Power of

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Power of Local Media Websites
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So Much Has Changed So Fast!
The Way We

• Watch video
• Download store music
• Listen to radio
• Fundraise
• Track diets
• News (world, region, local)
• Weather
• Driving directions
• Track spot times ?

• Shop
• Research
• Bank / pay bills
• Find things, people, jobs
• Check kids homework
• Book travel
• Communicate
• Store photos
• Dictionary

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Catch Me If You CanMindsets and Behaviors have
changed fundamentally

• Consumer Mindset
• Control choice more destination oriented
• Instant gratification impatient!
• Behaviors
• Multi-tasking
• Diverse media consumption

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Seeing Disruption As Opportunity for Growth, Not
Loss
Area of Net Growth
Disruptive Business
Established Business
Origin of Business Outside Established Market
Area of Displacement
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Types of Websites

• National Pure Play Content Site
• I Village, Drudge, MySpace
• National Search Site
• Google, Yahoo
• National/Local Verticals
• Autotrader, Monster
• National Media
• MTV.com, BET.com, ABC.com
• Local Media General Market Sites
• WFTV.com, OrlandoSentinel.com
• Local Media Targeted Sites
• WHTQ.com, WDBO.com, WMMO.com

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The Power of Local Radio Web Sites

• Local radio sites strong, well-established
  brands
• 90 of visitors to radio station web sites
  listen76 are P1s. (Arbitron/Edison studies
  2001-2006)
• Target psychographic demographic groups more
  easily due to offline connection
• Ads are seen as recommendations by a trusted
  friend
• Reach at-work listeners 80 of streaming takes
  place 8a-6p (StreamAudio)

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Local Media (Content) Sites

• Newspaper
• Television
• Magazine / Niche Publications
• RADIO ?
• Other

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Local Media (Content) Sites

• WHTQ.com
• Significant local reach
• Trusted local brand
• Geo-targeted
• ROI and point of purchase
• Lifestyle targeted
• Personal connection between our listeners and
  announcers

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Bigger Isnt Always Better

• According to new research from Media-Screen,
  when brand managers and media planners are
  choosing where to place their ads online, they
  should not ignore smaller sites with less
  traffic.
• The "Netpop Response" study found that small,
  long-tail Web sites are indispensable to
  consumers and they provide a new way for brands
  to position ads where users want to see them.
  emarketer.com 1/16/07

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The RAEL Study Feb 07

• Among the key findings
• Ad recall was 27 for radio/web campaigns vs. 6
  for web only
• Both Radio Internet reach light users of other
  media
• Daily reach of Radio Internet is similar to
  that of TV (83)
• Radio is often used simultaneously with Internet
  (up to 33 of the time)
• Read full study here

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Power of Local Media Websites