1. The REAL “OPTIONS” THIEF”… WHERE DID OUR TIME GO?

2. Time Poverty n Most affected: u Working women u Single-person households u Single-parent families

4. Source: WSJ Online Jan. 26, 2004

5. Understand “Time Poverty” Source: Harris Poll

6. Source: WSJ Online Jan. 26, 2004 “Time Poverty”… GOOD NEWS for RADIO!

7. Audience Trends Audience Trends Veronis Suhler Steven ’ s 2004 edition of “ Communication Industry Forecast and Report ” “ RADIO: #1 SINGLE MEDIUM: “ Hours per Person Using Consumer Media ” “ Hours per Person Using Consumer Media ” Year:Annual Usage: 2003 1,013 hours 20041,046 hours 2005 (proj.)1,068 hours Source: Media Post, Sept. 2004; Veronis Suhler Stevenson Communication Industry Forecast

8. Hours Per Person Using Media Source: Media Post, Sept. 2004; Veronis Suhler Stevenson Communication Industry Forecast

9. Hours Per Person Using Media

10. “Time Poverty”… GOOD NEWS for RADIO! The Only Multi- Tasking Medium! “Time Poverty”… GOOD NEWS for RADIO! The Only Multi- Tasking Medium!

11. Relevance Study Radio Ads’ Strengths Relative to Television Ads Advertisements in this medium are more honest The advertisements are concise I feel like the advertisements are directed more toward me personally Advertisements in this medium are reliable I am more likely to trust the advertising in this medium I get more exposure to advertisements for local products and services I can do other things while absorbing the advertising in this medium I am more likely to trust the advertising Provides me with last minute info about products/services before I shop More likely to get a good deal on the products/services that I purchase I’m less likely to waste money buying products/services that I don’t want Advertisers who use this medium care more about reaching me personally Advertisements make me feel more connected to my community Radio is associated more with… 5.2 4.8 4.6 4.4 4.3 5.3 5.1 4.3 4.2 4.1 4.7 Mean (rated on a scale of 1 to 7) Consumers see Radio ads as more personally connected to them and more relevant Using a scale from 1 to 7, please rate each of these statements on which media you would associate with more. (1 associate with TV ←→ 7 associate with Radio)

12. Relevance Study Radio Ads’ Strengths Relative to Newspaper Ads Consumers see Radio ads as being more connected to them as individuals Using a scale from 1 to 7, please rate each of these statements on which media you would associate with more. (1 associate with Newspaper ←→ 7 associate with Radio) Advertisements are creative The advertising is this medium is more interesting and engaging Advertisements in this medium are intrusive I feel like the ads are directed more toward me personally Ads do a better job of reaching the people they are meant for I can do other things while absorbing the advertising in this medium The advertisements are more likely to hold my attention Remember ad longer because ads in this medium have more impact on me These advertisements are more likely to open my mind to new ideas Advertisers who use this medium are trying harder to reach me Advertisers who use this medium care more about reaching me personally Advertisements are more fun Radio is associated more with… 5.6 5.3 5.1 4.9 5.7 4.6 4.9 4.2 5.0 4.4 Mean (rated on a scale of 1 to 7)

13. Why would you use anything else in this Time Impovershiped Environment!! RADIO!

14. THANK YOU! Comments or Questions: Lynn Anderson Senior Vice President Consulting / Training Division lande@rab.com Lynn Anderson Senior Vice President Consulting / Training Division lande@rab.com