2. So You’re Considering Radio…
Over the course of a regular week, over 1,000,000 Calgarians*
are exposed to one of the The Calgary Radio Group’s stations!
Whether you’re trying to drive traffic for an event or communicate
your brand position to a core audience, we can help you develop
and deliver your important advertising message with a
combination of mass media force and accurate, cost effective
targeting.
Why Radio?
The short answer is IT WORKS!
The results of all marketing campaigns are based on the following
principle. To get results, you need to develop the right
message and deliver it to the right people, the right number
of times. All other factors being equal, the number of people that
receive this message increases your chance for success. One
major advantage of radio is the low cost to reach hundreds of
thousands of people at any time.
Source: PPM2010R02, Calgary Ctrl 2+

3. eMarketer recently conducted a meta-analysis of data from dozens of
research firms using a variety of methodologies. The result is a series of
estimates of how much time consumers spend with all major media,
regardless of multitasking or simultaneous usage, from 2008 to 2010. The
estimates apply to average media usage of the general public, not solely
to the users of each medium.
Adults Spend over 1.5 hours daily with Radio

4. The following worksheet is based on the kinds of questions we
ask all new clients. The answers help us match your business to the right
target audience, develop creative and build a custom marketing plan that is
inline with your company’s objectives and expectations.
YOUR BUSINESS METRICS OF SUCCE$$
Who Is your primary target: SALES
(per customer/per month/per quarter)
Who is your competition:
AWARENESS
Past / Present Marketing Mix:
(“heard your ad”/vs. competition/web traffic)
Average Spend per Customer:
LEADS
Whats your selling cycle: (web conversion/call ins)
What did you learn from your biggest
success/failure in advertising: INTERNAL
(staff involvement/excitement/recognition)
Your Marketing Budget:
Generating Word of Mouth
“Remarkable marketing is the art of building things worth noticing, right into your
product or service. Not slapping on marketing as a last-minute add-on, but
understanding that if your offering itself isn't remarkable, it's invisible.” - Seth
Godin
What Makes you Remarkable?
Use the P’s of Marketing (price, product, place, promotion, people, process &
phyisical evidence) to examine the edges of your marketplace to create a
unique product, offer or service worth talking about

5. LITE 96 CHFM
Profile
*404,000 people 12+
in Calgary tune into
LITE 96 on average
each week!
Gender Age Household Income
Almost three quarters (71%) 29% of Lite 96 listeners earn
of Lite 96 listeners are in the a household income of over
Female adult 25-64 age $100,000 per year!
57% demographic.
Male
43% 12-24 17%
29%
25-34 14% 18% 15%
14% 17%
35-44 21%
Lite 96 listeners 45-54 21%
have a female 55-64 15%
$100,000+75,000-$60,000-
$ $40,000-
$99,999 $74,999 $59,999
<$40,000
skew at 57%. 65+ 12%
Marital Status/ Education/
Household Members Occupation
Almost two thirds (60%) of Lite 96 listeners are more likely
Lite 96 listeners are married than the average Calgarian to
or living in a common law have completed a university
relationship. post-graduate program.
A quarter (25%) have A quarter (25%) of Lite 96
children under the age of listeners are more likely than
12, while 21% have teens in the Calgary average to be
the household. employed in the Owner,
Manager or Professional
occupations.
Source: R04-10 PPM Calgary CTRL 13 weeks – August 30th, 2010 – November 28th, 2010 Base: P12+ Avg Weekly Cume (000)
Reach Plan Mo-Sun 5a-1a Tune into CHFM FM 15 minute minimum weekly exposure Please note some profiles may not add up to 100%
due to non-respondents *Based on 1 minute reach condition

6. LITE 96 CHFM
Profile
Consumer Profile Restaurants Visited/ Past 30 Days
Nearly three in four (73%)
Lite 96 listeners are more likely than the
Lite 96 listeners have visited a fast food
average Calgarian to attend/visit ballet/ art/ restaurant in the past month, with close to the
opera/ museum, spend over $5,000 on home same (72%) having gone to a casual/ family
improvements and hold multiple financial dining restaurant, 63% have gone to coffee
investments! shops, 30% to bars/ pubs and 25% to fining
dining establishments!
LEISURE ACTIVITIES/ PAST 4
INDEX
MONTHS
Ballet/ Art/ Opera/ Museum 111
Concerts 109
Home Ownership
SPENDING/ PAST 12 MONTHS INDEX
119
Over three quarters (78%) of Lite 96
Home Improvements $5,000+
listeners own their own home!
INVESTMENTS INDEX
RESPs 123
RRSPs 107
Stocks/ Mutual Funds 106
TRAVEL/ PAST 12 MONTHS INDEX
Personal travel to the United States 124
>4 nights
Personal travel in own province >4 122
nights
VEHICLE PROFILE Reach
%
Spent $20,000+ on last vehicle 25%
purchase
Purchased a used vehicle in the past 27%
2 years
Purchased a new vehicle in the past 24%
2 years
Drive a domestic made vehicle 51%
Drive a foreign made vehicle 48%
Source: R04-10 PPM Calgary CTRL 13 weeks – August 30th, 2010 – November 28th, 2010 Base: P12+ Avg Weekly Cume (000)
Reach Plan Mo-Su 5a-1a Tune into CHFM FM 15 minute minimum weekly exposure

7. JACK FM CJAQ FM
Profile
*334,000 people 12+
in Calgary tune into
JACK FM on average
each week!
Gender Age Household Income
Almost three quarters (73%) Over a third (35%) of JACK
of JACK FM listeners are in FM listeners earn a
Male the adult 25-54 age household income over
53% demographic, with one in $100,000 per year! This is
three being aged 35-44. 19% more likely than the
Female average Calgarian!
47%
12-24 15%
25-34 17% 35%
35-44 33% 119 16% 18%
JACK FM listeners have 13%
8%
a slight male skew at 45-54 23%
$100,000+$75,000- $60,000- $40,000- <$40,000
53%. 55-64 8% $99,999 $74,999 $59,999
65+ 4%
Marital Status/ Education/
Household Members Occupation
Almost two thirds (61%) of JACK FM listeners are 8%
JACK FM listeners are more likely than the average
married or living in a Calgarian to have completed
common law relationship. a university undergraduate
Nearly one in three (30%) program.
JACK FM listeners have JACK FM listeners are 25%
children under the age of more likely than the average
12, while almost a fifth Calgarian to be employed as
(20%) have teens in the Owner, Manager or
household. Professional occupations.
Source: R04-10 PPM Calgary CTRL 13 weeks – August 30th, 2010 – November 28th, 2010 Base: P12+ Avg Weekly Cume (000)
Reach Plan Mo-Sun 5a-1a Tune into CJAQ FM 15 minute minimum weekly exposure Please note some profiles may not add up to 100%
due to non-respondents *Based on 1 minute reach condition

8. JACK FM CJAQ FM
Profile
Consumer Profile Restaurants Visited/ Past 30 Days
JACK FM listeners have real spending
power! This audience is more likely than The majority (80%) of JACK FM listeners have
visited a fast food restaurant in the past 30
the average Calgarian to attend sporting days, while 72% have gone to a casual/ family
events, hold RRSP's, and spend over dining restaurant, 67% have gone to coffee
$5,000 on home improvements each year! shops, 39% to bars/ pubs and 25% to fine
dining establishments!
LEISURE ACTIVITIES/ PAST 4
INDEX
MONTHS
Bars/ Pubs 121
Casinos 118
Professional Sporting Events 117
Concerts 110
SPENDING/ PAST 12 MONTHS INDEX
Home Ownership
Home improvements $5,000+ 108
INVESTMENTS INDEX Almost three out of every four JACK FM
RESPs 117 listeners (74%) own their own home!
Stocks/ Mutual Funds 113
RRSPs 112
TRAVEL/ PAST 12 MONTHS INDEX
Traveled to the United States for 132
business reasons
Personal travel to the United 120
States <4 days
VEHICLE PROFILE Reach %
Spent $20,000+ on last vehicle 24%
purchase
Purchased a used vehicle in the 38%
past 2 years
Purchased a new vehicle in the 21%
past 2 years
Drive a domestic made vehicle 59%
Drive a foreign made vehicle 38%
INTERNET USAGE Reach %
Spent 10-15 hours online at home/ 118
past week
Source: R04-10 PPM Calgary CTRL 13 weeks – August 30th, 2010 – November 28th, 2010 Base: P12+ Avg Weekly Cume (000)
Reach Plan Mo-Su 5a-1a Tune into CJAQ FM 15 minute minimum weekly exposure

9. The FAN 960 CFAC
Profile
*136,000 people 12+
in Calgary tune into
The FAN 960 on
average each week!
Gender Age Household Income
Two thirds (66%) of The Over a third (34%) of The
FAN 960 listeners are FAN 960 listeners earn a
within the adult 25-54 age household income over
demographic. $100,000 per year! The FAN
960 listeners are also 15%
more likely than the Calgary
12-24 14% average to fall into this
25-34 15% income bracket!
35-44 35% 34%
45-54 16% 19% 16%
The FAN 960 13%
115 7%
listeners have a 55-64 11%
male skew at 71%. 65+ 8%
$100,000+75,000-
$ $60,000-$40,000-<$40,000
$99,999 $74,999 $59,999
Marital Status/ Education/
Household Members Occupation
Over two thirds (70%) of The The FAN 960 listeners are
FAN 960 listeners are more likely than the average
married or living in a Calgarian to have completed
common law relationship. a post-graduate education.
Over 40% of The FAN 960 The FAN 960 listeners are
listeners have children under also 59% more likely than the
the age of 12 and 12% have Calgary average to be
teenagers in the household. employed in the Owner,
Manager or Professional
occupations.
Source: R04-10 PPM Calgary CTRL 13 weeks – August 30th, 2010 – November 28th, 2010 Base: P12+ Avg Weekly Cume (000)
Reach Plan Mo-Sun 5a-1a Tune into CFAC 15 minute minimum weekly exposure Please note some profiles may not add up to 100% due
to non-respondents *Based on 1 minute reach condition

10. The FAN 960 CFAC
Profile
Consumer Profile Restaurants Visited/ Past 30 Days
The FAN 960 listeners are more likely Nearly three in four (76%) of The Fan 960
than the average Calgarian to attend listeners have visited a fast food restaurant
sporting events, spend over $10,000 on in the past month, with close to the same
home improvements and hold multiple (76%) having gone to a casual/ family dining
financial investments! restaurant, 70% have gone to coffee shops,
39% to bars/ pubs and 31% have visited fine
LEISURE ACTIVITIES/ PAST 4 dining establishments!
INDEX
MONTHS
Professional Sporting Events 185
Concerts 123
Casinos 115
SPENDING/ PAST 12 MONTHS INDEX
Home improvements $10,000+ 139
INVESTMENTS INDEX Home Ownership
Government Savings Bonds 128
Stocks/ Mutual Funds 122 Over three quarters (79%) of The FAN
RRSPs 116 960 listeners own their own home!
RESPs 109
TRAVEL/ PAST 12 MONTHS INDEX
Traveled to the United States for 136
business reasons
Traveled out of province <4 nights 120
for personal reasons
VEHICLE PROFILE Reach
%
Spent $20,000+ on last vehicle 17%
purchase
Purchased a used vehicle in the past 25%
2 years
Purchased a new vehicle in the past 17%
2 years
Drive a domestic made vehicle 67%
Drive a foreign made vehicle 38%
MEDIA HABITS/ PAST 7 DAYS INDEX
Watched video with mobile phone/ 163
PDA
Listen to AM/ FM Radio with media 158
player/ mp3
Source: R04-10 PPM Calgary CTRL 13 weeks – August 30th, 2010 – November 28th, 2010 Base: P12+ Avg Weekly Cume (000)
Reach Plan Mo-Su 5a-1a Tune into CFAC 15 minute minimum weekly exposure

11. 660News CFFR
Profile
*187,000 people 12+
in Calgary tune into
The 660News on
average each week!
Gender Age Household Income
Almost three quarters (74%) 40% of 660News listeners
of 660News listeners are in earn a household income
Male
the adult 25-54 age over $100,000 per year!
53% demographic.
Female
40%
47% 12-24 15%
25-34 16% 12% 15%
134 10% 12%
35-44 17%
660News listeners 45-54 22% $100,000+ $75,000- $60,000- $40,000- <$40,000
$99,999 $74,999 $59,999
have a slight male 55-64 19%
skew at 53%. 65+ 11%
Marital Status/ Education/
Household Members Occupation
Almost three quarters (70%) 660News listeners are 69%
of 660News listeners are more likely than the average
married or living in a Calgarian to have completed
common law relationship. a university post-graduate
A third (33%) of 660News program.
listeners have children 660News listeners are also
under the age of 12 and 26% 7% more likely than the
have teenagers in the Calgary average to be
household. employed in the Owner,
Manager or Professional
occupations.
Source: R04-10 PPM Calgary CTRL 13 weeks – August 30th, 2010 – November 28th, 2010 Base: P12+ Avg Weekly Cume (000)
Reach Plan Mo-Sun 5a-1a Tune into CFFR 15 minute minimum weekly exposure Please note some profiles may not add up to 100% due
to non-respondents *Based on 1 minute reach condition

12. 660News CFFR
Profile
Consumer Profile Restaurants Visited/ Past 30 Days
660News listeners are more likely than
Nearly three in four (74%) 660News
the average Calgarian to visit casinos, listeners have visited a fast food restaurant
attend/ visit the ballet/ opera/ art/ in the past month, with close to the same
museums and hold many financial (66%) having gone to a casual/ family dining
investments! restaurant, 63% have gone to coffee shops,
32% to bars/ pubs and 29% to fine dining
LEISURE ACTIVITIES/ PAST 4 establishments!
INDEX
MONTHS
Ballet/ Opera/ Art/ Museum 112
Casinos 112
INVESTMENTS INDEX
RRIFs 135
Stocks/ Mutual Funds 125
TRAVEL/ PAST 12 MONTHS INDEX
Traveled to the United States for 229
business reasons
Personal Travel to the United States 159 Home Ownership
>4 nights
Traveled out of the province for 138
business reasons The majority (81%) of 660News
VEHICLE PROFILE Reach listeners own their own home!
%
Spent $20,000+ on last vehicle 24%
purchase
Purchased a used vehicle in the past 28%
2 years
Purchased a new vehicle in the past 24%
2 years
Drive a domestic made vehicle 51%
Drive a foreign made vehicle 50%
MEDIA HABITS INDEX
Listen to AM/ FM Radio on mobile 187
device
Spent 10-15 hours online at home/ 113
past week
Source: R04-10 PPM Calgary CTRL 13 weeks – August 30th, 2010 – November 28th, 2010 Base: P12+ Avg Weekly Cume (000)
Reach Plan Mo-Su 5a-1a Tune into CFFR 15 minute minimum weekly exposure

13. SEPTEMBER 2010
VISIT SUMMARY
UNIQUE VISITS 29,512 36,513 46,571 63,166
VISITS 102,253 128,011 122,674 113,183
PAGE VIEW SUMMARY
PAGE VIEWS 948,934 1,308,922 1,071,517 844,834
AUDIO STREAMS
AUDIO STREAMS 55,083 84,445 107,394 26,588
LOYALTY MEMBERSHIP
LOYALTY MEMBERS 41,401 32,243 20,398 16,479
Unique Visitors - Individuals who visited your site during the report period. Unique visitors are measured according to their
unique IP addresses, which are like online fingerprints, and unique visitors are counted only once no matter how many times
they visit the site during the reporting period.
Visit - A visit is a series of actions that begins when a visitor views their first page from the server, and ends when the visitor
leaves the site or remains idle beyond the idle−time limit.
Page View - The number of times a Web page is requested from a server. This is the preferred counting method for traffic
measurement (instead of hits) because it only counts documents, not individual files. A single web page is counted as one page
view.
Hit - Each file requested by a visitor registers as a hit. There can be several hits on each page, which can include graphics,
multimedia, and the page itself. While the volume of hits reflects the amount of server traffic, it is not an accurate reflection of the
number of pages viewed.
Source: 2009 OMNITURE