2.
Just the Facts <ul><li>Radio is waking up listeners with a fresh, engaging content and exciting new technology and now it’s time to wake up your conversations and presentations. </li></ul><ul><li>The purpose of this presentation is to help radio insiders like you, lead the conversation about radio with the latest facts about the medium and its vitality. </li></ul><ul><li>You’ll find information you can use to educate your clients, your colleagues and your community about the great story – and future – of radio. </li></ul>

3.
On the Move <ul><li>Radio in an industry on the move. </li></ul><ul><ul><li>Hundreds of millions of dollars are being invested in exciting new technology and engaging content. </li></ul></ul><ul><ul><li>New mobile devices from cutting-edge manufacturers like Apple, Sony, NEC, Samsung and Nokia are bringing radio to new users. </li></ul></ul><ul><ul><li>Internet streaming and HD Radio are delivering more variety of music, information and entertainment. </li></ul></ul><ul><ul><li>Time starved consumers are tuning into radio while multitasking in the car, the kitchen, the shower and the office. </li></ul></ul><ul><ul><li>“ Radio is in the best position it has ever been in. It’s like the reset button has been hit. The convergence of technology and content has given the industry a completely blank canvas.” </li></ul></ul><ul><ul><li>– Advertising Age Small Agency Diary </li></ul></ul>

4.
Perception vs. Reality <ul><li>Perception: Radio has been on the decline in recent years. </li></ul><ul><li>Reality: Radio has added six million listeners since 2004. </li></ul>Source: ©Arbitron RADAR

5.
Radio Reaches Everyone <ul><li>93% of Americans 12 and older listen to radio weekly. </li></ul><ul><li>92% say radio plays an important part in American life. </li></ul>Radio Reaches More People % of consumers reached in a typical week Source: Arbitron, Harris Interactive, NAA, Yellow Pages Association

6.
Radio Technology is Everywhere <ul><li>Radio is responding to marketplace changes with new technologies, like HD Radio and Internet Streaming. </li></ul><ul><ul><li>Microsoft ® Zune ® owners rate the importance of the radio feature 8 out of a possible 9 points. </li></ul></ul><ul><ul><li>An independent study found that FM radio was the most sought-after added function for the iPod. </li></ul></ul><ul><ul><li>In it’s first week on the market, AOL Radio ® for the Apple ® iPhone ® was one of the top 10 most frequently downloaded free applications. </li></ul></ul>6 Radio is Driving Technology There are nearly 7,000 streaming radio stations in the U.S. and the number is growing SOURCE: “Audio Content Is Expanding Everywhere You Look,” Radio Ink “ Survey: iPod owners want FM radio,” infoSyncWorld.com Radio Advertising Bureau

7.
The Hot Tech Frontier 7 “ Get ready for what has got to be the all-time greatest sleeper of a tech trend: Radios, I kid you not, are making a comeback in 2008” – Fortune Small Business, January 2008

8.
Innovative New Technology <ul><li>Radio has introduced innovative solutions to help consumers enjoy their favorite information and entertainment: </li></ul><ul><ul><li>Streaming </li></ul></ul><ul><ul><li>HD Radio </li></ul></ul><ul><ul><li>Audio search </li></ul></ul><ul><ul><li>Podcasting on-demand </li></ul></ul><ul><ul><li>Texting and mobile applications </li></ul></ul><ul><ul><li>iTunes tagging </li></ul></ul>8 Radio is Mobile Radio functionality is growing more rapidly than MP3 functionality on mobile phones SOURCE: “Mobile users tune-in to the radio,” Vnunet.com

9.
<ul><li>There are nearly 11,000 U.S. radio stations owned by more than 3,000 separate companies. </li></ul><ul><li>From 1996 to 2007 hundreds of new radio stations were introduced. </li></ul><ul><li>From 1996 to 2007 format variety increased in the top 100 radio markets. </li></ul>More Stations. More Formats. 10 HD Radio on the Rise There are more than 1,800 HD radio stations in the U.S., and the number continues to grow SOURCE: ©State of the News Media 2008

10.
More Choices Than Ever <ul><li>What kind of formats are on HD Radio? </li></ul><ul><ul><li>My HD – interactive request channel </li></ul></ul><ul><ul><li>Club Phusion – dance hits </li></ul></ul><ul><ul><li>Hispanic Reggaeton – Latin fusion </li></ul></ul><ul><ul><li>Foggy Mountain – classic country </li></ul></ul><ul><ul><li>Full Metal Racket – hard rock and heavy metal </li></ul></ul><ul><ul><li>Joke Joke – all comedy </li></ul></ul><ul><ul><li>Mother Trucker – southern rock </li></ul></ul><ul><ul><li>National Geographic – world music </li></ul></ul><ul><ul><li>Undies Indie Rock – underground college and indie rock </li></ul></ul><ul><ul><li>The Walk – contemporary Christian </li></ul></ul><ul><ul><li>The Bayou – Blues </li></ul></ul>11

11.
Radio is Resilient <ul><li>Radio has demonstrated outstanding listener retention in an increasingly time-starved world. </li></ul><ul><ul><li>The percentage of American adults reading a daily newspaper has dropped from 58.6% in 1998 to 48.4% in 2007. </li></ul></ul><ul><ul><li>The number of Americans regularly playing golf has dropped by one-third. </li></ul></ul><ul><ul><li>Yet, radio’s audience has actually grown 15% since 1994. And, over the past 10 years radio has retained 87% of its time spent listening. </li></ul></ul>13 More Than 2 Hours a Day Average minutes consumer spent with these major media sources in the last 24 hours SOURCE: ©Bob Pittman, presentation at NABShow 2008

12.
The Ultimate Multi-Tasking Medium <ul><li>At work </li></ul><ul><li>In the car </li></ul><ul><li>In the garage </li></ul><ul><li>On the porch </li></ul><ul><li>In the pool </li></ul><ul><li>In the shower </li></ul><ul><li>On the run </li></ul><ul><li>In the laundry room </li></ul>14 <ul><li>In the kitchen </li></ul><ul><li>In the bedroom </li></ul><ul><li>Under the covers </li></ul><ul><li>At the beach </li></ul><ul><li>At the park </li></ul><ul><li>On the street </li></ul><ul><li>On the bus </li></ul><ul><li>In the tent </li></ul>Radio is the ideal companion to other activities

13.
Radio Heard Here: Key Initiatives <ul><li>Accessible technology </li></ul><ul><ul><li>A core tenet of the campaign is that radio should be available wherever there is a speaker or headphone, and particularly on all mobile devices. </li></ul></ul><ul><li>Playlist variety and format diversity </li></ul><ul><ul><li>We must communicate the industry’s progress toward offering listeners greater variety and choice. </li></ul></ul><ul><li>Building for the future </li></ul><ul><ul><li>We are taking a proactive approach toward ensuring radio’s progress and prosperity in the future, including promoting the growth of our listening audience and consumer reach. </li></ul></ul><ul><li>Reigniting consumers </li></ul><ul><ul><li>We must remind listeners of the many benefits of radio and the broad variety of people, places and purposes it connects. </li></ul></ul>16

14.
Telling Radio’s Story <ul><ul><li>Millions of impressions </li></ul></ul><ul><ul><li>Over 100 articles in print and online editions of publications like The New York Times, Advertising Age, MediaWeek, AdWeek, CNN Money, Portfolio, etc. </li></ul></ul><ul><ul><li>Over 50 blog articles </li></ul></ul><ul><ul><li>Over 2,000 Google entries </li></ul></ul>“ Looks like radio is finally taking, well...radio seriously.” – Media Post

15.
Getting Insiders in the Game

16.
Engaging Blog Campaigns

17.
Targeting the Listening Public The Radio Heard Here consumer campaign will reach listeners of all ages, with a special focus on younger audiences. The campaign demonstrates to fans and advertisers that radio is alive, well, and investing in it’s future.

18.
A Website for Radio Fans <ul><li>A site for radio fans that is fun, engaging and interactive. With fresh content every month. </li></ul>

19.
About Us <ul><li>Radio Heard Here is an organization made up of fans of radio committed to building a great future for a medium we all love. </li></ul><ul><li>Radio Heard Here is made possible by the NAB, the RAB and the HD Digital Radio Alliance. </li></ul><ul><li>For more information, visit RadioHeardHere.com </li></ul>