Selling the Net Presented by Dave Casper Senior VP/Services Radio Advertising Bureau New York - Dallas - Chicago - Detroit - Los Angeles

In 1999, 40% of dot com ad revenue will be placed on Radio. (As much as $320 million) Source: Paine Weber In 1999, 40% of dot com ad revenue will be placed on Radio. (As much as $320 million) Source: Paine Weber

Radio on the Net According to BRS Media… 10,500 US Commercial Radio stations 4300 have an Internet presence 1100 Non-commercial Radio Stations Radio sites cover a wide variety of content and revenue strategies.

Radio & Webcasting Radio Stations re-purposing their signal on the Net US Radio Stations now offer the option of listening on the Net 900 International Stations 185 Internet-only Stations Radio & Webcasting Radio Stations re-purposing their signal on the Net US Radio Stations now offer the option of listening on the Net 900 International Stations 185 Internet-only Stations

Radio & Webcasting Top 5 Radio Stations by Format

Who is Listening? Arbitron: Radio in the New Media World One-third of Americans are now online 21% at the office 25% at home Internet usage cuts into time spent with other media 13% spend less time with Radio less 35% spend less time viewing tv Who is Listening? Arbitron: Radio in the New Media World One-third of Americans are now online 21% at the office 25% at home Internet usage cuts into time spent with other media 13% spend less time with Radio less 35% spend less time viewing tv

Who is Listening? Arbitron: Radio in the New Media World Listeners show interest in activities that generate revenue. 76% would visit a website for product or service information 57% know they can listen online

Radio Strategies Radio is/should be using Internet to... Enhance... Extend... Radio Strategies Radio is/should be using Internet to... Enhance... Extend... the value of on-air brands to scope of service offering

Radio Strategies Enhance On-Air Brand Content plays Re-purpose signal Programming support Music, personalities, contesting News and other information Community support Off air programming Radio Strategies Enhance On-Air Brand Content plays Re-purpose signal Programming support Music, personalities, contesting News and other information Community support Off air programming

Radio Strategies Extend Service Offerings Revenue strategies Online support for on-air marketing efforts E-commerce Ad sales and tie-ins Radio Strategies Extend Service Offerings Revenue strategies Online support for on-air marketing efforts E-commerce Ad sales and tie-ins

Content play and Revenue strategy Your Station Needs Both! Content play and Revenue strategy Your Station Needs Both!

Focus is critical Focus is critical

Revenue Strategies Banner Ads Content related sales Database E-commerce Music downloads Non-spot revenue Affiliations/partnerships Revenue Strategies Banner Ads Content related sales Database E-commerce Music downloads Non-spot revenue Affiliations/partnerships

Radio and the Internet are great partners

What makes Radio and Internet great partners? Radio reaches virtually everyone Radio reaches 76% every day Radio reaches 96% every week People spend more 6am-6pm time with Radio than any other medium What makes Radio and Internet great partners? Radio reaches virtually everyone Radio reaches 76% every day Radio reaches 96% every week People spend more 6am-6pm time with Radio than any other medium US Population 12 and older

What makes Radio and Internet great partners? Radio is pervasive 37% of listening takes place at home 41% in cars 21% at work For 65% of US adults, Radio is their number one choice at-work What makes Radio and Internet great partners? Radio is pervasive 37% of listening takes place at home 41% in cars 21% at work For 65% of US adults, Radio is their number one choice at-work

Is the Internet going to change Radio? Yes! It’s coming and it’s coming fast. Broadcasters must be ready. - Gary Fries, RAB President/CEO. Radio and the Internet NAB: State of the Industry

Session #2: Internet Revenue Strategies

Yahoo Web users will grow to 399 million by 2002 Ecommerce revenue will grow to $734 million by 2002 Internet is an active medium with an active consumer

ISP Service Bounties Retainers Database - Why have a database? Listener clubs Audience survey Push/pull Transactions Oracle, SQL v7, Access

Newsletter Popmail 70% of those who have at work admit having received adult oriented Contesting Banner ads Calculating cost per thousand Proof of performance

Coupons Classifieds MonsterBoard.com 10% of US jobs are filled by applicants who found the job online Events Support to NTR play Station contesting Advertiser indexes and pages

Ecommerce Affiliate agreements RAB Site Hosting ecommerce Content plays that generate revenue Advertiser supported content

Sales strategies Concrete vs. abstract Sample site on CDROM Printed pages

Sales staff training Key terms Clear understanding of Internet strategy Enable client focused approach Proof of performance Stats Printed followup

Broadcast.com Webcast.com Webcasting Solutions Liquid Audio Real Audio Jukebox ATT A2B Spinner.com

Push/pull: Definitions and Technology Requires sending content as requested by the end user without additional user interaction Delivery via or other client side application (Pointcast) Could be any combination of steamed media or download via mpeg, mp3 or mp4 or ra. Very user focused

On-demand: Definitions and Technology Allows users to request and view/hear specific content as they choose. Could be any combination of steamed media or download via mpeg, mp3 or mp4 or ra. Very user focused

Streaming: Definitions and Technology - As of Jan. 1999, 13% of Americans listen to Radio online Unicast One to one Broadcast One to many Requires a separate stream for each user Muticastover IP One to many Multiple addresses are tied to the same stream Diagram from “Webcasting Guide”

Content and Sales Opportunities for Audio/Video Services Push/pull and Ondemand Content News Breaking stories Updates Additional detail of user- selected content Weather Forecasts Extended weather information Warnings and watches Current conditions

Traffic reports Music related Breaking new artists Artist information When favorites are playing Ecommerce Music downloads MP3 CD Sales

Testing Contesting Sales related (business to business) content Other Movie trailors Special promos

Designing and building effective Websites What should your site include? Sample site Design for 640x480 Plan for 600x800 Graphics vs.text Considerations in navigation

Making your site sticky 10 Tips for building a great site

10 Website musts

Selecting a host Tier providers Service Space requirements Server platform addresses Programmers

Cool Software and Equipment Cameras Scanner CD Burn Unit Color printer Pagemill

Photoshop ImageStyler FrontPage Cooledit Paint Shop Pro

Discussion of future topics Broadband Broadband penetration less than 10% by 2001 DSL Satellite CD Radio

Getting Connected Source: Simmons, Spring 1999 USA Today: Cable Modem Surge In the race to provide super-fast Internet access, cable modems have been declared the winner! -USA Today, 10/5/98