What is COSY Presentation

1. SuperHits of the
60’s-70’s-80’s

2. You can only reach the
nearly 11,000daily
listeners/FansWITH
COSY!
 What is COSY?
 Who listens to COSY?
 Why COSY?
 Where is COSY?
 How can your business engage
them and become your best
customers?

3. SuperHits 103.7 COSY-FM is Southwest
Michigan’s favorite Classic Hits station.
It targets a mix of listeners age 35 to 64.This
format enjoys constant shelf-life support.
Instead of background music, this music is in
the foreground for the active listener.Though
it targets a certain loyal demographic, it is also
#5 in format of 12+ year olds (Neilsen, 2015).
The greatest hits of all time are not only NEW
to the younger generation, but has gained
their attention so much they store COSY on
their dials as well!
National and local news, sports and weather
are a very important ingredients for the COSY
listener. If something is happening in the
community, COSY-FM will tell you withWhat's
Happening, the Daily Buzz, Dave Wolf's
morning news and more!
WHAT IS COSY?

4. Facebook Ads Avg. Reach

5. Why support your
campaign with Digital?
1,520 +
Followers
Facebook Ad (1 week)
Facebook LIVE!
Website Banner
Advertising
• 2,382/mo avg.
Impressions
• 14/mo avg.
Clicks
Podcasts
• 2,109/mo avg.
Plays/Downloads

7. OWNVS RENT
HOUSEHOLD INCOME EDUCATION
0
20
40
60
80
$50k-$74k
$75k-$150+35%
65%
OWN: 91%
RENT: 9%
INTERESTS
SPENDING POWERMARITAL/PARENTAL STATUS
*Exercise and fitness
*Boatiing *Sporting events
*Biking *Concerts
*Golfing *Dining out
*Fishing *Vacation homes
*Hiking
Audience DevelopmentGroup
LocalCivicScience Poll
Ebusiness Report
LocalCivicScience Poll
LocalCivicScience Poll
Married-66%
Children still at home-46%
WHYTALKTO COSY LISTENERS?
In their prime of earning and
spending. This group has the
highest disposable income and
controlling more than 70% of
America’s wealth.
35% more likely to own stock
or be investing and 47% above
the norm for likelihood to own
mutual funds. They have
money to spend!!

8. WHYTALKTO COSY LISTENERS?

9. Nielsen-StateoftheMediaToday(6/22/2017)

10. “Most Pandora listening occurs at home, as
background music”

11. SEO VS RADIO
SEO: Basing a business on SEO techniques is risky because search engines providers can change
their algorithms, or set of rules, that determine how they index the web at any time. Search engines
want to distance themselves from spammers and sites that superficially game the SEO system with
weak content dominated by overuse of keywords. Investing too much focus on SEO can ultimately
be a waste of time if not enough emphasis is placed on offering quality content. Since SEO does not
have a long established history like radio, its effects over time are difficult to analyze.
RADIO: Despite competition from new media, radio still reaches more than 235 million listeners per
week in 2012. A high percentage of teens listen regularly to radio, but most listeners are adults and
most listening is done in cars while driving to work. Over half of radio revenue comes from local
businesses. Consistent radio advertising that reaches a target audience combined with other media
campaigns can effectively grow a market. More than 90 percent of the radio audience listens to
commercials, according radio industry research leader Arbitron. Radio's big advertisers include fast
food chains, communications dealers, car dealers, restaurants, retail, financial institutions and
insurance companies. http://smallbusiness.chron.com/seo-vs-radio-advertising-42798.html

12. S E O = Search Engine Optimization
Improving your rank in a business/industry search category via paid boosts
Did you know your competitors
are also listed –
Sometimes ranking even higher
than you!
Can you outspend them?
Will they outspend you?
What about online competitors?
A properly targeted RADIO
Branding Campaign with a clear,
compelling message creates
a.k.a Top-of-Mind
Awareness! Potential customers type
YOUR NAME
in the Google Search Box.Your competitors are never ‘in play’!
Your name belongs to YOU. No one else can claim
it, no matter what they spend!
If someone searches your name, you’ll be first every time!
Make your name synonymous with excellence & leadership in YOUR category
through a well-executed radio branding campaign.
Then “let their fingers do the TALKING”…
…by typing in your NAME, not your business category!
Tell them WHY, then wait for WHEN!
Let us show you how to invest in Permanent SEO

13. "AM/FM radio has very low weekly
reach"
A perception of 64% vs. 93% in reality
“TV is the way to reach millennials” AM/FM radio has a weekly reach of
93% among 18-34-year-olds,
compared to 73% for television
“Audience shares of Pandora and
Spotify are almost equal to AM/FM”
AM/FM radio shares are 8 times that of
Pandora and 19 times that of Spotify
“In the world of the connected car,
the number one thing people do is
stream online radio on their
smartphones”
AM/FM radio owns a 71% share of in-
car audio time among those 18+
“No one under 35 listens to AM/FM
radio any more”
Nielsen statistics show that millennials
account for the largest AM/FM
listening audience at 67 million
“Six out of 10 agencies/marketers
believe radio listening is dropping”
From July 2015-July 2016, radio
listening was up 5% for persons 18-34,
6% for those ages 25-54 and 5% for
persons 18-49
“Today's optimal media plan: Put all
your money into mobile and social”
The Advertising Research Foundation's
Optimal Media Mix proposes a media
mix of 78% traditional and 22% digital
“There's a total lack of ROI and sales
lift evidence for radio”
The average Nielsen Return on
Advertising Spend: $8 for every $1
spent onAM/FM radio
MYTH FACT
A panel discussion in 2017
NAB Radio Show, destroyed a number of myths about radio

14. The Most Powerful Group of Listeners
Every year, the U.S. Consumer Expenditure
Survey shows adults 45-64 outspend the
average consumer in nearly every category,
from food, household furnishing, entertainment,
personal care, gifts, etc.
• Boomers will make-up HALF of the entire U.S.
population by 2017.
• Boomers control HALF of the nation’s aggregate
household spending.
• Adults 45+ will continue to be the most powerful
consumers in the marketplace.
• The US Census shows the senior age group is
for the first time the largest in terms of size and
percent of the population in the U.S.
• Over the next 30 years, the 65+ population will
be larger than the younger generations.
• The 45+ population has $2.4 trillion in annual
income, which accounts for 42% of all after-tax
income in the U.S. (Consumer Expenditure
Survey).
• Boomers and seniors have a net worth 3x that of
younger generations (Economic Policy Institute).
• Baby boomers account for nearly $230 billion, or
55% of consumer packaged goods sales
(Nielsen).
• Boomers spend $157 billion on trips every year
(NextAvenue).
• Americans 45+ account for half of all consumer
spending.
• Boomers outspend younger adults online 2:1 on
a per-capita basis (Forrester).

15. Jeff, 58 yrs old from Bangor
Anna, 67 yrs old from Hartford
Married with a large family of children,
grand children, and even great grand
children. Is a volunteer transporter who
loves crocheting and baking from scratch.
Currently remodeling her bathroom. Loves
COSY! Says it’s the music she grew up
with!
WHO LISTENSTO COSY?
Retired educator with last 25 years as
principal at Bangor. Now works at SH Health
Systems. Loves Paul in the mornings, the
coverage of theTigers, and it focuses on local
news and events. Married with 3 kids. Enjoys
ice fishing, family vacation, baseball,
antiques, and good food.
Star, 56 yrs old from South Haven
WE ARE COSY!
SystemAdministrator who is married with
2 kids and 7 grandkids. Interests include
everything in music and entertainment.
Favorite thing about COSY is the music
selection and Paul in the Mornings!

16. WHYTHEY LISTENTO COSY?
They grew up listening to
the music!
Elton John
Rolling StonesThe Beatles
The Supremes
TheTemptations
Chicago

17. Light UpThe Lake
COSY Heritage Promotions & Events
Secret Sound winners
COSY SUMMERTOUR

18. COSY CARES
WarmYour Heart at We Care

19. Paul lives in South Haven with his wife Annie, sons
Adam and Aaron, and daughters Joy, Sarah and
Kayla. Paul is active at South Haven’s Peace
Lutheran Church, and is involved in a number of
community organizations and volunteer boards.
He is past President of South Haven Kiwanis
Club, Chaired the 2006Van Buren County United
Way Campaign, was Samaritan of theYear in
2005, Recipient of the South Haven Chamber
Community Impact Award and Michigan State
Volunteer Award winner.
Paul loves music, the theatre, fishing, and
Nascar’s number 48!
Spencer Rivers
Noon-6p
Paul
Layendecker
6a-Noon
Spencer Rivers has been with Midwest Family
Broadcasting since 1979. He has had various
positions over the years, and now works on
Cosy's afternoon air shift as well as in the
Engineering Department.
Spencer resides in Riverside, working the
Benton Harbor and South Haven
studios. Spencer is an avid railroad
fan, classic car enthusiast as well as an avid
local history enthusiast.
COSY STARS

20. Alan Kabel is a radio genius. Self-described, of course.
He loves all kinds of music, but REALLY loves SuperHits
the most! Alan has worked for some of the biggest radio
stations on the planet, working with many other radio
stars and musicians in his very lengthy career in
Entertainment. We are absolutely thrilled to be able to
ask Alan to bring his wit, charm and love of SuperHits to
us here at COSY-FM! Listen to him every night on your
drive home or as you work 3rd shift!
Mark Savage-Sports
Alan Kabel
6p-Midnight
Mark Savage is the voice of the South Haven
Rams on COSY-FM. Hear him broadcast home
and away games during Football and
Basketball season right here!
COSY STARS
Dave Wolf-Morning News & Sports
Dave has been at the Mid-West Family stations since
his junior year in high school. Dave currently is the
Overnight Operator for the stations and can be heard
during the football season hosting Friday Night Kickoff,
previewing the upcoming night of high school action.
Outside of the station, Dave is active with the athletic
department at his alma mater St. Joseph High School,
announcing games and running the scoreboard for
basketball, football, and volleyball.

21. COSY is independent and locally owned
and broadcasts out of South Haven, MI.
COSY has a 3,000 watt signal that extends
in the following areas….
• Berrien County
• Northern Cass County
• Van Buren County
• South Allegan County
WHERE IS COSY?

22. OUR ADVERTISING WORKS
RADIO IS LESS EXPENSIVE THAN MOST OTHER TRADITIONAL MEDIA,
ALLOWING ADVERTISERS TO EFFECTIVELY MAXIMIZE TARGETED REACH
WITH RESULTS DRIVEN FREQUENCY!
“It was important for us to take the message of our brand
directly to the community. Many of our referrals come
from the medical world. We wanted to empower people
to contact us directly. Since we started branding on the
radio, we have doubled the number of people we are
caring for in the community.
“We looked to radio to get
everyone aware of what
Service Master was.
Initially just using print or
any other advertising
venues we tried didn’t
work. After 18months, we
have been able to verify
that radio works because
it grew by 10% and by our
2nd year in advertising we
grew 110%."
Melinda Graham-Hospice at Home
Ken Geyer
Service Master of
Berrien County
Angela Peavey
Saugatuck Center
of the Arts
“As a long time listener of
COSY FM, I understood the
quality of their programming
and community recognition of
Paul Layendecker. I knew that
it would be a perfect fit. We
track zip codes and area codes
of all of our purchasers. In the
last 3 months of working with
COSY FM and having
consistent on-air presence, our
sales have grown 10% in their
listener area.”

23. WHAT’SYOUR STORY…
Looking for fresh, new ideas.
Maybe you’ve never advertised on
the radio before. We make it easy!
We design a radio campaign that’s
clever and creative with messages
that help tellYOUR story.
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