WHAT - AM Talk Radio

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WHAT - AM Talk Radio People Make the World Go
Round
KBT Communications, Inc. Presented By Ramon
Jones Brian Leatherberry Tina Moore Michele
Muhammad April 1998
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• Radio Industry Background
• DeregulationConsolidation
• 12,200 Radio Stations
• 15 Largest Broadcasters own 11 of stations
• 99 out of 100 HH has a radio
• Business is Good Ad Spending up 72 since
  1992

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• Industrys Keys To Success
• Attract a Specific Demographic Group
• with program formats
• and on-air talent
• that appeal to your target, because
• Obtain High Advertising Rates...
• based on a stations ability to attract clearly
  segmented audiences

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• KBT Communications, Inc.
• Acquired WHAT in 1989 (mixed format) switched to
  All-Talk by 1991
• Today...
• Family owned30 Employees
• Privately held
• Phillys Only 24 hour Talk Radio Format Targeting
  the African-American Segment

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• Companys Guiding Principles
• Stations Mission
• To inform, educate, and provide an interactive
  forum around issues of relevance to the African
  American Community
• Presidents Vision
• Create a regional network of AM Talk- Radio
  stations
• Operating Principle
• Provide service to the community while remaining
  profitable

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• Regional Network Strategy

PA
NJ
43,689
Trenton
49.3
Pittsburgh
Philadelphia
Harrisburg
95,362
708,574
Total Black Pop. Black Pop. Percent Source
1990 U.S.Census
26,502
25.8
41.3
50.6
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• Management Team
• Cody Anderson, President CEO
• Kyle Anderson, V.P. Station Manager
• Bill Anderson, V.P. Programming Director

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Organizations Core Competencies
Subject Knowledge
WHAT
Listener Loyalty
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• Environment

print
WDAS-FM WUSL-FM
WHAT-AM
internet
television
other radio
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• Time Perspectives
• Past
• Codys 35 years of industry experience
• Family tradition of community service and
  leadership
• Present
• Advertising Revenue
• Profitability
• Future
• Six Months to One Year- Options to Gain Capital
• Long-Term- Regional Network

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• Selection Rules
• Working Capital
• Level Of Control
• Management
• Programming
• Payback Period
• Comfort Level

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• Issues For Discussion
• WHAT-AMs Direction
• Leader in the Community vs. Commitment to the
  Regional Plan
• Leadership Succession Issues
• Developing the next generation of leaders
• Codys Change
• Balancing National Exposure vs. Local Presence