1. Time Out For A Product Update:
KSHE-95 Today &
The March Check-Up
KSHE-95 Product-Focused
Sales Meeting
March 25, 2013

2. Today’s Agenda
• Introduction
• What we covered last time
• What’s new in the numbers?
• Quick Market Overview
• 10 quick facts about the listener
• Success Stories with KSHE
• The Macro-View and A Sales Story

3. What We Cover w/Product Updates
• Ratings
• Rank
• Station Brand including line-up,
promotions, and more
• Station position in the market
• Marketing To Men
• Brand v. Jukebox
• Macro Info on Radio/Media

4. Why the product focus?
• It’s expected by many of our clients
• We want to control and own our story
• We don’t want to leave our story to somebody
else – inside or outside of radio
• You need the information at your fingertips
• We don’t live in a perfect world where we can
ONLY focus on a client’s business growth and our
marketing skillset
• The better you know your product, the more you
can focus on the client
• With a brand like KSHE-95, we’re inevitably going
to be asked about our brand and our heritage

5. What’s New Since December?

6. The Morning Show Shuffle
• On February 25, Clear Channel moved the syndicated “Bobby
Bones Show” from KSLZ to KSD and replaced the locally-
produced, highly-regarded, and highly-rated “Mason and Remy
Show.”
• “Mason and Remy” on KSD were favorites of advertisers and
listeners
• KSLZ replaced the syndicated “Bobby Bones Show” with the New
York-based syndicated “Elvis Duran in the Morning”
• At the time of the move, both shows were top 5 in the rankings in
their target demographics – March Week #1 was UGLY for Z107

7. U-Man and Lern know the difference
between The Hill and Art Hill
(And they know how to pronounce Chouteau) Art Hill
The Hill
In 2013,
it’s more important than ever to be smart with your
local marketing & media dollars!
Know that when you wake up in St. Louis, regardless of the corporate
expense ledger, John Ulett & Lern are LIVE, LOCAL, ROCKIN’, and focused
on St. Louis and its businesses and residents!
Ranked #1 from 6a-10a with Men 25-54, December 2012 Arbitron

8. The Demise of Sports Radio
• Sports radio is St. Louis is
very episodic.
• It’s not an everyday, must
listen.
• Only when there’s a big local
event, do you see listening
“pop.”
• Also, sports radio competes
with “New Media” all day
• The casual sports fan can be
found on rock stations every
day.
• Media Strategy: Buy it like a
big TV event during the
weeks of the Super Bowl or
Opening Day

9. The Demise of Sports Radio
• When LeBron James left
Cleveland and took his
talents to Miami, the Cavs
never recovered
• WXOS will be in a similar
situation replacing Bernie
• He was must listen radio for
more than just the hard core
sports fans.
• He was intelligent, well-
spoken, and opinionated.
• He brought more than the
“Joe Jerseywearers” and
“Steve the Statgeeks” to
WXOS – replacing that will be
difficult

10. The Demise of Sports Radio
• The Man
• The Woman
• The End – spend
no
time, energy, or
oxygen on this
other than be
aware of its
presence

11. Urban Radio Warfare
• Majic 100.3 has
flipped formats to
go right after Hot
104.1
• WHHL has shown
strong growth since
Majic migrated to
100.3 since “The
Brew” went FLAT
• This has no affect
on KSHE-95 except
in certain “ranker
buys”

12. What’s New in
The Latest Numbers?

17. What has changed since
Dec-Jan-Feb 11-12 v. Dec-Jan-Feb 12-13?
1 – KSHE is #1 and not #11. Our share and average rating has
nearly doubled.
2 – WARH’s cume, average rating, and share have dropped almost
10%.
3 – Joy is a great feeling, yet you can’t buy advertising on it.
4 – WIL was #2 one year ago. Today, it’s in a tie for 5th and has
seen a 17% drop in cume.
5 – KIHT was a top 4 station one year ago.
6 – KYKY is steady as she goes.
7 – KEZK was 6th and is now 9th with an 11% drop in cume.
Adults, 25-54, 6a-7p M-F

18. What has changed since
Dec-Jan-Feb 11-12 v. Dec-Jan-Feb 12-13?
8 – KSD is now 4 vs. in 6th last year. It’s cume is down 7% year-over-
year. Also, the ratings are almost not vaild as they have a new, talk-
based morning show that loves to yak.
9 – KSLZ has seen a cume drop, yet is pretty steady. Again with the
switch in AM Shows, these ratings are almost not valid to predict
future performance unless the station guarantees points.
10 – KFTK’s share has increased
11 – WXOS has gone from a .6 average rating to a .3 and had a 25%
loss of cume. There’s been a lot of hand-wringing in the sports
radio community, yet the numbers show less listening is
real as WXOS goes from #9 one year ago to #16.

19. What has changed since
Dec-Jan-Feb 11-12 v. Dec-Jan-Feb 12-13?
12 – KMJM has a similar story to WXOS as it has lost half its
audience. This is probably because of the switch of frequencies on
KSHE’s 45th birthday. It’s audience didn’t switch with them.
13 – KPNT is up in average rating, cume, and share.
14 – WHHL is also a big winner as its share goes from a 3.8 to a 6.0.
15 – KMOX looks at a loss of cume, yet moves up on the rank to 14.

20. So, Who’s Listening to KSHE-95?

21. Continuing Perception of
the KSHE-95 Listener

22. Reality is Two Distinct Listeners:
- White Collar Professional
reared on Rock
- The Skilled Tradesman /
Craftsman / Contractor

23. 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

24. Quick Facts About
The KSHE Audience

25. 10 Quick Facts
about the audience
1 – KSHE listeners are 13% more likely to play table games
at a casino
2 – KSHE listeners are 3% more likely to have visited a
casino in the past year
3 – 69,800 KSHE listeners purchased flooring in the past
year
4 – KSHE listeners are 17% more likely to have shopped at
Mid-Rivers Mall in the last 90 days
5 – 38,600 KSHE listeners have a pool, spa, or hot tub
(6% more likely)
*Scarborough Research

26. 10 Quick Facts
about the audience
6 – 54,800 KSHE listeners have a home office
7 – KSHE Listeners are 35% more likely to have an RV at
home (ownership)
8 – KSHE listeners are 20% more likely to have spent
$1000+ on a mattress in the past year
9 – KSHE listeners are 48% more likely to have a 30+
minute commute to work each day and each way
10 – KSHE listeners are 34% more likely to be in the health
care practice or technical field (19,500)

27. Who’s having success
with KSHE-95?

28. Success Stories
from clients
• Health Care: Cambridge Medical for
Men
• Car Dealers / Car Related Business:
Many
• Recruitment: Klemm Tank Lines
• Microbrew: Six Row Brewing Company
• Jewelry: Shane Co

29. Why Do I Need Radio?

30. Stock Up, Stock Down

31. 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?

32. Stock Up, Stock Down
If you didn’t buy KSHE-95 in 2012
because of ratings, past service
experience, or perception, 2013 is the
time to use it.

33. Stock Up, Stock Down
Your assignment:
• Take action
• If you’re not happy w/an account
status, change that status
• These are only a handful of stories,
you have thousands more to tell
• This information will not go viral
• Don’t give up