1. David Harms President, i58:10 Media Radio is Alive and Well

2. Seriously? 93 Percent of Americans Still Listen to Broadcast Radio... 3. Seriously? 93 Percent of Americans Still Listen to Broadcast Radio... This is exactly what it sounds like: old-school, broadcast radio. Not satellite, internet, or mobile-based streams. 4. Seriously? 93 Percent of Americans Still Listen to Broadcast Radio... This is exactly what it sounds like: old-school, broadcast radio. Not satellite, internet, or mobile-based streams. This despite huge competition from satellite radio, Pandora, and non-radio formats like Spotify. 5. Seriously? Not only that Radio shows a substantial gain in listeners year- over-year 6. Seriously? Not only that Radio shows a substantial gain in listeners year- over-year 242.1 million users tune in to traditional, broadcast radio at least once a week. 7. Seriously? Not only that Radio shows a substantial gain in listeners year- over-year 242.1 million users tune in to traditional, broadcast radio at least once a week. The broader US population is now pushing past 313 million, with a substantial chunk (ie, approximately 15 percent or so) under the age of 12. 8. Why? Out of all the possible explanations, convenience and ease-of-use is the strongest. 9. Why? Out of all the possible explanations, convenience and ease-of-use is the strongest. Radio is something you just turn on. It sits on your dashboard, and it doesn't require subscriptions, contracts, or apps. 10. Why? Out of all the possible explanations, convenience and ease-of-use is the strongest. Radio is something you just turn on. It sits on your dashboard, and it doesn't require subscriptions, contracts, or apps. There's a common listening experience completely unmatched by Pandora, Sirius 11. Radio Trends (by the numbers) 93% of all listeners aged 12 years and older listen to terrestrial radio each week This number has remained approximately the same for decades 12. Radio Trends (by the numbers) 93% of all listeners aged 12 years and older listen to terrestrial radio each week This number has remained approximately the same for decades Digital listening currently represents 7% of all audio listening. Digital listenership is increasing but not at the expense of traditional radioso far 13. Radio Trends (by the numbers) However Last year, ages 13-35 spent their audio listening habits split 50/50 between traditional radio and online radio and digital streaming services 14. Radio Trends (by the numbers) #1 place to listen? In home 15. Radio Trends (by the numbers) #1 place to listen? In home #2 place to listen? In car 16. Radio Trends (by the numbers) #1 place to listen? In home #2 place to listen? In car Adult in-car listening habits 84% AM/FM Radio 63% CDs 29% iPod/mp3 15% Satellite radio 12% Online radio 17. Radio 5 things to look for Social Media integration Radio is the original social media Radio is human and relationship driven 18. Radio 5 things to look for Social Media integration Radio is the original social media Radio is human and relationship driven Local and Informative Radios differentiator is between the songs. The focus on local will be proven in every break, between every song. 19. Radio 5 things to look for Tighter music lists On-demand shortens patience. The most popular feature on iTunes isnt shuffle, its single song repeat. Shorter lists = higher cumes 20. Radio 5 things to look for Tighter music lists On-demand shortens patience. The most popular feature on iTunes isnt shuffle, its single song repeat. Shorter lists = higher cumes More aggressive marketing of radio Revenue comes from advertising Too many options NOT to market itself 21. Radio 5 things to look for Tighter music lists On-demand shortens patience. The most popular feature on iTunes isnt shuffle, its single song repeat. Shorter lists = higher cumes More aggressive marketing of radio Revenue comes from advertising Too many options NOT to market itself More Show business 22. Even Christian radio? 23. Top Formats 14.2 Share Country Music 2893 signals 11.4 Share News/Talk/Info 3984 signals 8.2 Share Pop/Hit Music 1012 signals 8.1 Share AC/Soft AC 1390 signals 5.2 Share Classic Hits 833 signals 5.2 Share Classic Rock 944 signals 4.7 Share Hot AC 810 signals 4.1 Share Urban AC 336 signals 3.4 Share Rhythmic 370 signals 3.1 Share All Sports 1274 signals 3.0 Share Urban Contemporary 274 signals 2.9 Share Contemporary Christian 1691 signals 1.2 Share Religious +1739 signals 3430 combined 24. Radio & Your Ministry Benefits of using radio 25. Radio & Your Ministry Benefits of using radio Public Image/Awareness Top of mind LOCAL charity 26. Radio & Your Ministry Benefits of using radio Public Image/Awareness Top of mind LOCAL charity Public Relations Heres what we do Crisis communication 27. Radio & Your Ministry Benefits of using radio Public Image/Awareness Top of mind LOCAL charity Public Relations Heres what we do Crisis communication In-Kind needs 28. Radio & Your Ministry Benefits of using radio Public Image/Awareness Top of mind LOCAL charity Public Relations Heres what we do Crisis communication In-Kind needs Fundraising 29. Fundraising in a PPM World Whats a PPM (Portable People Meter)? 30. Fundraising in a PPM World Key findings from PPM that we must adjust to 31. Fundraising in a PPM World Key findings from PPM that we must adjust to: Average time spent per occasion: 9 minutes 32. Fundraising in a PPM World Key findings from PPM that we must adjust to: Average time spent per occasion: 9 minutes Average number of occasions: 3.2 per day 33. Fundraising in a PPM World Key findings from PPM that we must adjust to: Average time spent per occasion: 9 minutes Average number of occasions: 3.2 per day Employed people listen more often 34. Fundraising in a PPM World Key findings from PPM that we must adjust to: Average time spent per occasion: 9 minutes Average number of occasions: 3.2 per day Employed people listen more often Men are bigger consumers of radio than women 35. Fundraising in a PPM World Key findings from PPM that we must adjust to: Among audience age 18-54 Afternoon Drive now #1 rated daypart Mid-day is #2 Morning Drive is #3 Weekends is #4 Evenings is #5 36. Fundraising in a PPM World If this is actually true and you want to reach the biggest audience you would get your message out to: Employed men In the afternoon On the highest rated radio station catering to men 37. Fundraising in a PPM World If this is actually true and you want to reach the biggest audience you would get your message out to: Employed men In the afternoon On the highest rated radio station catering to men Right? 38. Fundraising in a PPM World Radio is most effective when tailoring your message to the audience most likely to respond to that message 39. Fundraising in a PPM World Radio is most effective when tailoring your message to the audience most likely to respond to that message Its sharpshooting, not shotgun 40. Fundraising in a PPM World Identify your desired outcome 41. Fundraising in a PPM World Identify your desired outcome Strategize Key Messages The Ask (just one thing) 42. Fundraising in a PPM World Identify your desired outcome Strategize Key Messages The Ask (just one thing) Pick the station most likely to reach the audience who will respond to what you want them to do Concentrate on dayparts that will produce 43. Fundraising in a PPM World Simplesimplesimple 44. Fundraising in a PPM World Simplesimplesimple Only try to accomplish one thing at a time 45. Fundraising in a PPM World Simplesimplesimple Only try to accomplish one thing at a time 5 Steps to a making donation Dont need to address all 5 every time 46. Fundraising in a PPM World Simplesimplesimple Only try to accomplish one thing at a time 5 Steps to a making donation Dont need to address all 5 every time Shortshortshort 47. Fundraising in a PPM World Simplesimplesimple Only try to accomplish one thing at a time 5 Steps to a making donation Dont need to address all 5 every time Shortshortshort The average occasions are 3.2 per day 48. Fundraising in a PPM World Simplesimplesimple Only try to accomplish one thing at a time 5 Steps to a making donation Dont need to address all 5 every time Shortshortshort The average occasions are 3.2 per day The average length of TSL is 9 minutes 49. Fundraising in a PPM World Simplesimplesimple Only try to accomplish one thing at a time 5 Steps to a making donation Dont need to address all 5 every time Shortshortshort The average occasions are 3.2 per day The average length of TSL is 9 minutes Why do people change or stop listening? Not talkingirrelevant talking 50. Fundraising in a PPM World How this effects your message during a radio- thon 51. Fundraising in a PPM World How this effects your message during a radio- thon Whats a Radiothon? An all day fundraiser (sometimes 2 days) Phone center takes calls/online links to give Approximately 4 x per hour the mission is featured and listeners are asked to respond 52. Fundraising in a PPM World How this effects your message during a radio- thon 53. Fundraising in a PPM World How this effects your message during a radio- thon Short 54. Fundraising in a PPM World How this effects your message during a radio- thon Short Focused on one thing, the CAUSE 55. Fundraising in a PPM World How this effects your message during a radio- thon Short Focused on one thing, the CAUSE NOT your Mission but what the listener can provide through your mission 56. Fundraising in a PPM World How this effects your message during a radio- thon Short Focused on one thing, the CAUSE NOT your Mission but what the listener can provide through your mission Compelling 57. Fundraising in a PPM World How this effects your message during a radio- thon Short Focused on one thing, the CAUSE NOT your Mission but what the listener can provide through your mission Compelling Out quickly so listeners can act 58. Hows it sound? 59. Radiothon Results 95%+ of first year donors are new to your donor base By 4th year of same event 69% of all donors remain new to your donor base Goal: make money on acquisition 1.5 to 1 return on media cost 60. DISCLAIMER Past success does not guarantee results Just ask: Union Rescue Mission Wichita Hiway 80 Rescue Mission Tyler/Longview 61. Radiothon Results In 2013 30 Radiothons for Rescue Missions 62. Radiothon Results In 2013 30 Radiothons for Rescue Missions 27 Hit Goal 63. Radiothon Results In 2013 30 Radiothons for Rescue Missions 27 Hit Goal 3 did not make goal lost money 64. Radiothon Results In 2013 Average event Raised $50,197 on a media buy of $18,500 65. Radiothon Results In 2013 Average event Raised $50,197 on a media buy of $18,500 Brought in 678 total donors 66. Radiothon Results In 2013 Average event Raised $50,197 on a media buy of $18,500 Brought in 678 total donors Had an average first gift of $74.00 67. Radiothon Results In 2013 Average event Raised $50,197 on a media buy of $18,500 Brought in 678 total donors Had an average first gift of $74.00 Produced an ROI of 1.97 on total costs (media buy, i58:10 production fee, travel, call center) 68. Radiothon Results Learnings/Trends 69. Radiothon Results Learnings/Trends Market size matters 70. Radiothon Results Learnings/Trends Market size matters Large (Markets 1-15) = Greater risk, greater reward 71. Radiothon Results Learnings/Trends Market size matters Large (Markets 1-15) = Greater risk, greater reward Medium (Markets 16-50) = Balance of risk & reward 72. Radiothon Results Learnings/Trends Market size matters Large (Markets 1-15) = Greater risk, greater reward Medium (Markets 16-50) = Balance of risk & reward Small (Markets 51+) = More variables 73. Radiothon Results Learnings/Trends Format matters 74. Radiothon Results Learnings/Trends Format matters Top formats #1 Christian Music #2 Christian Talk but depends #3 Country Any format catering to a more liberal audience (like AAA) 75. Radiothon Results Learnings/Trends Format matters Top formats #1 Christian Music #2 Christian Talk but depends #3 Country Any format catering to a more liberal audience (like AAA) Avoid formats Conservative Talk (with exceptions) Any male dominant station Stations targeting people under 35 76. Radiothon Results Learnings/Trends Relationship w/ station matters 77. Radiothon Results Learnings/Trends Relationship w/ station matters Different formats benefit you in different ways, use the format to your advantage 78. Radiothon Results Learnings/Trends Relationship w/ station matters Different formats benefit you in different ways, use the format to your advantage For fundraising develop relationships with stations that target 35+ females 79. Radiothon Results Learnings/Trends Relationship w/ station matters Different formats benefit you in different ways, use the format to your advantage For fundraising develop relationships with stations that target 35+ females The PD is the gatekeeper, then the Hosts 80. Interested? Step #1 Start 81. Interested? Step #1 Startas in now Stations line up their Cornerstone Promotions almost a year in advance 82. Interested? Step #1 Startas in now Stations line up their Cornerstone Promotions almost a year in advance Step #2 Feasibility. Study the market & prioritize options Contact & negotiate based on feasibility 83. Interested? Step #1 Startas in now Stations line up their Cornerstone Promotions almost a year in advance Step #2 Feasibility. Study the market & prioritize options Contact & negotiate based on feasibility Steps #3 Plan & Execute 84. THANK YOU! Further questions? orange@i5810media.com 503-682-5810 www.i5810media.com