kshe 95’s next era product piece iii

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

The March Check-UpKSHE-95 Product-Focused

Sales MeetingMarch 25, 2013

Today’s Agenda• Introduction• What we covered last time• What’s new in the numbers?• Quick Market Overview • 10 quick facts about the listener• Success Stories with KSHE• The Macro-View and A Sales Story

What We Cover w/Product Updates

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

promotions, and more• Station position in the market• Marketing To Men• Brand v. Jukebox• Macro Info on Radio/Media

Why the product focus?• It’s expected by many of our clients• We want to control and own our story• We don’t want to leave our story to somebody

else – inside or outside of radio• You need the information at your fingertips• We don’t live in a perfect world where we can

ONLY focus on a client’s business growth and our marketing skillset

• The better you know your product, the more you can focus on the client

• With a brand like KSHE-95, we’re inevitably going to be asked about our brand and our heritage

What’s New Since December?

The Morning Show Shuffle• On February 25, Clear Channel moved the syndicated “Bobby

Bones Show” from KSLZ to KSD and replaced the locally-produced, highly-regarded, and highly-rated “Mason and Remy Show.”

• “Mason and Remy” on KSD were favorites of advertisers and listeners

• KSLZ replaced the syndicated “Bobby Bones Show” with the New York-based syndicated “Elvis Duran in the Morning”

• At the time of the move, both shows were top 5 in the rankings in their target demographics – March Week #1 was UGLY for Z107

Know that when you wake up in St. Louis, regardless of the corporate expense ledger, John Ulett & Lern are LIVE, LOCAL, ROCKIN’, and focused

on St. Louis and its businesses and residents!

(And they know how to pronounce Chouteau)

U-Man and Lern know the difference between The Hill and Art Hill

The HillArt Hill

In 2013,it’s more important than ever to be smart with your

local marketing & media dollars!

Ranked #1 from 6a-10a with Men 25-54, December 2012 Arbitron

The Demise of Sports Radio

• Sports radio is St. Louis is very episodic.

• It’s not an everyday, must listen.

• Only when there’s a big local event, do you see listening “pop.”

• Also, sports radio competes with “New Media” all day

• The casual sports fan can be found on rock stations every day.

• Media Strategy: Buy it like a big TV event during the weeks of the Super Bowl or Opening Day

The Demise of Sports Radio

• When LeBron James left Cleveland and took his talents to Miami, the Cavs never recovered

• WXOS will be in a similar situation replacing Bernie

• He was must listen radio for more than just the hard core sports fans.

• He was intelligent, well-spoken, and opinionated.

• He brought more than the “Joe Jerseywearers” and “Steve the Statgeeks” to WXOS – replacing that will be difficult

The Demise of Sports Radio• The Man• The Woman• The End – spend

no time, energy, or oxygen on this other than be aware of its presence

Urban Radio Warfare

• Majic 100.3 has flipped formats to go right after Hot 104.1

• WHHL has shown strong growth since Majic migrated to 100.3 since “The Brew” went FLAT

• This has no affect on KSHE-95 except in certain “ranker buys”

What’s New in The Latest Numbers?

1 – KSHE is #1 and not #11. Our share and average rating has nearly doubled.

2 – WARH’s cume, average rating, and share have dropped almost 10%.3 – Joy is a great feeling, yet you can’t buy advertising on it.4 – WIL was #2 one year ago. Today, it’s in a tie for 5th and has seen a 17% drop in cume.5 – KIHT was a top 4 station one year ago.6 – KYKY is steady as she goes.7 – KEZK was 6th and is now 9th with an 11% drop in cume.

What has changed since Dec-Jan-Feb 11-12 v. Dec-Jan-Feb 12-13?

Adults, 25-54, 6a-7p M-F

8 – KSD is now 4 vs. in 6th last year. It’s cume is down 7% year-over-year. Also, the ratings are almost not vaild as they have a new, talk-based morning show that loves to yak.

9 – KSLZ has seen a cume drop, yet is pretty steady. Again with the switch in AM Shows, these ratings are almost not valid to predict future performance unless the station guarantees points.

10 – KFTK’s share has increased

11 – WXOS has gone from a .6 average rating to a .3 and had a 25% loss of cume. There’s been a lot of hand-wringing in the sports

radio community, yet the numbers show less listening is real as WXOS goes from #9 one year ago to #16.


12 – KMJM has a similar story to WXOS as it has lost half its audience. This is probably because of the switch of frequencies on KSHE’s 45th birthday. It’s audience didn’t switch with them.

13 – KPNT is up in average rating, cume, and share.

14 – WHHL is also a big winner as its share goes from a 3.8 to a 6.0.

15 – KMOX looks at a loss of cume, yet moves up on the rank to 14.


So, Who’s Listening to KSHE-95?

Continuing Perception of the KSHE-95 Listener

Reality is Two Distinct Listeners:- White Collar Professional

reared on Rock- The Skilled Tradesman /

Craftsman / Contractor

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

Quick Facts About The KSHE Audience

10 Quick Facts about the audience

1 – KSHE listeners are 13% more likely to play table games at a casino2 – KSHE listeners are 3% more likely to have visited a casino in the past year3 – 69,800 KSHE listeners purchased flooring in the past year4 – KSHE listeners are 17% more likely to have shopped at Mid-Rivers Mall in the last 90 days5 – 38,600 KSHE listeners have a pool, spa, or hot tub

(6% more likely)

*Scarborough Research

10 Quick Facts about the audience

6 – 54,800 KSHE listeners have a home office7 – KSHE Listeners are 35% more likely to have an RV at home (ownership)8 – KSHE listeners are 20% more likely to have spent $1000+ on a mattress in the past year9 – KSHE listeners are 48% more likely to have a 30+ minute commute to work each day and each way 10 – KSHE listeners are 34% more likely to be in the health care practice or technical field (19,500)

Who’s having success with KSHE-95?

Success Stories from clients

• Health Care: Cambridge Medical for Men

• Car Dealers / Car Related Business: Many

• Recruitment: Klemm Tank Lines• Microbrew: Six Row Brewing Company• Jewelry: Shane Co

Why Do I Need Radio?

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?


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


Your assignment: • Take action• If you’re not happy w/an account

status, change that status• These are only a handful of stories,

you have thousands more to tell• This information will not go viral• Don’t give up

kshe 95’s next era product piece iii

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