude Research System (EARS®) in 1983. This was the first true music test methodology innovation related to "paper and pencil" CMT auditorium music tests (renamed "Conventional Music Tests" in FMR industry ads) -- since their first use in the 1970's. Click here for an early FMR trade ad.

  3. FMR develops and introduces its innovative Vulnerability Analysis® for pinpointing existing or potential weaknesses of their client station (and its competitors) positioning, programming and/or promotional quality in 1983. Competitive strategies in radio are instantly changed.

  4. In the early 1980's, FMR develops, trademarks and later licenses its Behavographic® marketing segmentation approach to help profile and identify consumers (and radio listeners) using behavioral characteristics and predispostions, such as Arbitron "diary-types," contest players and "easy-station switchers." More recently, "PPM panelist" types are measured.

  5. In 1984, the EARS® technology was first used for format programming simulation testing using moment-to-moment video analysis. EARS® Programming Evaluation Studies were a "secret weapon" of many early FMR clients, including some of the biggest "names" in broadcasting: Gannett, Bonneville, ABC/CapCities and Viacom. Click here for an early FMR trade article.

  6. FMR introduces its exclusive Format Opportunity Analysis™ in the early 1980's, including its proprietary Format Share Projection Analysis™ to predict shares for specific alternatives. Many major radio groups and broadcasters used these FMR studies before repositioning or launching new formats.

Insightful and Actionable

  1. In 1984, working for Infinity's WKTU, FMR recommends a format switch to Classic Rock (K-Rock) and a "new" Morning Show host, "Howard Stern," to attract younger, Rock-oriented men. References to this study are found in Paul Colford's 1996 book about Stern, King of all Media (The Unauthorized Biography).

  2. In 1985, FMR introduces the first EARS® handheld computer system specifically designed for radio. Early projects include programming studies for KGO, as well as new format tests in London and "continuous flow" music testing for Bonneville Broadcasting Systems. This helps these market leaders dominate their competitors. Click here for an early FMR trade ad.

  3. Having used FMR for Format Opportunity and Perceptual Research in New York City, Chicago, Philadelphia and San Jose, Mel Karmazin asks FMR President Bruce Fohr to speak to his Infinity Broadcasting management meeting at the newly-opened Ritz Carlton in Laguna Nigel in 1985. This is the first of many group or industry meetings where presentations and/or demonstrations of the EARS® music and programming technology are given. FMR passes 100 radio stations in 1985 -- four and a half years after opening its doors.

  4. Beginning in 1986, FMR conducts more program development and audience testing projects for Public Radio than any other research company, including EARS® testing studies for programs such as "Talk of the Nation," "Heat," "Echoes," "World Café," "Afropop," "Blues Stage," "Anthem" and "Wait, Wait Don't Tell Me" -- as well as "Marketplace," "The Savvy Traveler," "St. Paul Sunday Morning," "Sound Money," "The World," "Studio 360," "This American Life" and "The Takeaway." Click here for an early FMR trade article.

  5. For more than 20 years, starting in 1986, FMR conducts multiple groundbreaking national research projects for the Corporation for Public Broadcasting, the Classical Public Radio Network (including The Denver Project) and many individual Public Radio stations; as well as the Public Radio Program Directors Association, evaluating Public Radio Classical music listeners and helping to develop its Classical music programming modules and strategies. Click here for a 1987 FMR trade ad on its strong relationship to success.

International, Objective and Diversified

  1. Beginning in 1988, FMR implements projects for a wide range of international clients, including Capital Radio (London), the Australian Broadcasting Company, Pan-TV (Australia), Europe 2 (France), Telemedia Radio Network (Canada) and Corporacíon de Multimundo Radio (Mexico). In 1989, FMR passes 200 radio station clients in its first eight years of business.

  2. In the early 1990's, FMR assists ABC Radio Networks in the development of its Urban Gold music format, and conducts EARS® Programming Studies for ABC Radio Network Morning Show hosts Tom Joyner and Doug Banks.

  3. In the 1980's and 90's, FMR conducts a series of projects to help in the development of the Radio Bilingüe network, as well as Hispanic Public Radio listeners -- to help produce unique programming and fundraising targeted toward the Hispanic Public Radio audience.

  4. Throughout the 1990's, FMR conducts EARS® Programming Morning Show Studies for legendary, nationally syndicated hosts such as KLOS' Mark & Brian, WPLJ's Scott Shannon and WHKX's Moby in the Morning -- as well as many major market Morning Shows on heritage and format-leading stations such as WCCO, WJR, KABC, WMZQ, WQYK and KSCS, as well as WROR.

  5. In 1994, working with Public Radio's Rucker Communications, FMR conducts a landmark Minority Fundraising Project, testing a variety of approaches to on-air announcements specifically designed to speak to "non-mainstream" interests and values.

  6. In the late 1990's, FMR conducts format development projects and monthly Listener Awareness and Tracking Studies for ABC Radio Networks' Radio Disney format. In 1995, FMR passes 300 radio station clients in its first 14 years.

  7. In 1999, FMR conducts a national benchmark-setting project related to on-air Public Radio fundraising and sponsorship using the EARS® Testing System (the "Listener-Focused Fundraising" Project). The results of this study are used for years in helping the Public Broadcasting System enhance its fundraising development techniques and appeals.

  8. Beginning in 1999, FMR conducts annual tracking surveys for the British Broadcasting Company (BBC) among their United States "target" audience to determine media habits and specific evaluations of BBC Radio programs and imagery. These studies assist BBC in tailoring its World Service program to the specific needs of the U.S. audience.

New Technology Research and Advances, More Affordable Technologies

  1. In 1990, FMR introduces its custom-designed MusicTrac™ Call-Out Research program -- described by industry leaders as "simply the best in the business." In 2001, FMR introduces its exclusive monthly Music Station Preference and Listenership Tracking for call-out clients to better understand and predict Arbitron "monthlies" with three-month rolling average reports. Long-term, ongoing call-out clients include stations owned by Lincoln Financial, Fisher, Entercom, Saga and Wheeler.

  2. In 2000, FMR introduces the fourth generation of EARS® units, including a complete ergonomic and fully digital redesign for ease of use, with relatable "remote control"-like buttons. Library music testing is an even more "enjoyable" experience, and programmers receive their results the next day. Click here for more information on EARS® music testing.

  3. In the early 2000's, FMR develops its unique Music Cluster Correlation Analysis that identifies specific music programming strategies and opportunities to help music stations maximize their potential and minimize programming "overlap" with in-market clustermates.

  4. In 2001, FMR installs a Predictive Dialing System in its custom-designed Tucson Research Calling Center, providing increased capacity, control, efficiencies and lower costs for clients. In 2002, FMR begins a long-term research relationship with Lotus Communications providing format, perceptual, programming, music library and call-out research services -- including the group's Spanish-language stations in 2004.

  5. In 2003, KGO Radio celebrates "KGO at 100" -- a record-setting, unprecedented 25 years of being the #1 station in San Francisco. FMR is invited to the special event as a result of having worked with the news/talk powerhouse for 22 1/2 of its 25 years at the top of the ratings (beginning in 1981).

  6. In 2004 and 2006, FMR conducts multi-modal groundbreaking tracking projects for Public Radio International and Public Interactive to determine how Public Radio listeners interact with the Internet and evaluate specific website content designed to increase community engagement and involvement among Public Radio listeners. In 2005, FMR passes 400 radio station clients, adding 21 new stations during the year.

New Alliances and a History of Leadership

  1. In 2007, FMR collaborates with NPR and its research consultants (including Walrus Research) to conduct national studies related to "local news" programming strategies as part of the nationally distributed "Morning Edition" program (click here for research results example); and a benchmark-setting prototype study evaluating on-air underwriting announcements using the EARS® Program Testing System.

  2. In 2009, FMR establishes a strategic partnership with Eastlan Ratings as its exclusive fielding company, providing proprietary, scientifically-controlled, high-quality and affordable telephone-based ratings methodology for 450 clients in 90 markets across the United States. Click here for more about Eastlan Ratings.

  3. FMR's clients have included format leaders and legendary stations such as: market-leading Country stations KSCS, WQYK, KMLE, KSON, KYGO, WKHX, WSM and WYCD. FMR has also conducted programming and music research for renowned Hot AC/CHR stations, including market leaders such as WRQX, WPLJ, WSTR, KQKS and KPLZ.

  4. FMR's wide range of music, positioning and programming research has also been conducted for market-leading Rock, Classic Rock, AC, Oldies and Smooth Jazz stations such as: KQRS, KLOS, KOMP, KFMA and KLPX; WSNY, WLYF and KZST; KOOL, WJMK and WCBS-FM; WQCD, KIFM and KJZY.

  5. FMR's impressive history also includes programming and perceptual research for iconic, heritage Full-Service News/Talk leaders such as KGO, WJR, WABC, WMAL, KABC, KOMO, WCCO and many more.

2011: FMR enters its fourth decade of service to the media industry and looks forward to even more highlights and successful partnerships in the years to come.
[ Home ] [ Company Profile ] [ Radio Research ] [ Media Research ] [ Market Research Services ]
[ Servicios en español ] [ Servicios de música en español ] [ Focus Group Facility ] [ Contact Info ]
Copyright by FMR Associates, Inc. 2009         Designed and Developed by Gain Communications, Inc.