Movin targets women 25-44. Starting in the mid to late '80s, young radio listeners began to prefer rhythmic music over other styles.

Those listeners are adults now! Women who were between 12 and 24 in 1989, for example, are 28 to 40 years old today. They grew up on Top 40 hits that were primarily rhythmic. The Movin target is that segment of 28-40 year-old women who feel too old for hip-hop, but are bored with rock-based Hot AC and not ready for traditional AC.