Why are we doing this?• There are a number of myths, misconceptions, and some outright misinformation in the minds of the business community and marketing/advertising decision makers about KSHE-95’s position in the marketplace and the composition of its audience• It’s our job to inform and educate you about what KSHE-95 is all about in 2012 and how our audience relates to building your business with smart and strategic marketing
KSHE-95’s Next Era & Autumn Check-Up KSHE-95 Today The Position The Rock Market The Line-Up The Numbers (Scarborough, Arbitron, et al) Marketing to Men (It’s OK) What’s the listener look like? Execution
A common perception of KSHE-95 in the radio rankings
The Men story (M25-54)For the last 3-book (month)average, KSHE-95 is FIRST inmarket listening share (by 2.6points) and FIRST in averageratings (with 30% more thanSECOND place)
The reality The Adult story (P25-54) For the last 3-book (month) average, KSHE-95 is fifth in market listening share and tied for 5th in average ratings
KSHE-95’s Next Era & Autumn Check-Up KSHE-95 has been the first radio choice for men in the St. Louis metro area for 45 years. KSHE-95 is a St. Louis institution – founded the same year as the Gateway Arch and the St. Louis Blues (1967) KSHE-95 is synonymous with rock music in St. Louis – having introduced bi-state residents to many of the biggest rock music artists including Aerosmith, Van Halen, and Led Zeppelin.
KSHE-95’s Next Era & Autumn Check-Up In 2012, KSHE-95 moved into the “next era” of its life by re- doing the music on the station and the personality line-up. Some of the changes included adding a local morning show hosted by 35-year KSHE veteran John Ulett. Lern, another station veteran, was added to middays.
KSHE-95’s Next Era & Autumn Check-UpAt the same time, KSHE launched an extensive researchproject to find out what music listeners expected from theirfavorite rock station.This led to a very broad and very familiar rock musicplaylist. Almost all “new” rock artists were removed from theplaylist. The research told us what to play, and moreimportantly, what not to play.
KSHE-95’s Next Era & Autumn Check-UpThe current KSHE-95 “Core” Artists: Rolling Stones Aerosmith
KSHE-95’s Next Era & Autumn Check-Up St. Louis, like many Midwestern cities, likes its Rock music – from classic rock to current guitar-based rock. That leads to multiple radio stations playing some form of “rock” music. In St. Louis, there are at least eight radio stations playing some form of “guitar-based” rock – some lean more “pop” than others.
KSHE-95’s Next Era & Autumn Check-UpMost played “rock” artists based on “other” rock hit radio stations*WARH: Journey / Prince / Aerosmith / Katy Perry / PinkKLOU: CCR / Rolling Stones / Elton John / Beatles / Fleetwood MacKPNT: Pearl Jam / Foo Fighters / Linkin Park / Metallica / Rage Against the MachineWGSX: Journey / Foreigner / Billy Squier / Pat Benetar / Def LeppardKYKY: Nickelback / AdeleKIHT: Fleetwood Mac / Journey / Bob Segar / Boston / ForeignerKEZK: Bryan Adams / Bon Jovi / Lifehouse / Maroon 5 / U2 *Monday, September 17 Mediabase report
KSHE-95’s Next Era & Autumn Check-Up There are at least EIGHT radio stations in the St. Louis metro playing some amount and form of “rock” music or rock artists A St. Louis radio listener could hear Journey on at least SIX Radio stations last week A St. Louis radio listener could hear Nickelback on at least SIX radio stations last week Sweetmeat Says: Market Myth #1: Country is HOT! Sweetmeat Truth: While country is experiencing mass appeal popularity, there are only two places in St. Louis to find Kenny Chesney. It’s like splitting a cake into 2 pieces instead of 8. Of course, half a cake looks better than a cake split into 8 pieces.
KSHE-95’s Next Era & Autumn Check-UpWhy is this? In the world of Personal People Meter measurement, radio stations are rewarded for playing the right song at the right time – not brand building and audience developmentHow does this affect an advertiser? Passive listening and stations without strong brands are rewarded in the ratings world. Sweetmeat Says: An engaged listener is the one who acts on a client’s message heard on their first choice radio brand via a marketing/advertising message that is delivered to the “target” customer the “right” number of times.
KSHE-95’s Next Era & Autumn Check-UpHow does KSHE-95 engage the listener on a daily basis? Music Personalities Promotions Special Programming Community Involvement
KSHE-95’s Next Era & Autumn Check-Up The MusicLed Zeppelin Van Halen Pink FloydRolling Stones AC/DC AerosmithRush Boston Sammy HagarDoors Foreigner JourneyOzzy Queen StyxZZ Top Cars Def LeppardGuns ‘n Roses Motley Crue PoliceU2 The Who Bob Segar
KSHE-95’s Next Era & Autumn Check-Up The Personalities John Ulett 6AM – 10AM / Monday – Friday John anchors the morning show each weekday morning. John’s been a fixture at KSHE-95 for more than 35-years and is often referred to as the hardest working man in St. Louis show biz as U- Man doubles as the Cardinals in stadium PA announcer John is very selective about clients he endorses – this means the clients he speaks for are clients he uses or is intimately acquainted with their business. Current and past clients include the likes of Imo’s Pizza, Jefferson Regional Medical Center, Shane Company, and Ackerman Toyota John is also the host of the KSHE-95 Classics Show on Sunday mornings from 8AM – 12Noon.
KSHE-95’s Next Era & Autumn Check-Up The PersonalitiesLern10AM – 1PM & 6AM – 10AMMonday - Friday Lern is the next generation of KSHE-95 and defies the definition of Gen Z, you know the definition that says radio is dead to anyone under 30. Lern is a lifelong rock music fan – a passion that developed by spending time with her father Endorsement clients include Leinenkugel’s Beer, St. Louis Rams, and Hardee’s/Red Burrito.
KSHE-95’s Next Era & Autumn Check-Up The PersonalitiesFavazz1 p.m. – 6 p.m. Monday - Friday Guy has been around KSHE-95 for more than 20 years. Favazz is known as “The Mighty One” – a nickname that refers to his professional life as organizer of the El Monstero concert series and his ownership of rental properties. Endorsement clients include Miller Beer, Charter Communications, Chevrolet, Woods Basement Systems, and Navy Federal Credit Union. Sweetmeat Says: As the owner/manager of rental properties, Favazz is the perfect spokesperson for home service and home improvement companies – because he ain’t fixing it himself.
KSHE-95’s Next Era & Autumn Check-Up The PersonalitiesMike Doran6PM– 12Midnight / Monday - Friday Mike hosts Hair Band Doran each weeknight at 8 p.m. Mike is a respected voice and film actor in addition to his duties in the KSHE production department Past clients include Combos Snacks, Draftmark, and others.
KSHE-95’s Next Era & Autumn Check-Up Regular Feature ProgrammingThe KSHE Classics Show, 8AM – 12Noon / Sundays Each Sunday, John Ulett hosts four hours of songs that made KSHE-95 famous and songs that KSHE-95 made hits. Radio industry lore says the Classics Show on Sunday mornings is the highest rated Sunday morning program on radio In early 2012 (at the prompting of a local advertising legend), KSHE-95 added the “Classics Overtime” where a listener gets to select one hour of classics to be played between Noon – 1 p.m. and hosted by John Ulett. Sweetmeat Says: Sponsorship options exist for this program!
KSHE-95’s Next Era & Autumn Check-Up Regular Feature ProgrammingHair Band Doran at 8PM / Weeknights Go back to the 80s with all your favorite “Hair Bands” including artists like Trickster and WarrantThe 7th Day, Sundays at 6PM KSHE-95 may be the last radio station in America to play full albums on a regular, weekly basis with The 7th Day feature. Each week, we highlight six full length albums and play them from start to finish – hits and deep cuts.Monday Night Metal Sweetmeat Says: Sponsorship options exist for these programs too!
KSHE-95’s Next Era & Autumn Check-UpExecution – In an era where it’s easy to say “we don’t do that anymore” – you can count on KSHE-95 for flawless execution and delivery of the marketing campaign – KSHE-95 has a fully staffed and dedicated promotions team to create IDEAS based on your marketing needs – KSHE-95 also has a dedicated and expanding digital media production department to focus on the emerging media needs of our business and your business
KSHE-95’s Next Era & Autumn Check-UpPromotions – Promotions are a way KSHE-95 connects with its listeners everyday. – From production of concerts to motorcycle giveaways to the annual KSHE-95 Blood Drive (largest in America), Sweetmeat is front and center with listeners on a daily basis.Sweetmeat says: All promotions have client sponsorship opportunities based onyour needs and featuring customized solutions – See your account manager for acomplete list of promotional opportunities
KSHE-95’s Next Era & Autumn Check-UpShow Me Some Stats About the Audience!15 Quick Facts about the KSHE-95 listener
KSHE-95’s Next Era & Autumn Check-UpSome information about the KSHE listener from Scarborough*:1 – 67% more likely (than the average metro listener) to be planningto spend between $25K and $30K on a new car in the next 12months2 – 28% more likely to have spent more than $500 on fine jewelry inthe last year3 – 25% more likely to drink a microbrew4 – 22% more likely to have participated in walking-jogging-biking-swimming within the last year5 - 21% more likely to be employed in white collar, professional, ormanagement positions *Based on “Index” in the Scarborough data
KSHE-95’s Next Era & Autumn Check-UpSome information about the KSHE listener from Scarborough:6 – 17% more likely to access the internet through a wireless phone7 – 15% more likely to pay for transmission repairs8 – 15% more likely to have household income of $100K+9 – 13% more likely to shop for auto parts10 – 13% more likely to participate in IT purchasing decisions atwork11 – 9% more likely to have shopped for (not purchased) flooringwithin the past 12 months12 – 8% more likely to have attended any sporting event in last year13 – 7% more likely to own their home 14 – 4% more likely to have a college degree 15 – 2% more likely to have used QSR for breakfast
Isn’t KSHE-95 a MALE targeted station?Sweetmeat says: Absolutely! We dominate the men segment of the market. IfKSHE-95 doesn’t win the men battle, it loses. With that, it’s a great station totarget men directly and balance any adult-focused marketing campaign.
Market Age/Gender Balance Younger Women Older Women KEZK 60 58 KYKY 56 KMJM KSLZ 54 WIL WHHL WARH 52 KSD KLOUGender (% Female) 50 WSGX 48 KFTK 46 WSGX KIHT 44 42 KMOX 40 KSHE95 KTRS 38 KPNT 36 34 20 Younger Men Older Men WXOS 31 33 35 37 39 41 45 47 49 51 53 55 57 43June 2012 ARB Cume STL Median Age
Sweetmeat says: We’ve shown you the audience is mostly male with a medianage of 43. We shown you they own homes, make the important decisions at theirworkplace, and really like their cars and big boy toys. Is it time for me to showyou some ratings?
KSHE-95’s Next Era & Autumn Check-UpRatings – You asked, so we’ll show you Men 25-54 Average Share Average Rating Rank Jul-Aug-Sept 11 7.0 0.8 2t Jan-Feb 12 5.9 0.6 2t Jul-Aug-Sept 12 9.4 1.0 1 Adult 25-54 Average Share Average Rating Rank Jul-Aug-Sept 11 4.9 0.5 7t Jan-Feb 12 4.3 0.4 9t Jul-Aug-Sept 12 6.1 0.6 5t Year-over-Year gains in all areas Gains throughout the year Sweetmeat says: Think of it like buying a stock or mutual fund – buy it when it’s trending upward
Sweetmeat says: We’ve heard the message – “Men just don’t shop.” It’s aperception that’s a reality for too many marketers. Let me show you some info.
KSHE-95’s Next Era & Autumn Check-UpNotes from Jacobs Media’s “Marketing to Men” Study:1 – 59% of women say the most important factor in deciding ona big ticket purchase is the recommendation of a spouse orpartner (3 in 5 women ask their man for a recommendation)2 – Based on the “My Decision” question, married men decideon cars, car dealerships, electronics, homeimprovements/maintenance, and investing3 – “Marketers that ignore men do so at their own peril,especially with the emerging single male households.”4 – Men visit the mall as often as women on a per visit permonth basis. Jacobs Media, 2011, “Marketing to Men”
KSHE-95’s Next Era & Autumn Check-UpMore analytics and Research are great – What’s the listener looks like? • Based on Arbitron Zip Code research, the KSHE-95 listener is likely to live in South County, St. Charles County, Fenton, Florissant, or Metro East communities like Belleville, Collinsville, or Edwardsville • 68% of the KSHE email database is Male and the median age is 43 (not a coincidence) • 55% of the Facebook “Fan” count is male • DMR research says that 67% of the text database is male with an average age of 40
KSHE-95’s Next Era & Autumn Check-UpMore analytics and Research are great – Success Story: • From the typing of Kristen Lewis, KSHE-95 Promotions Manager: – On April 4th we did our 95th Day promotion giving listeners the chance to win Cardinals tickets every 15 minutes. We did 60 ‘text to win’ contests from 6a to 5p and we had 20,077 total texts that day.
KSHE-95’s Next Era & Autumn Check-Up Sweetmeat Success StoriesSweetmeat says: We’ve got success stories in all different categories. Ask youraccount manager for one that is specific.
KSHE-95’s Next Era & Autumn Check-UpSummary – KSHE-95 is alive and well – KSHE-95 isn’t the station you knew in the 70s and 80s: Those guys have grown up, vote, have bank accounts, and have families – Those guys still enjoy a beer or a quick “snifter” – Our focus is on you – the Customer. We will work with you to build a campaign to achieve your business and marketing goals and be a part of your marketing plan. – Your Assignment – Show and converse with as many people as possible