Kshe 95’s december check-up 2012 full slide view

Time Out For A Product Update:KSHE-95 Today &

The December Check-Up

KSHE-95 Product Focused Sales Meeting #2

December 17, 2012

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Today’s Agenda

• Introduction• What we covered last time• What’s new in the numbers? • 10 quick facts about the listener• Success Stories with KSHE• Radio’s place in the world



What We Covered Last Time

• Ratings• Rank• Station Brand including line-up,

promotions, and more• Station position in the market• Marketing To Men• Brand v. Jukebox



What’s New Since Mid-October?



The Death of The Brew





Mama’s Pride sells out their 40th Anniversary show and it’s a KSHE-95 lovefest between fans, band, and radio station



KSHE’95’s Real Rock Ale was introduced in partnership with Six Row Brewing Company.• Pictures at right were posted

online by “a fan” on their personal site and by Lukas Liquor to announce that it was “in-stock.”

• KSHE was scheduled to take delivery of 500 bottles for client gifts in early November.

• Because of strong demand at the retail level, only 50% of the beer has been able to be delivered by December 17.



Sometimes perceptionisn’t reality



Perception of the KSHE-95 Listener



Reality of the KSHE-95 Listener

Real People who have “programmed” the KSHE Classics Overtime Hour:• Francis Slay, Mayor, City of St. Louis• Rick Fisher, VP Government Relations/Marketing at

Jefferson Regional Medical Center• Jim Woodcock, Partner, Sports Practice, Fleischman-Hillard• Dominic Molon, Curator, St. Louis Contemporary Art Museum • Jonna Roberston, VP-Marketing, St. Louis Symphony Orchestra • Pam Davis, Assistant to Bob Costas (NBC/MLB Network)• John Hummel, Executive VP - Sales & Marketing, Summit

Distributing

KSHE Listeners and Business Decision Makers



What’s New in The Latest Numbers?



What’s New in the Numbers?

M-SU 6a-12M AM Drive Midday PM Drive

A18-49 3t 6t 3t 6t

A25-54 1t 5t 1t 2t

A35-54 1 7t 1 2t

A35-64 1t 9t 1t 3t

A45-64 2t 9 3t 3t

M18-49 2 2 1 1

M25-54 1 2t 1 1t

M35-64 1 5t 1 4

In November 2012 “Book” –• The MEN radio station in

St. Louis• Top 3 in all adult “full

week” demos (M-SU)• KSHE is the most listened

to “workday” radio station as evidenced by Adult and Men Midday numbers (10-3)

• December is even better!

*Numbers are ranks in Nov. 2012 Arbitron ratings



What Else Is New in the Numbers?







Quick Facts About The KSHE Audience



10 Quick Facts about the audience

1 – 97,500 MEN that listen to KSHE-95 have never been married (single), are widowed, are legally separated, or are divorced2 – KSHE listeners are 62% more likely to work in St. Charles County (36,400 total persons)3 – 226,600 KSHE listeners shopped for a mattress in the last year4 – KSHE listeners are 43% more likely to have participated in boating in the last year

5 – 10,000 KSHE listeners plan to return to school in the next year

*Scarborough Research



10 Quick Facts about the audience

6 – 146,000 KSHE listeners attended college, but did not graduate7 – 16,000 KSHE listeners bought medication for weight loss in the last year8 – 31,000 KSHE listeners will switch wireless carriers (year)9 – 104,000 KSHE listeners spent at least $100/week on groceries 10 – 132,200 KSHE listeners contributed to veterans,

medical, or cultural organizations (year)



Who’s having success with KSHE-95?



Success Stories from clients

• Cambridge Medical for Men• Highland Pools and Spas• Klemm Tank Lines• The Diamond Shop• Six Row Brewing Company• 1-2-3 Mortgage• Doc’s Harley-Davidson



Isn’t Radio Dead?Why Should I Market To Men?How Should I Market To Men?



Radio’s Place in the WorldFrom a study by Media Behavior Institute:• AM/FM dominates all other

mediums in the last “touchpoint” before a purchase is made

• 4X more than web• 10X more than smartphone• AM/FM “best for delivering last

word before the moment of truth”

• 85% of 25-54 Americans listen to AM/FM radio each week (25% on Sirius)

• Radio is “most consumed media when consumers are alert, happy, and positive.”



Radio’s Place in the WorldFrom a piece in Politico on radio’s influences on election:• “Perfect medium to focus

messages for different constituencies”

• “Better ad environment – less clutter than TV”

• “Original Social Medium”• Effective – “It works,” says an

Obama staffer• It reaches “everyone and is

personal” – Intimate, etc.• “Radio are the foot soldiers at

the end” and “finishes strong”



Radio’s Place in the World• Gen-X and Older Men Prefer

“Traditional Media” – not so much on social media (Born before 1981)

• “Bumbling dad” messages fall on deaf ears

• 45% of men spend more than four hours per week cooking, but only 16% say it’s for “fun” (Under 45 men highest percentage)

• Men “want to save money, but don’t coupon”

• 71% say service influences where they shop



Radio’s Place in the WorldFrom a Univ. of Southern California study:

47% of respondents said they considered or purchased products recommended by their favorite radio personality

A recent personality endorsement increased the “intent to purchase” number by 50% at the end of a short-term campaign



Radio’s Place in the WorldSocial Media is “not an option as the working man is not on Facebook or Twitter”

Classic Rock (not country) is the sweet spot for the Red Wing target consumer

Radio gives “our limited resources the biggest bang for our buck”

Inside Radio, 11/13/12



Radio’s Place in the World“Pandora and AM/FM radio are companions and there’s room for both,” according to Vision Critical research

Pandora listeners use radio 50% more than non-Pandora users

Pandora is just another way for the “Music Omnivore to indulge their passion”



Radio’s Place in the WorldApple considers a service to rival Pandora

Why? Because radio has “more than 2 hours of listening per day in the car” and it wants to tap that market

Inside Radio, 10/26/12



Radio’s Place in the WorldMarketing to Men:• Often in our

community, the answer to reach men is “sports”

• 2012 ratings down 19% vs. 2010

• Only 9% of STL Metro households watched a game on TV last year



Stock Up, Stock Down



Stock Up, Stock DownOn 12/31/2000, the closing stock prices of these companies were:

$7.44 for Apple$83.13 for Enron

Which would rather have owned on 12/31/01?Which would rather have owned on 12/31/11?



Stock Up, Stock Down

If you didn’t buy KSHE-95 in 2012 because of ratings, 2013 is the time to use it.

Your assignment: Share this piece and tell this story TODAY. Report back to me who and how you shared it.



Documents

Kshe 95’s december check-up 2012 full slide view