MILWAUKEE business is better here. Connie Fapka RAB Vice President, Business Development

The leader in audio entertainment and information

Every Week, 93% Of Americans Take Radio With Them – In The Car, In The Office, On The Treadmill and On Their Smart Phones. Source: RADAR 99, Dec (P12+, Total Week 12M-12M Cume)

The Indisputable, Proven Facts … Reach Sources: RADAR 99, December 2008 Daypart Usage Report / All Radio Stations / Average Weekly Cume, Mon.-Sun., 24-hours, Persons ,400,000 People reached by Radio every week Consumers across all demographic segments

The Indisputable, Proven Facts … Relevance Source: Scarborough USA Release 2 (12 months only) planning to buy an MP3 player within 12 months bought men’s or women’s business clothing within the past 12 months spending $150 on groceries in average week

Sources: Sonoro Audio Survey, May, 2008 The Infinite Dial 2008, Arbitron, Edison Media RADAR 99, December Persons 12+ Total Week Cume Audience; comScore Top 50 Properties (U.S.), November Unique Visitors - Radio is the #1 choice for audio entertainment - Radio is the #1 source for music discovery - Radio reaches 44 million more people each week in the U.S. than the Internet reaches in a month The Indisputable, Proven Facts …

Print and video are different experiences when they move to digital

The Rolling Stones sound like the Rolling Stones across audio channels

It’s Everywhere. It’s Free.

11 RADIO is a collection of beloved brands Distinctive brands Loyal listeners Brand extensions on new platforms Enables advertisers to engage & connect with consumers locally

RADIO On-Air Improved audio Expanded content Interactive and on-demand features Source: HD Radio Alliance

13 Over 4,200 stations stream 33MM streaming listeners per week Radio websites are local with growing audiences Applications increase consumer engagement Sources: Inside Radio, M Street 2008 | The Infinite Dial 2008, Arbitron, Edison Media | JP Morgan, Internet Radio Scorecard, February 2008 RADIO Online

14 RADIO On-Site Invented here Radio stations have fans

An Explosion of New Technology

“It’s addictive, awesome, and completely natural. What better way to discover new performers and songs than listening to the Radio?” -- David Pogue, New York Times, 9/18/08 Buy From FM

Buy from FM FM tuner RDS signal Connected to Marketplace WiFi enabled Click to buy ++ = “Buy from FM”

Imagine… You click to Buy “Ordinary People” by John Legend…. and are served a coupon for “Live from Philadelphia” exclusive at Target

In-Car Dash Radio On-Demand Marketing

In-Car Dash Radio Directional GPS Marketing

In Home/Office iTunes Tagging Radio Buy Button

Making it work harder for Retailers in Milwaukee

28% Consumer Time I 12% Retail Category Investment Consumer Time vs. Retail Share Source: Veronis Suhler Stevenson, Communications Industry Forecast, ; MAGNA, Insider’s Report, December 2008 – among selected media. Potentially update with Wisconsin retail category #s

The Quintessential Medium for Retail “Radio is performing very well for us and as long as we continue to see strong ideas on activation our investment will continue to increase.” -Stephen Quinn, CMO, Wal-Mart Stores "Radio has not 'just emerged' as a medium capable of building brands, Radio helped build many of our brands into household names.” -Warner-Lambert “Brands are consumed locally, Radio influences local behavior better than any other medium” “Radio doesn’t take a pause in your life; it takes a part in your life” -John Mittnacht, Citigroup “Radio provides a measurable level of return. The data speaks for itself, it is working.” - Ramon Portilla, Sr. Director of Insights, Wal-Mart Stores

The Quintessential Medium for Retail Radio ads are more personally relevant than ads in all other media Ads are better accepted (annoyance factor) on Radio Inclusion of Radio boosts unaided recall and brand preference Radio campaigns deliver a 49% ROI advantage over TV Emotional impact of Radio ads is equal to TV

 Bud Light Real Men of Genius  Century  Shorewest Realty  Motel 6  Beef Campaign  Hollywood Video Each campaign garnered award winning, positive awareness, recall and brand preference results Radio Builds Brands

27 Perfect Media Plan Reflects Sales Process TV and Radio to Create Demand – Branding – Awareness Radio and Internet to Remind and Inform – Provide information – Answer questions Radio, Newspaper and Internet to Drive Transactions – Close to sale – Timely, turn-key, and topical

Radio Has 3 Great Pluses In That Plan  Human voice to convince  Reminder medium to fight procrastination  Close to the sale because it is mobile Indispensable to Smart Marketers!

29 Radio Can Be Creatively Deployed Powerful award winning creative Roadblock techniques Daypart mass targeting Swarm marketing platforms Commercial length flexibility Station full-day, prime time takeovers HD Radio “programming” opportunities Experiential marketing DJ endorsement programs Branded entertainment Keyword marketing

30 Radio Can Be Creatively Deployed Innovative extensions including: Text messaging Mobile applications Podcasting Streaming Visual online promotion Robust loyal listener CRM initiatives Microsite production iTunes tagging

Radio’s Future is Strong Incumbent reach levels – 234MM listeners per week Content the consumer wants… on-demand More accessible, easy to use and currently available on virtually any wireless device As digital adoption continues, Radio will continue to lead in: Audio mobility Portability Content