Atlanta – October 2, 2002Atlanta – October 2, 2002

RAB Management RAB Management UpdateUpdate

George HydeGeorge Hyde Executive Vice Executive Vice

President, RAB President, RAB TrainingTraining

37 years in Radio37 years in Radio– 24 with 24 with

SusquehannaSusquehanna– 13 with RAB13 with RAB

ghyde@rab.com.ghyde@rab.com.

The RAB Mission StatementThe RAB Mission Statement

Increase awareness, credibility, Increase awareness, credibility, and saleability of Radioand saleability of Radio

Design and implement programs, Design and implement programs, research, tools and activities for research, tools and activities for member stations and their member stations and their clients.clients.

A Simple StrategyA Simple Strategy

Make it easyMake it easy Make you look goodMake you look good Make you money.Make you money.

RAB Represents the IndustryRAB Represents the Industry

5,639 members (USA)5,639 members (USA) 50% of Radio stations50% of Radio stations 84% of Radio revenues.84% of Radio revenues.

Industry ParticipationIndustry Participation

RAB Board of Directors RAB Board of Directors RAB Sales Advisory CouncilRAB Sales Advisory Council RAB 2003 Planning CommitteeRAB 2003 Planning Committee RAB EDI Task ForceRAB EDI Task Force Radio Advertising Effectiveness Radio Advertising Effectiveness

Lab.Lab.

RAB National Marketing RAB National Marketing (Pages 8-15)(Pages 8-15)

Increase use of Radio as a Increase use of Radio as a primary mediumprimary medium

Increase visibility of RadioIncrease visibility of Radio Work with advertisers, agencies Work with advertisers, agencies

and members.and members.

RAB National MarketingRAB National Marketing

Mary Bennett, Executive VPMary Bennett, Executive VP Howell Cohen, Senior VPHowell Cohen, Senior VP Wendy Frech, VP/National Wendy Frech, VP/National

MarketingMarketing Renee Cassis, VP/Corporate Renee Cassis, VP/Corporate

Marketing.Marketing.

261 Madison Ave., 23rd Floor, New York, NY 10016261 Madison Ave., 23rd Floor, New York, NY 10016

Phone: (800)-252-RADIOPhone: (800)-252-RADIO

RAB National Marketing RAB National Marketing ProgramsPrograms

Develop and deliver pro-Radio Develop and deliver pro-Radio presentationspresentations

Outreach to advertising decision-Outreach to advertising decision-makersmakers

RAB Marketing.com siteRAB Marketing.com site RAB EDI Task ForceRAB EDI Task Force Radio Advertising Effectiveness Lab Radio Advertising Effectiveness Lab

((www.radioadlab.comwww.radioadlab.com).).

RAB Services Division RAB Services Division (Page 16)(Page 16)

Develop and distribute materials for Develop and distribute materials for members:members:– Radio marketingRadio marketing– ResearchResearch– Promotional Promotional – TrainingTraining

Provide members with easy access Provide members with easy access to these tools and servicesto these tools and services

RAB Services DivisionRAB Services Division

Mike Mahone, Executive VPMike Mahone, Executive VP Dave Casper, Senior VP/Online Dave Casper, Senior VP/Online

ServicesServices Andy Rainey, Senior Andy Rainey, Senior

VP/ResearchVP/Research Bill Barr, VP/NTR and Co-op Bill Barr, VP/NTR and Co-op

ServicesServices

RAB Member Service CenterRAB Member Service Center

““911” for Radio sales911” for Radio sales More than 100,000 calls/yearMore than 100,000 calls/year Toll-free: (800)-232-3131Toll-free: (800)-232-3131 7 AM to 6 PM M-F (Central)7 AM to 6 PM M-F (Central) Plus: 1.3-million web sessions at Plus: 1.3-million web sessions at

RAB.com!RAB.com!

RAB.com: Most Popular RAB.com: Most Popular (Pages 53-65)(Pages 53-65)

RAB.com ResourcesRAB.com Resources

World’s largest Radio marketing World’s largest Radio marketing databasedatabase

250,000 pages of data and ideas250,000 pages of data and ideas 24/7/365 access24/7/365 access 25,000 users per week (15 min. 25,000 users per week (15 min.

average).average).

RAB’s Proposal Wizard (Page 66)RAB’s Proposal Wizard (Page 66)

More written proposals -- better More written proposals -- better and faster!and faster!

Re-engineered for easier access Re-engineered for easier access and useand use– Offline technologyOffline technology

– Contact management Contact management featurefeature

Competitive Media: Newspaper Competitive Media: Newspaper (Pages 23-33) (Pages 23-33)

Newspaper Performance ReportNewspaper Performance Report– Semi-annual audited dataSemi-annual audited data– Any ABC-audited daily paperAny ABC-audited daily paper– Multi-market and custom geographyMulti-market and custom geography

RAB Newspaper Performance RAB Newspaper Performance ReportReport

NEWSPAPER PERFORMANCE REPORTCIRCULATION, PENETRATION, REACH AND FREQUENCY ANALYZER

Newspaper(s): THE ATLANTA JOURNAL-CONSTITUTION (Morning) Market: Atlanta, GA

Readers Average Metro Population CZ/NDM CZ/NDM Market % of Market per Copy Daily

(Adults 18+) Households CirculationPenetration Not Reached Readers

3,160,485 562,701 156,585 28% 72% 2.2 344,487

TRENDING DATA

YEAR METRO HOUSEHOLDS TOTAL AVG. PAID CIRCULATION ADVERTISING COSTNUMBER % CHANGE NUMBER % CHANGE SAU RATE

1997-F/W Base Yr. 1,330,200 0.0% 453,244 0.0% 344.53$

1997-S/S 1,373,100 3.2% 434,703 -4.1% 344.53$

1998-F/W 1,373,100 3.2% 465,833 2.8% 372.09$

1998-S/S 1,423,800 7.0% 437,771 -3.4% 372.09$

1999-F/W 1,423,800 7.0% 456,215 0.7% 401.86$

1999-S/S 1,473,500 10.8% 435,002 -4.0% 401.86$

2000-F/W 1,473,500 10.8% 438,047 -3.4% 437.39$

2000-S/S 1,583,400 19.0% 433,669 -4.3% 437.39$

2001-F/W 1,583,400 19.0% 423,905 -6.5% 437.39$

2001-S/S 1,714,219 28.9% 420,944 -7.1% 437.39$

2002-F/W Est. 1,714,219 28.9% 431,002 -4.9% 459.26$ NOTES: Circulation for the period ending 3/31/02 may have been impacted by the events of 9/11/01 and their aftermath. Some

papers may count bulk sales at discounts up to 75% of cover price under ABC's recent third-party-sales rule change.

The Atlanta Journal (Evening) ceased publication 11/1/01. Circulation and rates through the 9/30/01 (2001-S/S) audit periodreflect the combined Morning and Evening papers.

NPR: Atlanta Journal-NPR: Atlanta Journal-ConstitutionConstitution

-4.9%

33.3%

28.9%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

1997 -F 1997 - S 1998 - F 1998 - S 1999 - F 1999 -S 2000 - F 2000 - S 2000 - F 2001 - S 2002 - F

YEAR

PE

RC

EN

T C

HA

NG

E S

INC

E 1

99

7

HOUSEHOLDS

CIRCULATIONCOST

Market-Specific Newspaper Market-Specific Newspaper PresentationsPresentations

DenverDenver

Time Poverty & Media UsageTime Poverty & Media Usage

How people use Newspaper, TV How people use Newspaper, TV and Radio has changedand Radio has changed

Not necessarily good or bad, but Not necessarily good or bad, but potentially important to your potentially important to your advertising investmentsadvertising investments

Let’s take a look...Let’s take a look...

Denver PostDenver Post

-20

-10

010

20

30

40

5060

70

80

FW97 FW98 FW99 FW00 FW01 FW02

CircCirc

RateRate

PopnPopn

Source: Audit Bureau of Circulations, 3/31/02Source: Audit Bureau of Circulations, 3/31/02

Rocky Mountain NewsRocky Mountain News

-10

0

10

20

30

40

50

60

FW97 FW98 FW99 FW00 FW01 FW02

CircCirc

RateRate

PopnPopn

Source: Audit Bureau of Circulations, 3/31/02Source: Audit Bureau of Circulations, 3/31/02

Denver: The Old PerspectiveDenver: The Old Perspective

0

100

200

300

400

500

600

700

800

DenverPost

Station A Station B Station C Station D

Cumulative AudienceCumulative Audience

Denver: The New PerspectiveDenver: The New Perspective

0100200300400500600700800900

1000

Denver Post Radio Group A

Cumulative AudienceCumulative Audience

Qualitative Research ResourcesQualitative Research Resources

Simmons Study of Markets and Simmons Study of Markets and MediaMedia

RAB/Simmons “Private Eye RAB/Simmons “Private Eye Target Report” (by format)Target Report” (by format)

RAB/Simmons “Choices” RAB/Simmons “Choices” products.products.

RAB/Simmons Audience ProfileRAB/Simmons Audience Profile

18-24 25-34 35-44 45-54 55-64 65+

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

WALR COVERS KEY DEMOS FOR THE MAZDA PROTEGE

OWN/LEASE MAZDA PROTÉGÉ WALR-FM AUDIENCE

RAB/Simmons Consumer IndexRAB/Simmons Consumer Index

100

165

0 20 40 60 80 100 120 140 160 180

INDEX

WALR INDEXES HIGH FOR FINANCIAL SERVICES

WALR'S URBAN AC FORMAT AUDIENCE IS 65% MORE LIKELY TO HAVE AN UNSECURED LINE OF CREDIT ACCOUNT THAN THE GENERAL POPULATION

ALL U.S. ADULTS 18+ WALR-FM FORMAT - ADULTS 18+

RAB/Simmons Audience ProfileRAB/Simmons Audience Profile

18-24 25-34 35-44 45-54 55-64 65+

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

WBTS IS A MATCH FOR NISSAN SENTRA

OWN/LEASE NISSAN SENTRA WBTS-FM AUDIENCE

RAB/Simmons Consumer IndexRAB/Simmons Consumer Index

100

208

0 50 100 150 200 250

INDEX

WBTS INDEXES HIGH FOR OPTICAL STORES

WBTS'S CHR FORMAT AUDIENCE IS 108% MORE LIKELY TO WEAR BOTH PRESCRIPTION EYEGLASSES AND CONTACTS THAN THE GENERAL POPULATION

ALL U.S. ADULTS 18+ WBTS-FM FORMAT - ADULTS 18+

RAB/Simmons Audience ProfileRAB/Simmons Audience Profile

18-24 25-34 35-44 45-54 55-64 65+

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

WFOX WILL POWER SALES FOR THE PT CRUISER

OWN/LEASE CHRYSLER PT CRUISER WFOX-FM AUDIENCE

RAB/Simmons Consumer IndexRAB/Simmons Consumer Index

100

176

0 20 40 60 80 100 120 140 160 180

INDEX

WFOX INDEXES HIGH FOR HOME EQUITY LOANS

WFOX'S OLDIES AUDIENCE IS 76% MORE LIKELY TO HAVE A HOME EQUITY LOAN FROM A COMMERCIAL BANK THAN THE GENERAL POPULATION

ALL U.S. ADULTS 18+ WFOX-FM FORMAT - ADULTS 18+

RAB/Simmons Audience ProfileRAB/Simmons Audience Profile

18-24 25-34 35-44 45-54 55-64 65+

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

WSB-AM DELIVERS TOYOTA CAMRY'S MARKET

OWN/LEASE TOYOTA CAMRY WSB-AM AUDIENCE

RAB/Simmons Consumer IndexRAB/Simmons Consumer Index

100

268

0 50 100 150 200 250 300

INDEX

WSB-AM INDEXES HIGH FOR INSURANCE SERVICES

WSB-AM'S NEWS/TALK AUDIENCE IS 168% MORE LIKELY TO HAVE "UMBRELLA COVERAGE" LIABILITY INSURANCE THAN THE GENERAL POPULATION

ALL U.S. ADULTS 18+ WSB-AM FORMAT - ADULTS 18+

RAB/Simmons Audience ProfileRAB/Simmons Audience Profile

18-24 25-34 35-44 45-54 55-64 65+

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

WSB-FM IS ON TARGET FOR TOYOTA RAV4

OWN/LEASE TOYOTA RAV4 WSB-FM AUDIENCE

RAB/Simmons Consumer IndexRAB/Simmons Consumer Index

100

189

0 20 40 60 80 100 120 140 160 180 200

INDEX

WSB-FM INDEXES HIGH FOR COMPUTER SOFTWARE

WSB-FM'S AC AUDIENCE IS 89% MORE LIKELY TO HAVE SPENT $400-$499 ON HOME COMPUTER SOFTWARE IN PAST YEAR THAN THE GENERAL POPULATION

ALL U.S. ADULTS 18+ WSB-FM FORMAT - ADULTS 18+

Research and Library Services Research and Library Services (Pages 43-58)(Pages 43-58)

Goal: more time on the street, Goal: more time on the street, with better client knowledgewith better client knowledge

Hundreds of trade publications Hundreds of trade publications and information sourcesand information sources

4,000 articles per month4,000 articles per month Access: 24/7 through RAB.comAccess: 24/7 through RAB.com

Articles on DemandArticles on Demand

Today’s consumer, marketing and Today’s consumer, marketing and media newsmedia news

50,000+ current clippings50,000+ current clippings Accessible through RAB.com Accessible through RAB.com

(24/7) or (800)-232-3131(24/7) or (800)-232-3131

NEW!

Online View and Real-Online View and Real-time Print functionstime Print functions

Instant Background ReportsInstant Background Reports

Who buys, what, when, where, Who buys, what, when, where, why, and howwhy, and how

155 most common client 155 most common client categoriescategories

Access: 24/7 through Access: 24/7 through RAB.comRAB.com

Automotive AssetsAutomotive Assets

Auto Profiles Report (see pages Auto Profiles Report (see pages 57-58)57-58)

Auto Signal e-mail newsletterAuto Signal e-mail newsletter Automotive scriptsAutomotive scripts Auto commercial audio filesAuto commercial audio files Automotive promotionsAutomotive promotions

General Sales/Management ToolsGeneral Sales/Management Tools

Radio Marketing Guide and FactbookRadio Marketing Guide and Factbook Competitive Media FactbookCompetitive Media Factbook Radio Sales Today (e-mail)Radio Sales Today (e-mail) ““Radio Gets Results” Success Radio Gets Results” Success

Stories (2,000-plus)Stories (2,000-plus) Bi-monthly Marketing/ Management Bi-monthly Marketing/ Management

KitKit

NTR and Co-Op ResourcesNTR and Co-Op Resources

NTR Marketplace Update (e-mail)NTR Marketplace Update (e-mail) NTR Category SpotlightNTR Category Spotlight NTR Case StudiesNTR Case Studies Cause Marketing Tips and LeadsCause Marketing Tips and Leads 5,000 Radio-approved co-op 5,000 Radio-approved co-op

plans with details and contactsplans with details and contacts

RAB Recruitment ProgramRAB Recruitment Program

Goal: develop a local recruiting Goal: develop a local recruiting pool which is…pool which is…– Better-qualifiedBetter-qualified

– More diverseMore diverse RAB’s turn-key programRAB’s turn-key program

– Implemented 60+ timesImplemented 60+ times

– Markets of all sizesMarkets of all sizes

RAB Training AcademyRAB Training Academy

Basic sales trainingBasic sales training– 5-day on-site (Dallas)5-day on-site (Dallas)

– 3-day extension programs3-day extension programs Advanced sales trainingAdvanced sales training Management developmentManagement development Special issue seminarsSpecial issue seminars

RAB Training AcademyRAB Training Academy

Sample Curriculum (Pages 36-Sample Curriculum (Pages 36-41)41)

Program reviews (Pages 35-36)Program reviews (Pages 35-36) RAB/BMI Minority Scholarship RAB/BMI Minority Scholarship

ProgramProgram

Recent Academy SponsorsRecent Academy Sponsors

KY BroadcastersKY Broadcasters WI BroadcastersWI Broadcasters PA BroadcastersPA Broadcasters IL BroadcastersIL Broadcasters NY BroadcastersNY Broadcasters CT BroadcastersCT Broadcasters

EntercomEntercom Waitt RadioWaitt Radio CommonwealthCommonwealth CromwellCromwell Jetset MediaJetset Media New England New England

BroadcastersBroadcasters

RAB Career Certification PathRAB Career Certification Path

RAB Training Division MissionRAB Training Division Mission

Improve the knowledge and Improve the knowledge and performance of sellers and performance of sellers and managers at RAB member managers at RAB member stationsstations

Improve their awareness and use Improve their awareness and use of RAB tools and servicesof RAB tools and services

RAB Training Division StaffRAB Training Division Staff

George Hyde, Executive Vice George Hyde, Executive Vice PresidentPresident

Roger Dodson, Senior VPRoger Dodson, Senior VP Lynn Anderson, Senior VPLynn Anderson, Senior VP Bud Stiker, VP/InternationalBud Stiker, VP/International

RAB Training SeminarsRAB Training Seminars

In-market, full or part-dayIn-market, full or part-day Individual clusters or local Individual clusters or local

associationsassociations Station staff and/or clientsStation staff and/or clients General sales, marketing and General sales, marketing and

management topicsmanagement topics Specific local issuesSpecific local issues

Special Interest Special Interest Presentations: SportsPresentations: Sports

(Pages 71-74)(Pages 71-74)

RAB SalutesRAB Salutes

Radio RightsholdersRadio Rightsholders

WLW Targets Banking WLW Targets Banking ProspectsProspects

0

5

10

15

20

25

18-24 25-34 35-44 45-54 55-64 65+

Checking CustomersWLW Listeners

Sources: RAB Simmons Analysis, ArbitronSources: RAB Simmons Analysis, Arbitron

Who Listens to Baseball?Who Listens to Baseball?

181

156 153139

020

40

60

80

100

120

140

160

180

200

Rental Car PriorityClub

Honda Car

Michelin Tires

New Car <2 years

Source: RAB/Simmons Private Eye Target ReportSource: RAB/Simmons Private Eye Target Report

Index vs. General PopulationIndex vs. General Population

The Pro Football The Pro Football ListenerListener

RAB/Simmons PET ReportRAB/Simmons PET Report

100110120130140150160170

Own HondaCar

Marriott forBusiness

15+ Dom AirTrips

RMO-Chili's AmericanFF

Index

Index

Source: SimmonsSource: Simmons

Non-Traditional Sports Non-Traditional Sports RevenueRevenue

Finding the Finding the SynergySynergy

New Business OpportunitiesNew Business Opportunities

International International ActivityActivity

- - 31 countries31 countries- Increased seminar - Increased seminar activity/revenueactivity/revenue- Increased membership- Increased membership- Increased RAB 2003- Increased RAB 2003attendanceattendance

RAB Stations DivisionRAB Stations Division

Ron Ruth, Executive Vice Ron Ruth, Executive Vice PresidentPresident

Dick Rakovan, Senior VP (East)Dick Rakovan, Senior VP (East) Bob Griffith, Senior VP (West)Bob Griffith, Senior VP (West) Dolores Nolan, VPDolores Nolan, VP

RAB Stations DivisionRAB Stations Division

1989: 1,700 RAB Members1989: 1,700 RAB Members 2003: 2003: 5,639 RAB Members!5,639 RAB Members! Virtually every station in all Virtually every station in all

major groupsmajor groups

RAB Meetings DivisionRAB Meetings Division

Lindsay Wood Davis, Executive Vice Lindsay Wood Davis, Executive Vice PresidentPresident

RAB 2003: January 30-February 3, RAB 2003: January 30-February 3, 20032003

New Orleans, LANew Orleans, LA The world’s largest conference The world’s largest conference

devoted exclusively to Radio sales devoted exclusively to Radio sales and management issuesand management issues

Looking Ahead (Pages 4-6)Looking Ahead (Pages 4-6)

RAB OrientationsRAB Orientations– In-marketIn-market

– No chargeNo charge Executive/Management BriefingsExecutive/Management Briefings RAB.com IntegrationRAB.com Integration Enhanced Proposal Wizard 3.0Enhanced Proposal Wizard 3.0

Expansion of Academy programsExpansion of Academy programs Regional workshopsRegional workshops Special-focus workshopsSpecial-focus workshops

– Sports marketingSports marketing

– NTR and Co-opNTR and Co-op

– Newspaper competitionNewspaper competition Unlimited Internet bandwidthUnlimited Internet bandwidth

Looking Ahead (Pages 4-6)Looking Ahead (Pages 4-6)

Key IssuesKey Issues

CustomizationCustomization Pro-activityPro-activity InnovationInnovation Communication and feedbackCommunication and feedback

Thank You for the Thank You for the Opportunity to Help Radio Opportunity to Help Radio

Grow!Grow!

Atlanta – October 2, 2002Atlanta – October 2, 2002

RAB Management RAB Management UpdateUpdate