Your business is subject to the volatility of a constantly changing marketplace! Increased Competition Product Proliferation Market Segmentation Brand Erosion Consumer Skepticism Time Poverty

How do you maximize your market potential? 1. Expand your advertising reach 2. Target your best customers 3. Generate message frequency 4. Reach mobile consumers How do you maximize your market potential?

5. Motivate people to buy 6. Build special relationships 7. Break through media clutter 8. Make a lasting impression 9. Maximize your media investments

#1 Expand Your Market Reach Expand Your Market Reach

Men Women Teens Radio’s Weekly Reach in Prime Demos #1 Expand Your Market Reach Expand Your Market Reach Persons 12+ Men 18+ Women % 96.6% 94.3% 98.0%96.5% 99.2% Source: RADAR 71, Fall 2001 (Monday-Sunday 24 hours based on weekly cume)

Radio’s Weekly Reach in Prime Dayparts Expand Your Market Reach Expand Your Market Reach #1 Source: RADAR 71, Fall 2001 (Mon-Sun Cume for Dayparts Persona 12+)

#2 Target Your Best Prospects Target Your Best Prospects

Radio: Pinpoint Targetablity Select the right product Select the right prospect Select the right stations Select the right product Select the right prospect Select the right stations Target Your Best Prospects Target Your Best Prospects #2

Radio Targets Your Best Customers & Prospects #2 Target Your Best Prospects Target Your Best Prospects

#3 Generate Sufficient Message Frequency

Radio: The Frequency Builder Exposure #1: Attention Exposure #2: Interest Exposure #3: Action Radio is the high frequency medium!!! Generate Sufficient Message Frequency #3

Daily Hours Spent Listening in Key Consumer Demos menwomen #3 Generate Sufficient Message Frequency :00 22:15 22:00 20:00 19:30 20:00 20:15 20:45 Total Weekly TSL Source: Fall 2001 Arbitron American Radio Trends Time Spent Listening Estimates, Monday-Sunday 6 a.m.-midnight.

Reach Mobile Consumers Reach Mobile Consumers #4

Radio: Reaches Consumers by Location Share of Radio Listening by Location Reach Mobile Consumers #4 Source: RADAR 71, Fall 2001 (Weekly Cume, Mon-Sun 24 Hours)

40% of shoppers say they spend 1/2 to 1 hour in drive time 26% said they drove1 to 2 hours 11% said they drove 2 or more hours Shoppers listen to Radio an average of 32 minutes per trip. Reach Mobile Consumers #4

#5 Motivate People to Shop and Buy Motivate People to Shop and Buy

“Listening to a message is much more effective than reading it!” Jack Trout Author, The New Positioning Motivate People to Shop and Buy Motivate People to Shop and Buy #5

“There is a window of advertising opportunity preceding each purchase.” Percent reached within 60 minutes of purchase Sources: Erwin Ephron; Media Targeting 2000 Motivate People to Shop and Buy Motivate People to Shop and Buy #5

Establish a Relationship with Consumers Establish a Relationship with Consumers #6

Virtually everyone has a favorite radio station! Radio Establishes Listener Loyalty #6

Consumers are intensely loyal to their favorite station and spend more time with Radio than any other medium. Average Daily Share of Time spent with Media. Person 12+, Weekdays 6AM-6PM Establish A Relationship with Consumers #6

Break Through Competitive Clutter #7

Create top-of-mind awareness for your business in an overstored, overcommunicated retail environment. Break Through Competitive Clutter #7

1. Specific formats that build large, loyal audience. 2. Special programming that holds listener attention. 3. Stimulating promotions that keep listeners involved. Break Through Competitive Clutter #7

Make A Lasting Impression #8

51% Radio 38% TV Radio & TV Recall is Virtually Equal Make a Lasting Impression #8

75% of those who view a TV commercial will recall audio/visual elements when later exposed only to the audio portion of the commercial. #8 Imagery Transfer Study

Maximize Your Media Investment #9

Typical U.S. Newspaper Trend Report Maximize Your Media Investment #9

The increased reach you might achieve through larger newspaper ads does not justify the increase in cost!!! 1/8 Page23% 1/4 Page26% 1/2 Page34% 3/4 Page38% full page42% Ad Size Readers Reached Reach/cost comparison for a typical daily newspaper. Maximize Your Media Investment #9

Radio Reaches Light Newspaper Readers Percent exposed to Various Media within 60 Minutes Prior to their Major Purchase of the Day Maximize Your Media Investment #9

Consider this critical TV fact: Network TV’s big three prime time audience share has plummeted from 88% of all household audiences in 1980 to 40% in Maximize Your Media Investment #9 Source: Media Dynamics, Inc., 2002

Maximize Your Media Investment #9 Average Weekday Share of Media Time During Prime Shopping Hours 6AM-6PM Adults 18+ HH Income $50K 53% Radio 29% TV Source: Media Targeting 2000

Radio Reaches Light TV Viewers Percent exposed to Various Media within 60 Minutes Prior to their Major Purchase of the Day Maximize Your Media Investment #9

99% Radio U.S. Household Penetration Maximize Your Media Investment #9 81.8% Cable Source: 2001 Kagan World Media, a Division of Media Central, LLC.

Cable’s Reach is Limited Cable’s Prime Time Household Ratings Maximize Your Media Investment #9 Source: Daily Variety (03/01/02)

Radio: Your Key To Advertising Success Expand your advertising reach Target your best customers Generate message frequency Reach mobile consumers With Radio You Can:

Radio: Your Key To Advertising Success Motivate people to buy Build special relationships Break through media clutter Make a lasting impression Maximize media investments With Radio You Can:

Maximum Marketing Potential!