case 3 data

Our original research presentation required well over 200 slides. This is the "Cliff Notes" version. Of course, names of the market and stations and have

been changed to protect confidentiality.

Strategic Audience Research for "You 102"

© 2009, Mark Kassof & Co.

DETERMINE THE BEST DIRECTION FOR YOU 102 TO REVERSE ITS DECLINING SHARE

OBJECTIVE:

STATION PERFORMANCE...

PAST WEEK CUME

YOU 102 26%V99 20KICK 96 19THE VIPER 18CLASSIC 101 15JAMMIN' 107 15NEWSTALK 980 11

KICKS 96 10%V99 8THE VIPER 8YOU 102 7JAMMIN' 107 7CLASSIC 101 6NEWSTALK 980 4

FAVORITE STATION

CUMEKICKS 96 49JAMMIN' 107 46THE VIPER 41V99 36NEWSTALK 980 36CLASSIC 101 34YOU 102 27

FAVORITE STATIONTHIS TABLE SHOWS THE PERCENTAGE OF A STATION'S CUMERS THAT NAME IT AS THEIR FAVORITE

ONLY 27% OF YOU 102's CUMERS SAY IT THEIR FAVORITE... A POOR SHOWING THAT CORRESPONDS TO ITS LOW TSL

STATION PERCEPTIONS...

TOP-OF-MIND IMAGE: YOU 102

Generic Negative 8%For Kids/Young/Teens 8Generic Positive 8Pop Music 8Rap/Hip Hop 7Current/Contemporary/Modern 6Rock/'N'Roll 5Music Positive 3Variety/Mix 3Hits/Popular/Top 40 3Fast/Upbeat 2Music Negative 2

TOP-OF-MIND IMAGES ARE VERY VALUABLE. THEY REPRESENT WHAT

STATIONS STAND FOR, FIRST AND FOREMOST, IN LISTENERS' MINDS. FROM A RESEARCH STANDPOINT,

THEY PROVIDE OPEN-ENDED INPUT, SO WE CAN UNCOVER STRENGTHS AND VULNERABILITIES WE ARE NOT

EXPECTING OR LOOKING FOR.

YOU 92 YOU 92Generic Positive 17% 29%Pop Music 11 9For Kids/Young/Teens 9 3Current/Contemp/Modern 8 8Rap/Hip Hop 6 0Fast/Upbeat 5 12Rock/'N'Roll 5 0Music 4 6Variety/Mix 3 5Fun 3 6Music Positive 3 6

THIS GREEN MEANS A STATION'S CUMERS

CLUE: THIS IS IMPORTANT...

TOP-OF-MIND IMAGE: YOU 102THIS BLUE MEANS A STATION'S

"FANS" -- i.e., IT'S THEIR FAVORITE

V99 V99Rap/Hip Hop 14% 19%Current/Contemp/Modern 12 7For Kids/Young/Teens 10 7Pop Music 8 3Generic Negative 7 9Rock/'N'Roll 7 5Generic Positive 4 7(A Lot/Too Much) Talk 4 7Variety/Mix 3 5OK/Alright 2 5Music Positive 2 5

CLUE: THIS IS IMPORTANT TOO...


JAM'N JAM'NGeneric Negative 16% 14%Pop Music 12 11Music Positive 7 6Variety/Mix 5 7For Kids/Young/Teens 4 6OK/Alright 3 6Country 3 5Rap/Hip Hop 3 3AND THIS...


INTEREST IN HIP HOP: VERYINTERESTED

NOT AT ALL INTERESTED

Generic Negative 0% 14%For Kids/Young/Teens 3 10Generic Positive 12 5Pop Music 10 7Rap/Hip Hop 2 10Current/Contemp'ry/Modern 4 5Rock/'N'Roll 0 7Music Positive 6 2Variety/Mix 9 0

AND MOST DEFINITELY THIS!


GOLDTOWN METRO 18-54 TOTAL

S O F T

H A R D

P A S T

T O D A Y

* IDEAL

+ YOU102

+ V99

+ VIPER

+ CLASSIC101

+ JAMMIN'

MULTI-DIMENSIONAL MAPPING REVEALS WHERE LISTENERS POSITION STATIONS ON KEY

DIMENSIONS...

This "ideal" represents listeners' perfect station. This ideal is the average of ALL listeners. Ideal is

more meaningful among specfic audience groups.

The horizontal dimension shows how soft or hard stations are perceived.

The vertical dimension on this map shows how current or old stations' music are perceived.

SUMMARY: YOU 102#1 Top-of-Mind Images: GENERIC NEGATIVE, FOR KIDS, GENERIC POSITIVE, POP MUSICMapping: leans HARD, tied (w/JAMMIN') for MOST TODAY

STRENGTH WEAKNESSMOST MUSIC

COMMUNITYNEWS&INFO

MORNINGAT WORK

PERSONALITIESTALK TOO

TOO COMM'LSCONTESTS

BEST MUSIC

SUMMARY: V99#1 (non-generic) Top-of-Mind Image: VARIETY, SOFTMapping: SOFTEST, MAINLY PAST


BEST MUSICCOMMUNITYNEWS&INFOMORNING

AT WORKPERSONALITIES

TALK TOO

CONTESTSTOO COMML'S

SUMMARY: KICKS 96#1 Top-of-Mind Image: COUNTRY


MORNINGAT WORK

TALK TOOTOO COMM'LS

CONTESTS

COMMUNITYNEWS&INFO

PERSONALITIES

BEST MUSIC

SUMMARY: THE VIPER#1 (non-generic) Top-of-Mind Image: BILL & TED, ROCKMapping: HARDEST, MAINLY TODAY

STRENGTH WEAKNESSMOST MUSICBEST MUSICCOMMUNITYNEWS&INFO

MORNINGAT WORK

PERSONALITIESTALK TOO

TOO COMM'LSCONTESTS

SUMMARY: CLASSIC 101#1 (non-generic) Top-of-Mind Image: CLASSIC ROCKMapping: HARD, MAINLY PAST


COMMUNITYNEWS&INFOMORNING


TALK TOOTOO COMM'LS

CONTESTS

BEST MUSIC

SUMMARY: JAMMIN' 107#1 Top-of-Mind Image: HIP HOPMapping: HARD, tied for MOST TODAY


BEST MUSICCOMMUNITY

NEWS&INFOMORNING


TALK TOOTOO COMM'LSCONTESTS

SUMMARY: NEWSTALK 980#1 Top-of-Mind Image: LOCAL NEWS

STRENGTH WEAKNESSCOMMUNITY

NEWS&INFOMORNING


TALK TOOTOO COMM'LS

CONTESTS

THE AUDIENCE...

MUSIC GENRES NOT INTERESTED 1---------3---------5 VERY INTERESTED

'70s Soft Rock Doobie Brothers, Steve Miller Band, Eagles, Fleetwood Mac 3.4Classic Rock Led Zeppelin, Pink Floyd, Aerosmith, The Who 3.4Rock A/C Phil Collins, Bryan Adams, Billy Joel, Elton John 3.1'80s Alternative The Police, U2, The Clash, R.E.M. 3.0'90s Alternative Pearl Jam, Smashing Pumpkins, Nirvana, Stone Temple Pilots 2.9Rock Hits Matchbox Twenty, Daughtry, Finger Eleven, Maroon 5 2.8Current Country Brad Paisley, Rascal Flatts, Carrie Underwood, Keith Urban 2.7Urban Crossovers Babyface, Alicia Keys, Usher, Mary J. Blige 2.7'80s/'90s Oldies Huey Lewis & the News, Madonna, Hall & Oates, Roxette 2.7Pop Hits Pink, Justin Timberlake, Jordin Sparks, Fergie 2.5

New Rock Seether, Avenged Sevenfold, Foo Fighters, Linkin Park 2.5

Soft A/C Celine Dion, Michael Buble, Elliott Yamin, Josh Groban 2.5Hip Hop Hits Kanye West, 50 Cent, Soulja Boy, T-Pain 2.3

WE TEST DIFFERENT MUSIC GENRES USING EITHER MUSIC MONTAGES, OR ARTIST ARRAY DESCRIPTORS. IN THIS

STUDY, WE USED ARTIST ARRAYS. NOTE THAT WE DID NOT USE "RADIO LINGO" WITH LISTENERS (for example, terms like

"Urban Crossovers"). THOSE TERMS ARE JUST THERE SO THAT WE CAN COMMUNICATE THE DIFFERENT MUSIC

GENRES WITH EACH OTHER.


'70s Soft Rock Doobie Brothers, Steve Miller Band, Eagles, Fleetwood Mac 3.4Classic Rock Led Zeppelin, Pink Floyd, Aerosmith, The Who 3.4Rock A/C Phil Collins, Bryan Adams, Billy Joel, Elton John 3.1'80s Alternative The Police, U2, The Clash, R.E.M. 3.0'90s Alternative Pearl Jam, Smashing Pumpkins, Nirvana, Stone Temple Pilots 2.9Rock Hits Matchbox Twenty, Daughtry, Finger Eleven, Maroon 5 2.8Current Country Brad Paisley, Rascal Flatts, Carrie Underwood, Keith Urban 2.7Urban Crossovers Babyface, Alicia Keys, Usher, Mary J. Blige 2.7'80s/'90s Oldies Huey Lewis & the News, Madonna, Hall & Oates, Roxette 2.7Pop Hits Pink, Justin Timberlake, Jordin Sparks, Fergie 2.5New Rock Seether, Avenged Sevenfold, Foo Fighters, Linkin Park 2.5

Soft A/C Celine Dion, Michael Buble, Elliott Yamin, Josh Groban 2.5Hip Hop Hits Kanye West, 50 Cent, Soulja Boy, T-Pain 2.3

AVERAGE SCORES ON THIS 1 to 5 SCALE

YOU 92 YOU 92Rock Hits 3.6 4.0Pop Hits 3.4 4.0'90s Alternative 3.4 3.5Urban Crossovers 3.3 3.5Classic Rock 3.3 3.3'70s Soft Rock 3.2 2.8New Rock 3.1 3.1Rock A/C 3.1 3.0'80s Alternative 3.1 2.9Current Country 2.9 3.3Hip Hop Hits 2.8 3.2


THIS TABLE SHOWS GENRES THAT SCORE ABOVE 3.0 WITH YOU 92's CUMERS, FANS OR BOTH.

YOU CREW

JAMMIN' CORE

INFO-MANIACS

COUNTRY CORE

CLASSIC CROSSOVERS CLASSIC CORE

REAL ROCKERS

VARIETY FANS

17%

9%

11%

9%

14% 11%

14%

15%

CLUSTER ANALYSISGOLDTOWN METRO 18-54

You Crew -- 17%Biggest Demo: 18-44 WomenTop Music: Rock Hits, Pop Hits#1 Station: You 102#2 Station: V99Comments: Unenthused about Hip Hop

S O F T

H A R D

P A S T

T O D A Y

* IDEAL

+ YOU102

+ V99

+ VIPER

+ CLASSIC101

+ JAMMIN'

Variety Fans -- 15%Biggest Demo: 25-54 WomenTop Music: Rock Hits, Pop Hits, '70s Soft Rock, '80s Alternative#1 Station: V99#2 Station: You 102 (cume only)Comments: Dislike Hip Hop

S O F T

H A R D

P A S T

T O D A Y

* IDEAL

+ YOU102

+ V99

+ VIPER

+ CLASSIC101

+ JAMMIN'

Real Rockers -- 14%Biggest Demo: 18-44 MenTop Music: '90s Alternative, Classic Rock, New Rock#1 Station: Viper#2 Station: Classic 101Comments:

S O F T

H A R D

P A S T

T O D A Y

* IDEAL

+ YOU102

+ V99

+ VIPER

+ CLASSIC101

+ JAMMIN'

Classic Core -- 11%Biggest Demo: 35-54 MenTop Music: '70s Soft Rock, Current Country#1 Station: Classic 101#2 Station: ViperComments: Negative on New Rock

S O F T

H A R D

P A S T

T O D A Y

* IDEAL

+ YOU102

+ V99

+ VIPER

+ CLASSIC101

+ JAMMIN'

Classic Crossovers -- 14%Biggest Demo: 45-54 Top Music: '70s Soft Rock, Current Country#1 Station: Kicks 96#2 Station: V99Comments:

S O F T

H A R D

P A S T

T O D A Y

* IDEAL

+ YOU102

+ V99

+ VIPER

+ CLASSIC101

+ JAMMIN'

Country Core -- 9%Biggest Demo: 18-34 WomenTop Music: Current Country#1 Station: Kicks 96#2 Station: essentially, NONEComments: Current Country ONLY positive music genre!

S O F T

H A R D

P A S T

T O D A Y

* IDEAL

+ YOU102

+ V99

+ VIPER

+ CLASSIC101

+ JAMMIN'

Info-Maniacs -- 11%Biggest Demo: 45-54 MenTop Music: Classic Rock, '70s Soft Rock #1 Station: NewsTalk 980#2 Station: Goldtown NPR affilateComments: ALL music genres score low

S O F T

H A R D

P A S T

T O D A Y

* IDEAL

+ YOU102

+ V99

+ VIPER

+ CLASSIC101

+ JAMMIN'

Jammin' Core -- 9%Biggest Demo: 18-34 WomenTop Music: Urban Crossovers, Hip Hop Hits#1 Station: Jammin' 107#2 Station: Smooth 92 (out-of-market Urban A/C)Comments:

S O F T

H A R D

P A S T

T O D A Y

* IDEAL

+ YOU102

+ V99

+ VIPER

+ CLASSIC101

+ JAMMIN'

YOU CREW

JAMMIN' CORE

INFO-MANIACS

COUNTRY CORE

CLASSIC CROSSOVERS CLASSIC CORE

REAL ROCKERS

VARIETY FANS

17%

9%

11%

9%

14% 11%

14%

15%

CLUSTER ANALYSISGOLDTOWN METRO 18-54NOW...

SELECT YOUR TARGET(S)DEVISE YOUR STRATEGY!

case 3 data

Entertainment & Humor