Australian Community Radio Shines9.2 million people |Over 500 Cities & Towns

$50 million in 5 years!

Like no one Else!

Audiences Cumes (000s)

4100000

3506000

1597000

1265000

21590002364000

932000

1379000

1886000

2805000

716000

4400000

1300000

commercial radio (Cumes)

Sources: Commercial Radio audience information taken from Nielsen Radio Survey #9 2009 (All People Aged 10 +, Cumulative Audience, Monday to Sunday, 5am to Midnight). Christian Media audience information taken from CBAA McNair Ingenuity Radio Research – Nov 2008 (All People Aged15+, Weekly & Monthly Cumulative Audience, Monday to Sunday, All Listening)

Income Estimated Income $m

200190

90

0

110

0

35

90

110

130

35

7 6

Yield per Listener

$48.78

$54.19$56.36

0

$50.95

0

$37.55

$65.26

$58.32

$46.35$48.88

$1.59$4.62

$50 million in 5 years!

Working Together

Sharing

• Ideas & Concepts

• Resources & Production

• Sales Proposals & Scripts

• Sales People & Presentations

Inventory & Rates

Minutes

Spots

Hours

What we Have

• X minutes per hour – 2 x 30 seconds per minute

• Y demand hours each day – (5am to 7pm)

• Z spots per day – (5am to Midnight)

• 5 weekdays + weekends!

• Fluctuating Demand and Utilisation

What it’s Worth

X x 2 x Y x 70% = Ze.g. 5 minutes X 2 X 19 x 365 days x 70% = 48,545

Target Income ÷ Z = Average Rate e.g. $2,500,000 ÷ 48,545 = $51.50

Across the Day!7

0,0

00

| 3

3%

X 2.1 5

3,0

00

| 2

4%

X 1.2

63

,00

0|

29

%

X 1.4 7

5,0

00

| 3

5%

X 2.0

14

,00

0 |

6%

÷ 2

BR

EAK

FAST

5am to 9am

MO

RN

ING

S

9am to Noon

AFT

ERN

OO

NS

Noon to 3pm

DR

IVE

3pm to 7pm W

’EN

DS/

EVEN

ING

7pm to Mid

What’s Left?

FILLERS

More calls more dollars

Reverse Thinking

• Set the Target $$$

• Establish Industry Monthly Average

• Calculate Number of People

• Fund Start-up Phase

Cost of Sale

TYPICALLY 35 to 50% LOCALHigher the Risk the Higher the Reward• Commission only | generous at 40% to 50%

Create JOB – Just above broke• Salary or Retainer + Commission scale at 15%

TYPICALLY 25 to 30% NATIONAL

Training & Review

Discipline & Accountability

• The more people you see the more sales you’ll make!

• 8 to 15 decision making sales calls a week

(meaningful revenue producing calls)

• 70% of appointments set by 5pm Friday each week.

• Never leave without a firm answer or follow-up appointment to come back for one!

• Coffees and Follow-up calls don’t count!

• People only respect what you inspect!

How Radio Works

Know you Like You Trust You

Relationships Matter

Power of Connection!

What Sponsors Want

Business of Business

Sales!

What Sponsors Want

• RESULTS & ROI• BIG IDEAS • GREAT CREATIVE• PROFILE or EGO• PARTNERSHIP• ASSOCIATION with

SOMETHING BIGGER• GREAT SERVICE & CARE• WHAT THEY PAID FOR

• BAD SERVICE

• BAD ADVICE

• POOR PLACEMENT

• LIES & AVOIDANCE

• INCONVIENIENCE

• LAME COPY & PRODUCTION

WHAT they WANT WHAT they DON’T WANT

Sales Presentation

PackagingThirty (30)

Seconds

Reach n FrequencyModules of 14 x 30 per week + Fillers

BTA100 X Cheap

Annual Contracts

Command & Control

Weekend

20 x 30 x 52

Impact65 x 7days

30 x 30

Agencies

Saturation

10 per day

30 days

Overnighters

3 + 3 x 365

Realistic Pricing

MarketCategory

Market Examples

Market Size

PublishedRate ROS

AVERAGEREAL RATE

TYPICAL CPM

One Sydney, Melbourne, Brisbane, Vision 2 million Plus

$100.00 $35 $0.14

Two Adelaide, Perth 1 million – 2 million

$65.00 $18 $0.15

Three Gold Coast, Newcastle 500,000– 1 million

$24.00 $15 $0.42

Four Hobart, Wollongong, Geelong 250,000 –500,000

$20.00 $14 $0.56

Five Gippsland, Albury Wodonga 100,000– 250,000

$10.00 $10 $0.76

Six Mt Isa, Riverton, Mt Gambier Under 100,000

$10.00 $8 $2.66

The Thrill of the Hunt

Characteristics of Successful Sales People

1. Most Demanding on Resources 2. Drive Good Cars, Dress Well, Highly Geared 3. Always Prospecting 4. Well Connected and Networked5. First in - last to leave 6. Self Learning7. Take work home regularly8. Won’t take No for an Answer9. Make most Face to Face Calls 10. Results Focused, Always Find a Way

Activity

Prospecting

Targets

Seasonal

Core

Foundation

Cream

Cold Calls

Planning

Networking

Systems & Planning

Traffic Control

© Lifetime Momentum Pty Ltd – May 2009

Research & Results

Research Terms

SHARE vs REACHSHARE of ALL Listening

REACH of ALL Listeners

AVERAGE AUDIENCENumber of people typically

listening each Quarter Hour of Day

CUME or REACH

All those who tuned in and tuned out!

TSLAverage Time Spent

Listening each week. Hope 103.2 | 14hours

Why aren’t we included?What commercial radio don’t want to admit!

Other Fm

Share12%

ABC Combined

Share 23.8

Other AM

Share 4%

All Commercial

Shares 60%

Use of Survey Data

Always Qualify your claims:

Source &

Characteristics

Code of Ethics

(Source) Nielsen Sydney Radio

Survey #1, 2009 McNair Ingenuity Radio

Listenership Research, July 2009

(Characteristics) ALL people aged

10+, Cumulative Audience,

Mon to Sun, 5am to Midnight

Lots of Listeners

Honest, Topical & Entertaining

Get Busy Get Serious

Hard Work

Passion

Persistence

Strategy

Commitment

$50million in 5 years!