Vocalo New Music Format Research and Development
This one-year grant supported ongoing development of Chicago Public Media's (CPM) Vocalo service under a new format. The format, Urban Alternative, is an innovative public radio music service that appeals to diverse, next generation media consumers. CPM is engaging a researcher to conduct comprehensive market and audience research to determine best practices for formalizing the format in Chicago and other potential markets. The researcher is testing Vocalo's morning show, as well as the selection of music, spoken word segments, and overall content mix with the target audience; is identifying the most effective promotional and engagement strategies to drive awareness of Urban Alternative with new listeners; and testing the feasibility of the format in two of the potential markets identified in the market analysis. CPM is using the results of the research to refine the format and develop a replicable model for use in other urban markets.