Presents

1
Presents
2

• The Bob Tom Show IS
• Big on laughs listener loyalty
• The most heavily awarded morning show in America
• - 7 consecutive Billboard Radio Awards
• - 4 time Marconi Award Winner
• - 4 RR Industry Achievement Awards
• Heard coast-to-coast on 130 stations in markets
  such as St. Louis, Indianapolis, Cincinnati, West
  Palm, Milwaukee, Spokane and Charlotte.

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Audience Growth
M18-49 M25-54 Salt Lake City 6 7 Indianapo
lis 5 5 Nashville 44 79 Albuquerque 5
2 55 Toledo 43 30 Wichita
KS 21 8 Colorado Springs 54 54 Lexington
KY 21 37 Fort Wayne IN 42 46 Boise
ID 114 83 Saginaw MI 53 73 Shreveport
LA 23 89 Atlantic City 57 22 Davenport
17 31 Salisbury MD 27 33
Source Arbitron Metros, Spring 2003 vs Winter
2003, AQH
4
1 Ranked Stations in Their Metros During the Bob
Tom Time Period
MALES 18-49 KSHE-FM ST. LOUIS KBER-FM SALT LAKE
CITY WFBQ-FM INDIANAPOLIS WBUZ-FM NASHVILLE WTUE-F
M DAYTON WIOT-FM TOLEDO KRZZ-FM WICHITA
KS WIBA-FM MADISON WI WKQQ-FM LEXINGTON
KY WFWI-FM FT WAYNE WJXQ-FM LANSING
MI KKGL-FM BOISE ID KHKK-FM MODESTO
CA WWBN-FM FLINT MI KIOC-FM BEAUMONT WOZZ-FM APPLE
TON WI WGLO-FM PEORIA WXRX-FM ROCKFORD WGBF-FM EVA
NSVILLE WOUR-FM UTICA WRBR-FM SOUTH
BEND KTGL-FM LINCOLN NE
MALES 18-49 KFZX-FM ODESSA TX WGFN-FM TRAVERSE
CITY KXDG-FM JOPLIN KZRK-FM AMARILLO WWVR-FM TERRE
HAUTE KKRQ-FM CEDAR RAPIDS KBOY-FM MEDFORD KZMZ-F
M ALEXANDRIA LA KRCH-FM ROCHESTER
MN KXGE-FM DUBUQUE IA WSHP-FM LAFAYETTE
IN WIHN-FM BLOOMINGTON KCRR-FM WATERLOO WHBR-FM PA
RKERSBURG KCMQ-FM COLUMBIA, MO KMHK-FM BILLINGS WZ
XR-FM WILLIAMSPORT WHBZ-FM SHEBOYGAN
WI WZNX-FM DECATUR IL KFXS-FM RAPID
CITY KBYZ-FM BISMARK KLKK-FM MASON CITY IA
MALES 25-54 KSHE-FM ST. LOUIS WFBQ-FM INDIANAPOLIS
WBUZ-FM NASHVILLE WTUE-FM DAYTON WIOT-FM TOLEDO K
DFO-FM BAKERSFIELD KRZZ-FM WICHITA
KS WKQQ-FM LEXINGTON KY WFWI-FM FT
WAYNE KKGL-FM BOISE ID KHKK-FM MODESTO
CA WWBN-FM FLINT MI KIOC-FM BEAUMONT WOZZ-FM APPLE
TON WI WMGM-FM ATLANTIC CITY WGLO-FM PEORIA WXRX-F
M ROCKFORD WGBF-FM EVANSVILLE WOUR-FM UTICA WRBR-F
M SOUTH BEND KTGL-FM LINCOLN NE
MALES 25-54 KFMX-FM LUBBOCK TX KFZX-FM ODESSA
TX WGFN-FM TRAVERSE CITY KXDG-FM JOPLIN KZRK-FM AM
ARILLO WWVR-FM TERRE HAUTE WCVS-FM SPRINGFIELD
IL KKRQ-FM CEDAR RAPIDS KBOY-FM MEDFORD
OR WNGZ-FM ELMIRA-CORNING KRCH-FM ROCHESTER
MN KXGE-FM DUBUQUE IA WSHP-FM LAFAYETTE
IN KCRR-FM WATERLOO WHBR-FM PARKERSBURG KCMQ-FM CO
LUMBIA, MO WZXR-FM WILLIAMSPORT KXLP-FM MANKATO WH
BZ-FM SHEBOYGAN WI WZNX-FM DECATUR
IL KFXS-FM RAPID CITY KLKK-FM MASON CITY IA
Source Arbitron Metros, Spring 2003, AQH
5
Profile of the Bob Tom Listener
Average Age 34 Average HHI 67,000 Average
of People in HH 3.3 Average of Children in
HH 2.0
Composition- Base A18 Male 78 Female 22 1
8-34 41 18-49 86 25-54 80 Attend
College 36 Graduated College 17 Work
full/part time 79 Work for a Business
Firm 56 Work in Banking/Acctg or
Finance 26 Work in Sales 22 Work in General
Mgmt 15
Composition- Base A18 Single 33 Married 51
Divorced/Separated 15 Engaged
8 Parent 42 Child Under 6 21 Child
6-11 29 Child 12-17 22 Own a
Home 68 Live in AB Counties 61 Live in CD
Counties 39
Source Sex/Age Arbitron Nationwide, Spring
2003, AQH Means and All Other MRI Spring 2003,
Base Adults 18
6

• Product Usage by Bob Tom Listeners
• Males 18-49 Males 25-54
• Automobiles/Automotive Supplies
• Beverages
• Clothing Shoes
• Dining Out
• Electronics
• Financial Services
• Health Personal Care Products
• Home Appliances/Furnishings/Improvements
• Leisure Activities
• Pet Products
• Shopping
• Snacks
• Travel

7
Bob and Tom Listeners are Male Consumers of
Automobiles/Automotive Supplies
Men 25-54 (in last year)
Index to A18 Acquired Vehicle 169 Bought/Leased
New Vehicle 147 Bought Used Vehicle 187 Decisi
on Maker for Vehicle 169 Primary Person
Responsible for Maintenance 178 Do-It-Yourselfer
in Maintaining Vehicle 223 Replaced Brake Lining
/Pad 203 Did Tune-Up 156 Bought Air
Filters 153 Bought Anti-Freeze/Coolant 150 Boug
ht Batteries for Vehicle 161 Bought Motor Oil
174 Bought Oil Filters 157 Bought
Tires 169 Bought Windshield Wipers 197
Men 18-49 (in last year)
Index to A18 Acquired Vehicle 195 Bought/Leased
New Vehicle 185 Bought Used Vehicle 225 Decisi
on Maker for Vehicle 202 Primary Person
Responsible for Maintenance 208 Do-It-Yourselfer
in Maintaining Vehicle 291 Replaced Brake Lining
/Pad 240 Did Tune-Up 194 Bought Air
Filters 201 Bought Anti-Freeze/Coolant 203 Boug
ht Batteries for Vehicle 185 Bought Motor Oil
212 Bought Oil Filters 209 Bought
Tires 213 Bought Windshield Wipers 208
How to Read The Bob Tom listener is 95 more
likely to be a Male 18-49 who acquired a vehicle
in the last year than the general population of
Adults 18
Source Mediamark Research Inc., Spring 2003
Base Adults 18
8
Bob and Tom Listeners are Male Consumers of
Beverages
Men 18-49 Index to A18 Drink
Alcoholic Beverages 171 Drink Beer/Ale 183 Drin
k Bottled Water/Seltzer 167 Drink Diet
Carbonated Soft Drinks 197 Drink Non-Diet
Carbonated Soft Drinks 187
Men 25-54 Index to A18 Drink
Alcoholic Beverages 145 Drink Beer/Ale 151 Drin
k Bottled Water/Seltzer 145 Drink Diet
Carbonated Soft Drinks 169 Drink Non-Diet
Carbonated Soft Drinks 157
How to Read The Bob Tom listener is 71 more
likely to be a Male 18-49 who drinks alcoholic
beverages than the general population of Adults
18
Source Mediamark Research Inc., Spring 2003
Base Adults 18
9
Bob and Tom Listeners are Male Consumers of
Clothing and Shoes
Men 18-49 who Bought in the last year
Index to A18 Athletic Shoes 198 Mens
Clothing 210 Shoes 199 Sports Clothing 192
Men 25-54 who Bought in the last year
Index to A18 Athletic Shoes 157 Mens
Clothing 164 Shoes 152 Sports
Clothing 143
How to Read The Bob Tom listener is 98 more
likely to be a Male 18-49 who bought athletic
shoes in the last year than the general
population of Adults 18
Source Mediamark Research Inc., Spring 2003
Base Adults 18 Projections relatively
unstable, use with caution.
10
Bob and Tom Listeners are Males who Dine Out
Men 18-49 Index to A18 Dined Out In
Last Year 196 Ate In Family Restaurants/Steak
Houses in Last 6 Months 215 Used Fast
Food/Drive-In Restaurants in Last 6
Months 193
Men 25-54 Index to A18 Dined Out In
Last Year 169 Ate In Family Restaurants/Steak
Houses in Last 6 Months 172 Used Fast
Food/Drive-In Restaurants in Last 6
Months 159
How to Read The Bob Tom listener is 96 more
likely to be a Male 18-49 who dined out in the
last year than the general population of Adults
18
Source Mediamark Research Inc., Spring 2003
Base Adults 18
11
Bob and Tom Listeners are Male Consumers of
Electronics
Men 18-49 Index to
A18 Own a Home Personal Computer 199 Decision
Maker for Home PC 168 Bought Home PC in last 2
years 192 Use PC at Work 161 Have Call Waiting
on Phone 203 Have Caller ID on
Phone 212 Personally Used 800/888/900
s 174 Decision Maker for TV Set 178 Have a
Large Screen TV Set 232 Went to Video Store in
last month 242 Went to Blockbuster in last
month 305 Bought Blank Video Tapes in last 6
months 225 Bought Pre-Recorded Audio Tapes/CDs
in last year 199 Bought Batteries in last
6 months 174
Men 25-54 Index to
A18 Own a Home Personal Computer 153 Decision
Maker for Home PC 147 Bought Home PC in last 2
years 148 Use PC at Work 164 Have Call Waiting
on Phone 160 Have Caller ID on
Phone 178 Personally Used 800/888/900
s 153 Decision Maker for TV Set 162 Have a
Large Screen TV Set 190 Went to Video Store in
last month 198 Went to Blockbuster in last
month 236 Bought Blank Video Tapes in last 6
months 197 Bought Pre-Recorded Audio Tapes/CDs
in last year 140 Bought Batteries in last
6 months 152
How to Read The Bob Tom listener is 99 more
likely to be a Male 18-49 who owns a home
personal computer than the general population of
Adults 18
Source Mediamark Research Inc., Spring 2003
Base Adults 18
12
Bob and Tom Listeners are Male Consumers of
Financial Services
Men 18-49 Index to A18 Have a
Savings Account 224 Have an Interest Checking
Account 174 Have a Non-Interest Checking Account
245 Have a 1st Home Mortgage 202 Own
Securities 183 Have an IRA or 401K 230 Have a
Credit Card in own name 172 Have 3 Credit
Cards 186
Men 25-54 Index to A18 Have a
Savings Account 204 Have an Interest Checking
Account 149 Have a Non-Interest Checking Account
209 Have a 1st Home Mortgage 190 Own
Securities 146 Have an IRA or 401K 197 Have a
Credit Card in own name 147 Have 3 Credit
Cards 148
How to Read The Bob Tom listener is 124 more
likely to be a Male 18-49 who has a savings
account than the general population of Adults 18
Source Mediamark Research Inc., Spring 2003
Base Adults 18
13
Bob and Tom Listeners are Male Consumers of
Health Personal Care Products
Men 18-49 (in last 6 months)
Index to A18 Used Adhesive Bandages
193 Used Cold/Sinus/Allergy Remedies
191 Used Cough Drops (Nonprescriptive) 147 Used
Headache Pain Relievers (Nonpresc.) 183 Used
Indigestion Aids/Upset Stomach Remedies 153 Used
Lip Care Products 184 Used Aftershave Lotion
Cologne 196 Used Deodorants/Antiperspirants 187
Used Shaving Creams or Gels 219 Used Razor
Blades 202 Used Disposable Razors 203 Used
Electric Shavers 185 Used Dental
Floss 172 Used Mouthwash 190 Wear
Prescriptive Eyeglasses 203 Used
Suntan/Sunscreen in last year 177 Used Vitamins
Dietary Supplements 192
Men 25-54 (in last 6 months)
Index to A18 Used Adhesive Bandages
150 Used Cold/Sinus/Allergy Remedies
164 Used Cough Drops (Nonprescriptive) 142 Used
Headache Pain Relievers (Nonpresc.) 159 Used
Indigestion Aids/Upset Stomach Remedies 157 Used
Lip Care Products 140 Used Aftershave Lotion
Cologne 158 Used Deodorants/Antiperspirants 154
Used Shaving Creams or Gels 184 Used Razor
Blades 181 Used Disposable Razors 167 Used
Electric Shavers 133 Used Dental
Floss 138 Used Mouthwash 150 Wear
Prescriptive Eyeglasses 148 Used
Suntan/Sunscreen in last year 154 Used Vitamins
Dietary Supplements 156
How to Read The Bob Tom listener is 93 more
likely to be a Male 18-49 who Used Adhesive
Bandages in the last 6 months than the general
population of Adults 18
Source Mediamark Research Inc., Spring 2003
Base Adults 18
14
Bob and Tom Listeners are Male Consumers of Home
Appliances/Furnishings/Improvements
Men 18-49 Index to A18 (in
last year) Bought HH Furnishings 180 Bought HH
Appliances Durables 143 Did Home Remodeling
229 Did Home Improvements 228 Do-It-Yourselfer
of Home Improvements 238 Bought Tools 234
Men 25-54 Index to A18 (in
last year) Bought HH Furnishings 183 Bought HH
Appliances Durables 127 Did Home Remodeling
193 Did Home Improvements 186 Do-It-Yourselfer
of Home Improvements 203 Bought Tools 199
How to Read The Bob Tom listener is 80 more
likely to be a Male 18-49 who bought Household
Furnishings than the general population of Adults
18
Source Mediamark Research Inc., Spring 2003
Base Adults 18 Projections relatively
unstable, use with caution
15
Bob and Tom Listeners are Male Participants of
Leisure Activities
Men 18-49 Index to
A18 (In last year) Go Camping 260 Barbecue 2
04 Go to Bars/Night Clubs 194 Play
Cards 234 Surf the Net 198 Play Video
Games 210 Attend Movies 186 Participate in
Sports 198 Attend Sporting Events 220 Golf
241 Have a Regular Exercise Pgm (2
times/wk) 180 Bought Sports Recreation
Equipment 223 Bought Lottery Ticket 205
Men 25-54 Index to
A18 (In last year) Go Camping 169 Barbecue
190 Go to Bars/Night Clubs 170 Play
Cards 228 Surf the Net 188 Play Video
Games 188 Attend Movies 162 Participate in
Sports 175 Attend Sporting Events 215 Golf
206 Have a Regular Exercise Pgm (2
times/wk) 127 Bought Sports Recreation
Equipment 175 Bought Lottery Ticket 191
How to Read The Bob Tom listener is160 more
likely to be a Male 18-49 who went camping in the
last year than the general population of Adults
18
Source Mediamark Research Inc., Spring 2003
Base Adults 18 Projections
relatively unstable, use with caution
16
Bob and Tom Listeners are Male Consumers of Pet
Products
Men 18-49 Index to
A18 Household owns a Cat 256 Household Owns
a Dog 272 Household Used Cat Food (last 6
mos) 258 Household Used Dog Food (last 6
mos) 270 Household Used Cat/Dog Treats (last 6
mos) 285 Household Used Tick Care Products (in
last yr) 304
Men 25-54 Index to
A18 Household owns a Cat 191 Household Owns
a Dog 203 Household Used Cat Food (last 6
mos) 198 Household Used Dog Food (last 6
mos) 207 Household Used Cat/Dog Treats (last 6
mos) 232 Household Used Tick Care Products (in
last yr) 207
How to Read The Bob Tom listener is 156 more
likely to be a Male 18-49 whose household owns a
cat than the general population of Adults 18
Source Mediamark Research Inc., Spring 2003
Base Adults 18
17
Bob and Tom Listeners are Male Shoppers
Men 18-49 Shopped In Index to
A18 Appliance Hardware Stores 181 Convenience
Stores 203 Department, Clothing, Variety
Stores 192 Drug Stores 186 Food, Grocery
Warehouse/Club Stores 184 Office/Computer Supply
Stores 194 Shoe Stores 165 Ordered By
Internet 206
Men 25-54 Shopped In Index to
A18 Appliance Hardware Stores 161 Convenience
Stores 177 Department, Clothing, Variety
Stores 163 Drug Stores 156 Food, Grocery
Warehouse/Club Stores 155 Office/Computer Supply
Stores 152 Shoe Stores 182 Ordered By
Internet 195
How to Read The Bob Tom listener is 81 more
likely to be a Male 18-49 who shopped in a
hardware store than the general population of
Adults 18
Source Mediamark Research Inc., Spring 2003
Base Adults 18
18
Bob and Tom Listeners are Male Consumers of
Snacks
Men 18-49 (Used/Bought in last 6 months)
Index to A18 Chewing Gum 187 Breath
Fresheners 203 Mints 184 Hard Roll
Candy 207 Indiv. Regular Size
Candy 207 Packages of Miniature
Candy 157 Nuts 132 Popcorn 167 Corn
Tortilla Chips Cheese Snacks 194 Potato
Chips 191 Pretzels 193 Cookies 169 Doughnu
ts 214 Snack Cakes 213 Ice Cream
Bars/Sandwiches/Bon Bons 176 Ice Cream/Ice
Milk/Sherbert 185 Meat Snacks 237
Men 25-54 (Used/Bought in last 6 months)
Index to A18 Chewing Gum 164 Breath
Fresheners 146 Mints 137 Hard Roll
Candy 211 Indiv. Regular Size
Candy 167 Packages of Miniature
Candy 119 Nuts 130 Popcorn 149 Corn
Tortilla Chips Cheese Snacks 172 Potato
Chips 163 Pretzels 173 Cookies 133 Doughnu
ts 198 Snack Cakes 183 Ice Cream
Bars/Sandwiches/Bon Bons 171 Ice Cream/Ice
Milk/Sherbert 160 Meat Snacks 207
How to Read The Bob Tom listener is 87 more
likely to be a Male 18-49 who chews gum than the
general population of Adults 18
Source Mediamark Research Inc., Spring 2003
Base Adults 18
19
Bob and Tom Listeners are Male Consumers of
Travel
Men 18-49 Index to A18 Took a
Plane Trip in Last Year 144 Took a Domestic Trip
181 Took a Domestic Personal Trip 169 Took a
Domestic Business Trip 214 Took a Foreign
Trip 148 Stayed in a Hotel/Motel 169 Visited
a Theme Park 180
Men 25-54 Index to A18 Took a
Plane Trip in Last Year 138 Took a Domestic Trip
158 Took a Domestic Personal Trip 148 Took a
Domestic Business Trip 178 Took a Foreign
Trip 123 Stayed in a Hotel/Motel 168 Visited
a Theme Park 141
How to Read The Bob Tom listener is 44 more
likely to be a Male 18-49 who took a plane trip
in the last year than the general population of
Adults 18
Source Mediamark Research Inc., Spring 2003
Base Adults 18 Projections
relatively unstable, use with caution
20
Examples of National Advertisers Who Use The
Marketing Power of Bob Tom

• American Dish Network
• Animal Planet
• BioZone
• Black and Decker
• BMW Motorcycle
• BullFrog
• Capitol Records
• Castrol
• Cendant
• Comedy Central
• Consolidated Media
• Discovery Networks
• E! Entertainment
• Glaxo-Smithkline
• Intern3ational Star Registry

• Lifekey, Inc.
• Match.com
• Meguiar's
• Napa Auto Parts
• National Cattlemen's Beef
• Nat'l Highway Traffic Safety
• Overstock.com
• Propane Education Research Cou
• Sears Roebuck Company
• The College Loan Corp
• Vermont Teddy Bears
• Wal-Mart
• Warner Brothers
• WB Network