WMYX 99.1FM
Transcription
WMYX 99.1FM
Milwaukee Radio Buyers Guide We hope you enjoy this Milwaukee Radio Overview provided by the Entercom Milwaukee Marketing Results Research Department. We combine research from Arbitron and Scarborough in preparing this report. Customized research specific to your business and customers is available from your Entercom Milwaukee Account Executive. Detailed research on demo‐ graphics, planned purchases, lifestyle, household data, customer database surveys and much more are at your fingertips. Just give us a call. We're happy to help. Table of Contents Market Overview ....................................................... 4 Market Map ............................................................... 5 Market Data .............................................................. 6 Top 5 Stations by Demographic ................................. 8 Market Information ................................................... 9 WMYX‐FM ............................................................... 10 WXSS‐FM ................................................................. 13 WSSP‐AM ................................................................ 16 WISN‐AM ................................................................. 19 WMIL‐FM ................................................................. 22 WOKY‐AM ............................................................... 25 WQBW‐FM .............................................................. 28 WRIT‐FM .................................................................. 31 WKKV‐FM ................................................................ 34 WHQG‐FM ............................................................... 37 WKLH‐FM ................................................................. 40 WJMR‐FM ................................................................ 43 WJZX‐FM ................................................................. 46 WJYI‐AM .................................................................. 49 WLUM‐FM ............................................................... 51 WLDB‐FM ................................................................. 54 WMCS‐AM ............................................................... 57 WKTI‐FM .................................................................. 60 WTMJ‐AM ................................................................ 63 Glossary of Terms .................................................... 66 Radio Market Overview ¾ Milwaukee is ranked 36 in market size. The metro area is made up of five counties: Milwaukee, Ozaukee, Washington, Waukesha and Racine. ¾ Milwaukee County accounts for 52.6% of the population. The total metro population is 1,431,300. ¾ 14% of the metro is Black, 7.9% is Hispanic. ¾ The total sales are $25,030,633,000. ¾ There are 685,700 households in Milwaukee. The average income per household is $70,070 annually. The median home value is $131,900. ¾ 26% of Milwaukeeans have four or more years of college. ¾ 62.6% of Milwaukeeans are employed full time. ¾ 80% of the population will drive to work and another 9.9% will carpool. 4% will use public transportation. ¾ Milwaukeeans are very mobile, 89% own an automobile. On average, they’ll spend 22 minutes traveling to work. ¾ There are 29 radio stations measured by Arbitron assigned to this market. ¾ There are 7 over-the-air network television stations. ¾ There are 9 newspapers in the Milwaukee Metro with the Journal Sentinel covering only 30%. 4 The Market Milwaukee/Racine Percentage of Population by County: County Population Percentage Milwaukee O Ozaukee k Racine Washington Waukesha 753,200 75 100 75,100 164,500 10,600 327,900 52.6% 5 2% 5.2% 11.5% 7.7% 22.9% 5 Metro Milwaukee (Milwaukee/Racine - 1,433,300 Population) Retail Spending Power Retail Group Profession Annual Total $1,865,828 $3,093,875 $2,455,715 $4,627,491 $986,106 $503,165 $2,791,554 Department Stores General Merchandiser Eating Establishments Automotive Dealers Clothing Furniture Grocery Stores 4.7% 21.3% 21.5% 12.5% 12.7% 10.4% 0.0% 5.0% Informatin compiled by Claritas, Inc 10.0% 15.0% 20.0% Professional / Technical Proprietor / Managerial Clerical / Sales Worker Blue Collar Retired Homemaker Household Income 25.0% Education 25 0% 25.0% 20.9% 20.6% College Grad 26.2% 19.1% 20.0% 15.3% 13.8% 15.0% Some College 28.6% 10.3% 10.0% HS Grad 29.5% 5.0% Less than HS 0.0% Under $25k 25k‐34k 35k‐49k 50k‐74k 75k‐99k 15.7% 100+k 0.0% Household Size 35.0% 30.0% 20.0% 30.0% 40.0% Children in the Home 50.0% 32.5% 29.3% 10.0% 29.2% 45.0% 43.3% 40.0% 25.0% 35.0% 20.0% 30.0% 25.0% 15.0% 17.9% 20.0% 9.0% 10.0% 22.5% 16.5% 15.0% 10.0% 5.0% 5.0% 0.0% 0.0% 1 person 2 person 3‐4 person 5+ person Any Age Under 6 6‐12 13+ Source: Scarborough Release 1 2008. February 2007- January 2008 Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 6 Metro Milwaukee (Milwaukee/Racine - 1,433,300 Population) Age Composition 20.0% 18.3% 18.0% Male 48% 16.7% 16.0% 15.1% 14.7% 13.6% 14.0% 12.0% Gender Composition 10.2% 11.3% 10.0% 8.0% 6.0% 4.0% 2.0% Female 52% 0.0% 12‐17 18‐24 25‐34 35‐44 45‐54 55‐64 65+ Arbitron/TAPSCAN Arbitron/TAPSCAN Ethnic Composition Black 14.7% Diary Respondents SP07 2655 Hispanic 7.3% SU07 2,780 SU07 2,654 WI08 2,740 SP08 2,701 Each Arbitron diary Counts as 529 Persons Metro Response Rate: Arbitron/TAPSCAN Other 78.0% Arbitron/TAPSCAN Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 35% Top 5 Stations Per Demographic Group DEMO #1 #2 #3 #4 #5 Teens 12‐17 WXSS WKKV WMYX WLUM WKTI Adults 18‐34 WXSS WKKV WLUM WHQG WMYX Adults 18‐49 WXSS WHQG WTMJ WKKV WMYX Adults 25‐49 WHQG WTMJ WXSS WKLH WMYX Adults 25‐54 WTMJ WHQG WKLH WXSS WKTI Adults 35‐64 WTMJ WKLH WRIT WHQG WMIL Women 18‐34 WXSS WKKV WMYX WKTI WMIL Women 18‐49 WXSS WMYX WKKV WKTI WMIL Women 25‐49 WXSS WMYX WKTI WMIL WKLH Women 25‐54 WMYX WXSS WKTI WKLH WMIL Women 35‐64 WTMJ WKLH WMYX WKTI WMIL Men 18‐34 WHQG WXSS WLUM WKKV WTMJ Men 18‐49 WHQG WTMJ WXSS WLUM WKLH Men 25‐49 WHQG WTMJ WLUM WKLH WXSS Men 25‐54 WTMJ WHQG WKLH WLUM WISN Men 35‐64 WTMJ WKLH WHQG WISN WRIT Source: All Arbitron data based on Spring 2008 Persons 12+ M‐Sun 6a‐12m (Cume) 8 Market Information Milwaukee Market Radio Stations Call Letters Format Frequency Operated By WMYX-FM Hot Adult Contemporary 99.1 Entercom WXSS-FM Top 40/CHR 103.7 Entercom WSSP-AM Sports Talk Radio 1250 AM Entercom WISN-AM News Talk 1130 AM Clear Channel WMIL-FM Country 106.1 Clear Channel WOKY-AM Oldies 60's & 70's 920 AM Clear Channel WQBW-FM Classic Rock 97.3 Clear Channel WRIT-FM Oldies 95.7 Clear Channel WKKV-FM Urban Contemporary 100.7 Clear Channel WHQG-FM Album Oriented Rock 102.9 Saga WKLH-FM Classic Hits 96.5 Saga WJMR-FM Urban Adult Contemporary 98.3 Saga WJZX-FM Smooth Jazz 106.9 Saga WJYI-AM Christian Music 1340 AM WLUM-FM Alternative 102.1 WLDB-FM Soft Rock 93.3 WMCS-FM Urban Talk Radio 1290 AM Saga Milwaukee Radio Alliance Milwaukee Radio Alliance Milwaukee Radio Alliance WKTI-FM Hot Adult Contemporary 94.5 Journal Broadcasting WTMJ-AM News, Talk, Sports 620 AM Journal Broadcasting 9 WMYX - 99.1FM Format: Hot Adult Contemporary Program Description: "The Mix Means Variety" Core Artists: Nickelback, Bon Jovi, Daughtry, Pink, Maroon 5, Kelly Clarkson. Spring ’08 Arbitron/Scarborough Highlights ¾ WMYX reaches 182,500 different listeners weekly. ¾ Average age is 38. ¾ Audience is 71% Women. ¾ 67% of WMYX audience is Persons 25-54. ¾ 69% own their home. ¾ WMYX is a top performer with key Female demos. Owner: Entercom Communications GM/VP - Alan Kirshbom - 414-448-2103 GSM - Mike Donovan - 414-448-2136 GSM - Kira Lafond - 414-448-2108 NSM - Sue Schmitz- 414-448-2143 Business Offices 11800 W. Grange Avenue Hales Corners, WI 53130 414-529-1250 10 WMYX 99.1FM (Hot Adult Contemporary) Duplication Ethnic Composition 45.0% 40.0% Hispanic 3.2% 39.6% Black 2.3% 38.0% 35.0% 30.0% 22.6% 25.0% 21.6% 20.0% 15.0% 10.0% 5.0% 0.0% WXSS‐FM WKTI‐FM WHQG‐FM WMIL‐FM Other 94.5% Arbitron/TAPSCAN Arbitron/TAPSCAN Audience Share Trends SP07 SU07 FA07 WI08 12+ 4.2% 3.4% 6.5% 3.1% SP08 3.3% 18‐34 5.3% 5.3% 7.5% 3.3% 5.8% 25‐54 5.5% 3.8% 7.4% 3.8% 4.0% Arbitron/TAPSCAN County Composition Milwaukee 29.5% Milw HDBA 8.4% Milw HDHA 2.0% Ozaukee 2.9% Racine 19.4% Washington 7.1% Waukesha 30.8% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 11 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Aug07-Jan08 Scarborough Qualitative Criteria: Adults 18 + Metro Survey Area Listened to WMYX-FM Qualitative Population: 212,614 Qualitative Respondents: 123 Sex Age Levels 30.7 % Male 69.3 28.8% % Female 26.2% 19.1% Employment Status Full-Time (35+ Hrs) 46.9% Part-Time (<35 Hrs) 22.2% 21.1% Not Employed A Homemaker 12.2% A Student 7.8% Retired 4.0% Disabled 2.5% Temporarily Laid-Off 0.0% Looking For Work 4.3% Other 0.0% P 18 - 24 P 25 - 34 P 35 - 44 P 45 - 54 18.2% Professional/Related Occupations 18.3% Service 10.9% Sales/Office 16.7% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 1.2% Production/Transportation/Matl Mvng 4.0% Military Specific 0.0% White Collar 53.1% Blue Collar 16.0% Highest Education Level Attained 5.3% Less Than 12th Grade 26.4% High School Grad(12th Grade/Ged) 2.4% P 55 - 64 P 65+ Household Income Levels 57.1% Occupation Summary Management/Business/Financial Ops 2.4% 13.2% 4.3% 17.5% 7.9% Less Than $25,000 $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 43.4% One 22.8% Two 21.3% Three Or More 12.5% Own Or Rent Residence Own 75.8% Rent 11.7% Other -Do Not Own Or Rent 12.5% 38.1% 30.2% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Aug07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 12 WXSS – 103.7 1FM Format: Top 40/CHR Program Description: "The Number One Hit Music Station" Core Artists: Justin Timberlake, Rihanna, Chris Brown, Fergie, Usher, Kanye West. Spring ’08 Arbitron/Scarborough Highlights ¾ WXSS is the most listened to FM radio station in the state of Wisconsin reaching 282,300 different people every week. ¾ Average age is 28. ¾ 60% of WXSS audience is Persons 18 - 44. ¾ 62% of WXSS audience are Women. ¾ 51% own their home. ¾ WXSS is number 1 with Adults 18-34, Adults 18-49, Women 1834, Women 18-49 and Women 25-49. ¾ WXSS is the only place to effectively reach both Gen X and Gen Y. Owner: Entercom Communications GM/VP - Alan Kirshbom - 414-448-2103 GSM - Mike Donovan - 414-448-2136 GSM - Kira Lafond - 414-448-2108 NSM-Sue Schmitz-414-448-2143 Business Offices 11800 W. Grange Avenue Hales Corners, WI 53130 414-529-1250 13 WXSS 103.7FM (Top 40/CHR) Duplication 30.0% Ethnic Composition 27.7% Black, 14.2% 25.6% 25.0% Hispanic, 12.7% 20.6% 18.6% 20.0% 15.0% 10.0% 5.0% Other, 73.1% 0.0% WKKV‐FM WMYX‐FM WKTI‐FM WMIL‐FM Arbitron/TAPSCAN Arbitron/TAPSCAN Audience Share Trends SP07 SU07 FA07 WI08 12+ 5.7% 7.2% 6.3% 6.5% SP08 6.9% 18‐34 12.3% 16.8% 13.5% 13.7% 13.0% 25‐54 3.9% 5.5% 4.7% 6.3% 5.5% Arbitron/TAPSCAN County Composition Milwaukee 25.7% Milw HDBA 23.6% Milw HDHA 7.0% Ozaukee 4.1% Racine 9.9% Washington 8.5% Waukesha 21.2% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 14 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Aug07-Jan08 Scarborough Qualitative Criteria: Adults 18 + Metro Survey Area Listened to WXSS-FM Qualitative Population: 183,308 Qualitative Respondents: 82 Sex Age Levels 42.3 % Male 57.7 40.6% % Female 39.8% Employment Status Full-Time (35+ Hrs) 51.5% Part-Time (<35 Hrs) 27.0% 13.4% Not Employed 4.9% A Homemaker 5.1% A Student 8.6% Retired 0.4% Disabled 1.1% Temporarily Laid-Off 0.0% Looking For Work 6.2% Other 0.0% P 18 - 24 P 25 - 34 P 35 - 44 P 45 - 54 1.0% 0.3% P 55 - 64 P 65+ Household Income Levels 40.4% 21.3% 21.2% $35,000-$49,999 $50,000 - $74,999 Occupation Summary Management/Business/Financial Ops 13.8% Professional/Related Occupations 17.6% Service 10.9% Sales/Office 20.4% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 5.0% Production/Transportation/Matl Mvng 10.8% Military Specific 0.0% White Collar 51.8% Blue Collar 26.7% Highest Education Level Attained 10.2% Less Than 12th Grade 36.6% High School Grad(12th Grade/Ged) 10.8% 6.3% Less Than $25,000 $25,000-$34,999 $75,000+ # Child(Ren) Under 18 In Household No 36.3% One 20.9% Two 31.8% Three Or More 11.1% Own Or Rent Residence Own 64.6% Rent 25.0% Other -Do Not Own Or Rent 10.3% 32.9% 20.3% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Aug07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 15 WSSP – 1250 AM Format: Sports Talk Radio Program Description: "Milwaukee's Full Time Sports Radio Station" Programming Features: The Doug Russell Show, Gary & Cliff, Jim Rome, Select Badger, Bucks and Brewers Games, Local Baseball and Basketball post-game shows, Flagship Station for the Milwaukee Admirals, Bucks General Manager and Coaches shows. Spring ’08 Arbitron/Scarborough Highlights ¾ Average age is 50. ¾ 84% are Men. ¾ 77% own their home. ¾ Consistent performer with Male demos. ¾ Milwaukee’s Sports Leader continues to provide more local sports talk than any other station in the market. Owner: Entercom Communications GM/VP - Alan Kirshbom - 414-448-2103 GSM - Mike Donovan - 414-448-2136 GSM - Kira Lafond - 414-448-2108 NSM - Sue Schmitz - 414-448-2143 Business Offices 11800 W. Grange Avenue Hales Corners, WI 53130 414-529-1250 16 WSSP 1250AM (Sports Talk Radio) Age Composition Gender Composition 23.6% 25.0% Female 16.0% 21.8% 20.0% 17.4% 13.4% 15.0% 10.0% 11.9% 7.1% 4.7% 5.0% Male 84.0% 0.0% 12‐17 18‐24 25‐34 35‐44 45‐54 55‐64 65+ Arbitron/TAPSCAN Arbitron/TAPSCAN Ethnic Composition Audience Share Trends Bl k 5 0% Black, 5.0% Hispanic, 6.0% Other, 89.0% Arbitron/TAPSCAN SP07 SU07 FA07 WI08 SP08 12+ 0.5% 0.7% 1.1% 0.6% 0.4% 18‐34 0.9% 1.3% 1.6% 0.4% 0.4% 25‐54 0.6% 0.8% 1.9% 0.7% 0.4% Arbitron/TAPSCAN County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 33.8% 14.4% 3.4% 9.4% 2.4% 7.2% 29.7% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 17 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Feb07-Jan08 Scarborough Qualitative Criteria: Adults 18+ Metro Survey Area Listened to WSSP-AM or radio formats (M-S 6a-mid cume) are All Sports Qualitative Population: 64,294 Qualitative Respondents: 73 Sex Age Levels 92.1 % Male 7.9 39.0% % Female Employment Status 24.1% 21.7% Full-Time (35+ Hrs) 83.4% Part-Time (<35 Hrs) 3.4% Not Employed A Homemaker 1.2% A Student 1.8% Retired 7.2% Disabled 0.0% Temporarily Laid-Off 3.0% Looking For Work 0.0% Other 0.0% 6.3% 7.2% P 55 - 64 P 65+ 1.7% P 18 - 24 P 25 - 34 P 35 - 44 P 45 - 54 Household Income Levels 56.5% 23.0% Occupation Summary Management/Business/Financial Ops 13.0% 24.1% 5.8% Professional/Related Occupations 23.7% Service 7.3% Sales/Office 14.2% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 7.5% Production/Transportation/Matl Mvng Military Specific 1.7% Less Than $25,000 $25,000-$34,999 $75,000+ # Child(Ren) Under 18 In Household 50.1% 10.1% One 18.4% 0.0% Two 22.4% 61.9% Blue Collar 24.9% Highest Education Level Attained Three Or More 9.1% Own Or Rent Residence Own 83.4% Rent 16.6% Other -Do Not Own Or Rent 27.0% High School Grad(12th Grade/Ged) $50,000 - $74,999 No White Collar 1.7% Less Than 12th Grade $35,000-$49,999 0.0% 25.6% 45.7% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Feb07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 18 WISN – 1130 AM Format: News Talk Program Description: "News/Talk” Programming Features: WISN Early Spin, Rush Limbaugh, Mark Belling. Spring ’08 Arbitron/Scarborough Highlights ¾ WISN reaches 147,000 different listeners weekly. ¾ Average age is 57. ¾ 66% of WISN audience is Men. ¾ 75% of WISN audience is Persons 45+. ¾ 83% own their home. ¾ Up in several Male demos from Winter 2008. Owner: Clear Channel Communications GM/VP - Cindy McDowell DOS – Jay Dailey GSM – Phil Kurth Business Offices 12100 W. Howard Avenue Milwaukee, WI 53228 414-545-8900 19 WISN 1130AM (News Talk) Duplication Ethnic Composition 70.0% 60.0% Hispanic 2.7% 58.7% Black 3.6% 50.0% 40.0% 30.0% 20.0% 14.1% 14.1% 13.7% 10.0% Other 93.7% 0.0% WTMJ‐AM WKLH‐FM WMIL‐FM WHQG‐FM Arbitron/TAPSCAN Arbitron/TAPSCAN Audience Share Trends SP07 SU07 FA07 WI08 SP08 12+ 4.5% 4.3% 5.0% 4.6% 6.1% 18‐34 2.1% 0.9% 1.5% 1.5% 2.1% 25‐54 3.1% 2.9% 4.1% 4.1% 5.1% Arbitron/TAPSCAN County Composition Milwaukee 29.5% Milw HDBA 9.7% Milw HDHA 1.4% Ozaukee 8.5% Racine 7.7% Washington 13.0% Waukesha 30.3% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 20 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Feb07-Jan08 Scarborough Qualitative Criteria: Adults 18+ Metro Survey Area Listened to WISN-AM Qualitative Population: 142,062 Qualitative Respondents: 210 Sex Age Levels 66.2 % Male 33.8 27.2% % Female 23.9% 20.9% 18.0% Employment Status Full-Time (35+ Hrs) 50.2% Part-Time (<35 Hrs) 14.2% 6.6% Not Employed 3.3% A Homemaker 3.4% A Student 0.0% Retired 26.1% Disabled 1.8% Temporarily Laid-Off 0.4% Looking For Work 4.0% Other 0.0% P 18 - 24 P 25 - 34 P 35 - 44 P 65+ 43.6% 24.5% 19.1% Management/Business/Financial Ops 15.0% Professional/Related Occupations 10.2% Service 4.3% Sales/Office 20.0% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 8.3% Production/Transportation/Matl Mvng 6.7% Military Specific 0.0% White Collar 45.1% Blue Collar 19.3% Highest Education Level Attained 5.9% 6.8% Less Than $25,000 $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 68.6% One 8.4% Two 15.9% Three Or More 7.1% Own Or Rent Residence Own 84.6% Rent 10.8% Other -Do Not Own Or Rent 27.3% High School Grad(12th Grade/Ged) P 55 - 64 Household Income Levels Occupation Summary 1.0% Less Than 12th Grade P 45 - 54 4.7% 36.2% 35.5% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Feb07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 21 WMIL – FM 106 Format: Country Program Description: "Continuous Country Favorites" Core Artists: Toby Keith, Kenny Chesney, Tim McGraw, George Strait, Rascal Flatts. Spring ’08 Arbitron/Scarborough Highlights ¾ WMIL reaches 197,200 different listeners weekly. ¾ Average age is 47. ¾ 59% of audience is Women. ¾ 52% of WMIL audience is Persons 45+. ¾ 76% own their home. ¾ Cume down 12% from Winter 2008. Losses in most key demos. Owner: Clear Channel Communications GM/VP - Cindy McDowell DOS – Jay Dailey GSM – Jean Kemp Business Offices 12100 W. Howard Avenue Milwaukee, WI 53228 414-545-8900 22 WMIL 106.1FM (Country) Duplication Ethnic Composition 30.0% 26.7% 24.0% 25.0% Hispanic 4.4% 20.0% 18.6% WMYX‐FM WKTI‐FM 20.0% Black 1.0% 15.0% 10.0% 5.0% Other 94.6% 0.0% WXSS‐FM WTMJ‐AM Arbitron/TAPSCAN Arbitron/TAPSCAN Audience Share Trends SP07 SU07 FA07 WI08 SP08 12+ 8.1% 8.7% 5.8% 7.4% 6.0% 18‐34 11.7% 7.6% 6.9% 7.9% 5.2% 25‐54 8.6% 7.9% 5.8% 6.5% 5.1% Arbitron/TAPSCAN County Composition Milwaukee 30.6% Milw HDBA 6.3% Milw HDHA 4.6% Ozaukee 4.8% Racine 17.9% Washington 10.0% Waukesha 25.8% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 23 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Feb07-Jan08 Scarborough Qualitative Criteria: Adults 18 + Metro Survey Area Listened to WMIL-FM Qualitative Population: 219,945 Qualitative Respondents: 293 Sex Age Levels 36.4 % Male 63.6 21.4% 20.1% % Female 17.6% 14.1% Employment Status Full-Time (35+ Hrs) 60.9% Part-Time (<35 Hrs) 20.0% 15.6% 11.2% Not Employed A Homemaker 6.0% A Student 0.4% Retired 10.4% Disabled 0.3% Temporarily Laid-Off 0.5% Looking For Work 1.4% Other 0.0% P 18 - 24 P 25 - 34 P 65+ 40.5% 27.7% 17.7% Management/Business/Financial Ops 12.7% Professional/Related Occupations 15.5% Service 13.7% Sales/Office 18.1% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 8.1% Production/Transportation/Matl Mvng 12.7% Military Specific 0.0% White Collar 46.3% Blue Collar 34.6% Highest Education Level Attained 7.4% 6.8% Less Than $25,000 $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 60.3% One 15.4% Two 14.4% Three Or More 9.8% Own Or Rent Residence Own 79.7% Rent 14.4% Other -Do Not Own Or Rent 40.0% High School Grad(12th Grade/Ged) P 55 - 64 Household Income Levels Occupation Summary 7.5% Less Than 12th Grade P 45 - 54 P 35 - 44 5.9% 28.5% 24.0% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Feb07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 24 WOKY – AM 920 Format: Oldies 60’s & 70’s Program Description: "Top 40 Hits of the 60's & 70's" Spring ’08 Arbitron/Scarborough Highlights ¾ WOKY reaches 61,700 different people weekly. ¾ Average age is 65. ¾ 56% of WOKY audience is Women. ¾ 80% of WOKY audience is Persons 45+. ¾ 82% own their own home. ¾ Cume is down 9% from Winter 2008. Owner: Clear Channel Communications GM/VP - Cindy McDowell DOS – Jay Dailey GSM – Phil Kurth Business Offices 12100 W. Howard Avenue Milwaukee, WI 53228 414-545-8900 25 WOKY 920AM (Adult Standards) Duplication 50.0% Ethnic Composition 45.5% 45.0% 40.0% 35.0% Black, 4.9% Hispanic, 2.4% 30.0% 25.0% 20.9% 20.0% 16.9% 16.4% WISN‐AM WMIL‐FM 15.0% 10.0% 5.0% 0.0% WTMJ‐AM WRIT‐FM Other, 92.9% Arbitron/TAPSCAN Arbitron/TAPSCAN Audience Share Trends SP07 SU07 FA07 WI08 12+ 3.2% 2.1% 2.6% 2.8% SP08 2.2% 18‐34 0.7% 0.9% 0.8% 0.0% 0.6% 25‐54 1.2% 1.9% 0.7% 0.9% 0.7% Arbitron/TAPSCAN County Composition Milwaukee 46.0% Milw HDBA 10.8% Milw HDHA 3.1% Ozaukee 4.3% Racine 3.2% Washington 5.3% Waukesha 27.6% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 26 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Feb07-Jan08 Scarborough Qualitative Criteria: Adults 18 + Metro Survey Area Listened to WOKY-AM Qualitative Population: 73,329 Qualitative Respondents: 134 Sex Age Levels 51.9 % Male 48.1 52.5% % Female Employment Status 31.8% Full-Time (35+ Hrs) 29.1% Part-Time (<35 Hrs) 12.4% 11.8% Not Employed A Homemaker 6.8% A Student 0.0% Retired 46.7% Disabled 2.2% Temporarily Laid-Off 0.0% Looking For Work 2.8% Other 0.0% 1.4% 0.0% 2.5% P 18 - 24 P 25 - 34 P 35 - 44 P 45 - 54 P 55 - 64 P 65+ Household Income Levels 28.0% 22.3% 15.7% 17.3% 16.8% Occupation Summary Management/Business/Financial Ops 3.9% Professional/Related Occupations 6.4% Service 4.9% Sales/Office 13.3% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 4.6% Production/Transportation/Matl Mvng 8.4% Military Specific 0.0% White Collar 23.6% Blue Collar 17.9% Highest Education Level Attained Less Than $25,000 $25,000-$34,999 39.7% High School Grad(12th Grade/Ged) $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 86.4% One 9.8% Two 2.4% Three Or More 1.4% Own Or Rent Residence Own 84.2% Rent 15.8% Other -Do Not Own Or Rent 4.2% Less Than 12th Grade $35,000-$49,999 0.0% 37.1% 19.0% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Feb07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 27 WQBW – 97.3 FM Format: Classic Rock Program Description: "The Biggest Variety of Rock Hits" Core Artists: Foreigner, Steve Miller, Bon Jovi, Styx, Journey. Spring ’08 Arbitron/Scarborough Highlights ¾ WQBW reaches 126,500 different listeners weekly. ¾ Average age is 41. ¾ WQBW audience is 41% Women and 59% Men. ¾ 69% of WQBW audience is Persons 25-54. ¾ 78% own their home. ¾ WQBW continues to suffer from audience erosion. Barely in the top ten in many key demos. Owner: Clear Channel Communications GM/VP - Cindy McDowell DOS – Jay Dailey GSM – Rob Balge Business Offices 12100 W. Howard Avenue Milwaukee, WI 53228 414-545-8900 28 WQBW 97.3FM (Classic Rock) Duplication Ethnic Composition 35.0% 34.1% 34.0% Hispanic 3.4% 33.0% Black 1.5% 32.0% 31.3% 31.0% 30.0% 30.0% 29.5% 29.0% 28.0% Other 95.1% 27.0% WHQG‐FM WKLH‐FM WKTI‐FM WMYX‐FM Arbitron/TAPSCAN Arbitron/TAPSCAN Audience Share Trends SP07 SU07 FA07 WI08 12+ 4.0% 3.6% 3.1% 3.0% SP08 2.9% 18‐34 3.6% 3.3% 1.9% 3.3% 3.7% 25‐54 5.5% 5.4% 4.4% 4.2% 3.9% Arbitron/TAPSCAN County Composition Milwaukee 36.1% Milw HDBA 4.8% Milw HDHA 2.5% Ozaukee 7.1% Racine 12.7% Washington 11.0% Waukesha 30.2% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 29 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Feb07-Jan08 Scarborough Qualitative Criteria: Adults 18 + Metro Survey Area Listened to WQBW-FM Qualitative Population: 135,380 Qualitative Respondents: 143 Sex Age Levels 56.0 % Male 44.0 30.6% % Female 27.2% Employment Status Full-Time (35+ Hrs) 67.2% Part-Time (<35 Hrs) 13.2% 15.8% 18.2% 5.7% Not Employed A Homemaker 3.1% A Student 3.5% Retired 3.8% Disabled 2.7% Temporarily Laid-Off 1.7% Looking For Work 4.8% Other 0.0% 2.5% P 18 - 24 P 25 - 34 P 35 - 44 10.2% Professional/Related Occupations 14.8% Service 9.8% Sales/Office 18.9% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 17.7% Production/Transportation/Matl Mvng 9.0% Military Specific 0.0% White Collar 43.8% Blue Collar 36.6% Highest Education Level Attained 29.0% High School Grad(12th Grade/Ged) P 65+ 52.5% 6.6% 17.8% 18.2% $35,000-$49,999 $50,000 - $74,999 4.8% Less Than $25,000 $25,000-$34,999 $75,000+ # Child(Ren) Under 18 In Household No 49.0% One 20.7% Two 17.3% Three Or More 13.0% Own Or Rent Residence Own 78.9% Rent 12.6% Other -Do Not Own Or Rent 5.8% Less Than 12th Grade P 55 - 64 Household Income Levels Occupation Summary Management/Business/Financial Ops P 45 - 54 8.6% 42.5% 22.7% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Feb07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 30 WRIT – 95.7 FM Format: Oldies Program Description: "My Music, My Station" Core Artists: Beatles, Neil Diamond, Elton John, Creedence Clearwater Revival, Fleetwood Mac. Spring ’08 Arbitron/Scarborough Highlights ¾ WRIT reaches 157,000 different listeners weekly. ¾ Average age is 49. ¾ 50% of WRIT audience are Women and 50% are Men. ¾ 70% of WRIT audience are Persons 45+. ¾ 79% own their home. ¾ With the exception of Women 35-54, not in the top five of any of the key demos. Owner: Clear Channel Communications GM/VP - Cindy McDowell DOS – Jay Dailey GSM – Nathan Tonarelli Business Offices 12100 W. Howard Avenue Milwaukee, WI 53228 414-545-8900 31 WRIT 95.7FM (Oldies) Duplication Ethnic Composition 35.0% Hispanic 5.8% 30.8% Black 2.8% 30.1% 30.0% 25.0% 22.4% 20.9% 20.0% 15.0% 10.0% 5.0% 0.0% WTMJ‐AM WKLH‐FM WKTI‐FM Other 91.4% WMIL‐FM Arbitron/TAPSCAN Arbitron/TAPSCAN Audience Share Trends SP07 SU07 FA07 WI08 12+ 5.7% 4.5% 4.0% 4.4% SP08 3.8% 18‐34 2.5% 3.1% 2.5% 2.7% 2.1% 25‐54 6.4% 4.6% 4.3% 5.5% 3.7% Arbitron/TAPSCAN County Composition Milwaukee 43.4% Milw HDBA 7.1% Milw HDHA 3.3% Ozaukee 6.8% Racine 9.4% Washington 9.6% Waukesha 20.4% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 32 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Feb07-Jan08 Scarborough Qualitative Criteria: Adults 18 + Metro Survey Area Listened to WRIT-FM Qualitative Population: 154,215 Qualitative Respondents: 206 Sex Age Levels 45.1 % Male 54.9 34.6% % Female Employment Status 20.4% Full-Time (35+ Hrs) 58.5% Part-Time (<35 Hrs) 18.3% 17.0% 13.8% 8.7% 5.6% Not Employed A Homemaker 4.6% A Student 0.3% Retired 11.2% Disabled 2.4% Temporarily Laid-Off 0.3% Looking For Work 4.3% Other 0.0% P 18 - 24 P 25 - 34 P 45 - 54 P 35 - 44 P 55 - 64 P 65+ Household Income Levels 36.5% 29.1% 18.7% Occupation Summary Management/Business/Financial Ops 14.1% Professional/Related Occupations 17.6% Service 6.9% Sales/Office 17.8% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 6.3% Production/Transportation/Matl Mvng 14.2% Military Specific 0.0% White Collar 49.5% Blue Collar 27.4% Highest Education Level Attained 8.0% 7.6% Less Than $25,000 $25,000-$34,999 39.9% High School Grad(12th Grade/Ged) $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 66.3% One 13.2% Two 12.4% Three Or More 8.0% Own Or Rent Residence Own 79.3% Rent 17.4% Other -Do Not Own Or Rent 3.4% Less Than 12th Grade $35,000-$49,999 3.3% 28.2% 28.6% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Feb07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 33 WKKV – 100.7 FM Format: Urban Contemporary Program Description: "Number One for Hip-Hop and R&B" Core Artists: Mariah Carey, Mary J. Blige, Dem Franchize Boyz, R. Kelly, Aaliyah, Alicia Keys. Spring ’08 Arbitron/Scarborough Highlights ¾ WKKV reaches 169,300 different listeners every week. ¾ Average age is 28. ¾ 58% of the audience is Women. ¾ 73% of WKKV audience is Persons 12-34. ¾ 37% own their own home. ¾ Big losses with 18-34 demos and slight increases with 1849 and 25-54 demos. Owner: Clear Channel Communications GM/VP - Cindy McDowell DOS – Jay Dailey GSM – Randy Wanek Business Offices 12100 W. Howard Avenue Milwaukee, WI 53228 414-545-8900 34 WKKV 100.7FM (Urban Contemporary) Duplication 50.0% Ethnic Composition 46.2% 45.0% Other 23.5% 39.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 8.2% 10.0% Hispanic 9.4% 7.4% 5.0% Black 67.0% 0.0% WXSS‐FM WJMR‐FM WMYX‐FM WNOV‐FM Arbitron/TAPSCAN Arbitron/TAPSCAN Audience Share Trends SP07 SU07 FA07 WI08 12+ 6.6% 6.1% 5.0% 5.0% SP08 5.5% 18‐34 11.9% 3.1% 9.9% 11.2% 10.5% 25‐54 6.1% 4.6% 4.0% 5.1% 5.1% Arbitron/TAPSCAN County Composition Milwaukee 12.5% Milw HDBA 62.8% Milw HDHA 6.6% Ozaukee 0.3% Racine 9.5% Washington 2.6% Waukesha 5.7% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 35 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Feb07-Jan08 Scarborough Qualitative Criteria: Adults 18 + Metro Survey Area Listened to WKKV-FM Qualitative Population: 136,959 Qualitative Respondents: 128 Sex Age Levels 46.2 % Male 53.8 38.0% % Female 35.0% Employment Status Full-Time (35+ Hrs) 48.9% Part-Time (<35 Hrs) 20.2% 16.2% 7.4% Not Employed 3.4% A Homemaker 5.4% A Student 4.6% Retired 0.6% Disabled 9.0% Temporarily Laid-Off 1.9% Looking For Work 9.4% Other 0.0% P 18 - 24 P 25 - 34 P 35 - 44 P 45 - 54 P 55 - 64 0.0% P 65+ Household Income Levels 23.5% 22.6% 21.0% 19.6% 13.3% Occupation Summary Management/Business/Financial Ops 1.1% Professional/Related Occupations 10.5% Service 22.2% Sales/Office 14.6% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 4.7% Production/Transportation/Matl Mvng 15.9% Military Specific 0.0% White Collar 26.3% Blue Collar 42.8% Highest Education Level Attained Less Than $25,000 $25,000-$34,999 48.6% High School Grad(12th Grade/Ged) $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 31.3% One 27.0% Two 21.4% Three Or More 20.4% Own Or Rent Residence Own 38.5% Rent 57.1% Other -Do Not Own Or Rent 19.8% Less Than 12th Grade $35,000-$49,999 4.4% 21.4% 10.2% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Feb07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 36 WHQG – 102.9 FM Format: Album Oriented Rock Program Description: "Everything That Rocks" Core Artists: AC/DC, Van Halen, Def Leppard, Led Zeppelin, Metallica. Spring ’08 Arbitron/Scarborough Highlights ¾ WHQG reaches 198,000 different listeners weekly. ¾ The “Bob & Brian” morning show is the driver of the station. Bob & Brian reach 66% of the entire station’s cume. ¾ Average age is 36. ¾ 73% is Male. ¾ 82% of WHQG audience is Persons 25-54. ¾ 77% own their home. ¾ Number 1 with most Male demos as well as Adults 18-49 and Adults 25-54. Owner: Saga Communications GM/VP - Tom Joerres GSM – Annemarie Topel Business Offices 5407 W. McKinley Avenue Milwaukee, WI 53208 414-978-9000 37 WHQG 102.9FM (Album Oriented Rock) Duplication Ethnic Composition 35.0% 30.9% Hispanic 1.4% 30.0% 25.7% Black 3.6% 25.2% 25.0% 21.8% 20.0% 15.0% 10.0% 5.0% Other 95.0% 0.0% WLUM‐FM WTMJ‐AM WXSS‐FM WQBW‐FM Arbitron/TAPSCAN Arbitron/TAPSCAN Audience Share Trends SP07 SU07 FA07 WI08 12+ 5.2% 4.8% 4.8% 5.3% SP08 5.8% 18‐34 7.7% 7.2% 6.3% 6.0% 7.8% 25‐54 7.3% 6.9% 6.7% 7.6% 8.4% Arbitron/TAPSCAN County Composition Milwaukee 30.1% Milw HDBA 7.7% Milw HDHA 1.8% Ozaukee 5.9% Racine 13.1% Waukesha 10.7% Waukesha 30.7% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 38 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Feb07-Jan08 Scarborough Qualitative Criteria: Adults 18 + Metro Survey Area Listened to WHQG-FM Qualitative Population: 172,234 Qualitative Respondents: 166 Sex Age Levels 61.3 % Male 38.7 29.0% 27.4% % Female 20.7% Employment Status Full-Time (35+ Hrs) 66.1% Part-Time (<35 Hrs) 17.1% 19.9% Not Employed A Homemaker 2.7% A Student 5.7% Retired 2.9% Disabled 2.4% Temporarily Laid-Off 1.7% Looking For Work 0.6% Other 0.6% 2.1% P 18 - 24 P 25 - 34 0.8% P 65+ 44.5% 28.2% 16.8% Management/Business/Financial Ops 14.3% Professional/Related Occupations 15.3% Service 9.4% Sales/Office 18.0% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 11.2% Production/Transportation/Matl Mvng 15.0% Military Specific 0.0% White Collar 47.6% Blue Collar 35.7% Highest Education Level Attained 3.4% 7.1% Less Than $25,000 $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 49.8% One 19.9% Two 18.1% Three Or More 12.2% Own Or Rent Residence Own 81.1% Rent 13.3% Other -Do Not Own Or Rent 40.9% High School Grad(12th Grade/Ged) P 55 - 64 Household Income Levels Occupation Summary 2.7% Less Than 12th Grade P 45 - 54 P 35 - 44 5.6% 30.2% 26.3% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Feb07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 39 WKLH – 96.5 FM Format: Classic Hits Program Description: "Milwaukee's Classic Rock" Core Artists: Rolling Stones, Led Zeppelin, Beatles, Fleetwood Mac, Tom Petty. Spring’08 Arbitron/Scarborough Highlights ¾ WKLH reaches 189,000 different listeners weekly. ¾ Average age is 46. ¾ 51% of listeners is Men. ¾ 76% of WKLH audience is Persons 45+. ¾ 82% own their home. ¾ Up in several female demos. Owner: Saga Communications GM/VP - Tom Joerres GSM – Annemarie Topel Business Offices 5407 W. McKinley Avenue Milwaukee, WI 53208 414-978-9000 40 WKLH 96.5FM (Classic Hits) Duplication Ethnic Composition 35.0% 31.3% Hispanic, 2.1% 30.0% Black, 0.4% 25.0% 25.0% 21.4% 22.0% 20.0% 15.0% 10.0% Other, 97.5% 5.0% 0.0% WTMJ‐AM WRIT‐FM WKTI‐FM WHQG‐FM Arbitron/TAPSCAN Arbitron/TAPSCAN Audience Share Trends SP07 SU07 FA07 WI08 12+ 4.1% 4.6% 4.6% 4.7% SP08 5.5% 18‐34 1.9% 3.1% 1.9% 3.1% 2.3% 25‐54 5.5% 6.8% 6.3% 6.5% 7.3% Arbitron/TAPSCAN County Composition Milwaukee 36.7% Milw HDBA 6.1% Milw HDHA 2.1% Ozaukee 6.5% Racine 13.0% Washington 9.6% Waukesha 26.0% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 41 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Feb07-Jan08 Scarborough Qualitative Criteria: Adults 18 + Metro Survey Area Listened to WKLH-FM Qualitative Population: 170,348 Qualitative Respondents: 216 Sex Age Levels 55.1 % Male 44.9 38.3% % Female 26.5% Employment Status Full-Time (35+ Hrs) 63.9% Part-Time (<35 Hrs) 18.8% 11.0% 11.5% P 18 - 24 P 25 - 34 11.8% Not Employed A Homemaker 4.3% A Student 3.2% Retired 4.6% Disabled 1.1% Temporarily Laid-Off 1.3% Looking For Work 2.8% Other 0.0% 0.9% P 45 - 54 P 35 - 44 54.1% 22.4% Management/Business/Financial Ops 16.3% Professional/Related Occupations 17.3% Service 11.3% Sales/Office 11.8% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 11.6% Production/Transportation/Matl Mvng 14.4% Military Specific 0.0% White Collar 45.4% Blue Collar 37.3% Highest Education Level Attained 4.7% 11.1% 7.7% Less Than $25,000 $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 51.5% One 21.6% Two 16.9% Three Or More 9.9% Own Or Rent Residence Own 77.4% Rent 14.9% Other -Do Not Own Or Rent 27.7% High School Grad(12th Grade/Ged) P 65+ Household Income Levels Occupation Summary 2.2% Less Than 12th Grade P 55 - 64 7.7% 37.0% 33.1% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Feb07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 42 WJMR – 98.3 FM Format: Rhythmic Oldies Program Description: "Jammin 98.3 " Core Artists: Luther Vandross, Robin Thicke, Isley Brothers, Chi Lites, Alicia Keys. Spring ’08 Arbitron/Scarborough Highlights ¾ WJMR reaches 121,600 different listeners weekly. ¾ Average age is 38. ¾ 57% of the WJMR audience is Women. ¾ 65% of the WJMR audience is 25-54. ¾ 35% own their own home. ¾ Cume is up a little. Slight erosion with 18-49 and 25-54 demos. Owner: Saga Communications GM/VP - Tom Joerres DOS – Annemarie Topel GSM – Tracy Northrop Business Offices 5407 W. McKinley Avenue Milwaukee, WI 53208 414-978-9000 43 WJMR 98.3FM (Rhythmic Oldies) Duplication Ethnic Composition 60.0% 54.4% 50.0% Other, 12.9% 40.0% Hispanic, 7.5% 30.0% 23.8% 20.0% 14.4% 12.3% 10.0% Black, 79.8% 0.0% WKKV FM WKKV‐FM WXSS FM WXSS‐FM WMCS FM WMCS‐FM WNOV FM WNOV‐FM Arbitron/TAPSCAN Arbitron/TAPSCAN Audience Share Trends SP07 SU07 FA07 WI08 SP08 12+ 4.0% 4.0% 5.5% 4.5% 4.1% 18‐34 4.3% 3.8% 5.3% 4.6% 4.5% 25‐54 5.1% 4.8% 7.3% 5.4% 4.7% Arbitron/TAPSCAN County Composition Milwaukee 12.9% Milw HDBA 76.5% Milw HDHA 5.3% Ozaukee 1.3% Racine 3.1% Washington 0.0% Waukesha 0.9% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 44 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Feb07-Jan08 Scarborough Qualitative Criteria: Adults 18 + Metro Survey Area Listened to WJMR-FM Qualitative Population: 112,144 Qualitative Respondents: 132 Sex Age Levels 36.7 % Male 63.3 30.6% % Female 21.2% Employment Status 17.4% Full-Time (35+ Hrs) 45.1% Part-Time (<35 Hrs) 23.1% 16.8% 11.1% Not Employed 2.9% A Homemaker 5.5% A Student 1.3% Retired 4.6% Disabled 9.3% Temporarily Laid-Off 2.4% Looking For Work 8.1% Other 0.6% P 18 - 24 P 25 - 34 P 35 - 44 P 45 - 54 P 55 - 64 Household Income Levels 24.5% 24.4% 20.6% 20.0% 10.5% Occupation Summary Management/Business/Financial Ops 5.8% Professional/Related Occupations 10.9% Service 19.3% Sales/Office 17.7% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 4.6% Production/Transportation/Matl Mvng 10.0% Military Specific 0.0% White Collar 34.4% Blue Collar 33.8% Highest Education Level Attained Less Than $25,000 $25,000-$34,999 45.3% High School Grad(12th Grade/Ged) $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 42.0% One 25.3% Two 14.7% Three Or More 18.0% Own Or Rent Residence Own 42.0% Rent 53.1% Other -Do Not Own Or Rent 18.2% Less Than 12th Grade P 65+ 4.9% 21.1% 15.4% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Feb07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 45 WJZX – 106.9 FM Format: Jazz Program Description: "Smooth Jazz" Spring’08 Arbitron/Scarborough Highlights ¾ WJZX reaches 59,700 different listeners weekly. ¾ Average age is 57. ¾ 56% are Women. ¾ 68% of WJZX audience is Persons 45+. ¾ 78% own their home. ¾ Basically a flat book from Winter 2008. Owner: Saga Communications GM/VP - Tom Joerres DOS – Annemarie Topel GSM – Tracy Northrop Business Offices 5407 W. McKinley Avenue Milwaukee, WI 53208 414-978-9000 46 WJZX 106.9FM (Jazz) Duplication Ethnic Composition 35.0% 30.0% 29.5% Black 28.0% 25.0% 20.9% 18.9% 20.0% 18.1% 15.0% Hispanic 4.0% 10.0% Other 68.0% 5.0% 0.0% WTMJ AM WTMJ‐AM WKTI FM WKTI‐FM WLDB FM WLDB‐FM WJMR FM WJMR‐FM Arbitron/TAPSCAN Arbitron/TAPSCAN Audience Share Trends SP07 SU07 FA07 WI08 SP08 12+ 2.4% 5.0% 1.7% 2.4% 1.5% 18‐34 1.1% 0.7% 0.2% 1.0% 0.6% 25‐54 1.0% 1.1% 0.1% 2.2% 1.4% Arbitron/TAPSCAN County Composition Milwaukee 23.7% Milw HDBA 39.1% Milw HDHA 2.8% Ozaukee 11.8% Racine 5.1% Washington 6.9% Waukesha 10.6% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 47 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Feb07-Jan08 Scarborough Qualitative Criteria: Adults 18 + Metro Survey Area Listened to WJZX-FM Qualitative Population: 64,940 Qualitative Respondents: 101 Sex Age Levels 56.5 % Male 43.5 29.2% % Female 28.2% Employment Status 18.2% Full-Time (35+ Hrs) 45.3% Part-Time (<35 Hrs) 24.7% 11.0% 7.5% Not Employed A Homemaker 6.0% A Student 0.0% Retired 19.4% Disabled 3.0% Temporarily Laid-Off 0.0% Looking For Work 1.5% Other 0.0% P 18 - 24 5.8% P 25 - 34 P 35 - 44 P 65+ 40.7% 21.7% 17.8% Management/Business/Financial Ops 8.9% 7.4% Professional/Related Occupations 16.7% Service 13.5% Sales/Office 18.3% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 8.1% Production/Transportation/Matl Mvng 6.0% Military Specific 0.0% White Collar 42.4% Blue Collar 27.6% Highest Education Level Attained 10.9% Less Than $25,000 $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 70.1% One 9.9% Two 15.2% Three Or More 4.7% Own Or Rent Residence Own 75.7% Rent 18.6% Other -Do Not Own Or Rent 27.6% High School Grad(12th Grade/Ged) P 55 - 64 Household Income Levels Occupation Summary 6.7% Less Than 12th Grade P 45 - 54 5.6% 24.9% 40.8% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Feb07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 48 WJYI – 1340AM Format: Christian Music Program Description: "Today's Christian Music" Owner: Saga Communications GM/VP - Tom Joerres GSM – Kevin Garrett Business Offices 5407 W. McKinley Avenue Milwaukee, WI 53208 414-978-9000 49 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Aug07-Jan08 Scarborough Qualitative Criteria: Adults 18+ Metro Survey Area Preferred radio station is WJYI AM or radio formats (M-S 6a-mid cume) are Contemporary Christian Qualitative Population: 72,816 Qualitative Respondents: 56 Sex Age Levels 36.8 % Male 63.2 21.7% 20.7% % Female 20.5% 21.8% Employment Status 11.7% Full-Time (35+ Hrs) 55.4% Part-Time (<35 Hrs) 17.2% 3.5% Not Employed A Homemaker 18.3% A Student 0.0% Retired 8.1% Disabled 0.0% Temporarily Laid-Off 0.0% Looking For Work 1.0% Other 0.0% P 18 - 24 P 25 - 34 P 45 - 54 P 35 - 44 P 55 - 64 P 65+ Household Income Levels 49.1% 25.3% Occupation Summary 14.7% Management/Business/Financial Ops 13.1% Professional/Related Occupations 17.0% Service 6.5% Sales/Office 14.1% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 10.0% Production/Transportation/Matl Mvng 12.0% Military Specific 0.0% White Collar 44.1% Blue Collar 28.5% Highest Education Level Attained 4.7% Less Than 12th Grade 24.2% High School Grad(12th Grade/Ged) 5.1% 5.8% Less Than $25,000 $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 49.3% One 7.8% Two 24.7% Three Or More 18.2% Own Or Rent Residence Own 91.6% Rent 5.0% Other -Do Not Own Or Rent 3.5% 26.5% 44.6% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Aug07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 50 WLUM – 102.1 FM Format: Alternative Program Description: "Milwaukee's Alternative Station" Core Artists: Pearl Jam, Green Day, Nirvana, Red Hot Chili Peppers, Sublime. Spring’08 Arbitron/Scarborough Highlights ¾ WLUM reaches 144,400 different people weekly. ¾ Average age is 31. ¾ 72% are Men. ¾ 66% of WLUM audience is Persons 18-34. ¾ 62% own their home. ¾ Strong growth with young, Male demos. Owner: Milwaukee Radio Alliance GM/VP - Bill Hurwitz GSM – Aaron Pulley Business Offices N72 W12922 Good Hope Road Menomonee Falls, WI 53051 414-771-1021 51 WLUM 102.1FM (Alternative) Duplication 45.0% Ethnic Composition 42.3% 40.0% Black 3.7% Hispanic 3.5% 35.3% 35.0% 30.0% 25.0% 20.6% 20.0% 18.1% 15.0% 10.0% 5.0% Other 92.8% 0.0% WHQG‐FM WXSS‐FM WMYX‐FM WQBW‐FM Arbitron/TAPSCAN Arbitron/TAPSCAN Audience Share Trends SP07 SU07 FA07 WI08 12+ 3.0% 2.4% 3.1% 2.5% SP08 3.6% 18‐34 7.5% 4.5% 7.6% 5.6% 9.9% 25‐54 3.1% 2.7% 3.2% 3.1% 4.0% Arbitron/TAPSCAN County Composition Milwaukee 27.8% Milw HDBA 11.0% Milw HDHA 2.3% Ozaukee 7.9% Racine 12.8% Washington 7.9% Waukesha 30.3% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 52 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Feb07-Jan08 Scarborough Qualitative Criteria: Adults 18 + Metro Survey Area Listened to WLUM-FM Qualitative Population: 114,805 Qualitative Respondents: 91 Sex Age Levels 50.0 % Male 50.0 38.5% % Female 33.9% Employment Status Full-Time (35+ Hrs) 60.9% Part-Time (<35 Hrs) 20.2% 17.2% 7.9% Not Employed A Homemaker 4.2% A Student 4.2% Retired 1.8% Disabled 1.2% Temporarily Laid-Off 0.9% Looking For Work 6.6% Other 0.0% P 18 - 24 P 25 - 34 P 35 - 44 0.0% P 65+ 44.4% 27.6% 18.0% Management/Business/Financial Ops 10.3% Professional/Related Occupations 16.0% Service 14.9% Sales/Office 25.1% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 8.5% Production/Transportation/Matl Mvng 6.3% Military Specific 0.0% White Collar 51.4% Blue Collar 29.6% Highest Education Level Attained 7.2% 2.7% Less Than $25,000 $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 48.4% One 16.8% Two 19.7% Three Or More 15.1% Own Or Rent Residence Own 68.6% Rent 24.0% Other -Do Not Own Or Rent 36.6% High School Grad(12th Grade/Ged) 2.4% P 55 - 64 Household Income Levels Occupation Summary 4.9% Less Than 12th Grade P 45 - 54 7.4% 32.9% 25.6% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Feb07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 53 WLDB – 93.3 FM Format: Soft Rock Program Description: "Soft Rock, Less Talk" Core Artists: Rod Stewart, Tina Turner, Richard Marx, Eric Carmen, Amy Grant. Spring ’08 Arbitron/Scarborough Highlights ¾ WLDB reaches 105,400 different people weekly. ¾ Average age is 49. ¾ 72% are Women. ¾ 57% of WLDB audience is Persons 45+. ¾ 60% of WLDB listeners own their own home. ¾ Cume is down 11%. Slight increases with Women 25-54 and Women 35-54. Owner: Milwaukee Radio Alliance GM/VP - Bill Hurwitz GSM – Keith Bratel Business Offices N72 W12922 Good Hope Road Menomonee Falls, WI 53051 414-771-1021 54 WLDB 93.3FM (Soft Rock) Duplication Ethnic Composition Hispanic 7.5% 29.0% Black 11.3% 28.3% 28.0% 27.0% 26.0% 25.3% 24.9% 24.9% WTMJ‐AM WRIT‐FM 25.0% 24.0% 23.0% Other 81.2% WKTI‐FM WXSS‐FM Arbitron/TAPSCAN Arbitron/TAPSCAN Audience Share Trends SP07 SU07 FA07 WI08 12+ 3.0% 2.7% 2.3% 3.8% SP08 2.9% 18‐34 0.8% 1.6% 1.9% 3.7% 2.9% 25‐54 2.8% 3.0% 1.8% 4.0% 3.5% Arbitron/TAPSCAN County Composition Milwaukee 38.4% Milw HDBA 15.7% Milw HDHA 2.7% Ozaukee 5.2% Racine 10.7% Washington 7.5% Waukesha 19.8% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 55 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Feb07-Jan08 Scarborough Qualitative Criteria: Adults 18 + Metro Survey Area Listened to WLDB-FM Qualitative Population: 102,723 Qualitative Respondents: 153 Sex Age Levels 48.0 % Male 52.0 40.1% % Female Employment Status 21.7% Full-Time (35+ Hrs) 55.0% Part-Time (<35 Hrs) 16.4% Not Employed A Homemaker 6.1% A Student 0.0% Retired 13.5% Disabled 8.0% Temporarily Laid-Off 0.0% Looking For Work 0.0% Other 1.0% 14.5% 11.3% 9.7% 2.8% P 18 - 24 P 25 - 34 P 65+ 31.8% 25.5% 15.8% 14.9% 12.0% Management/Business/Financial Ops 10.4% Professional/Related Occupations 19.0% Service 11.7% Sales/Office 14.5% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 4.5% Production/Transportation/Matl Mvng 11.3% Military Specific 0.0% White Collar 43.8% Blue Collar 27.5% Highest Education Level Attained Less Than $25,000 $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 69.1% One 11.2% Two 9.2% Three Or More 10.5% Own Or Rent Residence Own 68.6% Rent 30.9% Other -Do Not Own Or Rent 30.3% High School Grad(12th Grade/Ged) P 55 - 64 Household Income Levels Occupation Summary 9.3% Less Than 12th Grade P 45 - 54 P 35 - 44 0.5% 31.6% 28.8% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Feb07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 56 WMCS – 1290 AM Format: Urban Talk Radio Program Description: "The Talk of the Town" Spring ’08 Arbitron/Scarborough Highlights ¾ WMCS reaches 26,800 different listeners weekly. ¾ Average age is 47. ¾ 59% is Women. ¾ 71% of WMCS audience is Persons 45+. ¾ Cume down 37% from Winter 2008. Owner: Milwaukee Radio Alliance GM/VP - Bill Hurwitz GSM – Don Rosette Business Offices N72 W12922 Good Hope Road Menomonee Falls, WI 53051 414-771-1021 57 WMCS 1290AM (Urban Talk-Personality) Duplication 70.0% Ethnic Composition 65.3% Other, 24.8% 60.0% 50.0% 40.0% 30.0% Hispanic, 0.0% 27.2% 20.0% 13.1% 11.9% WJZX FM WJZX‐FM WNOV FM WNOV‐FM Black, 75.2% 10.0% 0.0% WJRM FM WJRM‐FM WKKV FM WKKV‐FM Arbitron/TAPSCAN Arbitron/TAPSCAN Audience Share Trends SP07 SU07 FA07 WI08 SP08 12+ 1.3% 1.1% 0.9% 1.4% 0.9% 18‐34 0.6% 0.5% 0.8% 0.8% 0.6% 25‐54 0.9% 0.8% 0.9% 1.2% 1.0% Arbitron/TAPSCAN County Composition Milwaukee 16.6% Milw HDBA 76.1% Milw HDHA 0.9% Ozaukee 0.0% Racine 0.0% Washington 3.3% Waukesha 3.0% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 58 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Feb07-Jan08 Scarborough Qualitative Criteria: Adults 18 + Metro Survey Area Listened to WMCS-AM Qualitative Population: 41,955 Qualitative Respondents: 54 Sex Age Levels 57.7 % Male 42.3 28.4% % Female 22.0% Employment Status Full-Time (35+ Hrs) 44.7% Part-Time (<35 Hrs) 9.6% A Homemaker 3.4% A Student 1.5% Retired 15.6% Disabled 19.7% Temporarily Laid-Off 1.4% Looking For Work 4.1% Other 0.0% P 18 - 24 P 25 - 34 P 45 - 54 P 55 - 64 P 65+ 30.6% 23.8% 16.4% 15.3% 13.9% 9.0% Professional/Related Occupations 14.4% Service 7.8% Sales/Office 11.0% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 6.1% Production/Transportation/Matl Mvng 6.0% Military Specific 0.0% White Collar 34.4% Blue Collar 19.9% Highest Education Level Attained Less Than $25,000 $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 57.7% One 16.3% Two 13.3% Three Or More 12.7% Own Or Rent Residence Own 55.3% Rent 43.3% Other -Do Not Own Or Rent 29.9% High School Grad(12th Grade/Ged) P 35 - 44 Household Income Levels Occupation Summary Management/Business/Financial Ops 8.1% 5.7% Not Employed 19.3% Less Than 12th Grade 18.2% 17.6% 1.4% 25.9% 24.9% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Feb07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 59 WKTI – 94.5 FM Format: Hot Adult Contemporary Program Description: "Milwaukee's Hit Music Channel" Core Artists: Maroon 5, Kelly Clarkson, Rob Thomas, Aerosmith, Prince. Spring ’08 Arbitron/Scarborough Highlights ¾ WKTI reaches 172,400 different listeners weekly. ¾ Average age is 41. ¾ 70% are Women. ¾ 56% of WKTI audience is Persons 25-54. ¾ 80% own their own home. ¾ Cume down a little. Slight increases with Adults 18-34 and Adults 18-49. Declines with Adults 25-54 and Women 25-54. Owner: Journal Broadcasting GM/VP – Steve Wexler GSM – Bernie Laur Business Offices 720 E. Capitol Drive Milwaukee, WI 53212 414-332-9611 60 WKTI 94.5FM (Hot Adult Comptemporary) Duplication Ethnic Composition 45.0% 40.2% 40.0% 33.7% 35.0% Hispanic 4.5% 30.0% 24.9% 25.0% Black 2.5% 24.1% 20.0% 15.0% 10.0% 5.0% Other 93.0% 0.0% WMYX‐FM WXSS‐FM WTMJ‐AM WKLH‐FM Arbitron/TAPSCAN Arbitron/TAPSCAN Audience Share Trends SP07 SU07 FA07 WI08 12+ 3.7% 2.3% 2.7% 3.2% SP08 3.3% 18‐34 4.2% 2.0% 3.2% 4.6% 4.1% 25‐54 5.5% 2.7% 4.0% 4.0% 3.7% Arbitron/TAPSCAN County Composition Milwaukee 34.4% Milw HDBA 9.4% Milw HDHA 2.4% Ozaukee 5.3% Racine 8.3% Washington 10.9% Waukesha 29.3% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 61 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Feb07-Jan08 Scarborough Qualitative Criteria: Adults 18 + Metro Survey Area Listened to WKTI-FM Qualitative Population: 168,757 Qualitative Respondents: 205 Sex Age Levels 39.3 % Male 60.7 33.9% % Female 23.4% 22.6% Employment Status Full-Time (35+ Hrs) 60.0% Part-Time (<35 Hrs) 18.1% 10.7% 7.7% Not Employed A Homemaker 10.0% A Student 3.3% Retired 3.8% Disabled 1.3% Temporarily Laid-Off 0.0% Looking For Work 2.9% Other 0.6% 1.7% P 18 - 24 P 25 - 34 P 35 - 44 P 45 - 54 P 55 - 64 P 65+ Household Income Levels 51.4% 27.6% Occupation Summary Management/Business/Financial Ops 19.2% Professional/Related Occupations 23.6% Service 9.6% Sales/Office 16.1% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 3.0% Production/Transportation/Matl Mvng 6.6% Military Specific 0.0% White Collar 58.9% Blue Collar 19.2% Highest Education Level Attained 11.6% 4.4% 4.9% Less Than $25,000 $25,000-$34,999 29.5% High School Grad(12th Grade/Ged) $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 44.6% One 19.6% Two 25.1% Three Or More 10.7% Own Or Rent Residence Own 78.4% Rent 14.8% Other -Do Not Own Or Rent 3.5% Less Than 12th Grade $35,000-$49,999 6.8% 29.1% 38.0% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Feb07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 62 WTMJ – 620 AM Format: News, Talk, Sports Program Description: "Wisconsin's News, Sports & Talk Leader" Programming Features: The Clark Howard Show, Laura Ingraham, Jeff Wagner, Charlie Sykes, The Green House with Jonathan Green, WTMJ Sports Central, Michael Savage. Spring ’08 Arbitron/Scarborough Highlights ¾ WTMJ reaches 340,900 different people weekly. ¾ Average age is 56. ¾ 56% are Men. ¾ 80% of WTMJ audience is Persons 45+. ¾ 83% own their home. ¾ Cume up 52,200 fueled by Red Hot Milwaukee Brewers Baseball Team. Owner: Journal Broadcasting GM/VP – Steve Wexler GSM – Tom Sheridan Business Offices 720 E. Capitol Drive Milwaukee, WI 53212 414-332-9611 63 WTMJ 620AM (News, Talk, Sports) Duplication Ethnic Composition 30.0% 25.3% 25.0% Hispanic 0.8% 20.0% Black 3.1% 17.3% 14.9% 15.0% 14.2% 10.0% 5.0% Other 96.1% 0.0% WISN‐AM WKLH‐FM WHGQ‐FM WRIT‐FM Arbitron/TAPSCAN Arbitron/TAPSCAN Audience Share Trends SP07 SU07 FA07 WI08 SP08 12+ 9.4% 1.6% 11.3% 9.3% 10.9% 18‐34 2.1% 2.9% 3.0% 2.3% 3.3% 25‐54 6.8% 6.4% 8.5% 6.3% 6.9% Arbitron/TAPSCAN County Composition Milwaukee 34.4% Milw HDBA 9.0% Milw HDHA 1.9% Ozaukee 9.7% Racine 6.5% Washington 9.5% Waukesha 29.1% Source: All Arbitron data based on Spring 2008 Persons 12+ M-Sun 6a-12m (Cume) 64 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release 1 2008 Feb07-Jan08 Scarborough Qualitative Criteria: Adults 18 + Metro Survey Area Listened to WTMJ-AM Qualitative Population: 347,959 Qualitative Respondents: 536 Sex Age Levels 63.9 % Male 36.1 26.0% % Female 22.7% 20.9% 16.9% Employment Status Full-Time (35+ Hrs) 54.0% Part-Time (<35 Hrs) 12.3% 8.1% 5.4% Not Employed A Homemaker 5.1% A Student 1.7% Retired 25.1% Disabled 0.6% Temporarily Laid-Off 0.2% Looking For Work 0.9% Other 0.0% P 18 - 24 P 25 - 34 P 35 - 44 P 45 - 54 P 55 - 64 P 65+ Household Income Levels 45.5% 23.5% 17.6% Occupation Summary Management/Business/Financial Ops 15.3% Professional/Related Occupations 15.9% Service 5.4% Sales/Office 14.7% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 7.4% Production/Transportation/Matl Mvng 7.5% Military Specific 0.1% White Collar 46.0% Blue Collar 20.4% Highest Education Level Attained 6.3% 7.0% Less Than $25,000 $25,000-$34,999 30.8% High School Grad(12th Grade/Ged) $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 68.1% One 15.6% Two 10.6% Three Or More 5.7% Own Or Rent Residence Own 85.7% Rent 11.8% Other -Do Not Own Or Rent 3.8% Less Than 12th Grade $35,000-$49,999 2.6% 30.3% 35.1% Some College(1-3 College Graduate Years-Not Grad) Or More Prepared with QUALITAP v10.1. © 2008 Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN® is a registered mark of TAPSCAN Inc., used under license. Data © Release 1 2008 Feb07-Jan08 Scarborough. Subject to the limitations and restrictions stated in the original report. 65 Glossary of Research Terms Age Composition: Percentage of a station’s listener base within a specified age range. Children in the Home: Percentage of a radio station’s listener base 18+ illustrating the number of children in a household. County Composition: Percentage of a radio station’s listeners that lives in specified metro counties. Cume: The estimated number of different people who listen to a station for a minimum of 5 minutes of a given period. Education: Percentage of a radio station’s listener base of adults 18+ within and the level of education achieved. Ethnic Composition: Percentage of a station’s listeners that is White, Black or Hispanic. Gender Composition: Percentage of a station’s listeners that is male or female. Household Income: Percentage of a radio station’s listener base of adults 18+ within a specified income range. Household Size: Percentage of a radio station’s listener base 18+ illustrating the number of persons residing in the household. Share Trends: A graph plotting the share of radio listeners over five rating periods. Data includes a 12+ share trend for all stations and a share trend of the stations primary demographic (eg: 18-34 or 25-54). 66