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. The study was based on a telephone survey of 1,060 English Canadians representative of
the national population considering age and regional distribution.
Canadians spend over 2 hours daily with Radio
Radio continues to be an integral part of Canadians' daily life. Adults spend an average of
2 hours and 12 minutes with radio daily, equal to the results from the Foundation
Research study published in January 2006. Radio accounts for approximately 1/3 of adults'
total daily time spent with media, and share increases for working adults and Canadians
living in households with above average income.
Share of daily media time adults 18+

4. LITE 96 CHFM
Profile
*419,000 people 12+
in Calgary tune into
LITE 96 on average
each week!
Gender Age Household Income
Over 58% of Lite 96 listeners Almost 30% of
are in the adult 25-54 age Lite 96 listeners earn a
demographic, with almost a household income of over
quarter being aged 45-54. $100,000 per year!
Lite 96 listeners
have a female
skew at 56%.
Marital Status/ Education/
Household Members Occupation
Almost two thirds (63%) of Lite 96 listeners are 7% more
Lite 96 listeners are married likely than the average
or living in a common law Calgarian to have completed
relationship. a university post-graduate
program.
Almost one in three (30%)
have children under the age Lite 96 listeners are also 18%
of 12, while nearly a more likely than the Calgary
quarter (24%) have teens in average to be employed in
the household. the Owner, Manager or
Professional occupations.
Source: R02-10 PPM Calgary CTRL 13 weeks – March 1st, 2010 – May 30th, 2010 Base: P12+ Avg Weekly Cume (000) 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

5. JACK FM CJAQ FM
Profile
*360,000 people 12+
in Calgary tune into
JACK FM on average
each week!
Gender Age Household Income
Almost three quarters (74%) Almost 40% of JACK FM
of JACK FM listeners are in the listeners earn a household
adult 25-54 age demographic, income over $100,000 per
with almost one in three being year! This is 29% more likely
aged 35-44. than the average Calgarian!
129
JACK FM listeners are
slightly more male
than female (54%).
Marital Status/ Education/
Household Members Occupation
Almost two thirds (63%) 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 (33%) program.
JACK FM listeners have JACK FM listeners are 33%
children under the age of more likely than the average
12, while almost a quarter Calgarian to be employed as
(23%) have teens in the Owner, Manager or
household. Professional occupations.
Source: R02-10 PPM Calgary CTRL 13 weeks – March 1st, 2010 – May 30th, 2010 Base: P12+ Avg Weekly Cume (000)
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

6. The FAN 960 CFAC
Profile
*163,000 people 12+
in Calgary tune into
The FAN 960 on
average each week!
Gender Age Household Income
Almost two thirds (65%) of Over 40% of The FAN 960
The FAN 960 listeners are listeners earn a household
within the adult 25-54 age income over $100,000 per
demographic. year! The FAN 960 listeners
are also 40% more likely than
the Calgary average to fall into
this income bracket!
The FAN 960 listeners
have a male skew at
71%.
Marital Status/ Education/
Household Members Occupation
Over two thirds (67%) 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.
Forty percent (40%) of The The FAN 960 listeners are
FAN 960 listeners have also 31% more likely than the
children under the age of 12 Calgary average to be
and 19% have teenagers in employed in the Owner,
the household. Manager or Professional
occupations.
Source: R02-10 PPM Calgary CTRL 13 weeks – March 1st, 2010 – May 30th, 2010 Base: P12+ Avg Weekly Cume (000) 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

7. 660News CFFR
Profile
*172,000 people 12+
in Calgary tune into
The 660News on
average each week!
Gender Age Household Income
Over 58% of 660News Almost a third (33%) of
listeners are in the adult 25- 660News listeners earn a
54 age demographic. household income over
$100,000 per year!
660News listeners
have a slight male
skew at 58%.
Marital Status/ Education/
Household Members Occupation
Almost three quarters (71%) 660News listeners are 35%
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
Over a quarter (26%) of program.
660News listeners have 660News listeners are also
children under the age of 12 18% more likely than the
and 22% have teenagers in Calgary average to be
the household. employed in the Owner,
Manager or Professional
occupations.
Source: R02-10 PPM Calgary CTRL 13 weeks – March 1st, 2010 – May 30th, 2010 Base: P12+ Avg Weekly Cume (000) 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

8. 2009 AVERAGE www.jackfm.ca www.lite96.ca www.fan960.com www.660news.ca
VISIT SUMMARY
UNIQUE VISITS 31,916 32,464 46,382 56,297
VISITS 127,124 139,476 137,307 97,660
PAGE VIEW SUMMARY
PAGE VIEWS 1,130,347 1,130,188 893,110 786,076
AUDIO STREAMS
MONTHLY AUDIO STREAMS 40,337 51,047 72,730 11,995
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

9. 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:
WHO ARE YOU?
A Brand is a promise… So what’s yours?
Around 20 years ago Len Potts (advertising hall of famer) developed a theory that goes like
this “ there is no such place called a market. A market Is simply a group of
consumers who share a common problem or desire. If you can show them that you
can solve Their problem, at a price they’re willing to pay – then you have a market”
These 4 questions will help you get closer to your Brand DNA
1. Who are we talking to and what is their problem?
2. What is the one thing you want to say to them?
3. Why should they believe us?
4. How do we want them to ‘feel’ about you?