Kshe 95’s december check-up 2012 full slide view

Time Out For A Product Update:
KSHE-95 Today &
The December Check-Up
KSHE-95 Product Focused
Sales Meeting #2
December 17, 2012

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Today’s Agenda
• Introduction
• What we covered last time
• What’s new in the numbers?
• 10 quick facts about the listener
• Success Stories with KSHE
• Radio’s place in the world


What We Covered Last Time
• Ratings
• Rank
• Station Brand including line-up,
promotions, and more
• Station position in the market
• Marketing To Men
• Brand v. Jukebox


What’s New Since Mid-October?


The Death of The Brew


Mama’s Pride sells out their
40th Anniversary show and it’s
a KSHE-95 lovefest between
fans, band, and radio station


KSHE’95’s Real Rock Ale was
introduced in partnership with
Six Row Brewing Company.
• Pictures at right were posted
online by “a fan” on their
personal site and by Lukas
Liquor to announce that it
was “in-stock.”
• KSHE was scheduled to take
delivery of 500 bottles for
client gifts in early
November.
• Because of strong demand at
the retail level, only 50% of
the beer has been able to be
delivered by December 17.


Sometimes perception
isn’t reality


Perception of the KSHE-95
Listener


Reality of the
KSHE-95 Listener
Real People who have “programmed” the KSHE Classics Overtime
Hour:
• Francis Slay, Mayor, City of St. Louis
• Rick Fisher, VP Government Relations/Marketing at
Jefferson Regional Medical Center
• Jim Woodcock, Partner, Sports Practice, Fleischman-Hillard
• Dominic Molon, Curator, St. Louis Contemporary Art Museum
• Jonna Roberston, VP-Marketing, St. Louis Symphony Orchestra
• Pam Davis, Assistant to Bob Costas (NBC/MLB Network)
• John Hummel, Executive VP - Sales & Marketing, Summit
Distributing

KSHE Listeners and Business Decision Makers


What’s New in
The Latest Numbers?


What’s New in the
Numbers?
In November 2012 “Book” – M-SU 6a-12M AM Drive Midday PM Drive

• The MEN radio station in A18-49 3t 6t 3t 6t
St. Louis A25-54 1t 5t 1t 2t
• Top 3 in all adult “full A35-54 1 7t 1 2t
week” demos (M-SU) A35-64 1t 9t 1t 3t
• KSHE is the most listened
A45-64 2t 9 3t 3t
to “workday” radio
station as evidenced by
M18-49 2 2 1 1
Adult and Men Midday
numbers (10-3) M25-54 1 2t 1 1t

• December is even better! M35-64 1 5t 1 4

*Numbers are ranks in Nov. 2012 Arbitron ratings


What Else Is New
in the Numbers?


Quick Facts About
The KSHE Audience


10 Quick Facts
about the audience
1 – 97,500 MEN that listen to KSHE-95 have never been
married (single), are widowed, are legally separated, or
are divorced
2 – KSHE listeners are 62% more likely to work in St.
Charles County (36,400 total persons)
3 – 226,600 KSHE listeners shopped for a mattress in the
last year
4 – KSHE listeners are 43% more likely to have
participated in boating in the last year
5 – 10,000 KSHE listeners plan to return to school
in the next year
*Scarborough Research


10 Quick Facts
about the audience
6 – 146,000 KSHE listeners attended college, but did not
graduate
7 – 16,000 KSHE listeners bought medication for weight
loss in the last year
8 – 31,000 KSHE listeners will switch wireless carriers
(year)
9 – 104,000 KSHE listeners spent at least $100/week on
groceries
10 – 132,200 KSHE listeners contributed to veterans,
medical, or cultural organizations (year)


Who’s having success
with KSHE-95?


Success Stories
from clients
• Cambridge Medical for Men
• Highland Pools and Spas
• Klemm Tank Lines
• The Diamond Shop
• Six Row Brewing Company
• 1-2-3 Mortgage
• Doc’s Harley-Davidson


Isn’t Radio Dead?
Why Should I Market To Men?
How Should I Market To Men?


Radio’s Place in the World
From a study by Media Behavior
Institute:
• AM/FM dominates all other
mediums in the last
“touchpoint” before a purchase
is made
• 4X more than web
• 10X more than smartphone
• AM/FM “best for delivering last
word before the moment of
truth”
• 85% of 25-54 Americans listen
to AM/FM radio each week
(25% on Sirius)
• Radio is “most consumed media
when consumers are alert,
happy, and positive.”

From a piece in Politico on radio’s
influences on election:
• “Perfect medium to focus
messages for different
constituencies”
• “Better ad environment – less
clutter than TV”
• “Original Social Medium”
• Effective – “It works,” says an
Obama staffer
• It reaches “everyone and is
personal” – Intimate, etc.
• “Radio are the foot soldiers at
the end” and “finishes strong”


• Gen-X and Older Men Prefer
“Traditional Media” – not so
much on social media (Born
before 1981)
• “Bumbling dad” messages fall
on deaf ears
• 45% of men spend more than
four hours per week cooking,
but only 16% say it’s for “fun”
(Under 45 men highest
percentage)
• Men “want to save money, but
don’t coupon”
• 71% say service influences
where they shop


From a Univ. of Southern California
study:

47% of respondents said they
considered or purchased products
recommended by their favorite
radio personality

A recent personality endorsement
increased the “intent to purchase”
number by 50% at the end of a
short-term campaign


Social Media is “not an
option as the working
man is not on Facebook
or Twitter”

Classic Rock (not
country) is the sweet
spot for the Red Wing
target consumer

Radio gives “our limited
resources the biggest
bang for our buck”

Inside Radio, 11/13/12


“Pandora and AM/FM
radio are companions
and there’s room for
both,” according to
Vision Critical research

Pandora listeners use
radio 50% more than
non-Pandora users

Pandora is just another
way for the “Music
Omnivore to indulge
their passion”


Apple considers a
service to rival Pandora

Why? Because radio has
“more than 2 hours of
listening per day in the
car” and it wants to tap
that market

Inside Radio, 10/26/12


Marketing to Men:
• Often in our
community, the
answer to reach men
is “sports”

• 2012 ratings down
19% vs. 2010

• Only 9% of STL Metro
households watched a
game on TV last year


Stock Up, Stock Down


On 12/31/2000, the closing stock
prices of these companies were:

$83.13 for Enron $7.44 for Apple

Which would rather have owned on 12/31/01?
Which would rather have owned on 12/31/11?



If you didn’t buy KSHE-95 in 2012
because of ratings, 2013 is the time
to use it.

Your assignment: Share this piece and
tell this story TODAY. Report back to
me who and how you shared it.


Kshe 95’s december check-up 2012 full slide view

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Kshe 95’s december check-up 2012 full slide view