2. Community & Client Open House
May 13, 2015
Younger Age Older
G
E
N
D
E
R
*La Movida 1330 exists in its own space
Age & Gender Balance of
the Mid-West Family
Broadcasting Brands
3. Media & Branding Survey
In a survey of 900 Rockford area radio fans:
80% do not subscribe to a newspaper
Community & Client Open House
May 13, 2015
4. Community & Client Open House
May 13, 2015
Mid-West Family Broadcasting
Rockford Operating Principles
• Create Long-Term Customers Everyday
o Listeners and Advertisers
• Be Good Citizens of the Greater Community
5. Community & Client Open House
May 13, 2015
• The ROCK Radio Brand for the Stateline
• Turned 25-years-old on January 1, 2015
• Serves the Male Audience with a specific focus on
Men 25-44
• Poster child for programming decisions is a
35-year-old male who owns a home, works in a
professional office setting, and has guy interests in
his spare time
• Strong local personalities with deep roots
• Core Musical Artists are Pearl Jam, Shinedown,
Metallica, and Soundgarden
6. Community & Client Open House
May13, 2015
Mid-West Family Broadcasting
Rockford Operating Principles
• Local Decision-Making & Local Re-investment of profit
• Openness & Transparency in all Communications and
Activities – Internally & Externally
• Confidentiality is respected
7.
8.
9. In a survey of 900 Rockford area radio fans:
52% do not watch the local news daily
Media & Branding Survey
Community & Client Open House
May 13, 2015
10. Community & Client Open House
May 13, 2015
Radio: Word of our death
has been greatly exaggerated
A recent Nielsen Catalina Study showed that consumer brands
using radio as a primary marketing vehicle experienced a
return on investment of $6 for every $1 spent on radio
marketing & advertising
11. Community & Client Open House
May 13, 2015
Mid-West Family Broadcasting
Rockford Operating Principles
• Empower Employees To Grow Their Careers & Their
Wealth Through Ownership
• Create & Maintain Competitive Media Brands
• Compete with our products, Win with our people
12. Community & Client Open House
May 13, 2015
• The Classic Hits Station serving Rockford
• Core music is from “Doo-Wop to Hip-Hop”
with the biggest hits and best artists from the
60s, 70s, and early 80s
• Highlights include the “Beatle Break” and the
“Cheap Shot” featuring local heroes, Cheap
Trick
• The Mighty 100.5 is focused on a 50-year-old
adult with the demographics to match
• Timothy Crull in the Afternoon
13. Community & Client Open House
May 13, 2015
Radio: Word of our death
has been greatly exaggerated
A recent NuVooDoo marketing study shows that Classic Hits
listeners (The Mighty 100.5) are 60% more likely to sit
through commercials than Top 40 listeners & 111% more likely
to sit through commercials than country listeners
14. In a survey of 900 Rockford area radio fans:
64% use a DVR & 54% always skip through
commercials
Community & Client Open House
May 13, 2015
16. Community & Client Open House
May 13, 2015
Mid-West Family Broadcasting
Sales Operating Philosophy
• Create long-term results for customers by focusing on
their needs
• Become the best marketers in the region by aligning our
sales and marketing efforts
• Minimal account manager turn-over with better coaching,
training, and hiring
• Clients hate turn-over
17. Community & Client Open House
May 13, 2015
• The Variety Station
• Long-time POP music brand for the
region
• Serves the Female Audience with a
specific focus on Women 25-54
• Poster child for programming decisions
is a 39-year-old female who “runs a
marathon everyday” by maintaining a
career, a home, children’s lives, and
having a balanced social life that
includes volunteering
• Strong local personalities with deep
roots
• Music from the 80’s to top hits of today
18. Community & Client Open House
May 13, 2015
Radio: Word of our death
has been greatly exaggerated
Radio is the 2nd most used daily medium
of 8 mediums tracked by Nielsen
with usage of 2 hours and 46 minutes per day
19. In a survey of 900 Rockford area radio fans:
32% plan to search for a new job in the next 18
months
Community & Client Open House
May 13, 2015
20. Community & Client Open House
May 13, 2015
Mid-West Family Broadcasting
Sales Operating Philosophy
• Be known for the ideas we execute and getting results,
renewals, and referrals from our client-partners
• Let the “other guys” have packages and deals – We’ll
have ideas and business acumen
• Treat all advertising agencies with respect and work as a
partner with them to grow their client’s business
21. Community & Client Open House
May 13, 2015
Radio:
The Original Mobile Medium
22. Community & Client Open House
May 13, 2015
Radio: Word of our death
has been greatly exaggerated
A recent NuVooDoo marketing study shows that
Classic Hits listeners (The Mighty 100.5) rate their
favorite radio station more important in their daily life
than their favorite website and social media
23. Community & Client Open House
May 13, 2015
Radio:
The Original
Word of Mouth Marketing
24. Community & Client Open House
May 13, 2015
In a survey of 900 Rockford area radio fans:
37% plan to search for a new or pre-owned
vehicle in the next year and a half
25. Community & Client Open House
May 13, 2015
Radio: Word of our death
has been greatly exaggerated
RADIO HAS NO DVR:
A recent SCBA White Paper shows that 60% of
Americans skip TV commercials via DVR most or all
of the time and 1 of every 2 Americans own a DVR
26. Community & Client Open House
May 13, 2015
• Playing the biggest and best Country music
hits, focused on the Stateline region with all
music decisions made on Sandy Hollow Road
• Competitive Advantage #1:
More Music 20-In-A-Row all day long
• Competitive Advantage #2:
Playing the hits, not breaking the hits = less
tune-out
• Competitive Advantage #3:
Less commercials so the local client’s message
stands-out
27. Community & Client Open House
May 13, 2015
Mid-West Family Broadcasting
Sales Operating Philosophy
• Be a presence in the larger community and make an
impact to grow the region’s GDP
• Don’t just make a sale, create a customer
• Work with clients on the “How” and the “Why” of radio
28. Community & Client Open House
May 13, 2015
Radio: Word of our death
has been greatly exaggerated
Millenials: A survey, by Mark Kassof & Co.,
shows more than a third of Americans aged 13-
34 “love” FM radio and another 45% “like” it.
29. Community & Client Open House
May 13, 2015
• ONLY Spanish-Speaking Station for the
greater region
• Serves the Latino/Hispanic Audience with a
specific focus on Adults 18+
• Station turns TWO on June 10, 2015
• Programming highlights include a locally-
focused show from 9a-Noon hosted by
Eduardo Cobos, plus the latest hit music
• Strong community involvement within the
larger Hispanic community is a foundation
for the station
30. Community & Client Open House
May 13, 2015
In a survey of 900 Rockford area radio fans:
65% choose a business because it’s top of mind
31. Community & Client Open House
May 13, 2015
Radio: Word of our death
has been greatly exaggerated
A Local Rockford Story:
Client who was using multiple mediums with
unique messages in each, saw sales increase
because of the trackable radio message that
brought people into the store, responding to the
unique-to-radio message
